building a proactive customer success team in the age of … · 2016. 10. 12. · embracing digital...
TRANSCRIPT
Building a ProACTive Customer Success Team in the age of “Reactive by Default”
Emilia M. D’Anzica, #CS100Summit
Intro
VP of Customer Engagement, WalkMeGlobal Experience Scaling Teams & OperationsObsessed with the User ExperienceSan Francisco BasedFun Fact
@emiliadanzica
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▪ From Reactive by Default▪ ProACTive Onboarding▪ ProACTive Customer Success▪ ProACTive Support▪To Proactive by Default
Agenda
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How Many of Us Are in a Reactive State?
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IncreaseConversion&TimetoValue
ReduceIncomingSupportRequest
ShortenOnboardingEnsureKnowledge Retention
CustomerCare
EmployeeProductivity
Adoption &Promotion
Recasting Challengesinto Proactive Goals
ProACTive Onboarding? What does it Mean?
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Why?
One Shot at Success.
#CS100SummitSource: McKinsey & Company
Proactive Onboarding
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Proactive Onboarding Means: •Building a team of leaders
•Inspiring your customers
•Anticipating customer needs
•Driving customers to action
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Strategies for 24 Hours and Beyond
Process Automation
Consistent Experience
Relationship of Trust
Identify & Tackle Top 3
Pain Points First
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1. Transition Communication
2. Media Teaser
3. Program Overview
4. Outline Next Steps
5. Establish Responsibility
The First 24 Hours
Goal: Make it Simple
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Strategies
§ Templates with Flexibility
§ Track usage early
§ Set Expectations & Deadlines - for customer, for your employees & yourself
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Transition to Ongoing Success with a Business
Post Onboarding:
• Suggest a Quarterly process designed to maximize the return on customer’s investment
Together With
ActionPlan
CreationMeasurement
Operation
Place Customer logo within this
box
• Purpose
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Completing your Implementation: Show Progress
Date from January 1st to March 31st, 2016(company name)Implementation
Average WalkMeImplementation in 1 year
WalkThrusOnboardingGoalsLaunchersVideosArticlesShoutOutsSurveysShuttlesSearch
WalkMeApplication
409016610423
40% of WM accounts enabled
520555001
Not Enabled
-
-
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Results
§ Faster, Easier Onboarding
§ Process for Scale
§ Longer Lasting Relationships
§ Expansion Opportunities
§ Happy, Referenceable Customers
§ Your team as Leaders
You Delivered VALUE
ProACTiveCustomerSuccess
Strategies
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BeyondOnboarding:Adoption&Promotion
Research shows that within one hour, we forget 50% of training. After a day, it climbs to 70%, & after a week, we’ve forgotten 90% of it.
Source: http://blog.walkme.com/staying-one-step-ahead-of-the-rapidly-changng-industry/
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Gettingcustomerstosign-upforyoursoftwareisone thing,butacentralchallengeremains….ContinuedEngagement&Long-TermUsage.
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ProactiveCustomerResourceCenter
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ProactiveCustomerSuccess
§Open-endedquestions
§Trackuserinteractionsand
generateinsightsthatdrivereal
businessKPIs!
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ProactiveCustomerSuccess§EstablishingaregularcadencewithacustomerwithPurpose
§ In-ProductSupport forwhenacallisnotanoption
§24/7accesstoself-pacedtraining&support
§CustomerNewsletters
§OrganicCommunities
§YearlyNPS
§“Meetups”
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ProactiveResults
▪ Trust
▪ RecognizingROI
▪ InspiredCustomers
▪ OrganicEvangelists
▪ HigherCustomerEngagement
▪ Lessneedtocallsupport
▪ CSMcallscanbestrategyfocused– nottraining&support
Renewals & Expansion are Natural Results
ProACTiveSupport
SuccessStrategies
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HowtoAvoidThis…
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Understand Where Users Seek Support
Fin-TechCaseStudy:History
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§ Canada’sfirstbank,TheBankofMontreal,(BMOFinancialGroup)
§ 8th largestinNorthAmerica
§ 12millioncustomers
§ GrowingFAST
ProactiveSupportGoals
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Embracingdigitalage
Meetreal-timedemands
BeatcompetitionProvideconsistency
Providemulti-languagesupport
Reducesupportcosts
ProactiveSolutions
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§ 24/7 Multi-LanguageSupport
§ Contextual&SegmentedSupport
§ Real-TimeGuidance
§ Chat&PhoneSupport
ProactiveSupportResultedIn…
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§ FasterSelf-Help=LessHumanInteraction
§ FasterResponseTimes=FasterResolution
§ HappierCustomers=HigherNPSScores
§ UltimatelyLowerCosts
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KeyTakeawaysonYourProACTiveCustomerSuccess
Onboarding: While everyone talks about the first 30 or 90 days of onboarding, start with the first 24 hours in creating customer fans and results.
Ongoing Success: Customer data can & self-service can drive your organization’s long-lasting customer relationships.
Support: There are many great tools out there today that can help your team scale and proactively support your customers.
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FinalThought
…managingtheentirecustomerjourney-includingenhancedcustomer&employeesatisfaction,reducedcustomerchurn,increasedrevenue,lowercosts,improvedorganizationalcollaboration,&competitiveadvantage…
HBR International Business
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TakeaproACTive todayapproach,tosucceed
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