This webinar, originally hosted by ChurnZero on 9/16/2020, is full of actionable tips for customer success teams.
Description:
"That's enough about me, let's talk about you. What do you think of me?" This great movie quote describes how customers often perceive their vendor interactions.
So ask yourself, are your customer conversations and QBRs really about them - or are you focused on asking what they think about your product? Do you understand the "why" that drives their day to day priorities? Are they giving you their unvarnished perspective in a way that can help your company learn and grow?
Bob London of Chief Listening Officers has conducted over 2,000 interviews with B2B customers and other decision-makers. In this presentation, he covers:
- Bob's go-to questions that yield candid responses
- How to frame conversations, ask questions and follow up
- Tips on "listening between the lines" to maximize insights
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Bob London of Chief Listening Officers on "How to Have More Strategic Customer Conversations," Presented by ChurnZero
1. chieflisteningofficers.com
HOW TO HAVE
MORE STRATEGIC
CUSTOMER CONVO’S
Bob London
www.linkedin.com/in/boblondon
www.chieflisteningofficers.com
2,100+ customer interviews & counting
5. chieflisteningofficers.com
CUSTOMER VALUE FRAMEWORK
Innovation
Insights
Value-Add
Customer
Support
ProductAre 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 customers 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?
DIFFERENTIATED VALUE
COMMODITY
UNSPOKEN/
UNEXPECTED
OBVIOUS /
EXPLICIT
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Email
Invitation
85%
OPEN
RATE 65%
CONVERSION
RATE
Subject: A quick favor if you can.
Dear (fname):
I hope this note finds you well. I’m touching base to ask if you’d be
willing to participate in an important (but brief) research project
we’re undertaking. Things continue to go well at (company), and to
ensure our long-term success (and yours), we want to get real-
world perspectives from some of our customers.
Would you be able to participate in a 30- to 45-minute, one-on-
one phone conversation in the next week or two? We’re basically
looking for your candid point of view on a few things—mostly
around priorities and challenges in the marketplace.
If so, please reply with a couple dates/times when you’re free, and
we will send you a calendar invitation. Alternatively, feel free to use
this scheduling link to find a time that works for you.
Your involvement would be greatly appreciated! If you have any
questions, please don’t hesitate to reach me at (phone) or (email).
Best regards,
CXO
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“Do you have any questions for me
before we get started? Would you like
me to give you a bit more context?”
“I’ll try to keep this as brief as possible
and not too boring for you J”
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“At the highest levels of
your company, what is
the top priority for the
next 12 – 24 months?”
“Why? What are the
challenges and goals
driving that priority?”
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“If you had a free (no
obligations) hour with
a world-renowned
expert, who would it
be, and what’s the
first thing you’d want
to know?”
AMA!
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TIME OUT:
How do I know this is working?
“Hmmm….”
“That’s a great question.”
”No one’s ever asked me that before.”
“Hang on, let me close my door.”
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IT’S ABOUT
THEM, NOT
YOU.
Start with a
quiet mind.
Relax. It’s a conversation
not an interview.
Be authentic.
Start with their big picture.
Go where they want to go
Keep asking "why?” &
“what do you mean?”
Drop ego, biases &
defensiveness.
Embrace their rants.
Be agile and iterative.
Breath, smile.
No selling.
Listening
Between
the
Lines
chieflisteningofficers.com
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Hone your craft
● Practice & critique,
candidly & frequently
● Role play with 3 personas:
the enthusiast, the expert
& the a-hole.
● Have a “friendly” or two
● Record & analyze
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SCREEN SHOT ALERT!
“Do you have any questions for
me before we get started?
Would you like me to give you
a bit more context?”
“I’ll try to keep this as brief as
possible and not too boring for
you J”
“At the highest levels of your
company, what are the top one
or two priorities for the next
12 – 24 months?”
“Why? What are the challenges
and goals driving that
priority?”“
“What are your customers’
priorities? What challenges are
they facing?”
“What are the potential risks
that might keep your company
from succeeding?”
“What’s on your whiteboard
now that wasn’t there 90 days
ago?”
“What absolutely has to be
OFF your whiteboard in the
next 30 days?”
”What’s the one thing you and
your team need to get better at
this year?”
“If you had a free (no
obligations) hour with a world-
renowned expert, who would it
be, and what’s the first thing
you’d want to know?”
“Is there something we’re great
at? Better than anyone else?”
“What’s the biggest thing that
surprised you since you signed
the contract with us?”
“If a competitor contacted you
today, would you ignore
them…or want to learn more?”
“What would your job be like if
we suddenly went away?”
“What would make you a
customer for life?”
“What did you guys talk about
right after our call?”
chieflisteningofficers.com