Transforming Customer Feedback into Action With Sinergify’s Custom VOC Object
A Success Story
Client Overview
Industry
Software Development
Region
United States of America
Company Size
1k-5k Employees
Featured Solution
Salesforce-Jira Integration
Context
The client’s customer-facing teams—Customer Support, Client Success, Sales, Implementations, and SMEs—lacked a scalable way to effectively share the Voice of the Customer (VOC) with the product team. This gap hindered the product team’s ability to shape the product roadmap to align with the client’s vision and growth objectives.
Business Challenge
The client was already using a solution to synchronize Jira and Salesforce for managing cases and Jira issues. However, this solution had several significant challenges.
1. Limited Flexibility in Features and Syncing Capabilities
The solution couldn’t accommodate diverse project requirements or adapt to evolving business needs. It also lacked control over data flow and bidirectional syncing.
2. Inefficient Project Mapping Templates
The templates used for project mapping were inefficient, causing complexities and errors in data synchronization. The configuration didn’t allow for separate and efficient control of Projects and Field Mapping templates, blocking any potential for scalability.
3. Inadequate Scalability for Additional Use Cases
The solution was not scalable enough to handle additional use cases, such as syncing extra objects with Jira, thereby limiting the client’s ability to expand operations smoothly. it also offered no options for custom reports, fetching Jira issue records and custom Salesforce field mapping, and building pre-defined adoption reports.
These challenges led to several critical issues
1. Fragmented Voice of the Customer (VOC) Data
The lack of cohesive data integration resulted in fragmented VOC data, making it difficult to gain comprehensive insights. Manual handling further compromised data integrity, leading to potential revenue loss.
2. Delays in Addressing Customer Feedback
Inefficiencies in syncing and data handling caused significant delays in processing and responding to customer feedback.
3. Reduced Ability to Prioritize and Implement Customer-Driven Improvements
The inability to effectively prioritize and implement improvements based on customer feedback hindered the client’s responsiveness to end user needs. It was essential to prioritize customer feedback and ideas based on their annual revenue and customer ranking.
4. Lower Customer Satisfaction and Engagement
Ultimately, these issues led to reduced customer satisfaction and engagement since they struggled to meet customer expectations and deliver timely solutions.
5. Reduced Revenue
Manual handling led to data loss and revenue loss.
Our Solution
To address these challenges, we implemented Sinergify, a comprehensive solution designed to enhance the integration between Jira and Salesforce.
Sinergify’s Capabilities: Transforming Salesforce and Jira Sync
Multi-Object Mapping & Bi-Directional Syncing
Sinergify supports multiple object mappings and controlled bi-directional syncing between Salesforce and Jira, providing a more flexible and scalable solution.
VOC Object Setup
A custom object was created on Salesforce to be mapped with Jira projects, ensuring seamless integration and data flow.
Data Integration
VOC data from various sources like Sheets, Excel, and Slack were integrated into the Salesforce and Jira ecosystem, consolidating all feedback into one platform for the customer-facing team in Salesforce and engineering teams in Jira. Once the data was in sync, both teams witnessed a smooth collaborative workflow.
Enhanced Synchronization & Communication
Improved synchronization of cases and Jira bugs, along with enhanced communication data flow, ensured timely updates and resolutions.
Business Outcomes
Prioritization and Assignment
- Utilized Jira’s backlog and sprint planning features to prioritize VOC items from Salesforce.
- Assigned VOC items to relevant teams efficiently, aligning them with strategic goals.
Tracking and Resolution
- Tracked the progress of each VOC item within Jira, ensuring transparency and timely resolution.
- Provided status updates via support teams and community platforms to keep stakeholders informed.
Collaboration
- Leveraged Jira’s collaboration tools, including comments, to foster discussions and facilitate resolutions between Salesforce teams and other departments.
Analytics
- Created comprehensive reports and dashboards to monitor VOC initiatives.
- Streamlined the review process, saving significant time for the VOC team.
Metrics for Data-Driven Processes
- Implemented metrics like Aggregated ARR (Annual Recurring Revenue) to guide engineering efforts towards high-impact VOCs that could increase revenue.
- Introduced a ‘VOC Rating’ system to prioritize feedback, improving deal closures, customer retention, and enhancing the overall user experience.
Quantifiable Metrics
Higher Customer Satisfaction
Increased Return on Investment
Boost in Employee Collaboration & Efficiency
Conclusion
The implementation of Sinergify has transformed the client’s Voice of the Customer (VOC) processes, effectively connecting customer-facing team with the product development team. By addressing the limitations of the previous solution, Sinergify offered a flexible, scalable, and efficient system for managing and utilizing customer feedback.
