Salesforce Customer Feedback, Salesforce Surveys

Intelligent Customer Feedback

Intelligent Customer Feedback

The challenge for any company is to retain and increase customers with the resulting effect being increased profits and market share. Conventional wisdom is that the key for any business growth is the purview of sales and marketing but often forgotten in the conversation is the importance of customer feedback. Customer feedback is often relegated as a term solely used by the customer service team. For many businesses customer feedback is often an under-utilised tool that can be used to improve your product or service and develop new service and product streams. Leading marketer Barnaby Wynter revealed new research that showed that 85% of customers perceived the value of a product based on service quality and ease of doing business, so ensuring that your customer service operation is performing optimally is a key parameter for success in todays changing business environment. 

In many instances approaches to customer feedback are dependent on the maturity of the business. It is often the case that if you are an established company, you will probably have some form of a survey tool that allows you collect and measure customer feedback. In the case of being a relatively new business or a fresh start up with one or a couple of customers, chances are you don’t rely on a feedback tool and speak directly to customers. But as you grow you will more than likely need to purchase your first survey tool and start thinking about measuring customer feedback. The challenge is ensuring that as a new business you are following best practices in customer feedback. In the instance that you are an established business with existing customer feedback systems you want to ensure that you are improving your systems and making the most from your customer feedback. If you get customer feedback right, it can become the hidden gem to improving customer loyalty and increasing profits for the business through word of mouth sales.

Intelligent Customer Feedback

How do you measure?

The most basic challenge is gathering feedback from your customers. In most of the cases you are going to be using a survey. For most companies they will search for the best survey tool on the market that is suitable for their business. In many instances the choice of a survey tool is based on price and based on an assessment of your internal systems. Many companies get bogged down in just finding a survey tool that they sometimes lose sight of what exactly they trying to achieve with the survey tool.

If you are following the industry standard, then you will probably be looking at either following CSAT or NPS. There are merits for following both systems but in our experience there are certain things that companies need to bear in mind when setting up customer surveys. There are always a range of questions that you can choose to ask your customers but we find that there are two questions that you need to ask customers.  The two questions that you need to measure are; will your customers stay with you and are they promoting your business. The third question that you need to ask is why? In our experience working with companies such as  Cigna, WorldRemit, Paysafe, Gohenry that these questions are the key ones to ask customers. We also found that asking too many questions can turn people off from filling out your surveys, so we have found that having 3 questions is a good barometer. While you may want to ask your customers about different aspects of their customer experience, its important to focus on getting a high response rate. A large sample size ensures that you are able to get a fair picture of how your customers are responding to your business. As a general rule don’t ask questions that you already know in your CRM system.

The next thing to think about in conducting customer surveys is ensuring that  it is linked with your CRM system. Many surveys can be integrated with your CRM, but it is key to ensure that any survey tool lives inside your CRM system so that you connect the results with key business metrics. If your survey tool lives within your CRM system you can start to connect customer satisfaction to business metrics such as word of mouth sales. Then there is the issue of how to collect and analyse the free text feedback that you receive from your customers. In a small company you can probably get an employee to read all the free text but in a bigger organisation it starts to get more complicated. It is at this point that you need to start investing in the latest latest generation of survey tools that use artificial intelligence to automatically categorise customer feedback and distributes the results them to the team.

Intelligent Customer Feedback

Making the voice of the customer part of the team

Now that you have collected your customer feedback and you have a basic understanding of what your customers are saying about your business, the next step is to do something with that information. This is where the distribution of information to members of your team is important. The mistake that many companies make is that they gather customer feedback but either keep that feedback to one person, or department or they take ages getting that feedback to the members of the team. In some instances we have seen cases where customer feedback is only distributed after 6 months to a year! That’s way too long if you’re a business that is seeking to make moves in the marketplace.

