Building a ProACTive Customer Success Team in the age of “Reactive by Default”

Emilia M. D’Anzica, #CS100Summit

Intro

VP of Customer Engagement, WalkMeGlobal Experience Scaling Teams & OperationsObsessed with the User ExperienceSan Francisco BasedFun Fact

@emiliadanzica

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▪ From Reactive by Default▪ ProACTive Onboarding▪ ProACTive Customer Success▪ ProACTive Support▪To Proactive by Default

Agenda

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How Many of Us Are in a Reactive State?

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IncreaseConversion&TimetoValue

ReduceIncomingSupportRequest

ShortenOnboardingEnsureKnowledge Retention

CustomerCare

EmployeeProductivity

Adoption &Promotion

Recasting Challengesinto Proactive Goals

ProACTive Onboarding? What does it Mean?

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Why?

One Shot at Success.

#CS100SummitSource: McKinsey & Company

Proactive Onboarding

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Proactive Onboarding Means: •Building a team of leaders

•Inspiring your customers

•Anticipating customer needs

•Driving customers to action

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Strategies for 24 Hours and Beyond

Process Automation

Consistent Experience

Relationship of Trust

Identify & Tackle Top 3

Pain Points First

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1. Transition Communication

2. Media Teaser

3. Program Overview

4. Outline Next Steps

5. Establish Responsibility

The First 24 Hours

Goal: Make it Simple

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Strategies

§ Templates with Flexibility

§ Track usage early

§ Set Expectations & Deadlines - for customer, for your employees & yourself

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Transition to Ongoing Success with a Business

Post Onboarding:

• Suggest a Quarterly process designed to maximize the return on customer’s investment

Together With

ActionPlan

CreationMeasurement

Operation

Place Customer logo within this

box

• Purpose

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Completing your Implementation: Show Progress

Date from January 1st to March 31st, 2016(company name)Implementation

Average WalkMeImplementation in 1 year

WalkThrusOnboardingGoalsLaunchersVideosArticlesShoutOutsSurveysShuttlesSearch

WalkMeApplication

409016610423

40% of WM accounts enabled

520555001

Not Enabled

-

-

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Results

§ Faster, Easier Onboarding

§ Process for Scale

§ Longer Lasting Relationships

§ Expansion Opportunities

§ Happy, Referenceable Customers

§ Your team as Leaders

You Delivered VALUE

ProACTiveCustomerSuccess

Strategies

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BeyondOnboarding:Adoption&Promotion

Research shows that within one hour, we forget 50% of training. After a day, it climbs to 70%, & after a week, we’ve forgotten 90% of it.

Source: http://blog.walkme.com/staying-one-step-ahead-of-the-rapidly-changng-industry/

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Gettingcustomerstosign-upforyoursoftwareisone thing,butacentralchallengeremains….ContinuedEngagement&Long-TermUsage.

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ProactiveCustomerResourceCenter

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ProactiveCustomerSuccess

§Open-endedquestions

§Trackuserinteractionsand

generateinsightsthatdrivereal

businessKPIs!

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ProactiveCustomerSuccess§EstablishingaregularcadencewithacustomerwithPurpose

§ In-ProductSupport forwhenacallisnotanoption

§24/7accesstoself-pacedtraining&support

§CustomerNewsletters

§OrganicCommunities

§YearlyNPS

§“Meetups”

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ProactiveResults

▪ Trust

▪ RecognizingROI

▪ InspiredCustomers

▪ OrganicEvangelists

▪ HigherCustomerEngagement

▪ Lessneedtocallsupport

▪ CSMcallscanbestrategyfocused– nottraining&support

Renewals & Expansion are Natural Results

ProACTiveSupport

SuccessStrategies

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HowtoAvoidThis…

23

Understand Where Users Seek Support

Fin-TechCaseStudy:History

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§ Canada’sfirstbank,TheBankofMontreal,(BMOFinancialGroup)

§ 8th largestinNorthAmerica

§ 12millioncustomers

§ GrowingFAST

ProactiveSupportGoals

25

Embracingdigitalage

Meetreal-timedemands

BeatcompetitionProvideconsistency

Providemulti-languagesupport

Reducesupportcosts

ProactiveSolutions

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§ 24/7 Multi-LanguageSupport

§ Contextual&SegmentedSupport

§ Real-TimeGuidance

§ Chat&PhoneSupport

ProactiveSupportResultedIn…

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§ FasterSelf-Help=LessHumanInteraction

§ FasterResponseTimes=FasterResolution

§ HappierCustomers=HigherNPSScores

§ UltimatelyLowerCosts

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KeyTakeawaysonYourProACTiveCustomerSuccess

Onboarding: While everyone talks about the first 30 or 90 days of onboarding, start with the first 24 hours in creating customer fans and results.

Ongoing Success: Customer data can & self-service can drive your organization’s long-lasting customer relationships.

Support: There are many great tools out there today that can help your team scale and proactively support your customers.

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FinalThought

…managingtheentirecustomerjourney-includingenhancedcustomer&employeesatisfaction,reducedcustomerchurn,increasedrevenue,lowercosts,improvedorganizationalcollaboration,&competitiveadvantage…

HBR International Business

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TakeaproACTive todayapproach,tosucceed

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