Your customer base is a constant feedback generating engine. That information is pure gold to any type of business, but especially recurring revenue companies. Unfortunately, it’s lost in the ether when you don’t have a systematic way to capture that feedback, transform it into insights, actualize those insights, and realize the value from the customer. We call that infinite feedback loop the Voice of the Customer (VoC). In this webinar, you’ll learn several actionable tips and tricks to spin up a world-class VoC program, as well as what common pitfalls to avoid along the way. Join Waypoint Group Founder and Principal Steve Bernstein and Gainsight Director of Product Marketing Ganesh Subramanian as they explore what makes VoC so valuable and how you can drive that value in your organization.

1. DRIVE CUSTOMER SUCCESS WITH
VOICE OF THE CUSTOMER

2. Ganesh
Subramanian
Director, Product Marketing
Steve
Bernstein
Founder and Principal Consultant
Nicole
Hunter Hart
Sr. Manager, Partner Success
Insert Photo Insert Photo Insert Photo
Introductions

3. Customer Success is at the intersection of…

4. Our Mission
Partner with you to deliver
predictable outcomes and
experiences for your
customers and sustainable
growth for your business
Our Impact
+5%Net Retention & Growth
Source: Bessemer Venture Partners Public Cloud Index

5. Platform Expertise Community

7. Agenda
•The Role of VoC for Modern Businesses
•Key Ingredients for Success
•The Continuum Story

8. Retention Correlates with Experience
Happiness
% “Top Box” Experience
Outcomes
%“TopBox”Success
Focus on
Experience
Engage!
Expand!
Focus on
KPIs

9. The Business Objective:
Accelerate (Profitable) Growth
1. Build the Advocate Army
• Create as many Advocates as
is feasible
• Ensure we’re not creating
Detractors
2. Capture all learning, and
translate that into action
Insanity is doing
the same thing over
and over again and
expecting different
results

10. Some “Customer Success” Fundamentals
1. Engaged customers are more likely to be retained than
disengaged customers
2. CSM is the customer advocate
3. Since we can’t do everything, it’s critical for the CSMs to
understand and align to the strategy
4. We must align customer expectations with our segmentation
strategy
5. There is no point in gathering information if there is no plan
to decide how to act on it
6. 1:1 enables 1:Many

11. The Problem:
How to Optimize Customer Engagement?
1:1
1. Which accounts are most likely to churn and how much revenue is at risk?
2. How do we expand our footprint in “Account X?”
3. How much revenue are we leaving on the table?
4. On which areas should an account team/CSM focus with an Account?
5. How are buying decisions really made at “Account X?”
6. Which CSMs are appropriately engaging their accounts?
1:Many:
1. What is the difference in value between a “happy” customer and an “unhappy” customer?
2. What initiatives will drive the biggest bang for the buck?
3. Which account managers/CSMs are appropriately engaging the account?
4. Where are our best testimonial, reference and referral opportunities?

12. Manage Expectations on Segmentation AND Readiness
Fix Poor Customer
Journeys
Improve Customer
Experiences
Drive Mutual
Success
Requires:
Impact:

--
 
$
  
$ $ $ $

13. Seek Coverage At All Levels
More Contacts
Strategic
Accounts
“Growth” Accounts
Small Accounts
• Deep relationships with all members
of the buying committee(s)
• Focus on mutual success
• Strengthen relationships with
“champions”
• Enable their “journey”
• Smooth experiences for all
“transactors”
• Smooth experiences
for all “transactors” More
Accounts

14. The Growth Reality:
Engage Customers Through Effective Dialogs Via Feedback
1. Surveys will not deliver growth on their own.
2. Need to get feedback from the right people to drive dialogs that create growth.

15. Truly listening is hearing the needs of the customer,
understanding those needs and making sure the
company recognizes the opportunities they present.
– Frank Eliason,
Global Director of Client Experience at Citi
“

16. Continuum Pillars of Voice of the Customer
Customer
Relationship
Surveys
Transactional
Surveys
Advisory
Councils
Voice of the
Employee

17. VoC – Survey Program
Surveying Tips:
• Send 2x per year
• Keep it short and sweet
• Gainsight to the rescue!
• Email Template
• Survey
• Outreaches
• Power Lists
• Reminder Email
• Follow Up CTAs
• State of the Customer
• Use in Health Score
Customer
Relationship
Surveys
Make
Changes in
Biggest
Opportunity
Areas
Look for
Patterns &
Prioritize
Tag
Responses
w/Category
Descriptors

18. VoC – Health Score
Scorecard Breakdown:
• Business Health
• Sentiment
• NPS Average
• CSM Sentiment
• Product Usage
• Multi products
Resulting Actions Taken -
• Referral Program
Outreach
• Calls To Action
• Product Risk
• Manager Outreach
• Success Plans
• Risk Program

19. VoC – Plans for the Future
• Incorporate additional lifecycle surveys
• Integrate our LMS with Gainsight for survey and touchpoint
management
• Leverage Co-Pilot for targeted communications based on Survey
question responses other than NPS
• Build out Data Spaces to fully automate survey result analysis

20. Q&A
Ganesh
Subramanian
Director, Product Marketing
gsubramanian@gainsight.com
Steve
Bernstein
Founder and Principal Consultant
steveb@waypointgroup.org
Nicole
Hunter Hart
Sr. Manager, Partner Success
nicole.hart@continuum.net
Insert Photo Insert Photo Insert Photo
@sbernste