The legacy software industry does not have a good reputation for customer satisfaction. So when we started from scratch with Workday, it wasn’t just to build better enterprise applications, it was to create a better customer experience.
As a cloud-based software provider, an exceptional customer experience is imperative to our long-term success. Cloud vendors sell software as short-term subscriptions. So if customers aren’t satisfied, they’ll take their business elsewhere.
As Workday has grown into a global company, we’ve worked hard to maintain our passion for high customer satisfaction. We recruit and hire people focused on customer success. Emphasizing customer satisfaction is a standard part of all training sessions, management meetings, and company gatherings. In fact, for the last several years customer satisfaction has been part of our company-wide incentive plan so all employees have a vested interest in maintaining this important part of Workday’s DNA.
How well has this worked? I’ll share with you a few of our customers’ comments:
“In my 27 years at McKee Foods, I’ve never had a software vendor be so concerned about our interests as a customer.” —Mark Newsome, director of corporate human resources, McKee Foods “The customer focus and the innovative approach that Workday has taken is one we admire, and one that we’ve pointed to as something we want to make sure we have in our culture as well.”— Carole Watkins, CHRO at Cardinal Health
Of course the desire to create an exceptional customer experience is one thing, but without a process for measurement, how do you know if you are achieving it? At Workday, we measure customer satisfaction levels from a number of different angles. In addition to tracking data in our CRM system related to participation in user groups, deployment of new features, daily interactions, and various event-driven surveys, we have two annual customer surveys:
In addition to the surveys that Workday executes, we understand that third-party validation is important as well. We feel the feedback we’ve received from external surveys that measure our customer satisfaction is consistent with our own findings. A few examples:
Surveys are a great tool for measurement, but we believe a cloud-based software provider needs to assess customer satisfaction on a regular, proactive basis. So to monitor our projections of customer satisfaction, Workday service teams use internally developed applications and processes that were created for the sole purpose of predicting our customer favorability score. By establishing these tools and methods, our management team can get our survey results prediction at any time, helping us address challenges before a customer is dissatisfied.
Whether through surveys or ongoing engagement, we’re grateful to all of our customers who provide feedback, which ultimately enables us to become even better partners. From the beginning and into the future, our focus will always remain on the successes we share with our customers.