Elevating engagement and customer success with Einstein
How Traction on Demand is leveraging Einstein Analytics to create ecstatic customers, an enjoyable workplace and efficient projects
At Traction on Demand, we measures our business using 3 key metrics called E3:
- Ecstatic customers (CSAT)
- Enjoyable workplace (Internal SAT)
- Efficient delivery of services/projects (profitability)
We wanted to form a better understanding of our company: With a good grasp on CSAT and project efficiency from our data, we were looking for a better way to measure employee engagement. Ultimately, employee engagement would amount to how satisfied our team was with the work they were doing. As such, we wanted to understand the type of work our team was doing and what the team liked working on.
“We wanted to know if there were certain projects, customers, verticals or even geographies that the team was more efficient with or enjoyed working on. ”
Project Managers lacked the data to optimize project assignments: Ideally they would assign projects that were suitable for certain teams and employees. If enjoyment and efficiency history could be quantified, this would be possible. We hoped to determine leading indicators and causes of growing unhappiness and project inefficiency as well as diminishing customer satisfaction.
Time Entry data lacked utility in its current iteration: We felt that there were great insights to leverage from time entry as a business but from an individual perspective, it’s perceived to be a low value task. Time entry is also counter culture:
- It does not always align with objectives
- It serves the company but not typically the individual logging their time
- It carries a cost as it requires time to complete
Salesforce: Little customization was required within Salesforce. We use Account and Opportunity data along with FinancialForce data to provide visibility and drill down options in Einstein, presenting this data in the resulting Einstein reports and dashboards.
Financialforce PSA: Traction needed to be able to measure happiness against the task/time being logged, as well as the nature of the work in question. We added two custom fields for users to supply these metrics when entering their time. These fields included:
- Type of work being completed (Learning, Execution, Syndication, Admin)
- Sentiment while completing the work (Awesome, Pretty Good, Mildly Painful and Brutal)
Work with more than one sentiment attached to it (perhaps the first hour was Pretty Good and the subsequent hour was Mildly Painful) would be logged separately, with two distinct records created to accurately log sentiment.
Einstein Analytics: With Einstein Analytics we are able to mine data from Salesforce, Financialforce, Chatter (and soon to come to our financial back-office) to uncover success metrics based on team, customer, project, geography, timing, resources, and other fields. We are able to drill into and visualize our business from a plethora of viewpoints.
Clicktools Surveys: Traction uses clicktools to capture CSAT and map data related to Accounts, Contacts and Opportunities into Salesforce and Projects in Financialforce, providing our client Ecstatic data.
We can fully understand our E3 metrics: Using Einstein to visualize and report on Salesforce and Financialforce data, we have the ability to understand ‘Ecstatic’ ‘Efficiency’ and ‘Enjoyable’ metrics and drill into these from any angle. This insight allows us to make decisions at a project level:
- What projects do we chase?
- Which projects do we assign to which teams?
- Who should be assigned to a particular project team?
We can now manage our customers with greater efficacy: At a customer level, we have visibility into metrics that help us decide which customers we should focus Business Development efforts on, which need executive alignment (or realignment) and even which customers we should consider ‘firing’ (or discontinue applying Business Development efforts to).
Company growth can be better controlled to ensure culture remains cohesive: As a company whose product is our people and has consecutively been ranked among the top 10 best places to work four years in a row, we understand definitively that culture is paramount to our business. Profitability and customer satisfaction need to be carefully harmonized with employee happiness for a business like ours to remain sustainable and grow at the pace which we have grown.
Decision-making and forecasting has added clarity: The Salesforce platform (including Financialforce and Einstein) has given us the ability not only to report on our business but to actually provide the insight and visibility needed to make better informed decisions and forecast in a way that allows our business to thrive.
Pulse changes the way some log time: For instance, one may create two records for the same project if they thought some time was amazing while other time was mildly painful. This is indicative of employee buy-in, driving our culture.
“We now have a picture of how happy the team is on a week-by-week basis. ”Greg Malpass, CEO, Founder, Traction on Demand
A word from our CEO “The results went way beyond what we expected. It’s changed so many different areas of how we operate as a business and the way I interact with the business at a macro level. We now have a picture of how happy the team is on a week-by-week basis. We now can be proactive. Our average happiness across the business is 72%. If we drop by a bit, we’ll do team huddles or work with the business development team to see what kind of projects we should go after.” - Greg Malpass, CEO and Founder of Traction on Demand