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Customer Success; accelerating user adoption by rapidly 
creating product experts.
What To Expect 
• Specific strategies and tactics to: 
Increase customer renewal and upsell 
Increase new customer acquisi...
Business and Project Planning 
MindTouch is cloud based software that creates 
customer success for large brands in techno...
And hundreds of emerging technology brands too.
Increasing Shareholder Value 
* 
Customer service and customer effort principal factors. 
Source: October 2013 “Technology...
Defining Customer Success
Defining Customer Success 
Customer success is accelerating user adoption by rapidly 
creating product experts. 
This impr...
Most Common Customer Success Goals 
1. Increase revenue 
• Drive new buyers, accelerate sales and lower costs 
2. Seize th...
Resulting Measurement: Happy Customers
Measuring Your Customer Success Efficacy 
Net Promoter Score (NPS) 
helps calculate how likely a 
customer would recommend...
Improving Net Promoter Systematically 
Customer effort is the 
amount of time and 
energy a customer needs 
to exert in or...
From The Trenches 
Two proven approaches for impacting Customer Effort and 
Net Promoter thereby driving customer success ...
Customer Success Program Tips 
• Start in Sales with a Success Blueprint 
– Challenges, Objectives and Metrics 
– Hand-off...
Quickest Time to Value: Self-Service 
Reduce Customer 
Effort Through Self 
14 
Service
Customer Support Drives 
17 
Disloyalty 
Customers Requiring 
Agent Interaction 
4 times more likely to 
leave disloyal th...
Benefits of Decreasing 
18 
Customer Effort 
Low Effort: 
• 94% of customers who 
exert low effort will 
repurchase 
• 88%...
Self-Service Customer Success Impacts Buyers 
A CEB study of more than 1,400 B2B customers across many 
industries reveale...
Stages Of Maturation: Customer Success Cycle 
20 Value 
Reach 
Initiate Launch Integrate Optimize
Initiate Phase 
21 Value 
Reach 
Initiate Launch Integrate Optimize
Assets Span All Departments 
Product Stages Departments Content Types 
Create or 
Package 
• Engineering 
• Product manage...
Tools Are Pre-Internet, Pre-Social 
Product Stages Departments Content Types 
Create or 
Package 
• Engineering 
• Product...
Capture, Organize and Serve Blended Content 
Product Stages 
Create or 
Package 
Market 
Sell 
Execute 
Train 
Support 
Re...
Initiate Phase – Web Ready, Blended Content 
! TIP: 
• Cornerstone content: 10-20% -- (examine support 
categories and web...
Launch Phase 
26 Value 
Reach 
Initiate Launch Integrate Optimize
Launch Phase – Deliver to Customers 
27 
Customer Self-Service 
Customers 
Value 
Reach 
Initiate 
! TIP: 
• Branded 
• Si...
Launch Phase – Deliver to Customers 
28 
! TIP: 
• Branded 
• Single-sign-on 
• Knowledge analytics 
• Newsletter – drive ...
Integrate Phase 
30 Value 
Reach 
Initiate Launch Integrate Optimize
Integrate Phase – Low Effort, High Value 
31 
Deflection 
! TIP: 
• Use contextual 
recommendations to 
drive self-service...
Integrate Phase – Enriching Self-improving Cycle 
32 
Deflection 
Agent Empowerment 
Value 
Reach 
Initiate 
Launch 
! TIP...
Integrate Phase – The “Last Mile” 
33 
Deflection 
Value 
Reach 
Initiate 
Launch 
Agent Empowerment 
Contextual In-Produc...
Optimize Phase 
35 Value 
Reach 
Initiate Launch Integrate Optimize
Optimize – Capture, Analyze and Improve 
36 
! TIP: 
Improve Account Management: 
• Customer Success Management Analytics ...
Expected Maturation Curve 
37 Value 
Reach 
Initiate Launch Integrate Optimize
38 Value 
Reach 
Optimize 
Expected Timeline 
1-14 Days
Most Common Customer Success Goals 
1. Increase revenue 
• Drive new buyers, accelerate sales and lower costs 
2. Seize th...
1. Provide us feedback about this webinar so we can get 
better 
2. Get a free evaluation from a MindTouch 
Customer Succe...
Find more helpful content on 
Twitter: @MindTouch 
and at 
www.MindTouch.com/Blog
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Customer Success: Strategies and Tactics for Accelerating User Adoption by Rapidly Creating Product Experts

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Published on

This 30 minute webinar covers two effective strategies and dozens of tactics taken from hundreds of customer success engagements for improving:

- Customer retention and upsell
- Customer support -- while lowering costs
- User and product adoption
- New customer acquisition
- Brand advocates

Today’s customers expect brands to support them throughout the entire ownership lifecycle and will jump ship (and churn) if it takes too much effort to become a product expert. Building a Customer Success strategy requires a collaboration across many departments in your organization and a new way of thinking about how you deliver content to your customers.

