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Internal Customer Engagement – Overview &
                  Process




                                            1
Table of Contents
1   Overview & Key Definitions

2   Internal Customer Engagement Cycle

3   Key Methodologies

4   Engagement Phases

5   Summary


                                         2
Overview & Key Definitions
What is Customer Engagement?
  –   Customer Engagement is the process of fostering and optimizing the relationship between
      consumer needs and a company or group’s objectives to produce the most viable
      deliverable.


Why is Customer Engagement important?
  –   Allows the team to ensure that they are providing the best possible overall solution most
      suited to the customer’s expectations

  –   Increases satisfaction scores and gives the customer the impression of a more professional
      and user-centric mindset

  –   Ensures a much higher likelihood of brand loyalty and advocacy




                                                                                                  3
Overview & Key Definitions
Type of Customers
  –   External Customer – Individual or individuals that are not employees or affiliates of the
      existing company who purchase products or services from the company

  –   Internal Customer – Individual or teams that are paid employees of the company but are
      still consumers of your product or service



  ***Note: It is important to draw a distinction between external and internal customer types;
     the methods of engagement and policies of interaction will differ




                                                                                                  4
Overview & Key Definitions
How are Internal and External Customers Different?

  –       External Customer
      •    Is a purchaser of a product or service, but has no vested interest in the company itself
      •    Has their own agenda outside of the company’s strategy or goals
      •    Is solely focused on their needs and is not interested in the needs or wants of other customers


  –       Internal Customer
      •    Is a consumer of internal components or solutions, but also a producer of products or services that are purchased by
           the external customer
      •    May have a particular product level agenda, but is in line with company strategy and goals
      •    Has focus on their needs but is mindful of need for collaboration with other company colleagues




                                                                                                                                  5
Overview & Key Definitions
What are some of the difficulties in engaging with Internal Customers?
  –   Internal customers have their own external customers to please; their actions in adopting
      your solutions directly affect their customer outcomes

  –   Internal customers have release schedules and timetables to consider; disruptions to those
      schedules can directly affect company profit and end-user satisfaction

  –   Internal customers may be comfortable with existing technologies or solutions and will
      likely be hesitant in adopting a new component or change to their software products as this
      may have adverse and unexpected consequences for their deliverables

  **Note: Recognize that internal customers are ultimately responsible
     for THEIR solutions, even when adopting another group’s technology




                                                                                                  6
Internal Customer Engagement Cycle
What is the best strategy for engaging with Internal Customers?
  –   The graphic on the following slide provides the high level process of customer engagement,
      broken down into three regions and six sections
  –   The main premise behind Customer Engagement is that when it is performed effectively, it
      becomes cyclical; i.e. self-driving when word of mouth and strong advocacy by previous
      adopters begins to spread to other potential customers




                                                                                              7
Internal Customer Engagement Cycle


                                     LEGEND




       Customer
      Engagement




                                              8
Internal Customer Engagement Cycle
Sectional Breakdowns
                       INITIAL ENGAGEMENT


                                Knowledge of New Solution
                                1.Internal Customer becomes aware of new
                                 component or solution, through direct
                                 communication or through advocacy

         Awareness              2.Team provides information and insight into new
                                 solution, explaining the merits of adopting it

                                3.Team provides demo and/or documentation of
                                 new solution to target internal customer(s)




                                                                                   9
Internal Customer Engagement Cycle
Sectional Breakdowns
                           INITIAL ENGAGEMENT


                                    Scrutiny of New Solution
                                    1.Internal Customer begins evaluation process of
                                     new solution

                                    2.Team provides best practices and samples as
           Consideration
                                     needed to Internal Customer during evaluation
                                     process

                                    3.Team ropes in previous Internal Customers to
                                     discussion as needed to provide frames of
                                     reference and additional guidance




                                                                                       10
Internal Customer Engagement Cycle
Sectional Breakdowns
                       DURING ENGAGEMENT


                                Migration Process to New Solution
                               1.Internal Customer begins migration of existing
                                products to begin leveraging new
                                component/solution provided by Team

                               2.Team monitors engagement and facilitates
                                active response as needed for any issues
                                encountered during implementation process

