"Putting Our Customers First" presented by Ryan Engley, Director of Customer Success at Unbounce as part of Totango Tour Vancouver on November 5, 2014.

1. Putting Our
Customers First
How we grew Customer
Success at Unbounce
Ryan Engley
Director of Customer Success
Unbounce
@ryan_engley

3. THAT’S ME

4. THAT’S ME (my beard wasn’t as thick)

5. (and I loved polos) THAT’S ME
(my beard wasn’t as thick)

8. LIKE… A LOT

9. LIKE… A LOT
I ALSO LOVED MY CLIENTS

10. I helped people be
successful

11. HERE’S SOME SUCCESS

12. BADASS, RIGHT?

13. BADASS, RIGHT?
THERE’S THAT POLO

14. but I didn’t know
a ton about
Customer Success

15. THAT WAS FOUR YEARS AGO

16. describe customer success

17. (fess up)

18. (fess up)
…neither did you

21. THIS IS CHURN

22. WAIT A MINUTE
IF WE WERE PROACTIVE
WE’D HAVE LESS CHURN

23. WAIT A MINUTE
IF WE WERE PROACTIVE
WE’D HAVE LESS CHURN
DUH.

24. it’s true

25. but not all companies are
the enterprise

26. (we’re smaller)

27. focusing customer success
exclusively on churn limits the
success of your company

28. The next generation of great
companies will be led by CEOs
who are serious about great
customer service.
- James Slavet

31. THESE ARE BARNACLES

32. SO ARE THESE

33. SO ARE THESE
AND THESE

34. SO ARE THESE
AND THESE
I REST MY CASE

35. don’t just focus on
customer service

36. build a culture of
customer centricity

37. customer
success
is putting your customers first
in every decision made by
every person at your company

38. people
tools
purpose
vision
motivation
empowerment

40. PHONE

41. PHONE
TICKETS

42. PHONE
CHAT
TICKETS

43. people
tools
purpose
vision
motivation
empowerment

44. YOU CAN’T
SPEND YOUR TIME
DIRECTING YOUR
FIRST
HIRES

46. I CALL BS

47. WHAT’S
FASTER
THAN FIRING FAST?

48. DON’T HIRE
BOZOS
IN THE FIRST
PLACE

49. YOU NEED TO HIRE
UNICORNS

51. ok fine

52. Attn.: Human Resources Dept.
Dear Sir/Madam,
I am applying for an employment position with your reputable company.
I seek an opportunity to such as this for a variety of reasons. Primarily, because I possess an
extensive service/sales/technical support background within a variety of industries including
Call Centers. I also thoroughly enjoy providing service and support to customers over the
phone. I also enjoy the atmosphere, within Call Centers as well as the opportunity for
continuous training and development and growth.
My attributes include:
• Strong Communication and interpersonal skills.
• Telesales/Customer Service/Technical Support experience.
• Problem solving and troubleshooting skills.
• Extensive employment in Service, Sales sectors.
• The ability to multi task and work in a fast paced, high stress environment.
• Strong computer skills.
• Post Secondary Education.
• The ability to work in team and independent environments.
• A goal oriented individual.
• Supervising small teams.
• Volunteer in youth groups and senior homes.
• Human Relations.
It is my sincere hope that I will the opportunity to discuss my qualifications and experience with
you further.

53. Attn.: Human Resources Dept.
Dear Sir/Madam,
I am applying for an employment position with your reputable company.
I seek an opportunity to such as this for a variety of reasons. Primarily, because I possess an
extensive service/sales/technical support background within a variety of industries including
Call Centers. I also thoroughly enjoy providing service and support to customers over the
phone. I also enjoy the atmosphere, within Call Centers as well as the opportunity for
continuous training and development and growth.
My attributes include:
• Strong Communication and interpersonal skills.
• Telesales/Customer Service/Technical Support experience.
• Problem solving and troubleshooting skills.
• Extensive employment in Service, Sales sectors.
• The ability to multi task and work in a fast paced, high stress environment.
• Strong computer skills.
• Post Secondary Education.
• The ability to work in team and independent environments.
• A goal oriented individual.
• Supervising small teams.
• Volunteer in youth groups and senior homes.
• Human Relations.
It is my sincere hope that I will the opportunity to discuss my qualifications and experience with
you further.