Companies need to ensure that customer feedback is relayed to the entire team and not just relayed to one team or one person in the business. It is important that the voice of the customer is heard in all areas of the business. The voice of the customer needs to be in the company. Think of the voice of the customer as your new team member. Therefore it’s important that you don’t wait 6 months to a year to get customer feedback. Companies that are able to deliver real time customer feedback and distribute it to the entire business will be quicker to react to the ever-changing business environment. In an ideal scenario, once a survey is completed everybody needs to be notified. In fact it was the need to create this ideal scenario that led to us developing the In-gage Salesforce contact centre app. In our all customer feedback can be distributed in real time to all members of the team and even connected to other business metrics in your salesforce system.

Improvement – 25% increase in NPS

The main benefit that you get when you have real time customer feedback relayed to the team is that it will lead to instant improvement. When employees are able to see what customers are saying both positive and negative that leads to a big change of behaviour in the business.

If customers are complaining about a particular issue then you can start to rectify those issues immediately. The reverse is also true, if customers are happy about the service they have received and this is relayed to the team this will lead to a massive increase in staff morale. As a business you want to be able to respond to customer needs and at the same time boost employee engagement.

It is also important that customer feedback is linked to your coaching and training programs. If you are aware of the main concerns of your customers you can train and coach your customer service teams in the adequately. The power of realtime feedback is so immense that it will lead to change even without a coaching program in place! The ability of team members to see actual feedback from customers will prompt change. People will self improve in response to the visibility itself. One of our clients World Remit saw a 25% increase in their net promoter score (NPS) after they installed our app in salesforce and started to receive real time customer feedback. 

Impact – £500k in additional profit

If you can make the customer, the central plank of all decision making processes in real time it starts to have a massive impact on your organisation’s bottom line. In our experience we have seen service organisations become epicentres of growth in their businesses because they understand the pulse of the customer.  The reason is simple, when you are able to change the behaviour of your team this will have a direct impact on the customer. The frontline service team often has the most interactions with customers, in many instances more than your sales or marketing department.

In our experience we have seen companies experience 20% improvement in customer loyalty as a result of real time customer feedback and the behaviour change that comes as a result. Just imagine that an extra 20% of your customer base is now repeat purchasing after touching the service team, this is worth millions in revenue for your company. One of our customers GoHenry was able to make £500k in additional profit because of loyalty and word of mouth sales after installing our app.

Intelligent Customer Feedback

Bringing it all together: Speed of Evolution

The next thing to consider when thinking about customer feedback is the speed of evolution. The speed with which you are able to do measure, analyse, improve and impact the organisation will determine how fast you change your organisation. For many companies self improvement projects can take months and if you’re a big corporation it can take years before you start to see an impact.

In our experience the best time frame is to get this down to 3 – 6 months. If you can get within this time frame then your service team is on the way to being a hub for the business. So instead of your service team being cost it can start to be a key driving force of profit in the business. 

At In-gage we created our Salesforce contact centre app with the purpose of proving the value of service. We wanted to show that customer service is an asset to businesses not just a cost centre by allowing our customers to show the ROI of customer service. But we also wanted to give customer service and contact centre teams the actionable insights that they need to improve their service operation. Our salesforce contact centre app measures customer feedback in salesforce, improves and increases the speed of evolution all within your salesforce environment to allow your customer service team to rapidly respond to customer feedback and increase sales for your business. 

Intelligent Customer Feedback

10 and ½Tips for Making the Most of Salesforce World Tour 2019

10 and ½Tips for Making the Most of Salesforce World Tour 2019

So, Salesforce World Tour London taking place on the 23rd of May is just around the corner and naturally, I’ve been discussing meeting up with my network, arranging dinners – when I realised that many haven’t attended before! With this in mind, I thought I’d share my experience at this fab event with 10 and ½ (the all-important ½…)tips on how to make the most of your time on the day.



10 and ½Tips for Making the Most of Salesforce World Tour 2019


  1. Get clued up and be prepared


Before attending World Tour I would recommend having a rough strategy for what you want out of the event. Once you have the agenda in your hand, focus on what you’ll get the most value out of and what fits with your business goals for the year. There is a lot of content on the day, don’t get caught up in the wonder of the event and end up in a marketing session when you’re in Sales!


Top Tip: there is a Salesforce World Tour App you can download to get all the info you need!