Aaron Fulkerson, CEO of MindTouch, a provider of cloud based customer success software, will explore how leading businesses including, Intuit, Success Factors, Salesforce Verizon, MakerBot and RSA Security, Zuora,Pentaho, RichRelevance deliver higher quality service to their customers, lower the barriers to success, and increase brand advocacy. You will leave this session with data backed solutions and actionable next steps for achieving success in this new era of customer engagement.

Published in: Technology

Customer Success: Strategies and Tactics for Accelerating User Adoption by Rapidly Creating Product Experts

  1. 1. Customer Success; accelerating user adoption by rapidly creating product experts.
  2. 2. What To Expect • Specific strategies and tactics to: Increase customer renewal and upsell Increase new customer acquisition Lower support costs Improve your products • New growth hacking technique • Fastest method of improving Net Promoter Score Drives revenue • Specific live examples • Provide research and data to back it up CEB, HBR, Forrester, Gartner and MindTouch
  3. 3. Business and Project Planning MindTouch is cloud based software that creates customer success for large brands in technology, manufacturing and services.
  4. 4. And hundreds of emerging technology brands too.
  5. 5. Increasing Shareholder Value * Customer service and customer effort principal factors. Source: October 2013 “Technology Management In The Age Of The Customer”
  6. 6. Defining Customer Success
  7. 7. Defining Customer Success Customer success is accelerating user adoption by rapidly creating product experts. This improves customer retention and lifetime customer value. Creates brand advocates. Lowers support costs
  8. 8. Most Common Customer Success Goals 1. Increase revenue • Drive new buyers, accelerate sales and lower costs 2. Seize the market! • Create product experts and brand advocates 3. Understand customers and buyers better • Improve customer renewal; identify and create upsell • Improve product experience
  9. 9. Resulting Measurement: Happy Customers
  10. 10. Measuring Your Customer Success Efficacy Net Promoter Score (NPS) helps calculate how likely a customer would recommend you to a friend or colleague. You can use it to define and drive business metrics like: 10 • Customer Retention Rate • Average Spend • Customer Lifetime Value “Answering the Ultimate Question”, Richard Owen and Dr. Laura Brooks of Satmetrix -- 2003
  11. 11. Improving Net Promoter Systematically Customer effort is the amount of time and energy a customer needs to exert in order to accomplish a task. Best Practice: Contact customers who score anything 11 other than a 1 at any point in their journey.
  12. 12. From The Trenches Two proven approaches for impacting Customer Effort and Net Promoter thereby driving customer success • Overarching Customer Success program and department Laborious and expensive – lots of human capital and change management • Deliver a self-service success experience Our focus today and the fastest time-to-value
  13. 13. Customer Success Program Tips • Start in Sales with a Success Blueprint – Challenges, Objectives and Metrics – Hand-off tool to Customer Success team – Helpful tool for the buyer • Proactive, not reactive – Gather best practices • Onboarding and training – Launch and best practices checklists – Share Success Blueprint and training vids • Regular check-ins that refer back to Success Blueprint – Best practices checklists Focus on creating generative value – revenue is side effect
  14. 14. Quickest Time to Value: Self-Service Reduce Customer Effort Through Self 14 Service
  15. 15. Customer Support Drives 17 Disloyalty Customers Requiring Agent Interaction 4 times more likely to leave disloyal than loyal Harvard Business Review July 2010 CEB 2013 More Loyal More Disloyal 1.00x 3.97x
  16. 16. Benefits of Decreasing 18 Customer Effort Low Effort: • 94% of customers who exert low effort will repurchase • 88% of customers who exert low effort will spend more (increased wallet share) High Effort: • 81% of customers who exert high effort will say something negative about your company (Negative WOM – Word of Mouth) • 96% of customers who exert high effort will be disloyal. 94% 4% Low Effort High Effort Low Effort High Effort Low Effort High Effort Low Effort High Effort Experience Experience 88% 4% 1% 81% 96% 9% Repurchase Increased Spend Negative WOM (Word of Mouth) Overall Disloyalty Source: CEB analysis
  17. 17. Self-Service Customer Success Impacts Buyers A CEB study of more than 1,400 B2B customers across many industries revealed that: 57% of a typical purchase decision is made before a customer even talks to a supplier. Customer Due Diligenc e Begins Customer’s First Conta ct with Supplier Customer Purchase Decision 2005: of buyers report educating online before buying 2013: of buyers report educating online before buying
  18. 18. Stages Of Maturation: Customer Success Cycle 20 Value Reach Initiate Launch Integrate Optimize
  19. 19. Initiate Phase 21 Value Reach Initiate Launch Integrate Optimize