                               3.Active fixes or updates provided to Internal
                                Customer are also immediately available to
                                previously migrated implementations




                                                                                  11
Internal Customer Engagement Cycle
Sectional Breakdowns
                       DURING ENGAGEMENT


                                Active Support Phase
                               1.Internal Customer has completed
                                integration/migration to new solution

                               2.Team provides continued support and facilitates
                                effective escalation process for new
                                implementation

                               3.Issues raised or discovered in this phase are
                                immediately addressed and any fixes or work-
                                arounds are communicated both to the current
                                Internal Customer going through initial adoption
                                as well as existing customers who are already
                                adopted to the new solution/component



                                                                                   12
Internal Customer Engagement Cycle
Sectional Breakdowns
                       AFTER ENGAGEMENT


                               Adherence to New Solution
                               1.Internal Customer has completed migration to
                                new solution and is satisfied with the outcome

                               2.Internal Customer begins to ask for new
          Loyalty               features or functionality as needed

                               3.Team provides ease of updates and quick
                                response to inquiries and requirement requests
                                from customer(s)




                                                                                 13
Internal Customer Engagement Cycle
Sectional Breakdowns
                          AFTER ENGAGEMENT


                                  Devotion and Ardor to New Solution
                                  1.Internal Customer becomes reliant on new
                                   solution or component

                                  2.Internal Customer becomes advocate of new
               Advocacy            solution or component, communicating with
                                   other teams about the merits of migrating

                                  3.Customer advocacy fuels additional inquiries
                                   into solution from other potential customers and
                                   the cycle repeats




                                                                                      14
Internal Customer Engagement Cycle
Summary of Engagement Cycle
  –   Active engagement is a continuous cycle

  –   Effective engagement is cyclical: good customer interaction leads to more customers and
      positive feedback

  –   Engagement never stops; customers are always kept informed and up to date on new
      versions of your solutions and are actively encouraged to provide feedback




                                                                                                15
Key Methodologies
How Should Engagement be Achieved?
  –       In order to facilitate proper engagement with customers and ensure re-usability and
          uniformity to your engagement model, the following should be part of your overall
          engagement strategy


      •     A Communication Plan
      •     A Migration Plan
      •     A Support Plan
      •     Standards and Practices documentation
      •     Well defined points of contact
      •     An in-place Escalation Plan




                                                                                                16
Key Methodologies
 Breakdowns
 Communication Plan                                           Support Plan
    How primary lines of                                         How to deal with issues during
     communication are handled                                     and post
     (email, wikis, SharePoint, etc)       Main Team               migration/implementation
    Primary points of reference                                  Well defined turn-around and
     within product teams is defined    *Primary Contacts*         response for issues

                                        *Uniform Standards*

                                         *Documentation*
 Migration Plan                          *Best Practices*     Escalation Plan
    Standard checklist of primary                                Available mechanism to deal
     migration milestones                                          with issues that arise from
                                                                   external sources
    Available references to previous
     migrations                                                   Coordination with product team
                                                                   escalation mechanism




                                                                                                 17
Key Methodologies
Who Should be Targeted for Engagement?

  –   Depending on maturity of the project and the current position in the engagement cycle,
      different individuals will likely be targeted at different times

  –   How and when should certain people at various levels in the corporate hierarchy be
      targeted depends on various factors, including the internal dynamics of the product team




                                                                                                 18
Key Methodologies
Engagement Breakdowns

  –   The organizational breakdown of a company, business unit or team will usually function as
      the main contact reference for engagement

  –   Generally speaking, as engagement moves forward in the cycle, the movement through the
      organizational hierarchy will go from senior level individuals to mid-level and finally to
      individual contributors




                                                                                              19
Key Methodologies
Engagement Grid



Awareness &                                      High Level




                                                                                  Loyalty & Advocacy
                                                    VP
Consideration

                                 Mid Level                    Mid Level
                                 Director                     Director



                              Mid Level                           Mid Level
Implementation &              Manager                          Product Manager
Support
                 Individual         Individual                     Individual
                Development            QA                       Project Manager




                                                                                             20
Key Methodologies
Engagement Grid Summary

  –       Ultimately, those at the top will make the decision of whether or not to adopt your solution
          and/or process

