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Customer Success Play by Chad Horenfeldt, Director of Customer Operations at Influitive, at the 2014 Customer Success Summit.
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Produced by Customer Success Summit 2014 @ChadTev
Customer Success Summit 2014
Customer Success vs. Marketing: From Friction to Win Win Chad Horenfeldt, Director of Customer Operations, Influitive [email protected] @ChadTev
Produced by Customer Success Summit 2014 @ChadTev
About me and my company
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Produced by Customer Success Summit 2014 @ChadTev
Customer Success at Influitive is no BS
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32% of Influitive’s customers came from referrals
Produced by Customer Success Summit 2014 @ChadTev
What led me to Customer Success?
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Produced by Customer Success Summit 2014 @ChadTev 5
Secret to Customer Success: Be Proactive!
Produced by Customer Success Summit 2014 @ChadTev 6
Marketing Vs. Customer Success: How to be Best Buds!
Produced by Customer Success Summit 2014 @ChadTev
• When choosing a vendor, 80% of the factors senior decision makers trust most involve the customer experience
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Marketing vs. Customer Success: Why now?
2013 SiriusDecisions survey
• B2B CMOs chose customer marketing as
the #2 priority behind social for new roles to be added
Produced by Customer Success Summit 2014 @ChadTev 8
Produced by Customer Success Summit 2014 @ChadTev
Lessons Learned
• Crawl: Open Communication – Meet regularly to share goals, successes and challenges
• Walk: Embrace and leverage each other
– Work together: automated campaigns, user groups, newsletters, online community
– Share your wealth of knowledge – Customer advocacy: Recognize your best customers “Don’t fear losing ownership of the customer – you never had it in the first place”
• Run: Shared metrics – Customer Success metrics should be tied to advocacy “What is a better metric of customer satisfaction then customer advocacy?”
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Produced by Customer Success Summit 2014 @ChadTev 10
Produced by Customer Success Summit 2014 @ChadTev
Only 8% of organizations are
using marketing automation for existing customer marketing
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Recommended Play: Customer Nurturing
SiriusDecisions survey
Produced by Customer Success Summit 2014 @ChadTev
• Different uses of Customer Nurturing: – Onboarding programs for new customers – Onboarding programs for new users – Post-onboarding education programs – Renewal programs – Low usage programs – Upsell programs – Customer satisfaction survey programs
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Recommended Play: Customer Nurturing
Produced by Customer Success Summit 2014 @ChadTev
• Post-onboarding education programs – 8 educational emails
sent (1 per week) – Goal is to increase
product adoption in the first 3 months and increase scale of customer success
• Totango helps us identify the right contacts for the program & track customer health
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Recommended Play: Customer Nurturing
Produced by Customer Success Summit 2014 @ChadTev
• Identify an area that of the customer lifecycle that you can automate
• Meet with marketing and discuss possible options. Create measurable outcomes
• Create the content needed for this campaign: Knowledge Base articles, emails
• Work with marketing to create & execute the campaign
• Measure results & refine
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Recommended Next Steps: Customer Nurturing Play
Produced by Customer Success Summit 2014 @ChadTev
QUESTIONS? @ChadTev [email protected] LinkedIn Group: Customer Success Managers in Action
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Produced by Customer Success Summit 2014 @ChadTev 16
Winning in 2014!
Think Big Start Small Move>>Fast!