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Accelerate Customer Success with Effective Governance
SAM KENINGER Director of Product Marke0ng,
Medallia
STEVE BERNSTEIN Principal,
Waypoint Group
Medallia & Waypoint B2B Webinar Series
Getting the most from your CX programs
Part One: Engage Your Sales Force in Improving the Customer Experience (Available at Medallia.com)
Part Two: Accelerate Customer Success with Effective Governance
Part Three: Drawing the Financial Linkage with your Customer Experience Program
Sam Keninger [email protected]
Steve Bernstein [email protected]
© 2014 Waypoint Research Group, LLC
Accelerate Customer Success with Effective Governance
© 2014 Waypoint Research Group, LLC
A Tale of 2 Companies: Client A Has A Mature Survey Process
© 2014 Waypoint Research Group, LLC
A Tale of 2 Companies: Client B Has A Different Mindset
© 2014 Waypoint Research Group, LLC
Are your trend lines accurate?
Is your contact list unwittingly introducing bias?
Are your responses biased?
You Want To Listen To The Voice Of The Customer…But Do You Want To Change?
© 2014 Waypoint Research Group, LLC
What’s the Mindset?
1. Organizing for success 2. Metrics that matter 3. What’s interesting to my boss
fascinates me
© 2014 Waypoint Research Group, LLC
Customer Success
“Improvement” is Often the “Space Between”
Pre-Sales Sales Process Implement Use /
Support Next Phase / Cross-sell
© 2014 Waypoint Research Group, LLC
How Will Organize for Success?
© 2014 Waypoint Research Group, LLC
How Will You Get Organized?
© 2014 Waypoint Research Group, LLC
© 2014 Waypoint Research Group, LLC
Measurement Drives Results: What Is The Essence of Your Program?
© 2014 Waypoint Research Group, LLC
Clarify Objectives Through Questions: What Do You Want To Learn?
How well are we executing to customer expectations?
© 2014 Waypoint Research Group, LLC
Clarify Objectives Through Questions: What Do You Want To Learn?
How well are we executing to customer expectations?
How strong are our customer relationships?
© 2014 Waypoint Research Group, LLC
Clarify Objectives Through Questions: What Do You Want To Learn?
How well are we executing to customer expectations?
How can we increase our “footprint” in key accounts?
How strong are our customer relationships?
© 2014 Waypoint Research Group, LLC
Clarify Objectives Through Questions: What Do You Want To Learn?
How well are we executing to customer expectations?
How important are we to our customers?
How can we increase our “footprint” in key accounts?
How strong are our customer relationships?
© 2014 Waypoint Research Group, LLC
Success = Delivery Aligned with Expectations
Expectations
Delivery
Understand Align
Manage
© 2014 Waypoint Research Group, LLC
Metrics Must Align with Insights
1. The Hook: Is there a difference in spend by sentiment?
2. Example Metric: Change in % of high-scoring accounts (by segment) spending less than their peers
3. The tactics: How will we activate our promoters in these accounts?
EXAMPLE: How can we increase our “footprint” in key accounts?
© 2014 Waypoint Research Group, LLC
Example 2: Go Beyond Trend Lines
© 2014 Waypoint Research Group, LLC
Example 2: Get Product Teams In the Boat
NPS:Financials = 10%:20M (Positive Relationship)
__Product 1
__Product 5 Product 2__
__Product 3
__Product 6
Product 7__
__Product 4
© 2014 Waypoint Research Group, LLC
What’s Interesting to My Boss Fascinates Me
Exec • % Revenue
Coverage
• How Much $ Are We Leaving on the Table?
Director • % Contact
Coverage
• What have we learned?
Managers • “Real” Follow-up Rate
• Are we talking to the
right people?
Wiring the organization with feedback
Thousands of users get access to their relevant feedback and actions in real-
time
Unifying 360-degree views of the customers’ experience
Understand the gray space and get the whole
picture
Tying feedback back to the business
Understand revenue impact
by loyalty segments
Focusing on the whole account story
Track who’s happy, who’s
not, and who’s gone silent
© 2014 Waypoint Research Group, LLC
Acquiring Trustworthy Insights Requires Action At Both 1:1 And 1:M
• Right contacts from each account • High response rates • Root-causes
1: 1 provides
© 2014 Waypoint Research Group, LLC
Acquiring Trustworthy Insights Requires Action At Both 1:1 And 1:M
• Right contacts from each account • High response rates • Root-causes
• Commitment to take action (change)
• Demonstrated listening
• Prioritization • Improvement
actions
1: Many provides
1: 1 provides
© 2014 Waypoint Research Group, LLC
Acquiring Trustworthy Insights Requires Action At Both 1:1 And 1:M
• Right contacts from each account • High response rates • Root-causes
• Commitment to take action (change)
• Demonstrated listening
• Prioritization • Improvement
actions
Governance holds it all together
1: Many provides
1: 1 provides
© 2014 Waypoint Research Group, LLC
1. Do you have a name for the program that truly represents what you are trying to achieve?
2. Do you have an engaged cross-functional coalition? How do you know?
3. Do you have stated questions (objectives) for the program that are agreed by cross-functional leaders?
4. What additional metrics do you need to produce? Create an action plan for how you’ll close the gap.
5. Who can you set up a meeting with to drive more departmental participation?
Next Steps
Questions
SAM KENINGER Director of Product Marke0ng,
Medallia
STEVE BERNSTEIN Principal,
Waypoint Group [email protected] [email protected]
Next Webinar… Financial Linkage
Previous Webinar:
Engage Your Sales Force in Improving the Customer
Experience
http://blog.waypointgroup.org/2013/09/03/the-secret-sauce-
for-b2b-voice-of-customer-programs/