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ChurnZero Presents Bob London: HOW TO LEARN WHAT YOUR CUSTOMERS AREN’T TELLING YOU

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This Presentation Provides a Framework to Help Customer Success Managers and Account Managers Discover & Share Customer Insights

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ChurnZero Presents Bob London: HOW TO LEARN WHAT YOUR CUSTOMERS AREN’T TELLING YOU

  1. 1. HOW TO LEARN WHAT YOUR CUSTOMERS AREN’T TELLING YOU Bob London / CEO Chief Listening Officers December, 2017 A Framework to Help CSMs Discover & Share Customer Insights
  2. 2. Look familiar? @chief_listener
  3. 3. @chief_listener Feel familiar?
  4. 4. @chief_listener Feel familiar? THE CUSTOMER YOUR COMPANY YOU
  5. 5. STOP BRAINSTORMING, GET OUT OF THE BUILDING & ASK YOUR CUSTOMERS 5 QUESTIONS Bob London @chief_listener IF WE ALL PEEK OUTSIDE OUR SILOS… THE CUSTOMER WE’LL SEE THE SAME THING.
  6. 6. Your job title might not get you a “seat at the table.” @chief_listener Insights do.
  7. 7. UNSPOKEN/ UNEXPECTED DIFFERENTIATED VALUE INSIGHTS FRAMEWORK Innovation Insights Value-Add Customer Service Core OfferingAre you consistently delivering the basic value the customer expects? Are you honest, clear, responsive and easy to do business with? Do you go above & beyond? Do you give clients insights that help them do their jobs better & make their lives easier? Does the customer trust you to bring them new ways to solve challenges? COMMODITY OBVIOUS / EXPLICIT FROM TARGET AUDIENCE PERSPECTIVE
  8. 8. UNSPOKEN/ UNEXPECTED DIFFERENTIATED VALUE INSIGHTS FRAMEWORK Innovation Insights Value-Add Customer Service Core OfferingAre you consistently delivering the basic value the customer expects? Are you honest, clear, responsive and easy to do business with? Do you go above & beyond? Do you give clients insights that help them do their jobs better & make their lives easier? Does the customer trust you to bring them new ways to solve challenges? COMMODITY OBVIOUS / EXPLICIT FROM TARGET AUDIENCE PERSPECTIVE ELEVATOR RANTS
  9. 9. JUST SHUT UP & LISTEN TO THEM  Relax. Breathe. Smile. It’s a conversation not a survey. Drop ego, biases & defensiveness Be authentic & human. Stay agile & iterative @chief_listener Be curious What do you mean by that? INTRODUCING THE CURIOSITY CALL Start with their big picture Go where they want to go. No selling. Embrace the rants Ask disruptive questions. 9
  10. 10. Want fresh insights? Ask better questions. Be disruptive & thought- provoking. @chief_listener “WHAT KEEPS YOU UP AT NIGHT?” • Business buzzwords (value, impact) • Marketing-Speak (differentiation) • Jargon (SaaS- based, platform) AVOID:
  11. 11. Innova on Insights Value-Add Customer Service Core Offering 5. If you started a company in our space, what would you do differently? 6. If you had a free hour with a leading industry expert, what would you ask? 7. What would the impact be if our product went away? 1. What’s on your white board? 2. What do you and your team need to get better at? 3. What’s the first think you think of when I say _____? 4. What are we great at? Better than anyone else?
  12. 12. 8.“What would make you a customer for life?” “Hmmm…that’s a good question. “No one’s ever asked me that!” @chief_listener
  13. 13. Subj: A quick favor if you can Dear (name): I hope this note finds you well. I’m touching base to see how things are going and also to ask if you’d be able to participate in a very brief research project we’re undertaking. As background, things are going very well at (organization name). To make sure that continues, we want to make sure we’re aligned with our customers—and that means getting real-world perspectives from folks like you. We’re just looking for your candid thoughts on a few things. Would you be able to have a 20-30 minute, one-on-one phone conversation with me? If so, please reply with a couple dates/times when you’re free. Or you can use this scheduling link to find a date and time that works for you: (use TimeTrade.com or Calendly). Your involvement would be greatly appreciated! If you have any questions, please feel free to reach me at (phone) or (email). Best regards, (Your name) E-MAIL INVITATION (TEMPLATE) 13
  14. 14. What type of insights can you get? • Product/Service Innovation & Delivery • Value Prop • Brand Identity • Positioning/Differenti ation • Sales & Marketing Messaging • Buyer Journey • CX/UX • Personas • Content Ideas • Real Customer Language (Vs. Marketing-speak) • New Use Cases • Goodwill • Case Studies • Identify Problems
  15. 15. Now, to share insights… …identify a partner/ champion • Review insights & recommended actions with the appropriate department head. • Agree on whether/how to prioritize. • Discuss who to approach as the next partner. @chief_listener
