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"Customer Success: Don't Make These 5 Mistakes. I Did" at SaaStr Annual 2016

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Annie Tsai, Chief Customer Officer at DoubleDutch, shares her top 5 customer success mistakes and how you can avoid them at SaaStr Annual 2016 held in San Francisco Feb 9-11th. www.saastrannual.com

Published in: Business

"Customer Success: Don't Make These 5 Mistakes. I Did" at SaaStr Annual 2016

  1. 1. ANNIE TSAI CHIEF CUSTOMER OFFICER / DOUBLEDUTCH
  2. 2. CUSTOMER SUCCESS
 DON’T MAKE THESE 5 MISTAKES (I DID.)

  3. 3. 1. DON’T IGNORE SALES HANDOFF

  4. 4. BUY
 ONBOARD
 USE
 GETHELP
 BUYMORE
 RENEW

  5. 5. WHY BUY? (FROM//TO)
 Online Version 
 of Agenda
 DIGITAL 
 AGENDA
 EXPERIENCE 
 & 
 ENGAGE
 MONETIZE
 DATA DATA DATA
 DATA DATA DATA
 DATA DATA DATA
 DATA DATA DATA
 Save Paper
 Update in 
 Real-Time
 Modern Event
 Distribute Collateral
 Logistics Management
 Attendee Experience
 Platform for Communication
 Content
 Driven
Sense of 
 Community
 Data Integrations
 Gamification
 Sponsorships
 Exhibitor Visibility
 Lead Scanning
 New Revenue 
 Stream
 Offset Event 
 Cost
 Real-Time Feedback
 Data-Driven 
 Experience
 Analytics
 Beacons
 Affect the Event 
 in Real-Time
 Accelerate Lead
 Funnel
 Social/Networking
 Market/Advertise 
 to Audience

  6. 6. HOW’D YOU GET HERE? •Time spent on product pages •Videos watched •Gated access downloads •Past purchases •Prior conversations •Inbound referral references •Associations/ other affiliations
 PERSONALIZED CUSTOMER
 SUCCESS
 DIGITAL & OFFLINE 
 FOOTPRINT

  7. 7. MEMORABLE MOMENTS THAT REINFORCE YOUR “WHY”
  8. 8. 2. DON’T JUST HEAR YOUR CUSTOMERS

  9. 9. WORDS BEHIND THE SCORE Beta test candidate?
 Increase visibility of help content to broader audience?

  10. 10. THE RICHEST FEEDBACK COMES FROM HERE... Product Usage & Drop-off
 Brand Engagement Levels 
 (digital & offline)
 Correlated Health From 
 Onboarding & Beyond
 EXPLICIT
 IMPLICIT

  11. 11. THE RISK OF LISTENING THEN IGNORING ADVOCATES &
 KEY PROMOTERS
 EVERYONE
 DETRACTORS
 Acknowledge
 Include
 Include
 Announce 
 &
 Celebrate
 Listen

  12. 12. 3. DON’T LISTEN TO THE WRONG CUSTOMERS...
  13. 13. THE.
 QUESTION.
 OF.
 FIT.
 (Paul Graham/YC)
  14. 14. DECISION TREE What does this person know that 
 I don't about my core market?
 Should we be in that market? Insights go to the right internal people YES
 Is this person/ use case in my core/target market?
 NO
 Is this use case common in/ relevant to my core market?
NO
 Thank you for your feedback NO
 YES
 YES

  15. 15. 4. DON’T SKIP INSTRUMENTING 
 CUSTOMER SUCCESS

  16. 16. MINIMUM VIABLE TOOLING
  17. 17. KICK-ASS TOOLING Renewals By Month and Health Status

  18. 18. HOW DO YOU GET TO KICK-ASS TOOLING? Define a successful client 
 (RYG) Define subjective inputs & processes to capture
 Identify data that validates client success
 Identify the missing data & how to get it (and get it)
 Connect the datasets
 Drive practice adoption

  19. 19. 5. DON’T TREAT SUCCESS 
 AND SUPPORT AS THE 
 SAME THING

  20. 20. THE ROAD FROM “WHATEVER IT TAKES” “Hi I’m ______. I’m here to do whatever
 it takes to make you
 love us.”
 ONBOARDING
 PROACTIVE
 REACTIVE

  21. 21. WHEN TO SHIFT DEPENDS ON WHERE YOU START 1.Do customers frequently ask about the best way to do something? CUSTOMER 
 CARE
 3.Are the “why” and “when” questions increasing over time? 4.Are the “what” and “how” questions decreasing over time? 2.Is anybody already accountable for renewal of upsell?
  22. 22. WHEN TO SHIFT DEPENDS ON WHERE YOU START 3.Are the “why” and “when” questions decreasing over time? 4.Are the “what” and “how” questions increasing over time? 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?
  23. 23. JUST DON’T DO IT Ignore Sales Handoff Just Hear Your Customers Listen to the Wrong Customers Skip Instrumenting Customer Success Treat Support and Success as the Same Thing
  24. 24. ANNIE TSAI THANK YOU!
 @meannie // @doubledutch annie@doubledutch.me


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