  –       Those in the middle and lower tiers will be tasked with implementing your solution and/or
          process

  –       Conclusions:
      •     Engagement at higher levels is more of a marketing or sales pitch, explaining the benefits of your
            solution and what problems it will solve for the business
      •     Engagement at mid and lower levels is more technically focused, concentrating on
             the granular particulars of how to implement your solution into the broader
            product offering(s)




                                                                                                                 21
Engagement Phases
How Does Engagement Change as Product Matures?
  –   As indicated earlier, customer engagement is an on-going process

  –   Initial engagement will be more sparse, with a small number of customers to deal with and
      more technical challenges to solve

  –   As the number of customer adopters of your solution grow, customer engagement will
      become more complex, with more emphasis on new features and functionality and a
      smaller emphasis on problems to solve




                                                                                             22
Engagement Phases
Engagement Timeline
    –   Customer interaction and engagement as component/solution matures and is adopted by
        more and more people

   Customers engaged on an individual                                       Migration plan is now mature
    basis
                                                                             Collaborative entity of customers
   Engagement logs created for                                               formed to meet regularly regarding
    reference and future engagements                                          new features/enhancements
    (to become part of migration plan)




                                        Migration plan leveraged for
                                         engagements
                                        Customer focus groups formed and
                                         surveys leveraged on need basis to
                                         determine fixes/enhancements

                                                                                                              23
Engagement Phases
Key Takeaways
  –     An early engagement process will be more individually based, with less emphasis on cross
        product team communication (to ensure any early issues are dealt with quickly and
        response time on a per customer basis is high)

  –     As component/process adoption moves forward, customers can be brought together on a
        need basis for focus groups and surveys to get a broader sentiment and begin early stages
        of collaborative engagement

  –     At the mature phase, customers should be engaged regularly on a group basis, so that any
        new ideas or enhancement requests are brought to a forum for review

      **Note that collaborative engagement becomes important as more customers
       come on board since enhancement requests by individuals may now impact
      customers as a whole




                                                                                                24
Summary
Engagement Cycle
  –   A properly implemented customer engagement mechanism becomes self-driving; loyalty
      and advocacy will fuel a push towards your solution
  –   Engagement with customers needs to be maintained at all times in the cycle; customers
      should not be left out in the cold once they have adopted your solution


Engagement Phases
  –   Initial engagement will be more individual, bringing customers on board in stages
  –   Mature engagement will require more collaboration between customers as they push for
      new features and functionality; forum-based engagement will occur at this stage




                                                                                              25
Summary
Conclusion
  –   Customers make or break your solution (including internal customers)

  –   Be mindful of the types of jobs customers are attempting to solve and how one customer’s
      request may impact others

  –   Stay engaged in all three areas of the engagement cycle (Initial, During, After)

  –   Ensure your engagement plans are in place so that customers have plenty of reference
      material and a unified strategy in place when they are considering your solution