54. Attn.: Human Resources Dept.
Dear Sir/Madam,
I am applying for an employment position with your reputable company.
I seek an opportunity to such as this for a variety of reasons. Primarily, because I possess an
extensive service/sales/technical support background within a variety of industries including
Call Centers. I also thoroughly enjoy providing service and support to customers over the
phone. I also enjoy the atmosphere, within Call Centers as well as the opportunity for
continuous training and development and growth.
My attributes include:
• Strong Communication and interpersonal skills.
• Telesales/Customer Service/Technical Support experience.
• Problem solving and troubleshooting skills.
• Extensive employment in Service, Sales sectors.
• The ability to multi task and work in a fast paced, high stress environment.
• Strong computer skills.
• Post Secondary Education.
• The ability to work in team and independent environments.
• A goal oriented individual.
• Supervising small teams.
• Volunteer in youth groups and senior homes.
• Human Relations.
It is my sincere hope that I will the opportunity to discuss my qualifications and experience with
you further.

55. Attn.: Human Resources Dept.
Dear Sir/Madam,
I am applying for an employment position with your reputable company.
I seek an opportunity to such as this for a variety of reasons. Primarily, because I possess an
extensive service/sales/technical support background within a variety of industries including
Call Centers. I also thoroughly enjoy providing service and support to customers over the
phone. I also enjoy the atmosphere, within Call Centers as well as the opportunity for
continuous training and development and growth.
My attributes include:
• Strong Communication and interpersonal skills.
• Telesales/Customer Service/Technical Support experience.
• Problem solving and troubleshooting skills.
• Extensive employment in Service, Sales sectors.
• The ability to multi task and work in a fast paced, high stress environment.
• Strong computer skills.
• Post Secondary Education.
• The ability to work in team and independent environments.
• A goal oriented individual.
• Supervising small teams.
• Volunteer in youth groups and senior homes.
• Human Relations.
It is my sincere hope that I will the opportunity to discuss my qualifications and experience with
you further.

56. Attn.: Human Resources Dept.
Dear Sir/Madam,
I am applying for an employment position with your reputable company.
I seek an opportunity to such as this for a variety of reasons. Primarily, because I possess an
extensive service/sales/technical support background within a variety of industries including
Call Centers. I also thoroughly enjoy providing service and support to customers over the
phone. I also enjoy the atmosphere, within Call Centers as well as the opportunity for
continuous training and development and growth.
My attributes include:
• Strong Communication and interpersonal skills.
• Telesales/Customer Service/Technical Support experience.
• Problem solving and troubleshooting skills.
• Extensive employment in Service, Sales sectors.
• The ability to multi task and work in a fast paced, high stress environment.
• Strong computer skills.
• Post Secondary Education.
• The ability to work in team and independent environments.
• A goal oriented individual.
• Supervising small teams.
• Volunteer in youth groups and senior homes.
• Human Relations.
It is my sincere hope that I will the opportunity to discuss my qualifications and experience with
you further.

57. Attn.: Human Resources Dept.
Dear Sir/Madam,
I am applying for an employment position with your reputable company.
I seek an opportunity to such as this for a variety of reasons. Primarily, because I possess an
extensive service/sales/technical support background within a variety of industries including
Call Centers. I also thoroughly enjoy providing service and support to customers over the
phone. I also enjoy the atmosphere, within Call Centers as well as the opportunity for
continuous training and development and growth.
My attributes include:
• Strong Communication and interpersonal skills.
• Telesales/Customer Service/Technical Support experience.
• Problem solving and troubleshooting skills.
• Extensive employment in Service, Sales sectors.
• The ability to multi task and work in a fast paced, high stress environment.
• Strong computer skills.
• Post Secondary Education.
• The ability to work in team and independent environments.
• A goal oriented individual.
• Supervising small teams.
• Volunteer in youth groups and senior homes.
• Human Relations.
It is my sincere hope that I will the opportunity to discuss my qualifications and experience with
you further.

