don't make these 5 customer success mistakes - saastr annual 2016

ANNIE TSAIChief Customer Officer / DoubleDutch

CUSTOMER SUCCESS

Don’t Make These 5 Mistakes(I did.)

1. Don’t Ignore Sales Handoff

Buy

Onboard

Use

Get Help

Buy

More

Renew

Why Buy? (From//To)

Digital Agenda

Experience & Engage Monetize

Data Data Data Data Data Data Data Data Data Data Data Data

Online Version of Agenda

Attendee ExperienceSponsorshipsExhibitor

VisibilityContent Driven

Real-time Feedback

Data Integrations

Data-Driven Experience

Affect the Event in Real-Time

New Revenue StreamOffset Event

Cost

Save PaperUpdate in Real-Time

Accelerate Lead Funnel

Modern Event GamificationSocial/NetworkingDistribute Collateral Market/

Advertise to Audience

Platform for Communication

Sense of Community

Analytics

BeaconsLead Scanning

Logistics Management

How’d You Get Here?

Digital & Offline Footprint

Personalized Customer Success

Time spent on product pages

Videos watched Gated access downloads Past purchases Prior conversations Inbound referral references Associations/ other

affiliations

Memorable Moments That Reinforce Your “Why”

2. Don’t Just Hear Your Customers

Words Behind the Score

Increase visibility of help content to

broader audience?

Beta test candidate?

The Richest Feedback Comes From Here..

Explicit

ImplicitProduct Usage & Drop-off

Brand Engagement Levels

(digital & offline)

Correlated Health From Onboarding & Beyond

Advocates &Key Promoters

Everyone

Detractors

The Risk of Listening Then Ignoring

Listen Acknowledge

Include

Include

Announce & Celebrate

3. Don’t Listen to the Wrong Customers…

The. Question. Of. Fit.

(Paul Graham/YC)

Decision Tree

Is this person/use case in my core/target

market?Should we be in that market?

What does this person know that I don't

about my core market?

Yes

No

Is this use case common in/

relevant to my core market?

Thank you for your feedback

Yes

No

No

Yes

Insights go to the right internal

people

4. Don’t Skip Instrumenting Customer Success

Minimum Viable Tooling

Kick Ass Tooling

Renewals By Month and Health Status

How do you get to kick ass tooling?

Connect the

datasets

Define subjective inputs &

processes to capture

Define a successful

client (RYG)

Identify data that validates client success

Identify the missing data & how to get

it(and get it)

Drive practice adoption

5. Don’t Treat Success and Support as the Same Thing

The Road From “Whatever it Takes”

Onboarding

Reactive

Proactive“Hi I’m ______.

I’m here to do whateverit takes to make you

love us.”

When to Shift Depends on Where You Start

Customer Care

1) Do customers frequently ask about the best way to do something?

2) Is anybody already accountable for renewal of upsell?

3) Are the “why” and “when” questions increasing over time?

4) Are the “what” and “how” questions decreasing over time?

When to Shift Depends on Where You Start

Customer Success

1) Is my work getting more reactive over time?

2) Am I able to deliver meaningful renewal and expansion targets for the company?

3) Are the “why” and “when” questions decreasing over time?

4) Are the “what” and “how” questions increasing over time?

Just Don’t Do It

Ignore Sales HandoffJust Hear Your Customers

Listen to the Wrong CustomersSkip Instrumenting Customer Success

Treat Support and Success as the Same Thing

Thank You!

Annie Tsai

@meannie // @doubledutchannie@doubledutch.me