  1. Attend the Keynote


Simon’s keynote last year was a once again a great start to the day and really gets you wrapped up in the Salesforce ‘Ohana’ mentality. There’s always a live demo of a Salesforce user case in the keynote. Last year Adidas exhibited how they revolutionised their Customer Service with Salesforce; not only inspiring but also a great showcase of what you can achieve with Salesforce. This year’s keynote is a definite must for me!


  1. Wear comfy shoes


As much as you might want to dress to impress, the Excel is a large space and you’ll be on your feet a lot of the time. So my advice would be, don’t go overboard with brand new brogues or heels. Your feet will thank you as you’re running from presentation to presentation!


  1. Get on the Customer Success Floor!


If you are a Salesforce user or interested in the CRM platform, you need to visit the Customer Success Expo Floor. This is where you can see Service Implementers and AppExchange Partners show off how they make Salesforce truly valuable to your business. There is something for every business goal on the Expo floor, seek and ye shall find!


  1. Breakout sessions


The breakout sessions are a gold-mine for those looking to learn more about real-world uses of Salesforce. From customers sharing stories to specific partners showing off products you would love to implement – there is something for everyone from every industry!


  1. Chat your chin off


You are at the largest Salesforce event in the UK & Ireland. That means that almost everyone around you is either using Salesforce, considering buying it or works in the ecosystem. This is your opportunity to share and gain a wealth of Salesforce knowledge. The Salesforce market is vast and having like-minded connections in this area is invaluable!

It’s also a great opportunity to meet up with your network, so share your attendance on your business social media! (LinkedIn, Twitter, etc.)


  1. Give Trailhead a go!


There is always a large area of forest-y goodness which is the Trailhead area. Why not get stuck into a learning session and come away smarter than before? You have the chance to win prizes and more importantly, gain some badges!


  1. Get your freebies


Every conference has businesses giving away awesome freebies for a conversation or scanned badge. World Tour is no different so get in there early and make the most of the free pens and goodies, but be aware not to be a goodie troll… no one likes a goodie troll.


  1. Don’t drink too much coffee!


World Tour London can be a long day and a longer evening, try not to drink too much coffee or you’ll be flagging by the evening when it’s time to let your hair down!


  1. After parties & networking drinks


After a long day of learning its only right that you relax, Salesforce and the Partner Ecosystem have got you covered. Start off your night with networking drinks from Partners such as Natterbox and BrightGen, then move to the after parties from sponsors such as Conga and MakePostive, which usually take place in Leicester Square or on a boat on the River Thames! Just remember who you meet and don’t lose any business cards!


And finally the ½…


Meet Me!

I’ll be at the Salesforce World Tour meeting Service leaders to discuss how our app helps businesses to not only improve customer loyalty and advocacy but also how to prove the financial impact of your Salesforce investments. If you would like to meet me for a coffee and a chat, feel free to send me an email here.


I hope you’ve found this informative! If I’ve missed anything or you have any questions, please get in touch!


Charlie Norton

Sales and Alliances


10 and ½Tips for Making the Most of Salesforce World Tour 2019

The Impact point: It’s where your business wins or loses

The Impact point: It’s where your business wins or loses

The Impact point: It’s where your business wins or loses


Customer service is an important part of any business, but often you can get lost in NPS scores, quality scores, metrics and reporting. In order to make it simple we have put together 5 areas that we believe companies should be focusing their attention on in order to ensure that they are delivering consistent high quality customer service that is meeting the needs of the business and the customer.  We call them “impact points” because these aspects of your service organisation directly interact with your customers. If your service organisation is focused on improving in these 5 areas then you are becoming a high performing and profitable service organisation.



1 – Your frontline service team is where value is created or lost for your organisation.


Those thousands of conversations, though, can prove to be a brand and marketing nightmare. But it should, and can, be a dream scenario – because those customers are calling, tweeting and emailing you. It means, at that critical impact point, you have complete customer engagement. And you can use that to build a bright future for your business if you take these simple but very effective steps to harnessing the impact point to maximum advantage. If your customer service team is able to able to provide consistent quality to customers they can be a far greater weapon than your sales and marketing team. 


