Customer stories oct 31 2013
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Transcript of Customer stories oct 31 2013
![Page 1: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/1.jpg)
Today’s lesson: Leveraging customer references in three phases
To help you win even more customers
![Page 2: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/2.jpg)
![Page 3: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/3.jpg)
No customer wants to be the first penguin
“but everyone wants to be the second penguin”
![Page 4: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/4.jpg)
To leverage customer references we have to look for three different
kind of penguins
![Page 5: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/5.jpg)
To match the three main phases of a product life
cycle
![Page 6: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/6.jpg)
We can use this model for customer references
![Page 7: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/7.jpg)
I use 3 kinds of customer references
1. Conceptual
2. Architectural
3. Financial
![Page 8: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/8.jpg)
#1 -- Conceptual: The customer “gets” the technology and validates
the new concept
![Page 9: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/9.jpg)
The “conceptual” customer is an early adopter
![Page 10: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/10.jpg)
Conceptual Customer Reference
• You have a MVP and have signed up private beta customers
• In tech, these are early adopters, very competent, know that bits are missing
• Customer can imagine how they will use it
![Page 11: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/11.jpg)
Not a lot of “info”, just a validation that the technology could be useful
Weather Channel
![Page 12: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/12.jpg)
A consumer product version: ThingCharger
ThingCharger
Conceptual use cases are often used to pitch products to investors
![Page 13: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/13.jpg)
#2 -- Architectural: The customer proves that it works
![Page 14: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/14.jpg)
Architectural customer may bridge “early adopter” and “pragmatists”
![Page 15: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/15.jpg)
Architectural
• Customer proves that it works in (early) production
– Could be a proof of concept
– Tends to be using production data (perhaps in parallel to existing systems)
– Too early for ROI, but the customer believes they will see benefits soon
![Page 16: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/16.jpg)
Most references are architectural
• Lots of formats (in order of expense)
– Slide decks – user conferences
• The customer does it himself
– White papers
• The slide deck is expanded to a white paper and posted to the web
– Video
• Can be cheap or expensive to produce but getting the customer to participate takes some time
![Page 17: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/17.jpg)
In a perfect world you have many architectural references
• Customers from your key vertical markets – Manufacturing, Healthcare, Public Sector
• Customers by region (esp if you are global) and in local languages (esp in APAC and LATAM)
• Customers with new uses of your product or extensions
![Page 18: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/18.jpg)
Architectural example
http://www.youtube.com/watch?v=va-
rcr0qS_c&list=PLFF9C9E69AFC3DFF7
![Page 19: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/19.jpg)
Logos: Amazon AWS
![Page 20: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/20.jpg)
Mostly Architectural
![Page 21: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/21.jpg)
Financial Benefits are Vague
![Page 22: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/22.jpg)
Real financials would be verified by a third party
![Page 23: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/23.jpg)
The point is lots of use cases
![Page 24: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/24.jpg)
Hopefully from companies other customers have heard of
![Page 25: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/25.jpg)
Logos: not much detail but “borrowed” reputation
![Page 26: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/26.jpg)
Financial: The customer can prove financial benefit
![Page 27: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/27.jpg)
Financial references are for the fat part of the bell curve
![Page 28: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/28.jpg)
Financial
• Documented financial benefits
• Best done by third party
• Expensive/time consuming
• Durable – longer shelf life #1 and #2
• Useful for creating webinars
![Page 29: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/29.jpg)
Usually a white paper
![Page 30: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/30.jpg)
Or spreadsheet
![Page 31: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/31.jpg)
Financial Examples:
http://www.youtube.com/watch?v=A4O2poUssMc
![Page 32: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/32.jpg)
Best Practices
Making references a standard part of the sales and marketing process
![Page 33: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/33.jpg)
References are difficult and expensive to get, we usually use personal incentives
• Incent sales reps “first referenceable win”
• Incent customer – swag, speaking slot, pro exposure
• Most require legal review by both parties
• Third stage – financial – is best done by a third party (i.e. Gartner, Forrester) and is super expensive
![Page 34: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/34.jpg)
You need to bake reference processes into your CRM systems
• Put these on wiki or salesforce or whatever CRM system you are using.
• Add a field for customer reference (Y/N)
• Add customer story field on CRM system
• Track when they are accessed by reps
• Update annually, date everything
• Most companies have sales rep for that account as first contact.
![Page 35: Customer stories oct 31 2013](https://reader034.fdocuments.us/reader034/viewer/2022051817/54932eb7b479596f4d8b4790/html5/thumbnails/35.jpg)
For external sites
• Less info than on internal reference sites
• Legal/legal/legal
• Usually must renew the customer agreement (to be a reference annually)
• Sometimes just a few logos and videos is enough (first penguin syndrome) to get started