personalizing a one-to-many customer success approach

Personalizing 1:Many Customer Success #CustomerSuccess @TSLCustomers @GetAmity

Personalizing One-to-Many

Customer Success

Kristen HayerFounder & CEO, The Success

League

@KristenHayer


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Kristen Hayer

Founder & CEO, The Success League

Personalizing a 1:Many Customer Success Approach


Agenda

• Why Listen to Kristen?

• Designing Your 1:Many CS Program

• 1:Many Communication Options

• Personalizing Automation

• Who Runs the Program?

• Testing for Continual Improvement

• Technology Options

• Q&A


Why Listen to Kristen?• I’ve been designing and building sales, marketing and customer

success programs for 20+ years

• As the VP of Customer Success for JazzHR I developed both high-

touch and tech-touch programs

• At The Success League we work with companies on high, low, and

tech-touch programs, and often all 3 within the same company

• About me…


Designing Your 1:Many Program

1. Map customer journey

2. Identify key content at each touchpoint

3. Select appropriate communication tool

4. Design messaging content and layout

5. Build automation

6. Test for results and feedback

7. Iterate

Tip: Start from your high-touch journey, then look for ways

to translate human touchpoints into automation.


Designing Your 1:Many Program

Customer Lifecycle Stages: Select stages that are clear and easy to measure.

Customer Touchpoints: Select touchpoints that can be easily automated and quantified.

Results:Look for results that can be reproduced across channels.


1:Many Communication Options

Email

• Personalized messages

• Announcements

Webinars

• Training

• New features

• Q&A

Videos

• Micro-training

• Customer stories

Podcasts

• Tips and best practices

• Customer interviews

In-App Messaging

• Walkthroughs

• Context-specific help

• Product releases

Customer Forum

• Sharing help resources

• Leverage super users

Social Media

• Customer events

• Company engagement

Surveys

• Product feedback

• Refining content

• Evaluating program

Choose the option that best fits the touchpoint and content. A mix of different

formats will be more engaging and effective.


Personalizing Automation

1. Anticipate needs. Match content to typical needs at

each stage in the customer journey

2. Personalize messages. People like to see and hear

their name. Use it whenever possible.

3. Humanize communication. Have your automated

messages come from individuals, not machines.

4. Make it fun. You can’t hide the fact that you’re

automating, so have a good time with it and be witty.

Tip: Putting thought into what and how you communicate

can extend your brand through the customer lifecycle.

Collaborate with marketing if possible.


Personalizing Automation

Churn Risk Factors

Negative Feedback

Declining Usage

Unmet Feature Requests

Company Changes

Future Pricing Requests

Request for Copy of Contract

Contact Goes Dark

Opportunity Indicators

Heavy Usage

Unused Features

Company Changes

New Initiatives

New Contacts

Marketing Campaign Responses

New Product or Service Offerings

Look for the triggers that matter to your customer base. Use those to kick off communication at the right time

for the right clients. Your high-touch program can be a great place to look for these triggers.


Who Runs the Program?

Required Skills:

• Solution Knowledge

• Customer Behavior

• CRM, Marketing and Communication Tools

• Analytics and Testing

• Writing and Communication

Tip: This role often looks like hybrid of a CSM and a

marketing analyst. Analytical CSMs and customer-focused

marketers can both thrive in this role.


Testing for Continual Improvement

Email & Surveys

• Opens and Clicks

• Subject Lines

• Calls to Action

• Content

Webinars, Podcasts & Videos

• Format

• Content

• Timing

In-App Messaging

• Engagement

• Use Patterns

• Content

Customer Forum & Social Media

• Super-User Engagement

• Topics

• Likes and Shares

• A/B split testing works well for emails, surveys and in-app messaging

• Trial and measurement works best for other forms of communication

• Keep track of what works and doesn’t work so you have a historical record


Testing for Continual Improvement

From High-Touch Programs: what and when to

message

• Content customers want at various lifecycle stages

• Reaction to new products and services

For High-Touch Programs: automation support

• Effective automated communications

• Topics CSMs should discuss with customers

Tip: Create a positive feedback loop between your high-

touch and tech-touch programs to share information about

what is working well for each group.


Technology Options

CRM Tools

• Salesforce

• Sugar CRM

• Zoho

• Pipedrive

• NetSuite

• MS Dynamics

• Base

Email Marketing

• MailChimp

• Marketo

• Hubspot

• Pardot

Analytics Tools

• Google Analytics

• Mixpanel

• Pendo

Support Solutions

• Zendesk

• JIRA

• Intercom

• Freshdesk

Survey Tools

• Wootric

• SurveyMonkey

• AskNicely

• Typeform

• Delighted

• Promoter.io

Start with the tools you already have. Engage your marketing team to help with Email

Marketing and Survey tools. Add tools once you’ve maximized what you started with.


Q&A


CS Leadership ProgramNext Series Starts October 17, 2017

CSM Training ProgramNext Series Starts October 19, 2017

Weekly Newsletter TheSuccessLeague.io/blog

Interested in Consulting or Coaching Services?Kristen Hayer

[email protected]

425.922.1637

Welcome to the League.


Thank you for being here!

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