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Low touch CSM challenges and techniques:

How to engage with customers during the various customer life cycle

Miko LevyVP, Customer Acquisit ion

@MIKOLEVY

• Miko Levy• 38 years old, Married + 1• 10 years in the online performance marketing world• Previously @ 888.com, ROASTe & Conduit • VP customer acquisition @Outbrain

Hi…

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A typical company’s lifecycle

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CustomerThey want the product to work.Fast and professional response

A person to talk to when neededNot looking at company’s cost

CompanySatisfied active customers

The product to solve for all issuesEfficiency

Bottom line $$$

Customer Support- What do they want?

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• Personalization vs Scale • High touch – Low touch• Keeping close to market• Being Proactive• Efficient• Keep high ROI

This is where CSM gets into play

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So how do we Handle the scale @Outbrain?

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• Show ROI from every activity• One question –

• How do I make the customer more engaged?

• 3 main areas of focus-• Onboarding• Customer touch points

(CRM/Retention)• Customer Support

Profit Center (and not a cost center)

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• Not all customers are the same• Many ways to segment customers

– Business Size– Business Goals– ARR/MRR (annual/monthly

recurring revenue)– Industry– Acquisition channels

Segmentation first

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U

There is no second chance to make a first impression

On Boarding is key

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• Challenge – CTR is a key to success!– New Customers are not always

aware

• Solution – Automated training email that

focused on the topic

• Results – +50% in active customers!

On Boarding is key – Bootcamp emails

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• Challenge – Increase the # of active days

within the first 60 days

• Solution– Reach out for 1:1, 15 min calls

with an optimization expert

• Results– +300% in active days

On Boarding is key – not everything is automated

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• Find the right time, place and offer to communicate with your customers

• Several ways to define the right touch points– Time Based (Day 1, Day 7, after a month, etc)– Product Usage– Engagement

Customer touch points

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Talk to the masses

• Webinars • Help Center• Community

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• Ongoing• Live• Localized

• Results– +50% average spend– +38% average CPC

Talk to the masses - Webinars

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• Scale– Created +100 pages help

center– Adding more based on CS

feedback• Quality

– Monitor customers usage– Iterate & Improve

Talk to the masses – Help Center

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Staying close to the market - Health Checks

• NPS• Surveys• Product usage• Sample customer calls• Our team

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Team - Alignment on goals & objectives

• Clear KPIS• Actionable• See the big picture

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Feedback loop to the business

• Hot topics• What’s working / what’s not• Product bugs

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What should you take from here?

• On-Boarding is key• Talk to the masses• Not everything is

automated• No silver bullet• Don’t wait for

everything to be perfect

@MIKOLEVY

Thank You

Miko Levy