can the actions of a single advocate create a storm of customer success?

www.customerengagementzone.comthe Customer Zone

Can the Actions of a Single Advocate

Create a Storm of Customer Success?

Presented By


Housekeeping

• Interact with us: • Send questions & comments

through the questions panel• Twitter with

#customerengagement

• This webinar is being recorded. Recording will be emailed after the event.


Presenters

Dan SteinmanChief Customer

Officer

Chris NewtonVP Business

Development


Agenda

• What’s an advocate?• How & why will they help?• Data driven Customer Success• Customer Success NEEDS advocates• 5 Best Practices• Q&A


What’s an Advocate? What’s an advocate?


Anyone that makes a non-financial investment in your company.


How can Advocates help?How can Advocates help?


Advocates Help Across the Entire Lifecycle

Referrals

Product reviewsContent distribution

ReferencesSocial promotion

Media interviews

User groups

Product surveys

Customer Advisory Boards

Analyst briefings


Why do we advocate?


To Be Part of the Team!

10


Provide an Amazing Advocate Experience

Status Access Power Stuff


success noun \sek-’ses\


What’s the Goal of Customer Success?

CHURNUPSELL

GROW THE INSTALL BASE


Customer Success Levers

Product Value Product Adoption Customer Experience


CSMs Naturally Find Advocates

• Training• Best practices discussions• Survey responses• Support interaction• Community engagement• Renewals discussions


Find a Champion…and Hitch Your Wagon


Customer Success/Health is Data-Driven

• Product usage• Marketing engagement• Support interaction• Community involvement

• References• Social media commentary• Product reviews• User groups/advisory boards

Internal

External (advocates)


The Holy Grail is Overall Customer Health

Internal External

44 + 3983


Leveraging Advocates for Customer Success

Referrals

Product reviewsContent creation &

distribution

ReferencesSocial promotion

Media interviews

User groups

Product surveys

Customer Advisory Boards

Analyst briefings

Internalchampio

n


The Right Advocate(s) = Tipping Point?

Advocates could easily be• Salesmen• Mavens• Connectors

…and help you create a tipping point


Not Just for Prospects

What if this guy

called

this guy?


Don’t Have To Be a Customer

• Authors• Bloggers• Analysts• Consultants• Industry experts• Partners


Customer Success NEEDS Advocates

• At least one at every customer

• Not all are created equal

• Best ones may NOT be customers

• Find ‘em and foster ‘em


5 Key Takeaways

1. Advocates are valuable, underused resource

2. Provide an amazing advocate experience

3. Broaden your view of possible advocates

4. You have many right now – identify, incent, inspire

5. Always ask, "how can our advocates help?”


The Customer Engagement Zone

Best practices, solutions and technologies to take customer experience to new levels

Learn more at customerengagementzone.com

Upcoming Webinar: March 19th – featuring ReadyTalk + Vidyard


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can the actions of a single advocate create a storm of customer success?

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