Published on March 6, 2014
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
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