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How to Build a Customer-Centric Culture of NOWOctober 24, 2019 - 2:00 PM EDT
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CULTURE OF NOW
@DRIFT
.THE AMAZON EFFECT:. THE RULES HAVE BEEN RE-WRITTEN FOR B2B
NOT JUST B2C
@DRIFT
THE FIRST TO MARKET ADVANTAGE HAS BEEN
SUPERSEDED BY FIRST TO CUSTOMER
@DRIFT
Having a stellar product, is important, however, being able to respond FAST
is even more critical.
@DRIFT
B2B customers expect a FAST RESPONSE
in an instant gratification world
– What the Amazon effect means for B2B, The Future of Customer Engagement & Experience
@DRIFT
WHY RESPONSE TIME IS SO IMPORTANT
FOR B2B?
@DRIFT
@DRIFT
@DRIFT
@DRIFT
@DRIFT
So...how can you create a customer-centric culture of NOW
to ensure your team has a sense of urgency?
@DRIFT
Building a Culture of NOW
NURTURECONNECT & ADVISEONBOARD & BENCHMARKCONTINUED SUCCESS
#CONVERSATIONWITHDRIFT@DRIFT
Everything you need to know to start more conversations & generate more revenue.
#CONVERSATIONWITHDRIFT@DRIFT
@DRIFT
Homepage
Anyone
Buyer – Research Business – Qualify
Their choice
NURTURE
#CONVERSATIONWITHDRIFT@DRIFT
.24/7/365.
PEOPLE. VS
BUSINESSES
@DRIFT
THINGS THAT CREATE FRICTION FOR BUYERS
Lunch
Sleeping
Meetings
Vacations
Commuting
#CONVERSATIONWITHDRIFT@DRIFT
www.drift.com/conversational-framework
#CONVERSATIONWITHDRIFT@DRIFT
.ENGAGE.
#CONVERSATIONWITHDRIFT@DRIFT
.UNDERSTAND
#CONVERSATIONWITHDRIFT@DRIFT
.RECOMMEND.
@DRIFT
CLICKS&
REPLIES.
@DRIFT
Sent 563
Open Rate 58.7%
Click Through Rate 17.1%
REMINDER EMAIL
Sent 2,239
Open Rate 46%
Click Through Rate 13.7%
WEBINAR FOLLOW-UP
CONTENT OFFERS
@DRIFT
Sent 10,433
Open Rate 22.4%
Click Through Rate 8.5%
DRIP NURTURE
@DRIFT
Sent 517
Open Rate 39.4%
Click Through Rate 32.5%
PRO TIPS● Use GIFs
● Use Emojis
● Use images
● Choppy copy
● Ask for a reply
● Use short sentences
● lowercase subject lines
● Automate the start of your conversations
CONNECT & ADVISE
#CONVERSATIONWITHDRIFT@DRIFT
@DAVEGERHARDT @DRIFT
Fast responses are insufficient if you don’t have the right information
or context to properly address a concern or resolve an issue
@DRIFT
Make sure the right person (account owner, SME, etc) is looped into the
conversation so you don’t waste time providing incorrect answers or having
to double-check your work
@DRIFT
Improve turnaround time with automated message routing
Ensure every message is automatically routed to the right person, so you spend less time triaging and more
time getting back to your customers or prospects
Automate your processes. So you don’t slow down or
keep your customers waiting.
@DRIFT
Use Front Rules to Work Smarter
Use predictive qualities to route conversations to the right TEAM,
PERSON, or INFORMATION.
Assigning messages saved Instructure teammates
10 hours per week“We can route messages to the right
person internally without extra work, so customers get
a smoother experience. And it’s easier to focus without having to sort through hundreds of emails.”
— Matt Patrick, Manager of Customer Success
Create a seamless experience for your
customers with Front’s OOO feature
Conversations only go to teammates available to handle
them. It’s easy to schedule across time zones, making it easy to
coordinate a global team.
Front + Drift = Your Secret SauceContinue your Drift conversations, right within Front.
