Can the Actions of a Single Advocate Create a Storm of Customer Success?

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Information about Can the Actions of a Single Advocate Create a Storm of Customer Success?
Technology

Published on March 6, 2014

Author: Influitive

Source: slideshare.net

Description

Marketing and Sales teams are constantly striving for greater revenue growth. Customer success is focused on reducing churn, identifying up-sell, and increasing adoption. Customer advocates are often the most potent untapped resource for achieving all of these goals simultaneously.

This presentation will deliver actionable insights and share industry examples on how B2B marketers and customer success teams can work together to identify advocates and motivate their support toward customer success and go-to-market objectives.

Part of the Customer Engagement Zone series, hosted by Influitive and Gainsight.

Can the Actions of a Single Advocate Create a Storm of Customer Success? Presented By the Customer www.customerengagementzone.com Zone

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. the Customer www.customerengagementzone.com Zone

Presenters Dan Steinman Chris Newton Chief Customer Officer VP Business Development the Customer www.customerengagementzone.com Zone

Agenda • • • • • • What’s an advocate? How & why will they help? Data driven Customer Success Customer Success NEEDS advocates 5 Best Practices Q&A the Customer www.customerengagementzone.com Zone

What’s an Advocate? the Customer What’s an advocate? www.customerengagementzone.com Zone

Anyone that makes a non-financial investment in your company. the Customer www.customerengagementzone.com Zone

How can Advocates help? Advocates help? How can the Customer www.customerengagementzone.com Zone

Advocates Help Across the Entire Lifecycle Social promotion Media interviews Content distribution Referrals the Customer Product reviews Analyst briefings References Product surveys www.customerengagementzone.com Zone User groups Customer Advisory Boards

Why do we advocate? the Customer www.customerengagementzone.com Zone

To Be Part of the Team! the Customer www.customerengagementzone.com Zone 10

Provide an Amazing Advocate Experience Status Access the Customer Power www.customerengagementzone.com Zone Stuff

success noun sek-’ses the Customer www.customerengagementzone.com Zone

What’s the Goal of Customer Success? GROW THE INSTALL BASE UPSELL CHURN the Customer www.customerengagementzone.com Zone

Customer Success Levers Product Value Product Adoption the Customer Customer Experience www.customerengagementzone.com Zone

CSMs Naturally Find Advocates • • • • • • Training Best practices discussions Survey responses Support interaction Community engagement Renewals discussions the Customer www.customerengagementzone.com Zone

Find a Champion…and Hitch Your Wagon the Customer www.customerengagementzone.com Zone

Customer Success/Health is Data-Driven • • • • Product usage Marketing engagement Support interaction Community involvement • • • • References Social media commentary Product reviews User groups/advisory boards the Customer Internal External (advocates) www.customerengagementzone.com Zone

The Holy Grail is Overall Customer Health Internal 83 44 the Customer External + 39 www.customerengagementzone.com Zone

Leveraging Advocates for Customer Success Social promotion Content creation & distribution Media interviews Referrals the Customer Product reviews References User groups Internal champion Analyst briefings Product surveys www.customerengagementzone.com Zone Customer Advisory Boards

The Right Advocate(s) = Tipping Point? Advocates could easily be • Salesmen • Mavens • Connectors …and help you create a tipping point the Customer www.customerengagementzone.com Zone

Not Just for Prospects What if this guy this guy? called the Customer www.customerengagementzone.com Zone

Don’t Have To Be a Customer • • • • • • Authors Bloggers Analysts Consultants Industry experts Partners the Customer www.customerengagementzone.com Zone

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 the Customer www.customerengagementzone.com Zone

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 www.customerengagementzone.com Zone

the Customer www.customerengagementzone.com Zone

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 the Customer www.customerengagementzone.com Zone

Please share your opinion in our post-event survey the Customer www.customerengagementzone.com Zone

#customerengagement presentations

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