what does it really mean to build a customer culture?
TRANSCRIPT
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What does it really mean to build a customer culture?
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PRODUCED BY
Imperative à Cultural Changes à Process & Systems à Mindsets
The focus for today
Claire Burge CEO
Omer Gotlieb Co-Founder
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Your business success = Your customer’s success
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Retaining customers is your revenue growth engine
+5% retention leads to
+25% to +100% profitability impact
© 2017 Gartner, Inc.
Selling to new customers is
5x-12x the cost of selling to existing customer
Reta
in C
usto
mer
s
Expand Usage/Upsell Cross-Sell
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“To succeed with a subscription model, businesses must serve their customers, understand their needs, and keep them happy over time.”
Jason Pressman, The Not-So-New Promise Of The Subscription Economy
The customer is in the driver’s seat
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Customer centricity impacts everyone
“ Business is simple. Management’s job is to take care of employees. Employee’s job is to take care of the customers. Happy customers take care of the shareholders. It’s a virtuous cycle.” John Mackey, Founder & CEO, Whole Foods Market
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“ Customers’ success impacts shareholder value Source: Forrester Research
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Jeff Bezos has the right idea
True customer obsession centers and aligns your business around your customers. RESIST PROXIES I.e. strict processes. Assess each situation individually EMBRACE EXTERNAL TRENDS Identify (easy), then embrace and adopt (difficult) meaningful external trends HIGH VELOCITY DECISION MAKING “Disagree and Commit.” Optimize for fast iterations over perfect attempts.
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(The following diagram is an adapta4on of an illustra4on by ar4st Hugh McLeod)
A
X
G
H E
F
B
C
D
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EMBRACE
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CUSTOMER
Sales
Customer Success Team
Marketing
Product
Prof. Services
Support
Engineering
Billing & Finance
Customer success must become everyone’s business
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E2C Growth Strategy
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E2C – Data, Engagement and Impact
Connect the dots of all customer data and
proactively monitor for meaningful health changes
Drive adoption, retention, and expansion with proactive
engagements through the customer journey
Empower everyone in the company to participate in
customer success with access customer data CUSTOMER
CENTRIC DATA
CUSTOMER ENGAGEMENT
ENTERPRISE IMPACT
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Totango – E2C Platform
TOTANGO DNA-CX™
Customer Centric Data Model Powering CSC + Zoe
+
For Customer Success Teams
Customer Success Center
For The Entire Company
Team, I’ve got training tomorrow morning. Can I get resolution on the bug ASAP?
@jake, I can help. @zoe I will fix the bug today.
GOAL: Deliver on-site training by fixing a bug ACCOUNT: CYBERDYNE SYSTEMS DUE: Tomorrow
Sign me up
NEW IMPACT REQUEST
Thanks @noah for signing up!
CSM JAKE
Engineer NOAH
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Meet Zoe
Team, I’ve got training tomorrow morning. Can I get resolution on the bug ASAP?
@jake, I can help. @zoe I will fix the bug today.
GOAL: Deliver on-site training by fixing a bug ACCOUNT: CYBERDYNE SYSTEMS DUE: Tomorrow
Sign me up
NEW IMPACT REQUEST
Thanks @noah for signing up!
CSM JAKE
Engineer NOAH
Powered by DNA-CX™
Zoe enables everyone in your company to participate in customer success
ACCESS
IMPACT
PARTICIPATION
Get information on any customer or segment without a special login
Enlist others by sharing information and customer-centric causes
Take action with fast turn-around that impact your customers
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customer success framework
INDIVIDUALS
LEADERSHIP
TECHNOLOGY
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customer-centric skillset CRITICAL THINKING CREATIVITY
adapting to change visual thinking
teaching communication skills
collaboration
active listening empathy question & query design risk ethical conduct
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Hives Honest conversations Intentional mentoring Journalling Structured reflection Customer critique
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Quality of the experience = The ultimate measurement
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PRODUCED BY
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