                                                                                             26

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Customer engagement

  • 1. Internal Customer Engagement – Overview & Process 1
  • 2. Table of Contents 1 Overview & Key Definitions 2 Internal Customer Engagement Cycle 3 Key Methodologies 4 Engagement Phases 5 Summary 2
  • 3. Overview & Key Definitions What is Customer Engagement? – Customer Engagement is the process of fostering and optimizing the relationship between consumer needs and a company or group’s objectives to produce the most viable deliverable. Why is Customer Engagement important? – Allows the team to ensure that they are providing the best possible overall solution most suited to the customer’s expectations – Increases satisfaction scores and gives the customer the impression of a more professional and user-centric mindset – Ensures a much higher likelihood of brand loyalty and advocacy 3
  • 4. Overview & Key Definitions Type of Customers – External Customer – Individual or individuals that are not employees or affiliates of the existing company who purchase products or services from the company – Internal Customer – Individual or teams that are paid employees of the company but are still consumers of your product or service ***Note: It is important to draw a distinction between external and internal customer types; the methods of engagement and policies of interaction will differ 4
  • 5. Overview & Key Definitions How are Internal and External Customers Different? – External Customer • Is a purchaser of a product or service, but has no vested interest in the company itself • Has their own agenda outside of the company’s strategy or goals • Is solely focused on their needs and is not interested in the needs or wants of other customers – Internal Customer • Is a consumer of internal components or solutions, but also a producer of products or services that are purchased by the external customer • May have a particular product level agenda, but is in line with company strategy and goals • Has focus on their needs but is mindful of need for collaboration with other company colleagues 5
  • 6. Overview & Key Definitions What are some of the difficulties in engaging with Internal Customers? – Internal customers have their own external customers to please; their actions in adopting your solutions directly affect their customer outcomes – Internal customers have release schedules and timetables to consider; disruptions to those schedules can directly affect company profit and end-user satisfaction – Internal customers may be comfortable with existing technologies or solutions and will likely be hesitant in adopting a new component or change to their software products as this may have adverse and unexpected consequences for their deliverables **Note: Recognize that internal customers are ultimately responsible for THEIR solutions, even when adopting another group’s technology 6
  • 7. Internal Customer Engagement Cycle What is the best strategy for engaging with Internal Customers? – The graphic on the following slide provides the high level process of customer engagement, broken down into three regions and six sections – The main premise behind Customer Engagement is that when it is performed effectively, it becomes cyclical; i.e. self-driving when word of mouth and strong advocacy by previous adopters begins to spread to other potential customers 7
  • 8. Internal Customer Engagement Cycle LEGEND Customer Engagement 8
  • 9. Internal Customer Engagement Cycle Sectional Breakdowns INITIAL ENGAGEMENT Knowledge of New Solution 1.Internal Customer becomes aware of new component or solution, through direct communication or through advocacy Awareness 2.Team provides information and insight into new solution, explaining the merits of adopting it 3.Team provides demo and/or documentation of new solution to target internal customer(s) 9
  • 10. Internal Customer Engagement Cycle Sectional Breakdowns INITIAL ENGAGEMENT Scrutiny of New Solution 1.Internal Customer begins evaluation process of new solution 2.Team provides best practices and samples as Consideration needed to Internal Customer during evaluation process 3.Team ropes in previous Internal Customers to discussion as needed to provide frames of reference and additional guidance 10
  • 11. Internal Customer Engagement Cycle Sectional Breakdowns DURING ENGAGEMENT Migration Process to New Solution 1.Internal Customer begins migration of existing products to begin leveraging new component/solution provided by Team 2.Team monitors engagement and facilitates active response as needed for any issues encountered during implementation process 3.Active fixes or updates provided to Internal Customer are also immediately available to previously migrated implementations 11
  • 12. Internal Customer Engagement Cycle Sectional Breakdowns DURING ENGAGEMENT Active Support Phase 1.Internal Customer has completed integration/migration to new solution 2.Team provides continued support and facilitates effective escalation process for new implementation 3.Issues raised or discovered in this phase are immediately addressed and any fixes or work- arounds are communicated both to the current Internal Customer going through initial adoption as well as existing customers who are already adopted to the new solution/component 12
  • 13. Internal Customer Engagement Cycle Sectional Breakdowns AFTER ENGAGEMENT Adherence to New Solution 1.Internal Customer has completed migration to new solution and is satisfied with the outcome 2.Internal Customer begins to ask for new Loyalty features or functionality as needed 3.Team provides ease of updates and quick response to inquiries and requirement requests from customer(s) 13
  • 14. Internal Customer Engagement Cycle Sectional Breakdowns AFTER ENGAGEMENT Devotion and Ardor to New Solution 1.Internal Customer becomes reliant on new solution or component 2.Internal Customer becomes advocate of new Advocacy solution or component, communicating with other teams about the merits of migrating 3.Customer advocacy fuels additional inquiries into solution from other potential customers and the cycle repeats 14
