don't make these 5 customer success mistakes - 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
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
