"Customer Success: Don't Make These 5 Mistakes. I Did" at SaaStr Annual 2016

ANNIE TSAICHIEF CUSTOMER OFFICER / DOUBLEDUTCH

CUSTOMER SUCCESS

DON’T MAKE THESE 5 MISTAKES (I DID.)

1. DON’T IGNORE SALES HANDOFF

BU

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ON

BO

AR

D

USE

GET H

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REN

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WHY BUY? (FROM//TO)

Online Version of Agenda

DIGITAL AGENDA

EXPERIENCE &

ENGAGEMONETIZE

DATA DATA DATADATA DATA DATADATA DATA DATADATA DATA DATA

Save Paper

Update in Real-Time

Modern EventDistribute Collateral

Logistics Management

Attendee ExperiencePlatform for Communication

ContentDrivenSense of

Community

Data IntegrationsGamification

Sponsorships

Exhibitor Visibility

Lead Scanning

New Revenue Stream

Offset Event Cost

Real-Time Feedback Data-Driven Experience

Analytics

Beacons

Affect the Event in Real-Time

Accelerate LeadFunnel

Social/Networking

Market/Advertise to Audience

HOW’D YOU GET HERE?

•Time spent on product pages •Videos watched •Gated access downloads •Past purchases •Prior conversations •Inbound referral references •Associations/ other affiliations

PERSONALIZED CUSTOMERSUCCESS

DIGITAL & OFFLINE FOOTPRINT

MEMORABLE MOMENTS THAT REINFORCE YOUR “WHY”

2. DON’T JUST HEAR YOUR CUSTOMERS

WORDS BEHIND THE SCORE

Beta test candidate?

Increase visibility of help content to broader audience?

THE RICHEST FEEDBACK COMES FROM HERE...

Product Usage & Drop-off

Brand Engagement Levels (digital & offline)

Correlated Health From Onboarding & Beyond

EXPLICIT

IMPLICIT

THE RISK OF LISTENING THEN IGNORING

ADVOCATES &KEY PROMOTERS

EVERYONE

DETRACTORS

Acknowledge

Include

Include

Announce &

CelebrateListen

3. DON’T LISTEN TO THE WRONG CUSTOMERS...

THE.QUESTION.OF.FIT.

(Paul Graham/YC)

DECISION TREE

What does this person know that I don't about my

core market?

Should we be in that market?

Insights go to the right internal people

YES

Is this person/use case in my

core/target market?

NO

Is this use case common in/

relevant to my core market?NO

Thank you for your feedback

NO

YES YES

4. DON’T SKIP INSTRUMENTING CUSTOMER SUCCESS

MINIMUM VIABLE TOOLING

KICK-ASS TOOLING

Renewals By Month and Health Status

HOW DO YOU GET TO KICK-ASS TOOLING?

Define a successful

client (RYG)

Define subjective inputs &

processes to capture

Identify data that validates client success

Identify the missing data & how to get it (and get it)

Connect the datasets

Drive practice adoption

5. DON’T TREAT SUCCESS AND SUPPORT AS THE

SAME THING

THE ROAD FROM “WHATEVER IT TAKES”

“Hi I’m ______. I’m here to do whatever

it takes to make youlove us.”

ONBOARDING

PROACTIVE

REACTIVE

WHEN TO SHIFT DEPENDS ON WHERE YOU START

1.Do customers frequently ask about the best way to do something?

CUSTOMER CARE

3.Are the “why” and “when” questions increasing over time?

4.Are the “what” and “how” questions decreasing over time?

2.Is anybody already accountable for renewal of upsell?

WHEN TO SHIFT DEPENDS ON WHERE YOU START

3.Are the “why” and “when” questions decreasing over time?

4.Are the “what” and “how” questions increasing over time?

CUSTOMER SUCCESS

1.Is my work getting more reactive over time?

2.Am I able to deliver meaningful renewal and expansion targets for the company?

JUST DON’T DO IT

Ignore Sales Handoff

Just Hear Your Customers

Listen to the Wrong Customers

Skip Instrumenting Customer Success

Treat Support and Success as the Same Thing

ANNIE TSAI

THANK YOU!

@meannie // @doubledutch [email protected]