WORKSHOP How to Leverage Tech-Touch to Drive Customer Value at Scale

Transcription

1 WORKSHOP How to Leverage Tech-Touch to Drive Customer Value at Scale Aaron Fulkerson MindTouch

2 A LITTLE ABOUT ME Co-Founder and CEO, MindTouch Self-service customer success software We (self-)serve millions daily in high tech, manufacturing, and service industries

3 Our Goal: You leave with TWO+ Valuable Action Items (That make you a customer success hero back at HQ)

4 BATTLE TESTED MATURITY MODEL For Programmatic And Scalable Customer Success

5 ROCK STARS LIKE THESE

6 96% RENEWAL RATES SINCE WE LAUNCHED THIS MODEL

7 Negative Churn

8 96% of customers who have a high-effort customer experience will become disloyal

9 79% of customers would rather use self-service than a human assisted support channel Forrester

10 75% of companies have had Customer Success for 0-3 years

11 60% of professionals have been in Customer Success for 0-3 years

12 How many years have you been in Customer Success? Use the event app or go to enter the event code #Pulse2018 and select room "Lilith Fair

13 SCALABLE CUSTOMER SUCCESS STARTS WITH CONTENT

14 THE TYPICAL CUSTOMER EXPERIENCE TODAY

15 HIDDEN AWAY

16 DISORGANIZED CHAOS

17 MATURITY MODEL: CUSTOMER FOCUSED CONTENT EXPERIENCE

18 Bottom Line Whether you re onboarding and supporting the success of 1. Customers 2. CSMs 3. Buyers YOU VE GOT TO USE CONTENT (and automation) TO SCALE EFFORTS

19 Going from a reactive to a predictive approach

20 Requires Making Sense of This: Product Product manuals User guides In-product contextual help Specifications Release notes Product announcements Known issues Product videos Technical sales sheets & marketing Competitive differences Reference materials Training Support Training materials Best practices How-tos Tutorials Videos Customer configurations Implementation documentation Customer samples Workflows Technical use cases Support tickets Closed cases Knowledge base Call center scripts

21 How many customer facing silos are you currently facing in your organization? Use the event app or go to enter the event code #Pulse2018 and select room "Lilith Fair

22 Step 1- Prep for Scale What s your content success map? The precise concepts/topics that create renewal/upsell or churn How do you create one? Micro-content structure (topic based or atomic) Web analytics and marketing automation Which Silos do you tap? Knowledge base, training center, documentation

23 Step 2 - Feed the Engine Who are your subject matter experts? Product, Support, Success, Training, and Technical Sales How do you make it effortless to capture and reuse knowledge? Knowledge Centered Service (KCS ) or similar method adapted to constituent

24 Step 3 - Proactive Serving the Customer Journey Identify critical customer touchpoints Marketing automation, retargeter, web analytics(content paths, personas, conversions) Enhance ecommerce, CRM, websites, in-product, and support channels Renewal / Account Management Marketing Channels Commerce CRM & Sales Management In-Product Help Support Agent Productivity

25 Step 4 - Predictive Predictive success paths/maps Customer health score Customer marketing campaigns Retargeter campaigns Lead scoring Organic search (SEO) Product strategy (content path / performance)

26 Maturity Model Stages REACTIVE

27 Maturity Model Stages EFFECTIVE Customer-focused content combined with capture and reuse REACTIVE

28 Maturity Model Stages PROACTIVE Extend content across customer journey EFFECTIVE Customer-focused content combined with capture and reuse REACTIVE

29 Maturity Model Stages PREDICTIVE Predict customer behaviors and drive business outcomes PROACTIVE Extend content across customer journey EFFECTIVE Customer-focused content combined with capture and reuse REACTIVE

30 Which stage is your organization currently facing? Use the event app or go to enter the event code #Pulse2018 and select room "Lilith Fair

31 Q&A KEY TAKEAWAY IT STARTS WITH SELF-SERVICE

32 BREAKOUT: BUILD YOUR OWN MODEL

33 THANK YOU