driving great customer experiences in the saas ecosystem
DESCRIPTION
Keynote presented by Kerry Bodine, Co-Author of Outside In, at the 2014 Customer Success Summit.TRANSCRIPT
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Driving Great Customer Experiences In The SaaS Ecosystem
@kerrybodine kerrybodine.com March 19, 2014
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From reactive to proactive customer experiences…
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Source: IDEO
“the ability to understand and share the feelings of another”
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Source: IDEO
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Source: IDEO
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Source: IDEO
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Source: IDEO
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@kerrybodine
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Source: rose5a.com / adamhcohen.com
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Source: rose5a.com / adamhcohen.com
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@kerrybodine
awareness
consideration
conversion
loyalty
advocacy
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Sorry. That’s not going to cut it.
@kerrybodine
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Source: Intuit
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Source: Intuit
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Source: Intuit
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Source: Adap>ve Path
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Source: Bridgeable
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Source: Bridgeable
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Source: Bridgeable
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Source: Bridgeable
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Source: Bridgeable
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Source: Bridgeable
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Source: Bridgeable
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Source: Bridgeable
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Source: Bridgeable
line of visibility
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Source: Bridgeable
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Source: Bridgeable
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Source: Bridgeable
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Source: Bridgeable
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Source: Bridgeable
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Some SaaS company.
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Some SaaS company. Yours?
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@kerrybodine
marketing
customer success boss
sales rep
waits
training admin
web designer
trainer
receives follow up
phone call
receives email about
training
hesitantly uses
software
is told he needs to use new software
web developer
marketing templates
x
attends training
x product
manager
gets login info
logs in and looks
around
gets confused & vents
co-worker
legal
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WHY should you proactively design your SaaS ecosystem?
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People’s expectations are increasing every day.
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Hands
Head Heart
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Customer experience will help you thrive.
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Source: American Customer Sa>sfac>on Index
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Source: American Customer Sa>sfac>on Index
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Source: IDEO
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Source: Design Management Ins>tute
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81% of consumers are willing to pay more for a better customer experience.
Source: Oracle
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81% of consumers are willing to pay more for a better customer experience. 70% have stopped buying goods or services from a company after experiencing poor customer service.
Source: Oracle
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81% of consumers are willing to pay more for a better customer experience. 70% have stopped buying goods or services from a company after experiencing poor customer service. 64% have made future purchases from a company’s competitors after experiencing poor customer service.
Source: Oracle
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#1: USAA
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#1: USAA
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15% year-over-year increase in completed auto loans
Source: Forrester Research
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98% customer retention
Source: Forrester Research
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HOW can you proactively design the SaaS ecosystem?
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Number 1: Develop deep empathy.
@kerrybodine
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Number 2: Map your customers’ journeys and map your ecosystem.
@kerrybodine
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Source: delightability.com
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Source: planet.globalservicejam.org
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Number 3: Bring your customers into the design process.
@kerrybodine
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Source: IDEO
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