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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
Look
familiar?
@chief_listener
@chief_listener
Feel
familiar?
@chief_listener
Feel
familiar?
THE
CUSTOMER
YOUR COMPANY
YOU
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.
Your job title
might not get
you a “seat
at the table.”
@chief_listener
Insights do.
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
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
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
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:
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?
8.“What would make you
a customer for life?”
“Hmmm…that’s a
good question.
“No one’s ever
asked me that!”
@chief_listener
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
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
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
@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.
@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.
@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
@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
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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ChurnZero Presents Bob London: HOW TO LEARN WHAT YOUR CUSTOMERS AREN’T TELLING YOU

  • 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
  • 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. Your job title might not get you a “seat at the table.” @chief_listener Insights do.
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. @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. @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. @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. @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. 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)