Can a Single Advocate Create Customer Success Storm
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This webinar discusses how a single customer advocate can create success for a company. The webinar defines an advocate as anyone who makes a non-financial investment in a company. It explains that advocates can help across a company's entire customer lifecycle through referrals, reviews, interviews and more. The webinar also outlines how customer success professionals can identify and leverage advocates, and provides five best practices for advocacy programs that include viewing advocates broadly and always looking for how they can help.
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Can a Single Advocate Create Customer Success Storm
- 1. Can the Actions of a Single Advocate Create a Storm of Customer Success? Presented By the Customer www.customerengagementzone.com Zone
- 2. Housekeeping • Interact with us: • Send questions & comments through the questions panel • Twitter with #customerengagement • This webinar is being recorded. Recording will be emailed after the event. the Customer www.customerengagementzone.com Zone
- 3. Presenters Dan Steinman Chris Newton Chief Customer Officer VP Business Development the Customer www.customerengagementzone.com Zone
- 4. Agenda • • • • • • What’s an advocate? How & why will they help? Data driven Customer Success Customer Success NEEDS advocates 5 Best Practices Q&A the Customer www.customerengagementzone.com Zone
- 5. What’s an Advocate? the Customer What’s an advocate? www.customerengagementzone.com Zone
- 6. Anyone that makes a non-financial investment in your company. the Customer www.customerengagementzone.com Zone
- 7. How can Advocates help? Advocates help? How can the Customer www.customerengagementzone.com Zone
- 8. Advocates Help Across the Entire Lifecycle Social promotion Media interviews Content distribution Referrals the Customer Product reviews Analyst briefings References Product surveys www.customerengagementzone.com Zone User groups Customer Advisory Boards
- 9. Why do we advocate? the Customer www.customerengagementzone.com Zone
- 10. To Be Part of the Team! the Customer www.customerengagementzone.com Zone 10
- 11. Provide an Amazing Advocate Experience Status Access the Customer Power www.customerengagementzone.com Zone Stuff
- 12. success noun sek-’ses the Customer www.customerengagementzone.com Zone
- 13. What’s the Goal of Customer Success? GROW THE INSTALL BASE UPSELL CHURN the Customer www.customerengagementzone.com Zone
- 14. Customer Success Levers Product Value Product Adoption the Customer Customer Experience www.customerengagementzone.com Zone
- 15. CSMs Naturally Find Advocates • • • • • • Training Best practices discussions Survey responses Support interaction Community engagement Renewals discussions the Customer www.customerengagementzone.com Zone
- 16. Find a Champion…and Hitch Your Wagon the Customer www.customerengagementzone.com Zone
- 17. Customer Success/Health is Data-Driven • • • • Product usage Marketing engagement Support interaction Community involvement • • • • References Social media commentary Product reviews User groups/advisory boards the Customer Internal External (advocates) www.customerengagementzone.com Zone
- 18. The Holy Grail is Overall Customer Health Internal 83 44 the Customer External + 39 www.customerengagementzone.com Zone
- 19. Leveraging Advocates for Customer Success Social promotion Content creation & distribution Media interviews Referrals the Customer Product reviews References User groups Internal champion Analyst briefings Product surveys www.customerengagementzone.com Zone Customer Advisory Boards
- 20. The Right Advocate(s) = Tipping Point? Advocates could easily be • Salesmen • Mavens • Connectors …and help you create a tipping point the Customer www.customerengagementzone.com Zone
- 21. Not Just for Prospects What if this guy this guy? called the Customer www.customerengagementzone.com Zone
- 22. Don’t Have To Be a Customer • • • • • • Authors Bloggers Analysts Consultants Industry experts Partners the Customer www.customerengagementzone.com Zone
- 23. Customer Success NEEDS Advocates • At least one at every customer • Not all are created equal • Best ones may NOT be customers • Find ‘em and foster ‘em the Customer www.customerengagementzone.com Zone
- 24. 5 Key Takeaways 1. Advocates are valuable, underused resource 2. Provide an amazing advocate experience 3. Broaden your view of possible advocates 4. You have many right now – identify, incent, inspire 5. Always ask, "how can our advocates help?” the Customer www.customerengagementzone.com Zone
- 26. The Customer Engagement Zone Best practices, solutions and technologies to take customer experience to new levels Learn more at customerengagementzone.com Upcoming Webinar: March 19th – featuring ReadyTalk + Vidyard the Customer www.customerengagementzone.com Zone
- 27. Please share your opinion in our post-event survey the Customer www.customerengagementzone.com Zone
Editor's Notes
- Good morning and thank you for joining today’s webinar. This webinar
- Before I finish, let me leave you with one final thought.If my father turned the tables and asked me for advice, which rarely happens, I would tell him what I’m going to tell you now. In the new economy, it’s not about sales and it’s not about product. It’s only about Customer Success.
- Ask Chris about NPS surveys and how they might relate to advocates
- Customer success also has a vital role to play. You need to have an amazing product which delights customers, but in many cases these customers don’t realize the full potential without some help from a dedicated customer success team. We’re a big fan of customer success analytics systems in B2B like Totango, Gainsight and Scout Analytics, to help focus the attention of the CS professional. You can see some of these analytics here. On the X axis, estimates of value received by customer. IN this case, we’re looking at the activity spent by users inside of our app, and not all of that activity is the same – the activity correlated with higher retention and upsells are valued higher. On the Y axis, the value of the account. The red dots are in the danger zone – where customers are not generating sufficient value from the solution. CS should do whatever they can to get these customers back on track – proactively. The green dots represent high customer value surplus, and these customers should be approached for possible upsell opportunities and to advocate. The blue dots are not an urgent issue, but still important. Over time, more an more of the blue dots should be converted to upsells and advocates.
- This webinar is part of the Customer Engagement Zone series brought to you by Certain, Demandbase, Gainsight, Influitive, ReadyTalk, and Vidyard. Visit customerengagementzone.com to learn best practices, solutions, and technologies to engage your customers and sign up for additional webinars in this series.
- Thank you for joining us today. Keep an eye out for the recording link and PDF in the post-event email you will receive later today. Please take a moment as I close out the meeting to completethe post-event survey. We’d love to get your feedback from today’s event. Have a great afternoon everyone!