Post on 20-Feb-2017
@MIKOLEVY 1
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…
@MIKOLEVY 3
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