Ensure Customer Success
with a VoC Program
February 5, 2015
Housekeeping
• Q&A panel on your right
• Recording for colleagues who can’t make it
• All attendees will receive slides
• ...
Our Speakers
Paul Piazza
Director of Customer Success
@PaulPiazza2
Steve Bernstein
Founder & CEO
@sbernste
On Your Mind?
• Effective VoC Programs
• Why should I invest in a Voice of the Customer program?
• What should I expect fr...
What Does “Survey Success” Look Like?
A B2B Feedback Program Must Accelerate $ales
“We received an alert from one of our
l...
Old-style Survey Programs Are Difficult To Action
• Anonymous
• Aggregated
• Lagging
We must “think
different” about surve...
By Contrast, We Need To Focus on the Individual Accounts
What’s More, Strategic Accounts == Complex Relationships
Account
Manager
Sales & Pre-
Sales teams
Consultants
Front-line
S...
Objective Is To Get A Leading Indicator Of Customer Sentiment…
and Then Take Action
Candid
Dialogs
with the right
people
a...
“With”
you
Not
“With”
You
Disengaged
Detractor
Promoter
Passive
So Now That You’ve Invited the Right People, Take Action I...
So Now That You’ve Invited the Right People, Establish the Right
Treatment Strategies
ACTIVATE
ENGAGE
CONVERT
PROVE
“With”...
But What About Things I Can’t Action, Such as Product?
Amplify Act Address
Ensure Feedback Represents the Business
Strategic
Accounts
Small Customers
Growth Accounts
~80% of
Sales
And Be Sure To Tell a Business Story With Your Results
• Which accounts are most likely to leave?
• Which accounts want to...
Driving Customer Success
Customer Success Isn’t Just Data
Track Holistic Customer Health
Surveys Can’t Be Left Hanging
Track Responses in CSM Cockpit
Understand Context
Apply Best Practice Playbook
Take and Automate Action
Measure Team To Optimize Processes
Customer Success Survey Benefits
1 2
3 4
Intervene with detractors
Identify advocates Partner with Marketing for case stud...
How We Use Surveys At Gainsight
How We Use Surveys At Gainsight
How We Use Surveys At Gainsight
How We Use Surveys At Gainsight
Thank You!
February 5, 2015
steveb@waypointgroup.org
ppiazza@gainsight.com
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Ensure Customer Success with Voice of the Customer

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Did you know? 59% of companies believe that their VoC strategy will reduce customer churn yet only 10% of companies have fully deployed programs.

The challenges are numerous – from non-representative responses to no followup levers. Fortunately, Customer Success strategies have emerged to provide the natural complement to close the loop on VoC programs.

In these slides, we cover:
+ How VoC can be a leading indicator of customer success and growth
+ What VoC strategies are necessary for your business structure, response goals, and customer segments
+ How to make VoC data representative and actionable within a Customer Success solution

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Ensure Customer Success with Voice of the Customer

  1. 1. Ensure Customer Success with a VoC Program February 5, 2015
  2. 2. Housekeeping • Q&A panel on your right • Recording for colleagues who can’t make it • All attendees will receive slides • Twitter hashtag #customersuccess
  3. 3. Our Speakers Paul Piazza Director of Customer Success @PaulPiazza2 Steve Bernstein Founder & CEO @sbernste
  4. 4. On Your Mind? • Effective VoC Programs • Why should I invest in a Voice of the Customer program? • What should I expect from a VoC program? • How do I succeed and avoid common pitfalls? • Driving Customer Success • Why does VoC and surveys matter for Customer Success? • How do I take action on survey responses? • What tangible Customer Success outcomes will surveys drive?
  5. 5. What Does “Survey Success” Look Like? A B2B Feedback Program Must Accelerate $ales “We received an alert from one of our largest customers. I called him straight back.” “We put an action plan in place to resolve his issues and saved a $750k account. THEN we upsold an additional $250k revenue” Area Director, Consulting Services Company
  6. 6. Old-style Survey Programs Are Difficult To Action • Anonymous • Aggregated • Lagging We must “think different” about surveys
  7. 7. By Contrast, We Need To Focus on the Individual Accounts
  8. 8. What’s More, Strategic Accounts == Complex Relationships Account Manager Sales & Pre- Sales teams Consultants Front-line Support Legal / Billing / Contracts Your firm Decision Maker (CxO, VP) Department Managers End Users IT Legal / Purchasing Your Customer
  9. 9. Objective Is To Get A Leading Indicator Of Customer Sentiment… and Then Take Action Candid Dialogs with the right people at the right time enable the right actions to strengthen relationships & Accelerate growth. Survey as “conversation starters” • Is it “Easy?”111111 • Is it enabling “Success?”333333 • Does it produce “Value?”222222
  10. 10. “With” you Not “With” You Disengaged Detractor Promoter Passive So Now That You’ve Invited the Right People, Take Action In 4 Ways Example: “How likely are you to recommend ACME to a friend or colleague?” Disengaged 4x – 14x more likely to churn!
  11. 11. So Now That You’ve Invited the Right People, Establish the Right Treatment Strategies ACTIVATE ENGAGE CONVERT PROVE “With” you Not “With” You Disengaged Detractor Promoter Passive
  12. 12. But What About Things I Can’t Action, Such as Product? Amplify Act Address
  13. 13. Ensure Feedback Represents the Business Strategic Accounts Small Customers Growth Accounts ~80% of Sales
  14. 14. And Be Sure To Tell a Business Story With Your Results • Which accounts are most likely to leave? • Which accounts want to buy more? • Where the organization can best benefit from your resources? • How important are we to our customers? • You can read the polls, or you can write the polls:
  15. 15. Driving Customer Success
  16. 16. Customer Success Isn’t Just Data
  17. 17. Track Holistic Customer Health
  18. 18. Surveys Can’t Be Left Hanging
  19. 19. Track Responses in CSM Cockpit
  20. 20. Understand Context
  21. 21. Apply Best Practice Playbook
  22. 22. Take and Automate Action
  23. 23. Measure Team To Optimize Processes
  24. 24. Customer Success Survey Benefits 1 2 3 4 Intervene with detractors Identify advocates Partner with Marketing for case studies, referrals, and more Offer training, services, etc
  25. 25. How We Use Surveys At Gainsight
  26. 26. How We Use Surveys At Gainsight
  27. 27. How We Use Surveys At Gainsight
  28. 28. How We Use Surveys At Gainsight
  29. 29. Thank You! February 5, 2015 steveb@waypointgroup.org ppiazza@gainsight.com

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