 2 – Brand evangelists


If you can ensure that every person in your service centre is completely aligned to the vision and values of the company and is, in short, a brand evangelist. A team of brand evangelists can ensure their conversations add value to the customer and company.


3 – Smart conversations


Many companies create scripts for their service centre staff as part of their quality assurance program. But scripts cannot deal with the wide range of emotions, personalities and needs those staff are faced with day in, day out.. A ‘smart conversation framework’ is the best way forward, using a conversation design that allows the team to keep track of conversations and know where to listen, clarify, execute and confirm satisfaction.


The best way to build trust is through promises – promises that are kept. The way the conversation is handled is ‘the emotional currency’ which has the opportunity to build loyalty and bring about remarkable results.


4 – Measuring the impact


It is critical that the business has effective measures to fully understand the current experience and to find out what and who needs to improve. It is important that you measure all customer interactions as part of your quality assurance program in your salesforce system. It is important that call centres invest in a salesforce quality assurance solution. You can search for a quality assurance tool on the Salesforce Appexchange. 


And by better understanding the customer’s perception of this interaction and whether they will stay with the brand or even become an advocate, we can equate the value/ profit that is being created – or lost.


These measures need to be at the individual agent level. After all it is the actions of each person that will realise the value for the brand. One person acting poorly can affect thousands of customers each year.


5 – Creating value


By linking the frontline agents to the quality of the conversation and the customers’ propensity to stay with the brand and become an advocate, we can see the real value driven to the bottom line.


In the award winning case studies we have worked on, we generally see service teams able to reduce customer churn by up to 30%, see significant improvements in word-of-mouth sales – improvements that are generally worth millions in profits when they implement these tips into their salesforce system.


Now that has to be a dream scenario for any organisation!


The Impact point: It’s where your business wins or loses

How to turn on features
Admin Training

How to turn on features


This document is designed for admin users. In this document, we will cover turning on features for new products you have purchased. Please note this isn’t the full set up, that will be provided with specific instructions for your company



In this course we will look at:


  • How to turn on new features that you have purchased from the In-gage team


[pdf-embedder url=”” title=”How to turn on features for the In-gage app”]




The financial business case for service

The financial business case for service

The financial business case for service

Customer service is an important part of any business large or small but this often means that companies will have to invest in people, resources and create processes. The operative term is ‘invest’ but the reality is that most companies view service as a “cost”. Customer service has probably become a “necessary cost” and treated with sceptical eyes by your average CFO. Service departments are often viewed within companies as workhouse centres that simply serve customers. Everyone focuses on topping up the bucket of sales and they forget the importance of serving customers and giving them a great experience so that they don’t leak out of the bottom. It’s often the case that the department that is contributing to the growth in base revenue for your business is often your service organisation. Sales and marketing often get the credit for revenue growth because their main function is to grow the business but a high performing service organisation can have more of an impact on service than most people realise. If customer service is an ‘investment’ then what is the financial business case for service.

It is not an exaggeration to say that most businesses struggle with understanding the financial business case for service. If you are a customer services director you will struggle with articulating the value that your service team is bringing to the organisation. If in a hypothetical scenario you are spending $5 million for a contact centre, if you can’t articulate the value this is bringing to the organisation you will be forced to trim your budget. There is a lot of pressure for customer service directors to work with smaller budgets but often they struggle to articulate the damage that this causes and the impact that this will have on customer needs in order to maximise profits. So if you’re not looking at that side of the equation there will be an imbalance in the organisation that potentially damages the customer experience.

The financial business case for service

The basics of customer service

So let’s start with the basics of service and its importance for your business. At the most basic level customer service is there to serve your customer in order to keep that customer coming back. If you’re a small business and you get your first customer all that you want to do is keep that customer and nurture them, the last thing that you want to do is lose that customer, so whatever that customer wants you seek to provide for that customer.

However when you become a bigger organisation and you have all of these customers they are a process to be handled and a cost to be minimised. This is not the right way to approach customers and customer value, so let’s look at the 3 business cases for investing in customer service.

