"customer success: don't make these 5 mistakes. i did" at saastr annual 2016
TRANSCRIPT
ANNIE TSAICHIEF CUSTOMER OFFICER / DOUBLEDUTCH
CUSTOMER SUCCESS
DON’T MAKE THESE 5 MISTAKES (I DID.)
1. DON’T IGNORE SALES HANDOFF
BU
Y
ON
BO
AR
D
USE
GET H
ELP
BU
Y MO
RE
REN
EW
WHY BUY? (FROM//TO)
Online Version of Agenda
DIGITAL AGENDA
EXPERIENCE &
ENGAGEMONETIZE
DATA DATA DATADATA DATA DATADATA DATA DATADATA DATA DATA
Save Paper
Update in Real-Time
Modern EventDistribute Collateral
Logistics Management
Attendee ExperiencePlatform for Communication
ContentDrivenSense of
Community
Data IntegrationsGamification
Sponsorships
Exhibitor Visibility
Lead Scanning
New Revenue Stream
Offset Event Cost
Real-Time Feedback Data-Driven Experience
Analytics
Beacons
Affect the Event in Real-Time
Accelerate LeadFunnel
Social/Networking
Market/Advertise to Audience
HOW’D YOU GET HERE?
•Time spent on product pages •Videos watched •Gated access downloads •Past purchases •Prior conversations •Inbound referral references •Associations/ other affiliations
PERSONALIZED CUSTOMERSUCCESS
DIGITAL & OFFLINE FOOTPRINT
MEMORABLE MOMENTS THAT REINFORCE YOUR “WHY”
2. DON’T JUST HEAR YOUR CUSTOMERS
WORDS BEHIND THE SCORE
Beta test candidate?
Increase visibility of help content to broader audience?
THE RICHEST FEEDBACK COMES FROM HERE...
Product Usage & Drop-off
Brand Engagement Levels (digital & offline)
Correlated Health From Onboarding & Beyond
EXPLICIT
IMPLICIT
THE RISK OF LISTENING THEN IGNORING
ADVOCATES &KEY PROMOTERS
EVERYONE
DETRACTORS
Acknowledge
Include
Include
Announce &
CelebrateListen
3. DON’T LISTEN TO THE WRONG CUSTOMERS...
THE.QUESTION.OF.FIT.
(Paul Graham/YC)
DECISION TREE
What does this person know that I don't about my
core market?
Should we be in that market?
Insights go to the right internal people
YES
Is this person/use case in my
core/target market?
NO
Is this use case common in/
relevant to my core market?NO
Thank you for your feedback
NO
YES YES
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?
Define a successful
client (RYG)
Define subjective inputs &
processes to capture
Identify data that validates client success
Identify the missing data & how to get it (and get it)
Connect the datasets
Drive practice adoption
5. DON’T TREAT SUCCESS AND SUPPORT AS THE
SAME THING
THE ROAD FROM “WHATEVER IT TAKES”
“Hi I’m ______. I’m here to do whatever
it takes to make youlove us.”
ONBOARDING
PROACTIVE
REACTIVE
WHEN TO SHIFT DEPENDS ON WHERE YOU START
1.Do customers frequently ask about the best way to do something?
CUSTOMER CARE
3.Are the “why” and “when” questions increasing over time?
4.Are the “what” and “how” questions decreasing over time?
2.Is anybody already accountable for renewal of upsell?
WHEN TO SHIFT DEPENDS ON WHERE YOU START
3.Are the “why” and “when” questions decreasing over time?
4.Are the “what” and “how” questions increasing over time?
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?
JUST DON’T DO IT
Ignore Sales Handoff
Just Hear Your Customers
Listen to the Wrong Customers
Skip Instrumenting Customer Success
Treat Support and Success as the Same Thing
