Can the Actions of a Single Advocate Create a Storm of Customer Success?
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Transcript of Can the Actions of a Single Advocate Create a Storm of Customer Success?
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www.customerengagementzone.comthe Customer Zone
Can the Actions of a Single Advocate
Create a Storm of Customer Success?
Presented By
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www.customerengagementzone.comthe Customer 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.
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www.customerengagementzone.comthe Customer Zone
Presenters
Dan SteinmanChief Customer
Officer
Chris NewtonVP Business
Development
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www.customerengagementzone.comthe Customer Zone
Agenda
• What’s an advocate?• How & why will they help?• Data driven Customer Success• Customer Success NEEDS advocates• 5 Best Practices• Q&A
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www.customerengagementzone.comthe Customer Zone
What’s an Advocate? What’s an advocate?
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www.customerengagementzone.comthe Customer Zone
Anyone that makes a non-financial investment in your company.
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www.customerengagementzone.comthe Customer Zone
How can Advocates help?How can Advocates help?
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www.customerengagementzone.comthe Customer Zone
Advocates Help Across the Entire Lifecycle
Referrals
Product reviewsContent distribution
ReferencesSocial promotion
Media interviews
User groups
Product surveys
Customer Advisory Boards
Analyst briefings
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www.customerengagementzone.comthe Customer Zone
Why do we advocate?
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www.customerengagementzone.comthe Customer Zone
To Be Part of the Team!
10
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www.customerengagementzone.comthe Customer Zone
Provide an Amazing Advocate Experience
Status Access Power Stuff
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www.customerengagementzone.comthe Customer Zone
success noun \sek-’ses\
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www.customerengagementzone.comthe Customer Zone
What’s the Goal of Customer Success?
CHURNUPSELL
GROW THE INSTALL BASE
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www.customerengagementzone.comthe Customer Zone
Customer Success Levers
Product Value Product Adoption Customer Experience
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www.customerengagementzone.comthe Customer Zone
CSMs Naturally Find Advocates
• Training• Best practices discussions• Survey responses• Support interaction• Community engagement• Renewals discussions
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www.customerengagementzone.comthe Customer Zone
Find a Champion…and Hitch Your Wagon
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www.customerengagementzone.comthe Customer 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
Internal
External (advocates)
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www.customerengagementzone.comthe Customer Zone
The Holy Grail is Overall Customer Health
Internal External
44 + 3983
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www.customerengagementzone.comthe Customer Zone
Leveraging Advocates for Customer Success
Referrals
Product reviewsContent creation &
distribution
ReferencesSocial promotion
Media interviews
User groups
Product surveys
Customer Advisory Boards
Analyst briefings
Internalchampio
n
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www.customerengagementzone.comthe Customer Zone
The Right Advocate(s) = Tipping Point?
Advocates could easily be• Salesmen• Mavens• Connectors
…and help you create a tipping point
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www.customerengagementzone.comthe Customer Zone
Not Just for Prospects
What if this guy
called
this guy?
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www.customerengagementzone.comthe Customer Zone
Don’t Have To Be a Customer
• Authors• Bloggers• Analysts• Consultants• Industry experts• Partners
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www.customerengagementzone.comthe Customer 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
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www.customerengagementzone.comthe Customer 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?”
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www.customerengagementzone.comthe Customer Zone
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www.customerengagementzone.comthe Customer 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
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