The financial business case for service

Customer Churn and loyalty

The first business case to invest in customer service is to reduce customer churn and increase customer loyalty. It may seem odd but businesses often forget that customers have a choice in an increasingly competitive market. What happens is that big organisations will put up with customer churn because they are not dealing with customers effectively, so customers become frustrated and then go to competitors. Its alarming how many companies will establish processes that frustrate their customers and the end result is that they walk away.

If you’re a service organisation you want to measure customer churn and see the value being created for the wider business.  Let’s look at a hypothetical situation for a customer services director, if you can say that of the 1 million people that spoke to your team 75% of them stayed with us, you could look at that and compare it to the churn rates across the whole organisation. If we then compare that with the rest of the organisation you can start to show the difference that the service team is making for the business. Let’s say the rest of the organisation is performing at 65%, so now we know that 10% of the people that get in touch with the service team are more likely to stay with your company. This is normally because of a good interaction.  

If you’re a customer service director and you have these numbers in your hands then you have so much power in the business. You can then argue that reducing costs to your service will affect the customer experience and we can monitor the loyalty rates drop because of bad service. If you’re a big organisation and your losing 5% in customer loyalty, then that adds up to be a lot of money to an organisation.

The financial business case for service

Increasing word of mouth sales through service

The customers that stay loyal to your business then become brand advocates for your business, so this is where the net promoter score (NPS) comes into effect for the business. In its simplest terms all that you are trying to find with your NPS score is are your customers going to recommend your business. If you’re providing great service for your customers and providing them with great experiences, then the result is an increase in word of mouth sales. It is estimated by Nielsen and Forbes that US$6 trillion of annual consumer spending is due to word of mouth sales. In addition to this it is estimated that 90% of people are more likely to buy from a brand recommended by a friend. The second business case to invest in customer service is the importance of word of mouth sales.

The real value for the business is to identify how many people came in to the organisation because of word of mouth sales. For most businesses they are aware that customers are coming in as a result of word of mouth sales, but they often struggle to quantify the figure. The ability to measure word of mouth sales is important because this is worth money to the organisation. This is one of the reasons that we developed our In-gage app to help service departments and businesses measure the sales that come in as a result of word of mouth recommendations by sending surveys inside salesforce. When businesses are able to remove the guesswork on word of mouth sales then the attitude towards service starts to change. Instead of a ‘necessary cost’ it becomes a ‘critical investment’ for the success of the business.

In our experience we have seen companies move from 35% of sales from word of mouth to 65% of sales from word of mouth. The growth that we saw coming from this company as a result of viral word of mouth activity was simply phenomenal. One of the benefits of the In-gage salesforce app is that it allows businesses to track NPS and word of mouth sales.  This allows companies to take the guesswork out of word of mouth sales and monetise the value of service all within salesforce. 

Creating efficient service delivery

Then the third business case for investments in service is efficiency. As a customer services director you are always thinking about how many people you need to serve your customers effectively and the best approach to serve your customers. There are a number of ways to approach these issues, one is speed. Some businesses will decide that the best approach to serve customer needs is to get things sorted faster. They will then create processes and invest in systems aimed ensuring that customers are dealt with speedily.

The problem with getting people to do things faster is that you are reliant on KPI’s such as average handling time (AHT) that may get things going faster but the impact could be detrimental to the customer experience. The last thing that you want is an agent that has a stop watch seeking to solve their customer inquiry in under 3 minutes. In the worst scenario you get an agent that deliberately drops the call to ensure that their stats are maintained but the obvious effect is that the customer experience is poor. Then there is having a team that is able to look at the systems and processes and looking at what’s working and not working. The team would then propose changes aimed at creating efficiencies in the business. The key is to ensure that your measuring service efficiency in your CRM and in particular salesforce so that you can track the impact of the changes over time. 

