Just Getting Started Workshop - 2020 Summit on Customer ... · •Gaps: experience, skills,...
Transcript of Just Getting Started Workshop - 2020 Summit on Customer ... · •Gaps: experience, skills,...
Just Getting Started Workshop
Alyse ChiarielloNICE | inContact
David SrokaPoint of Reference
The Customer Advocate Universe
Reference Help DeskReference Help Desk
Customer Advisory Boards
Customer Advisory Boards
Customer Communities
Customer Communities
Customer Awards
Customer Awards
Customer Content
Customer Content
CustomerEvents
CustomerEvents
Executive Briefing Center
Executive Briefing Center
Customer Advocate Program
Customer Advocate Program
a.k.a., Customer MarketingCustomer Reference ProgramAdvocate Marketing
Maturity Model
• How we’ll use it today• How to use it in the future
Program Vision
• Strategic or Transactional• Stakeholder Services• Related Programs• Outcomes
Your Program Vision is your
north star
Program Vision Pitfalls
• Formulating vision in a vacuum• Not formalizing your vision• Not sharing with leadership
Staff Composition, Organization &Perspective
• Scope + Goals = Program Staffing • Competing / Complementary responsibilities• Seniority / Skills• Time Management
Ideally
Success Factors
• Executive Support• Relationships• Company Culture• Politics• Baggage
Program Manager Attributes• Relationship-centric• Likes salespeople• Fearless about asking• Persistent• Manages upward• Passionate about advocates• Face of the program• Bandwidth / Time• Tech savvy• Service mentality• Time management
https://www.point‐of‐reference.com/cap‐manager/
Staffing Pitfalls
• Gaps: experience, skills, personality profile• Over promising relative to bandwidth• Juggling incompatible roles
Managing Upward
a.k.a. Executive Support• How to build the relationship• Align program to company growth goals
– What’s important/what’s not• Don’t trust execs to set goals
– Or to reach out/think of your program
Managing Upward Pitfalls
• Assuming leadership will get what you do• Under communicating• Not securing a executive sponsor• Not conveying value in CxO terms (alignment)
Field Relationships (internal)
• Advisory board– Who?– Member responsibilities– Benefits to the program
• A matter of trust• User Adoption
User Adoption
• Awareness• Education• Data quality• Incentive / FOMO
Field Relationship Pitfalls
• Being unknown• Not soliciting regular feedback/direction (adboard)
• Not following through on commitments• “If you build it they will come…”
Customer Reference Relationships
• #1 - Build your database• Customer “WIIFM”• To reward or not to reward?• Recruiting strategy
• Case Study• Customer Quote• Guest Blog• Logo Use• Media Interview• Name Drop• Press Release• Reference Call• “Snapshots” (slides)
• RFP• ROI Study• Site Visit• Social Media• Speaking Opportunity• Video Reference Interview• Video Testimonial• Webinar• Reference “Forums”
Reference Activities
Customer Relationship Pitfalls
• Being unknown• Not building direct relationships• Not showing gratitude
Horizontal Integration
• Identify reference consumers• Synergy
– Opportunistic or Planned• Priority: respect customer time
– One contact, many deliverables
Related FunctionsYou Need Needs You
PR
Analyst Relations
Investor Relations
RFP/Proposal Team
Events Team
Content Development
Customer Advisory Boards
Customer Success
You Need Needs You
User Group(s)
User Communities
Customer Briefing Center
Awards Program
Referral Program
Product Marketing
Executive Team
Customer Success Partnership
SALES• Reference Calls• Site Visits• Presentations• RFPs
CUSTOMERMARKETING
• Speakers• Videos• Case Studies• Webinars• Social Media
CUSTOMERSUCCESS• Health Insight• Account Access
Horizontal Integration Pitfalls
• Not synchronizing with stakeholder peers• Not promoting program value
Program Promotion
• Make a plan• Carrot and stick
– Policies and rules– Fun and games
• Communicating success
Program Promotion Pitfalls
• No promotion after launch• Assuming the program sells itself• Not sharing wins for the program
Program Metrics
• Outcome vs. Activity metrics• Know your audience• Executives: What matters?• Leadership and bias
Program Metric Pitfalls
• Assuming data isn’t important to execs• Not connecting achievements to CxO goals• Sharing irrelevant metrics to each audience• Confusing activity with outcome
Content Strategy
• Alignment with growth goals• Alignment with Sales’ needs
– By sales stage• User conference “gold”
Content Strategy Pitfalls
• Content doesn’t support company goals• Content isn’t what stakeholders need (feedback)
• Content isn’t resonating with prospects
Information Systems
• Managing Data & Content• Leveraging CRM• Automating processes
Data Wrangling• Building the Database
– Internal sources• Nominations• Customer Success app
– Customers• Communities (e.g., Influitive)• Sat/NPS/TechValidate surveys• Email campaigns• User Conferences
Reference DB
Related Technologies
CustomerReference
Management
CommunitiesCMS/Sales
Enablement
CustomerSuccessPlatforms
CustomerReviewSites
MarketingAutomation
SurveyTools
GiftFulfillment
LeadReferrals
Customer Reference Management
Content / Sales Enablement
Communities
Referral Marketing
Gift FulfillmentCustomer Success/Experience
Marketing Automation
Customer Reviews
Survey Tools
Softw
are/
Serv
ice
Solu
tions
Information Systems Pitfalls
• Not automating enough• Not thinking about the full ecosystem (martech stack)
• Underestimating the importance of data
Outside Expertise
• 3rd Party perspective• Domain research• Best practices• Services & Tools
Community Resources• LinkedIn Groups
– Customer Reference Knowledge Sharing Network (1,432 members)– Customer Reference Professionals (1,000)– Summit on Customer Engagement (962)– Advocate Marketing Group (956)– Success-Story Marketing (939)– Customer Insight and Advocacy (752)– Customer Reference Program .org (487)– Customer Advocacy & Reference Professionals (1,030)– Worldwide Customer Marketing Networking Group (467)– CAMP Boston (188)
• Offline User Groups: Bay Area, CAMP Boston• Events: Summit on Customer Engagement• Vendor blogs
Outside Expertise Pitfalls
• Too much time spent reinventing the wheel• Not building a network of peers• Only calling on your network when you need
something
Wrap Up
• Build Your Plan (maturity model)
• Build your network• Follow Up questions?
[email protected]@point-of-reference.com
• Post-Workshop Resourceswww.point-of-reference.com/jgs2020