58. Attn.: Human Resources Dept.
Dear Sir/Madam,
I am applying for an employment position with your reputable company.
I seek an opportunity to such as this for a variety of reasons. Primarily, because I possess an
extensive service/sales/technical support background within a variety of industries including
Call Centers. I also thoroughly enjoy providing service and support to customers over the
phone. I also enjoy the atmosphere, within Call Centers as well as the opportunity for
continuous training and development and growth.
My attributes include:
• Strong Communication and interpersonal skills.
• Telesales/Customer Service/Technical Support experience.
• Problem solving and troubleshooting skills.
• Extensive employment in Service, Sales sectors.
• The ability to multi task and work in a fast paced, high stress environment.
• Strong computer skills.
• Post Secondary Education.
• The ability to work in team and independent environments.
• A goal oriented individual.
• Supervising small teams.
• Volunteer in youth groups and senior homes.
• Human Relations.
It is my sincere hope that I will the opportunity to discuss my qualifications and experience with
you further.

59. SUMMARY OF QUALIFICATIONS:
▪ Highly organized individual
▪ Excellent oral & written communication skills
▪ Dedicated and focused; able to prioritize and complete multiple tasks and follow
through to achieve project goals in a deadline oriented environment
▪ An independent and self-motivated professional who is able to grow positive
relationships with clients and employees at all organizational levels
▪ Extensive computer knowledge. Microsoft® Office products, Salesforce.com®
CRM
▪ Accurate keyboarding skills of 40 wpm
▪ Exceptional Technical Support skills
▪ Ability to demonstrate sound judgment regarding confidential and sensitive matters
PROFESSIONAL EXPERIENCE:
Bean Services Inc.
Client Support Consultant & Implementation Manager
May 2010 – April 2011
▪ Provided support for existing and new clients
▪ Trained new clients on how to use the Accounts Payable software (Saas). Ongoing
management of new clients after initial training
▪ Developed training material and support tools for new customers to learn to use the
software
▪ Managed the implementation of the software with new customers including getting
them setup and managing integrations with their accounting systems
▪ Worked with programmer on a daily basis testing bugs and new features for the
software
▪ Worked with programmer on resolving technical customer support issues
▪ Provided support via email, web, phone and travel to customer sites

60. SUMMARY OF QUALIFICATIONS:
▪ Highly organized individual
▪ Excellent oral & written communication skills
▪ Dedicated and focused; able to prioritize and complete multiple tasks and follow
through to achieve project goals in a deadline oriented environment
▪ An independent and self-motivated professional who is able to grow positive
relationships with clients and employees at all organizational levels
▪ Extensive computer knowledge. Microsoft® Office products, Salesforce.com®
CRM
▪ Accurate keyboarding skills of 40 wpm
▪ Exceptional Technical Support skills
▪ Ability to demonstrate sound judgment regarding confidential and sensitive matters
PROFESSIONAL EXPERIENCE:
Bean Services Inc.
Client Support Consultant & Implementation Manager
May 2010 – April 2011
▪ Provided support for existing and new clients
▪ Trained new clients on how to use the Accounts Payable software (Saas). Ongoing
management of new clients after initial training
▪ Developed training material and support tools for new customers to learn to use the
software
▪ Managed the implementation of the software with new customers including getting
them setup and managing integrations with their accounting systems
▪ Worked with programmer on a daily basis testing bugs and new features for the
software
▪ Worked with programmer on resolving technical customer support issues
▪ Provided support via email, web, phone and travel to customer sites

61. RESUMES
TELL YOU
NOTHING

64. LEGIT AMAZING

66. AWESOME EMPLOYEE

68. SHE DID

70. (embarrassing)

72. DO WHAT DOESN’T
SCALE

73. (we killed at doing what doesn’t scale)

74. (we killed at doing what doesn’t scale)
(still do)

75. how do you
scale
what doesn’t scale?