The last one is the training and education of the team. Are they able to answer the questions effectively for customers the first time around? We often find that if a contact centre is serving 100 customers, we find that 25 of those customers are just calling in because their issue wasn’t resolved the first time basis. If your team is not trained properly then the quality of your service will be lowered. As a business it makes sense to focus quite hard on educating and training staff to be able to improve employee engagement and solve all problems for customers. Then related to this is the issue of employee churn. We have seen contact centres with 100 percent churn rate and the best we have seen is 12% employee churn. If you can get a culture of people staying in the business, then the training sticks with the employee and you have greater efficiencies.

The In-gage contact centre salesforce app is helping many companies create high performing service operations that show the financial value that these teams add to the organisation. If you like to know more click on the button below.

The financial business case for service

The 4 steps to improve your Quality Assurance program

The 4 steps to improve your Quality Assurance program

In-gage is a salesforce app, which helps to measure and improve customer loyalty & advocacy by changing the behaviours of front line staff. We have developed a Salesforce quality assurance solution that helps contact centres and call centres ensure that they deliver consistent customer service utilising the power of salesforce. In our latest infographic we show you 4 steps to improve your Quality assurance program.

The 4 steps to improve your Quality Assurance program

The Triple Bottom Line and High Performing Service

The Triple Bottom Line and High Performing Service

The Triple Bottom Line and High Performing Service

The challenge for any business leader is to ensure that all parts of the business are performing at their optimum. So you want your sales team to generate great sales and marketing has to be delivering great leads. Then there is the customer service department that has the function of serving your customers when there is a standard inquiry, a simple problem or worse an urgent problem. The tricky bit for any business leader is how to make sense of the impact of service for the success of the business. If sales is concerned with converting customers, marketing is attracting customers, then where exactly does customer service fit in the success of your business. We have been working on this issue for the last 20 years and the key to success for any service department is the triple bottom line.

So what exactly is the triple bottom line? The triple bottom line is a pretty simple concept  that states that a high performing and profitable service organisation exists when they are excelling in three areas, the customer, employee and business. So in a nutshell if customers are receiving consistent quality service, employees are well trained and engaged, and the cost of service is low for the business then the overlap between all three is where you have a high performing and profitable service organisation. It’s not good to just focus on the customer while your staff is leaving in droves, or simply focus on your employee, nor is it good for the business to simply cut costs without thinking of the customer or employees. Its only when companies are focused on these three areas that they are able to see the value of service to their business. Let’s look at each of them in a bit more detail to get a sense of how to create a high performing customer service organisation.

The Triple Bottom Line and High Performing Service

The interaction between the customer and the business

It’s only natural that we start with the customer, they are the key ingredient to the success of any business and are the main focus of any customer service organisation. So as a service organisation you want to ensure that when customers call your contact centre they are getting consistent service. You don’t want your customers to call in to the contact centre and get the same service regardless of whether they are talking to Bob or Jane. So if your customers are getting inconsistent service based on agent to agent then that affects your brand experience.

Its not only consistency of service that affects customer satisfaction, but is it easy for a customer to get their actual problem solved. Are your customers calling in to the centre and being pushed from one agent to the next? Do your customers have to jump through hoops for a problem to be solved? If your service organisation isn’t able to solve customer problems with minimal effort then that will impact customer satisfaction and loyalty.

At In-gage we developed our quality tool that helps service organisations measure the consistency of service. The quality tool allows service organisations to measure the consistency of service based on the individual agent, teams and team manager inside of salesforce. With our quality tool you can get individualised feedback on how your agents and team managers are performing and recommendations for improvement.

The importance of engaged and well trained employees

While the central focus for any business is the customer, the people that enable your business to give your customers the best experience they ever had are your employees. If your employees are motivated and well trained, then they will be able to handle customer inquiries with enthusiasm and professionalism.

It may seem self explanatory but highly skilled and well-trained employees are the keys to developing an exceptional customer service. The problem for most companies is how to actually create an engaged and well-trained team. Most business leaders know that happy employees’ equal happy customers but often times there isn’t anyone on the frontline team that is in charge of taking responsibility for engagement. The result is that employee engagement becomes a nice thing to have but not necessary. Globoforce estimates that 36% of businesses see employee engagement as a top priority.