  16. 16. @chief_listener Execu ve Summary Innova&on' Insights' Value1Add' Customer' Service' Core' Offering' Are you consistently delivering the basic value the customer expects? Are you honest, clear, responsive and easy to do business with? Do you go above & beyond? Do you give clients insights that help them do their jobs be er & make their lives easier? Does the customer trust you to bring them new ways to solve challenges? • Overall, customers believe we are/aren’t delivering on our core promises. Areas of note are ______, ______ and _____. • In par cular, customers want and even expect us to educate them or hold their hand on __________. • There appear to be opportuni es to add value by providing insights on ________. For Product Team Innova&on' Insights' Value1Add' Customer' Service' Core' Offering' • INSIGHT: Customers are really focused on (these 2 market or internal challenges). o ACTION: Let’s discuss what can we do to help or how we can be er posi on our product. For Marke ng / Communica ons @chief_listener Innova&on' Insights' Value1Add' Customer' Service' Core' Offering' Are you consistently delivering the basic value the customer expects? Are you honest, clear, responsive and easy to do business with? Do you go above & beyond? Do you give clients insights that help them do their jobs be er & make their lives easier? Does the customer trust you to bring them new ways to solve challenges? • INSIGHT: Customers want to know more about (emerging topic), because they think it could help them with (business objec ve). o ACTION: We should explore providing insights/content on this.
  17. 17. @chief_listener For Product Management/Marke ng @chief_listener Innova&on' Insights' Value1Add' Customer' Service' Core' Offering' Are you consistently delivering the basic value the customer expects? Are you honest, clear, responsive and easy to do business with? Do you go above & beyond? Do you give clients insights that help them do their jobs be er & make their lives easier? Does the customer trust you to bring them new ways to solve challenges? • INSIGHT: Customers aren’t making the connec on (between what our product does and their business objec ves). o ACTION: We need to have a candid internal conversa on about whether their percep on is valid. For Product Team @chief_listener Innova&on' Insights' Value1Add' Customer' Service' Core' Offering' • INSIGHT: Customers don’t just want (data and reports). They expect us to review with them what it means and how to take ac on. o ACTION: I recommend (trying a couple customer calls with our analyst). For Marke ng / Sales Innova&on' Insights' Value1Add' Customer' Service' Core' Offering' Are you consistently Are you honest, clear, responsive and easy to do business with? Do you go above & beyond? Do you give clients insights that help them do their jobs be er & make their lives easier? Does the customer trust you to bring them new ways to solve challenges? • INSIGHT: (This theme) is coming up a lot as something that is driving the need for our product. o ACTION: Let’s chat about whether it makes sense to work it into our messaging.
  18. 18. @chief_listener REAL INSIGHTS… 18 We can’t just say “smaller is better,” we have to prove why that’s valuable. Our platform is too broad & doesn’t solve the main problem enterprises have today. We focus on customers renewing their data subscription, but they want help incorporating the data into their operations. Our 1st & 2nd level support team acts like we’re in the technology business, but we need to be in the efficiency business. Our customers need us to educate them on trends and best practices—they simply don’t have time to do it themselves. REAL IMPROVEMENTS
  19. 19. @chief_listener REAL INSIGHTS… 19 We can’t just say “smaller is better,” we have to prove why that’s valuable. Our platform is too broad & doesn’t solve the main problem enterprises have today. We focus on customers renewing their data subscription, but they want help incorporating the data into their operations. Our 1st & 2nd level support team acts like we’re in the technology business, but we need to be in the efficiency business. Our customers need us to educate them on trends and best practices—they simply don’t have time to do it themselves. + VALUE PROP + REVENUE + SALES MESSAGING + CLOSE RATIO + PIPELINE + AVG. DEAL SIZE + CLIENT SAT. - CHURN + CROSS-SELL + CLOSE RATIO + MARKETING LEADS REAL IMPROVEMENTS
  20. 20. Free Customer Re-Discovery Playbook www.chieflisteningofficers.com/free Listen First. Grow Faster. Bob London / Founder & CEO bob@chieflisteningofficers.com +1 (240) 994 7644 www.chieflisteningofficers.com THANK YOU! (AND HAPPY LISTENING)

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