This is a talk I gave at the Los Angeles Customer Success Professionals Meetup about using a number of "white hat" social engineering strategies to foster engagement and optimize communication with customers.

1. Los Angeles
Customer Success
Professionals

2. FISTBUMP
THANKS

3. @Palumbo
#LASuccess

4. Who is this guy?
And why should we
listen to him?

5. Joseph Palumbo
Customer Success Leader

6. SocialEngineering
Forsuccess

7. *Notneededforeverycustomer

8. **strongonboardingprogram
meansyouwon’tneedto
socialengineer

10. And at Atlantic City it’s enough if you can
just get them to listen to you. I do the
same act, but it’s a different type of
performance. It’s much more instructive
because they don’t know where the
laughs are in my act because it’s not
“Two men walk into a bar— bum bum
bum, punch line.”
Apatow, Judd (2015-06-16). Sick in the
Head: Conversations About Life and
Comedy (p. 6). Random House
Publishing Group. Kindle Edition.

11. OfalltheproblemsaCSMneeds
tosolve…

12. OfalltheproblemsaCSMneeds
tosolve…Communication

15. Whatis
SocialEngineering?

16. Whatis
SocialEngineering?

17. Whatis
customersuccess?

18. Identify criteria for success
Plan for achieving that success
Achieve favorable outcomes
Customer Success is…

19. Lower Churn
Higher Revenue
Higher Customer Loyalty
Customer Success gets you…

22. 30rulesforbeing30

23. 1. saywhatyouwant

24. 1. saywhatyouwant
2. spendalotoff*ckingtime
figuringoutwhatitisthatyou
reallywant!

25. beforeyoumakecustomers
Successful…

26. reallyDefinesuccess

27. communication

28. Customers aren’t always willing (or capable
of being open/honest w/ you)…and that’s
where social engineering comes in

29. Whatis
SocialEngineering?

30. Social Engineering (noun)
(in the context of information security)
the use of deception to manipulate individuals into divulging
confidential or personal information that may be used for
fraudulent purposes.

31. Social Engineering (noun)
the use of centralized planning in an attempt to manage social
change and regulate the future development and behavior of a
society.

32. Social Engineering (noun)
the use of centralized planning in an attempt to manage social
change and regulate the future development and behavior of a
society organization.

33. 1. generalrules
2. Email
3. Phone
4. Face

34. the basics
General practices

37. Simple
Unexpected
Concrete
Credible
Emotional
Stories

38. Simple
Unexpected
Concrete
Credible
Emotional
Stories

39. KISS

40. Keep
It
Short&
Simple

41. hyperconnectedworld

42. Attentionspans
Attentionspans
Attentionspans
Attentionspans
Attentionspans
Attentionspans

44. Simple
Unexpected
Concrete
Credible
Emotional
Stories

45. Joseph Palumbo
Customer Success Leader

46. Blog posts
Talks
Certifications

48. Simple
Unexpected
Concrete
Credible
Emotional
Stories

49. 4stepstosocialengineeringattack
1. infogathering
2. Establishrelationship/rapport
3. Exploitation
4. Execution
https://new.social-engineer.org/framework/attack-vectors/attack-cycle/

50. 4stepstosocialengineeringattack
1. infogathering
2. Establishrelationship/rapport
3. success strategy
4. Execution
https://new.social-engineer.org/framework/attack-vectors/attack-cycle/

51. 4stepstosocialengineeringattack
1. info gathering
2. Establishrelationship/rapport
3. successstrategy
4. Execution
https://new.social-engineer.org/framework/attack-vectors/attack-cycle/

52. Know your customer

56. +educationalbackground
+Professionalbackground
+civicorganizations
+Family&hobbies
+politicalviews
+Accolades

57. “After extensive analysis, my
target audience is men, around
my age, who are me.”

58. Screenshots and Links
+Linkedin
+SocialMedia
+Blogs&videos
+pressreleases

60. The most important equation for
Customer Success
Right Message + Right Time

63. Howcanyouusethisinformation
toyourandyourcustomer’s
benefit?

65. 4stepstosocialengineeringattack
1. infogathering
2. Establish relationship/rapport
3. successstrategy
4. Execution
https://new.social-engineer.org/framework/attack-vectors/attack-cycle/

66. FBI’sFriendshipformula

67. FBI’sFriendshipformula
Proximity + Frequency + Duration + Intensity

68. FBI’sFriendshipformula
Proximity + Frequency + Duration + Intensity
How strongly are you able to satisfy
another person’s psychological and
physical needs through verbal and non-
verbal communication

69. FBI’sFriendshipformula
Proximity + Frequency + Duration + Intensity
Creating Value!!!!

70. Reciprocity

73. givethemsomethingother
companieswon’tgivethem…

74. Exonerate your customers
givethemthefreedomof
notknowing

75. Smartpeople,
don’tliketofeelDumb
Peopleliketo learn,
notbetaught

76. Blamethetechnology,
taketheirego outoftheequation

77. watch your pronouns

78. watch your pronouns
“Youshoulddo…

79. watch your pronouns
“Youshoulddo…
“Ithinkdoing____
wouldoptimizetheprocess

80. Em
ail

89. What’s the headline?

90. What’s in it for
the customer?

91. Call with a purpose

92. Call with a purpose value

93. Save/Make Money
Save Time
Simplify their lives

94. 3
I try to keep my email to 3 short sentences.
People don’t like to read long, complicated sentences.
End with a point or question.*
*Otherwise known as a call to action

95. 1. What we talked about
2. What actions
3. When will talk again?

97. Communication -> Action

99. Write in
the
active
tense!

101. thePhone

104. Getinfo
withoutaskingquestions

105. Peoplehaveaneedtoberight,
butastrongerneedtocorrectothers

106. Presumptive
Statements

107. Presumptive Statement
I’m sure your
boyfriend isn’t
happy your out
tonight

108. Yes
Confirms she has a boyfriend
I’m sure your
boyfriend isn’t
happy your out
tonight

109. NO!!!!
Confirms she has a boyfriend
I’m sure your
boyfriend isn’t
happy your out
tonight

110. I’m sure your
boyfriend isn’t
happy your out
tonight
I don’t have a
boyfriend
:)

111. Practicewhen
Shopping

112. How much
is this one?
$150
Markup
must be at
least 150%
No, only
50%
Then your
10%
commission
I only get
5%

113. Too bad you don’t
have the authority
to discount
I can give a
10% discount

114. get past the gatekeeper

116. Makefriends
withthe
Gatekeeper

119. calloffhours

123. Whenthey
answer…

124. Whenthey
answer…URGENCY

125. getrightto
business

126. “Ionlyhave5
minutes”

127. Listen

128. “Ineedyourhelp”

129. whatworksfor
you?

130. FaceToFace

131. learnhowtoread
bodylanguage

132. EyesLipsFeet

133. ELF

140. Isopraxism

141. Customer
Success
CONGRATULATIONS!!