While the HR team will get some of the job done but they are often detached from the frontline service team and so they really can’t make an impact on the teams performance. The most the HR team can do is send out the yearly survey of employee engagement and by that time maybe you have lost half your team to resignations.

The reason for this attitude towards employee engagement is because companies haven’t been able to link employee engagement to business outcomes like financials. So even though you may care about employee engagement it’s not clear how this is related to the financial outcome of the business. It can get so bad that some organisations set aside recruitment costs into their yearly budget because they know they will lose 50% of their staff in a year. The Engagement Institute estimates that disengaged employees cost organisations between US$450 billion and US$550 billion annually.

If you’re constantly replacing members of your team then its highly likely that you will a have a poorly trained team. Your average contact centre will have multiple systems and procedures that take time for new employees to get a handle of all these systems. If systems and procedures are laborious and cumbersome not only does breed employee frustration but also imagine the distress of the customer relying on that agent to solve a problem. Aberdeen market intelligence estimates that companies with engaged employees see 233% greater customer loyalty and a 26% greater annual increase in revenue. So it literally pays for companies to have engaged employees.

At In-gage we have developed our Team Engagement and Learning tool that’s allows companies to have real time measurement of employee engagement inside of salesforce. It also recommends and gives individualised feedback on the learning and development needs for members of your team and team managers. This allows for companies to tailor and develop individual coaching based on the specific needs of the agent or manager. In addition we are able to connect employee engagement and training to financial metrics. So companies can measure the financial return that comes from having a highly trained and engaged team.

The Triple Bottom Line and High Performing Service

Bringing it all together: Loyal Customers, Engaged Employees and increased profits for the business

All of this leads to the interaction between the customer and business, and the interaction between the employee and the business. Let’s first discuss the interaction between the business and the customer. As a business you want to understand what the customer is feeling after an interaction to get a sense of whether your business is creating satisfying customers. As a business you want to get all the feedback that you can from your customer, so this is purpose of feedback forms and NPS. As a business you want to know if your customer will stay or go, will they recommend your business and then ultimately how does that financial affect your business.

So let’s look at a hypothetical scenario. If we see that 90% of customers stay with the business after a particular transaction type, that’s already a great score, right? What if the business improved that score to 93% satisfied after a purchase that could mean millions of additional revenue for your business. To use an analogy it’s the equivalent of plugging a hole in the bucket that is pouring out 3% of your customers every year! Customers that are loyal and satisfied tend to buy more products over time as they develop trust in the company.

The Triple Bottom Line and High Performing Service

Loyal customers then become the biggest source of additional revenue through word of mouth sales as they speak with friends, family and colleagues. When your customers are acting as references for your business they are putting their reputations on the line making it far more effective than traditional advertising. The challenge for any business is actually making the link between customer loyalty and satisfaction to key metrics such as financial outcomes. That’s one of the main reasons that we developed our salesforce app, we wanted to prove the value of customer service to the bottom line. In the app we created some analytics in salesforce that is able to link customer feedback and loyalty to key financial metrics. So instead of guessing the impact that happy customers are having on your business you can actually get a true financial figure.

Then there is the interaction between the employee and the business. What does the business expect from the employee and what does the employee expect from the business? Are people well trained in the processes that exist?  Are the systems that employees use cumbersome and difficult? As a business you want your employees to be well trained on the systems and processes so that they are able to deliver great service to customers. However if your employees are not trained appropriately or if the systems are too cumbersome this will have an impact on the quality of service. The lack of appropriate training means that there is a high likelihood of mistakes and this just increases the cost of service for the business.

It not only increases the cost for the business but also affects your employee engagement. If your employees are constantly frustrated because they aren’t getting the right coaching or due to cumbersome systems the result will be a high staff turnover. The resulting turnover will mean a decline in the quality of the service that the business is able to deliver to customers. Research conducted by the HayGroup reported that “the offices with engaged employees were as much as 43% more productive”. In addition to this a recent study by Wyatt Watson revealed that highly engaged employees produce 26% higher revenue per employee. The In-gage app allows businesses to monitor employee engagement in real time. Our app helps businesses for learning and development giving clear guidance and feedback on which employees need guidance and assistance. Because the In-gage app is native to salesforce it means that we can link employee engagement to financial metrics.