Easily loop in teammates so you get your customer messages into the right hands.
ONBOARD & BENCHMARK
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They don’t know how to use your product
They had a poor first experience
They fail to see how your product benefits them
Ensure Swift & Speedy Onboarding● It costs 5–25x more to acquire a new customer than retain one
– Harvard Business Review
● Increasing retention by 5% can increase profits by 25% to 95%– Bain & Company
Why?
3 primary reasons your customers churn:1
2
3
48 | Confidential – Do Not Distribute
Alignment
Launch
Prod
uctiv
ity
Time
Adoption
Success
Innovation
Onboarding
90 days max*
* The onboarding timeline is flexible and also depends on the resources and the level of involvement of your teams
Customer Journey
49 | Confidential – Do Not Distribute
Customer Success Guru, Lincoln Murphy, suggests using the FVD framework — the point where the customer has achieved value through your product that relates to their business goals. Rarely, is this the moment of acquisition.
Optimize for First Value Delivered (FVD)There is no universal definition for when a
customer is successfully onboarded
50 | Confidential – Do Not Distribute
What should you ASK?What is your ideal outcome with our product?Understand their business goals in order to set them up for success
How will you measure our product’s success?Get on the same page here. The two of you may have very different expectations for what your product can / should deliver. Eliminate any room for confusion, so that neither of you are left surprised.
What would have to happen for this to be a failure? It’s ok to be forward here. The more you can address and understand this at the beginning, the better off you’ll be in the long run.
51 | Confidential – Do Not Distribute
Customer Info● Company size● Industry● Use case● Pricing plan● Which team will use it● # of users● Sentiment during buy
Solution● Pain points● Replacing an existing
solution?● Other solutions
considered?● Hesitations during buy● Features excited about
Goals● Short term vs long term● How they measure
success?● Expectations around
formal business review● Is there an expansion
opportunity?
Master the Sales ←→ Success HandoffHappy customer relationships start with smooth handoffs.
Use a checklist to stay on track:
First, benchmark your data so that you have a baseline
understanding of your team’s current metrics, then you can
set a goal to work towards
@DRIFT
53 | Confidential – Do Not Distribute
What should you MEASURE?Time to complete onboardingA customer is in onboarding until they can independently incorporate your product into their workflow.
Customer activityQuestions asked / issues reported. You want users to be engaged during onboarding — it’s OK if they they don’t understand it, help them.
Product adoption ratesHow often do they login, spend time using the product, and which features do they leverage most? Then tailor your education efforts.
Benchmarking is not informative when it is used to compare fundamentally different processes or products.
Armani would probably not benefit from studying
Wal-Mart’s selling process.– Harvard Business School
@DRIFT
What inbox analytics can do for you?
With Front, you can access insights like response time and busiest period of the week. You can also use tags for specific customers or topics, and then keep track of how often a type of question is asked or feature is requested.
CONTINUED SUCCESS
UNIFY YOUR TOOLS
Integrate your apps So you can have the context you
need, when you need it. You can also quickly create or update user records
to keep track of all of their interactions and activities, and stay
on top of their needs and preferences
Y Combinator responds 7x faster by unifying their communications
Conversations were falling through the cracks, and
response times were prolonged up to a week. Now, nothing stays in someone's inbox for more than a day,
and they can reach inbox zero.
Democratize your product roadmap:
Let users vote for the features they want
@DRIFT
With a public roadmap, users (and future users) can learn what’s been shipped, what you’re working on now, and what’s next – let anyone upvote on the board.
This can help you prioritize features and move it to the product pipeline.
PUBLIC ROADMAP
CLOSING THE LOOP
Notify users when their requested
feature has shippedThere’s a two-way sync between Front and JIRA. When you ship a feature and
close the Jira issue, you can automatically reopen every conversation linked to it,
and send your customer an update.
Connect
Drift → Front → JIRA
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For .FREE., for a .YEAR.($99/yr value)
QUESTIONS?
@DRIFT