77. people
tools
purpose
vision
motivation
empowerment

78. DON’T BE TOOL CRAZY

79. FOCUS ON YOUR
PROBLEMS

80. our problem was
communication

81. we needed a communication
tool to get the right message to
the right customers

83. huzzah!

84. we were able to automate our
onboarding process

86. DEMOS FOR EVERYONE

89. 10% lift in return visits

90. 16% lift to publishing pages

92. this email became a gold mine
of feedback, testimonials and
case studies

93. so we set up surveys at
1 month, 6 months, and at
every support interaction

95. these survey results are emailed
to every person in customer
success and product

96. they’ve validated the need for
more templates, responsive,
training videos and
educational content

98. #killlingit

100. (hummus is my new polo)

101. how do you feel about
being called
customer success
just to make you feel
better about being
customer support?

104. we needed to
create a mandate
for customer success

105. people
tools
purpose
vision
motivation
empowerment

106. start with your
customers

107. build a
customer lifecycle
that maps your customer
journey

108. THERE IT IS

119. MY TEAM
WAS DISENGAGED

120. how do you
motivate
your teams?

121. your team needs
a road map

122. people
tools
purpose
vision
motivation
empowerment

123. http://www.useronboard.com/features-vs-benefits/

124. reactive team proactive team content team
(support) (engagement) (academy)

125. product support
technical support
reactive team proactive team content team
(support) (engagement) (academy)

126. product support
technical support
product education
onboarding
engagement
reactive team proactive team content team
(support) (engagement) (academy)

127. product support
technical support
product education
onboarding
engagement
communications
video production
community
ecourses
workshops
documentation
reactive team proactive team content team
(support) (engagement) (academy)

129. IT’S ALL ABOUT
COMMUNICATION

130. you need to
listen and give feedback

131. people
tools
purpose
vision
motivation
empowerment

133. THEY’RE FAMILY

136. 12
questions to predict
employee engagement
(answer yes or no)

137. 1
I know what’s expected
of me at work

138. 2
I have the materials and
equipment I need to do
my work right

139. 3
I have the opportunity to
do what I do best
everyday

140. 4
in the last 7 days, I have
received recognition or
praise for doing good work

141. 5
my supervisor, or someone
at work, seems to care
about me as a person

142. 6
there is someone at work
who encourages my
development

143. 7
at work,
my opinions seem
to count

144. 8
the mission of my
organization makes me feel
like my job is important

145. 9
my colleagues are
committed to doing
quality work

146. 10
I have a
best friend at work

147. 11
in the last 6 months,
someone has talked to me
about my progress

148. 12
this past year, I have had
opportunities to
learn and grow

149. people need the
tools to do their
work
people need to
know what’s
expected of them

151. WE SAW A LOT
OF OPPORTUNITIES
TO IMPROVE

152. NO POLO
WE SAW A LOT
OF OPPORTUNITIES
TO IMPROVE

154. VIDEO

155. VIDEO
ANALYTICS

156. PRODUCT
MARKETING
VIDEO
ANALYTICS

157. COMMUNITY
PRODUCT
MARKETING
VIDEO
ANALYTICS

158. COMMUNITY
PRODUCT
MARKETING
VIDEO
ANALYTICS
CASE STUDIES

159. WHERE SHOULD
THESE ROLES LIVE?
where should
the roles live?

160. it doesn’t matter

161. JUST GET
SHIT DONE

162. people
tools
purpose
vision
motivation
empowerment

163. product QA engineering
customer success
events creative

164. customer success
has become an incubator

165. we plan to onboard all new hires
through customer success

168. people
tools
purpose
vision
motivation
empowerment

170. 76
net promoter score

171. remember

172. customer success
isn’t just about
customer service

173. it’s about building
a team that’s
customer centric