  • 15. Internal Customer Engagement Cycle Summary of Engagement Cycle – Active engagement is a continuous cycle – Effective engagement is cyclical: good customer interaction leads to more customers and positive feedback – Engagement never stops; customers are always kept informed and up to date on new versions of your solutions and are actively encouraged to provide feedback 15
  • 16. Key Methodologies How Should Engagement be Achieved? – In order to facilitate proper engagement with customers and ensure re-usability and uniformity to your engagement model, the following should be part of your overall engagement strategy • A Communication Plan • A Migration Plan • A Support Plan • Standards and Practices documentation • Well defined points of contact • An in-place Escalation Plan 16
  • 17. Key Methodologies Breakdowns  Communication Plan  Support Plan  How primary lines of  How to deal with issues during communication are handled and post (email, wikis, SharePoint, etc) Main Team migration/implementation  Primary points of reference  Well defined turn-around and within product teams is defined *Primary Contacts* response for issues *Uniform Standards* *Documentation*  Migration Plan *Best Practices*  Escalation Plan  Standard checklist of primary  Available mechanism to deal migration milestones with issues that arise from external sources  Available references to previous migrations  Coordination with product team escalation mechanism 17
  • 18. Key Methodologies Who Should be Targeted for Engagement? – Depending on maturity of the project and the current position in the engagement cycle, different individuals will likely be targeted at different times – How and when should certain people at various levels in the corporate hierarchy be targeted depends on various factors, including the internal dynamics of the product team 18
  • 19. Key Methodologies Engagement Breakdowns – The organizational breakdown of a company, business unit or team will usually function as the main contact reference for engagement – Generally speaking, as engagement moves forward in the cycle, the movement through the organizational hierarchy will go from senior level individuals to mid-level and finally to individual contributors 19
  • 20. Key Methodologies Engagement Grid Awareness & High Level Loyalty & Advocacy VP Consideration Mid Level Mid Level Director Director Mid Level Mid Level Implementation & Manager Product Manager Support Individual Individual Individual Development QA Project Manager 20
  • 21. Key Methodologies Engagement Grid Summary – Ultimately, those at the top will make the decision of whether or not to adopt your solution and/or process – Those in the middle and lower tiers will be tasked with implementing your solution and/or process – Conclusions: • Engagement at higher levels is more of a marketing or sales pitch, explaining the benefits of your solution and what problems it will solve for the business • Engagement at mid and lower levels is more technically focused, concentrating on the granular particulars of how to implement your solution into the broader product offering(s) 21
  • 22. Engagement Phases How Does Engagement Change as Product Matures? – As indicated earlier, customer engagement is an on-going process – Initial engagement will be more sparse, with a small number of customers to deal with and more technical challenges to solve – As the number of customer adopters of your solution grow, customer engagement will become more complex, with more emphasis on new features and functionality and a smaller emphasis on problems to solve 22
  • 23. Engagement Phases Engagement Timeline – Customer interaction and engagement as component/solution matures and is adopted by more and more people  Customers engaged on an individual  Migration plan is now mature basis  Collaborative entity of customers  Engagement logs created for formed to meet regularly regarding reference and future engagements new features/enhancements (to become part of migration plan)  Migration plan leveraged for engagements  Customer focus groups formed and surveys leveraged on need basis to determine fixes/enhancements 23
  • 24. Engagement Phases Key Takeaways – An early engagement process will be more individually based, with less emphasis on cross product team communication (to ensure any early issues are dealt with quickly and response time on a per customer basis is high) – As component/process adoption moves forward, customers can be brought together on a need basis for focus groups and surveys to get a broader sentiment and begin early stages of collaborative engagement – At the mature phase, customers should be engaged regularly on a group basis, so that any new ideas or enhancement requests are brought to a forum for review **Note that collaborative engagement becomes important as more customers come on board since enhancement requests by individuals may now impact customers as a whole 24
  • 25. Summary Engagement Cycle – A properly implemented customer engagement mechanism becomes self-driving; loyalty and advocacy will fuel a push towards your solution – Engagement with customers needs to be maintained at all times in the cycle; customers should not be left out in the cold once they have adopted your solution Engagement Phases – Initial engagement will be more individual, bringing customers on board in stages – Mature engagement will require more collaboration between customers as they push for new features and functionality; forum-based engagement will occur at this stage 25
  • 26. Summary Conclusion – Customers make or break your solution (including internal customers) – Be mindful of the types of jobs customers are attempting to solve and how one customer’s request may impact others – Stay engaged in all three areas of the engagement cycle (Initial, During, After) – Ensure your engagement plans are in place so that customers have plenty of reference material and a unified strategy in place when they are considering your solution 26