In short if your employees are engaged that creates happy customers and increases profits for the business. So the triple bottom line occurs at the intersection of the business, customer and employee. When each one is performing at their optimum then you have a high performing service organisation.

The Triple Bottom Line and High Performing Service


WorldRemit – A Customer Success Story

Company: WorldRemit

Location: Worldwide

Industry: Financial Services

Clients - world remit

After installing our salesforce contact centre app WorldRemit have seen a 25% improvement in their quality scores. 

WorldRemit is an online money transfer service that provides remittance services to clients based all around the world. As a financial company that handles multiple transactions per day they have to ensure that each interaction complies with the law and provides the highest customer service experience.

Challenge – monitor compliance and improve quality

As a company that handles multiple transactions across borders every day means that compliance is issue for the company. If an agent doesn’t ask the right question or forgets to make the right check could result in fraud or money laundering which could result in fines for the company. This means that one mistake or deviation from procedure could the company millions in fines and reputational damage. The challenge for WorldRemit was to ensure that each and every interaction that came into their service organisation complied with the law and provided a high level of customer satisfaction.

The In-gage solution – delivering 25% increase in quality scores in a few months

The challenge for WorldRemit was to find an app that could help them monitor each interaction into their contact centre to alleviate risk and provide the best service to customers. As a company they were looking for a tool that could help them monitor and maintain a consistent high level of quality in their contact centres. They were suffering from a lack of visibility of their compliance risk.  There was also no sense of whether the quality of their contact centres was matching with their brand identity. Also they were unaware of potential gaps in their training and development program. Then they had the dilemma of how would they measure all the calls and cases that came through their contact centres? In addition to this they were finding it hard to link quality assurance to business outcomes such as customer loyalty in salesforce.

So they found a match in the In-gage contact centre Salesforce app. We were the only contact centre salesforce app that fulfilled all their requirements to help them improve the quality of their contact centre. As a native Salesforce app our quality module helped WorldRemit to easily score and measure the quality of their service. The In-gage app allowed them to report on critical errors in process thereby allowing them to get a sense of their compliance risk. They were able to measure each interaction easily in salesforce and get real time feedback. Also with the help of our AI technology they can now scan all communication and categorise them based on emotional sentiment and  helps them with the easy completion of quality forms. The enhanced reporting has given their frontline team, managers and senior managers insights into the performance of the team, individuals and departments allowing them to deliver greater value to their customers and protect the business. 

The results have been tremendous for them achieving:

James the Customer Services Director from WorldRemit had this to say:

“….is an essential part of delivering a great service to customers and gather anonymous feedback that is great for the development and training of managers.”

Daniela from WorldRemit also had this to say about In-gage:

“….an essential part of allowing us to monitor our performance, ensuring that we are delivering a great service to our customers, and providing us with an insight into areas of improvement. With the introduction of the AI and sentiment scoring In-Gage is proving itself to being an invaluable tool to the continued development of our contact centre.”

As a company WorldRemit has been able to achieve remarkable results after using our Salesforce contact centre app. They are now able to monitor their compliance risk and provide great customer service that is consistent with their brand identity as a leader in the financial services industry. 

WorldRemit - A Customer Success Story

How to grant access to In-gage for support cases
Admin Training

How to grant access to In-gage for support cases


This document is designed for admin users. In this document, we will cover granting access to the In-gage support team for troubleshooting and support cases



In this course we will look at:


  • How to grant access


[pdf-embedder url=”” title=”How to grant access for in-gage support”]




Salesforce Survey, Salesforce Questionnaires, Salesforce Customer Feedback

10 ways In-gage can help

In-gage is a salesforce app, which helps to measure and improve customer loyalty & advocacy by changing the behaviours of front line staff. In our latest infographic we show you 10 different ways in which we help our customers improve the efficiency of their contact centres.

10 ways In-gage can help

10 ways In-gage can help

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