  20. 20. Assets Span All Departments Product Stages Departments Content Types Create or Package • Engineering • Product management • Subject matter experts • Technical communication • Product manuals • In-product contextual help • Editorials – best practices • Specifications • Release notes • Product announcements • Known issues Market • Product management • Product marketing • Product videos • Technical sales sheets and marketing • Competitive differentiators Sell • Sales engineer • Technical sales reps • Samples created during sales cycle to validate product • Customer configurations • Workflows and technical use cases Execute • Client services • Partners • Integrators • Implementation documentation • Partner information • Customer configurations and samples Train • Customer success • Subject matter experts • eLearning • Training • Training materials • Best practices • How-tos and tutorials Support • Customer support • Closed cases • Knowledge base Renew / Sell • Account management • Customer Insights – product usage and customer value • Same as Sell and Implement phases
  21. 21. Tools Are Pre-Internet, Pre-Social Product Stages Departments Content Types Create or Package • Engineering • Product management • Subject matter experts • Technical communication • Product manuals • In-product contextual help • Editorials – best practices • Specifications • Release notes • Product announcements • Known issues Market • Product management • Product marketing • Product videos • Technical sales sheets and marketing • Competitive differentiators Sell • Sales engineer • Technical sales reps • Samples created during sales cycle to validate product • Customer configurations • Workflows and technical use cases Execute • Client services • Partners • Integrators • Implementation documentation • Partner information • Customer configurations and samples Train • Customer success • Subject matter experts • eLearning • Training • Training materials • Best practices • How-tos and tutorials Support Renew / Sell Knowledge Base Knowledge Management • Account management • Customer Insights – product usage and customer value • Same as Sell and Implement phases
  22. 22. Capture, Organize and Serve Blended Content Product Stages Create or Package Market Sell Execute Train Support Renew / Sell
  23. 23. Initiate Phase – Web Ready, Blended Content ! TIP: • Cornerstone content: 10-20% -- (examine support categories and web search traffic, talk to trainers and customers) • Web native and centralized • Easy to update and collaborate • Searchable and discoverable repository • Expose as a service (omni-channel) 25
  24. 24. Launch Phase 26 Value Reach Initiate Launch Integrate Optimize
  25. 25. Launch Phase – Deliver to Customers 27 Customer Self-Service Customers Value Reach Initiate ! TIP: • Branded • Single-sign-on • Knowledge analytics • Newsletter – drive adoption What’s new Active users Most used Best rated Activity metrics
  26. 26. Launch Phase – Deliver to Customers 28 ! TIP: • Branded • Single-sign-on • Knowledge analytics • Newsletter – drive adoption What’s new Active users Most used Best rated Activity metrics Customers Self-Service and Buyer Education ! TIP: • Serve prospective buyers as self-education resource • Increase organic site traffic (SEO) • Web analytics and Google Webmaster • Train Sales Engineers • Add lead scoring Customer Self-Service Value Reach Initiate Buyers
  27. 27. Integrate Phase 30 Value Reach Initiate Launch Integrate Optimize
  28. 28. Integrate Phase – Low Effort, High Value 31 Deflection ! TIP: • Use contextual recommendations to drive self-service before: Phone, Chat, Ticket • Track deflection Value Reach Initiate Launch
  29. 29. Integrate Phase – Enriching Self-improving Cycle 32 Deflection Agent Empowerment Value Reach Initiate Launch ! TIP: • Contextual resources for agents: CRM, call center, chat • KCS methodology Agent participation • Customer insights User activity ! TIP: • Use contextual recommendations to drive self-service before: Phone, Chat, Ticket • Track deflection
  30. 30. Integrate Phase – The “Last Mile” 33 Deflection Value Reach Initiate Launch Agent Empowerment Contextual In-Product ! TIP: • “The Last Mile” in-product assistance • Behavioral and customer insights to inform product • User experience insights Most popular Most requested Most shared… ! TIP: • Contextual resources for agents: CRM, call center, chat • KCS methodology Agent participation • Customer insights User activity ! TIP: • Use contextual recommendations to drive self-service before: Phone, Chat, Ticket • Track deflection
  31. 31. Optimize Phase 35 Value Reach Initiate Launch Integrate Optimize
  32. 32. Optimize – Capture, Analyze and Improve 36 ! TIP: Improve Account Management: • Customer Success Management Analytics Frontleaf, Gainsight, Totango… Content, Agent and Web Analytics • Find gaps in content and quality, always be tuning Search and Quality reports • Track agent participation and CRM stats Increase lead generation: • Search Engine Optimization Report and tune keywords Close deals faster: • Virtual Sales Engineer – which articles accelerate / decelerate • Lead Scoring tuning – top Closed:Won – what did they review Value Reach Initiate Launch Integrate
  33. 33. Expected Maturation Curve 37 Value Reach Initiate Launch Integrate Optimize
  34. 34. 38 Value Reach Optimize Expected Timeline 1-14 Days
  35. 35. Most Common Customer Success Goals 1. Increase revenue • Drive new buyers, accelerate sales and lower costs 2. Seize the market! • Create product experts and brand advocates 3. Understand customers and buyers; improve • Improve customer renewal; identify and create upsell • Improve product experience
  36. 36. 1. Provide us feedback about this webinar so we can get better 2. Get a free evaluation from a MindTouch Customer Success expert 1. Attend Customer Success Program Webinar 2. Learn more about MindTouch by receiving a product tour Webinars@MindTouch.com Next Steps
  37. 37. Find more helpful content on Twitter: @MindTouch and at www.MindTouch.com/Blog

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