accelerate customer success with eﬀective governance medallia & waypoi… · medallia &...

Accelerate Customer Success with Effective Governance

SAM KENINGER Director of Product Marke0ng,

Medallia

STEVE BERNSTEIN Principal,

Waypoint Group

Medallia & Waypoint B2B Webinar Series

Getting the most from your CX programs

Part One: Engage Your Sales Force in Improving the Customer Experience (Available at Medallia.com)

Part Two: Accelerate Customer Success with Effective Governance

Part Three: Drawing the Financial Linkage with your Customer Experience Program

Sam Keninger [email protected]

Steve Bernstein [email protected]

© 2014 Waypoint Research Group, LLC

Accelerate Customer Success with Effective Governance

[email protected]


A Tale of 2 Companies: Client A Has A Mature Survey Process


A Tale of 2 Companies: Client B Has A Different Mindset


Are your trend lines accurate?

Is your contact list unwittingly introducing bias?

Are your responses biased?

You Want To Listen To The Voice Of The Customer…But Do You Want To Change?


What’s the Mindset?

1.  Organizing for success 2.  Metrics that matter 3.  What’s interesting to my boss

fascinates me


Customer Success

“Improvement” is Often the “Space Between”

Pre-Sales Sales Process Implement Use /

Support Next Phase / Cross-sell


How Will Organize for Success?


How Will You Get Organized?


Measurement Drives Results: What Is The Essence of Your Program?


Clarify Objectives Through Questions: What Do You Want To Learn?

How well are we executing to customer expectations?




How strong are our customer relationships?




How can we increase our “footprint” in key accounts?





How important are we to our customers?

How can we increase our “footprint” in key accounts?



Success = Delivery Aligned with Expectations

Expectations

Delivery

Understand Align

Manage


Metrics Must Align with Insights

1.  The Hook: Is there a difference in spend by sentiment?

2.  Example Metric: Change in % of high-scoring accounts (by segment) spending less than their peers

3.  The tactics: How will we activate our promoters in these accounts?

EXAMPLE: How can we increase our “footprint” in key accounts?


Example 2: Go Beyond Trend Lines


Example 2: Get Product Teams In the Boat

NPS:Financials = 10%:20M (Positive Relationship)

__Product 1

__Product 5 Product 2__

__Product 3

__Product 6

Product 7__

__Product 4


What’s Interesting to My Boss Fascinates Me

Exec •  % Revenue

Coverage

•  How Much $ Are We Leaving on the Table?

Director •  % Contact

Coverage

•  What have we learned?

Managers •  “Real” Follow-up Rate

•  Are we talking to the

right people?

Wiring the organization with feedback

Thousands of users get access to their relevant feedback and actions in real-

time

Unifying 360-degree views of the customers’ experience

Understand the gray space and get the whole

picture

Tying feedback back to the business

Understand revenue impact

by loyalty segments

Focusing on the whole account story

Track who’s happy, who’s

not, and who’s gone silent


Acquiring Trustworthy Insights Requires Action At Both 1:1 And 1:M

• Right contacts from each account • High response rates • Root-causes

1: 1 provides




•  Commitment to take action (change)

•  Demonstrated listening

•  Prioritization •  Improvement

actions

1: Many provides

1: 1 provides




•  Commitment to take action (change)

•  Demonstrated listening

•  Prioritization •  Improvement

actions

Governance holds it all together

1: Many provides

1: 1 provides


1.  Do you have a name for the program that truly represents what you are trying to achieve?

2.  Do you have an engaged cross-functional coalition? How do you know?

3.  Do you have stated questions (objectives) for the program that are agreed by cross-functional leaders?

4.  What additional metrics do you need to produce? Create an action plan for how you’ll close the gap.

5.  Who can you set up a meeting with to drive more departmental participation?

Next Steps

Questions

SAM KENINGER Director of Product Marke0ng,

Medallia

STEVE BERNSTEIN Principal,

Waypoint Group [email protected] [email protected]

Next Webinar… Financial Linkage

Previous Webinar:

Engage Your Sales Force in Improving the Customer

Experience

http://blog.waypointgroup.org/2013/09/03/the-secret-sauce-

for-b2b-voice-of-customer-programs/

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