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Misia TrampVP Customer Experience Strategy & Insights, Metia Group
UNDERSTANDING THE ROLE OF CUSTOMER ADVOCACY THROUGHOUT THE CUSTOMER JOURNEY
How the market is shifting1
Metia Insights: The Customer Reference Program Performance Study
Key takeaways
234 Delivering against the needs of
sales professionals
5
What drives content resonance across the customer journey
Agenda
How the market is shiftingAligning advocacy efforts to changing buying patterns
1
B2B companies are moving towards
service-based models
Leaders deliver customer outcomes
instead of point offers
Active usage/ engagement is the
greatest predictor of value and ROI
Speed to value wins
Consumption economics is driving the need to change how businesses drive advocacy
“The product B2B model was designed to sell things to customers, whereas the new B4B model will be about delivering outcomes for customers.”J.B. Wood, B4B: How Technology and Big Data Are Reinventing the Customer-Supplier Relationship
“The other thing that I'm also very focused on is there's no more of this: OK, we sell something and then we forget about it, or we're blind to what you do with our license. If anything, we are very, very focused on how are you using it, how are you consuming it. Because if you look at all the leading indicators, or metrics, even my field compensation is no longer just tied to revenue numbers. It's tied to usage and usage growth.”
Satya Nadella CEO, Microsoft
6
Selling ProcessSelect
Lead
1Sell itRight
QualifyLead
DevelopStrategy
PresentValue Prove
Value
NegotiateTerms
ConsumptionProcess
Assess
Onboard
ManageUsage
CUSTOMER SUCCESS FOCUS + TEAM APPROACH Ready
ReportProgress
Identify new services or
users
Upsell/Cross-sell
Renew
2Implement/
Deploy
3Drive
Usage
4Grow &Extend
What drives content resonance across the customer journey?Ensuring advocacy content and engagement is credible
2
TO DRIVE ADVOCACY FOCUS ON THE FAIR
EXCHANGE OF VALUE
What brands are saying
What audienceswant to hear
Networking solutions
Community and engagement
Three Step Mobility and IoT
Digital Transformation
Cloud security
Network IoT
Transform
Digital transformation
Business strategy
Team management
Managing change
Big data
What brands are saying
What audiences want to hear
Content I should consume
Content I needto consume
Content I wantto consume
“I will consume your content”
“I will actively engage”
“I will contribute”
Metia InsightsCustomer Reference Program Performance Study: October 2017
3
Brands included in study
Source: Customer Reference Program Performance Study - October 2017, Metia Group
The seven pillars of program performanceDrivers of reference credibility
Source: Customer Reference Program Performance Study - October 2017, Metia Group
Outcome Focused
Content effectiveness comes from demonstrating measurable success and ROI
Customer Centric
Content that heavily leverages the customer voice and that has a strong emphasis on not only the product, but the end customer-experience
DiverseFormats
Modernized templates, use of multimedia; content that fits diverse consumption preferences
Brand Endorsed
Public case studies by credible, household brands andregional or industry-specific SMBs
DiverseContent
Content diverse enough that customers can find uses cases that are hyper-relevant to their ‘unique’ situation
Current
New, constantly changing content and the ability to easily discover the most recent (and relevant) content
Discoverable
Rapid and effective access to reference materials, as well as the ability to search, classify, and tag content
Average performance against credibility drivers: technology industry
Best practice performance
Source: Customer Reference Program Performance Study - October 2017, Metia Group
0
10
20
30
40
50
60
70
80
90
100
OutcomeFocused
CustomerCentric
BrandEndorsed
DiverseFormats
RelevantContent
Discoverable Current
Biggest barriers to improved performance: technology industry
0
10
20
30
40
50
60
70
80
90
100
OutcomeFocused
CustomerCentric
BrandEndorsed
DiverseFormats
RelevantContent
Discoverable Current
Source: Customer Reference Program Performance Study - October 2017, Metia Group
Top performing reference programs against credibility drivers: technology industry
• Current• Customer Centric• Outcome Focused• Diverse Formats
…..drive best of breed performance today
0% 20% 40% 60% 80% 100%
Average
Source: Customer Reference Program Performance Study - October 2017, Metia Group
DellMicrosoft
Cisco
Outcome Focused: best practices
• Quantifiable rather than anecdotal evidence is key
• Content should be searchable by outcome
0
10
20
30
40
50
60
70
80
90
100
86% Average Rating
Source: Customer Reference Program Performance Study - October 2017, Metia Group
TOP
Customer Centric: best practices
0
10
20
30
40
50
60
70
80
90
100 • Differentiating the storytelling is key – authenticity and effortlessness are the key opportunities
Source: Customer Reference Program Performance Study - October 2017, Metia Group
79% Average Rating
MIDDLE
Brand Endorsed: best practices
0
10
20
30
40
50
60
70
80
90
100
Source: Customer Reference Program Performance Study - October 2017, Metia Group
78% Average Rating
MIDDLE
• Be your own best customer• Focus on unexpected brands as
well as the ‘table stakes’ big brands
Diverse Formats: best practices
0
10
20
30
40
50
60
70
80
90
100
Source: Customer Reference Program Performance Study - October 2017, Metia Group
• Focus on the broadest set of learning styles & enable a content journey
71% Average Rating
MIDDLE
Relevant Content: best practices
0
10
20
30
40
50
60
70
80
90
100
Source: Customer Reference Program Performance Study - October 2017, Metia Group
67% Average Rating
MIDDLE
• Persona-alize even if you can’t truly personalize• Localization matters – (regionally
not just globally)
Discoverable: best practices
0
10
20
30
40
50
60
70
80
90
100
Source: Customer Reference Program Performance Study - October 2017, Metia Group
63% Average Rating
MIDDLE
• Getting the basics right on filtering is critical to drive content consumption• Be clear that a desired CTA is
sharing and advocating!
Current: best practices
0
10
20
30
40
50
60
70
80
90
100
Source: Customer Reference Program Performance Study - October 2017, Metia Group
43% Average Rating
BOTTOM
• Content needs to change at the pace of the market• Can your customers filter by date?
Delivering against the needs of sales professionalsEnsuring a fair exchange of value
4
SocialSolitary
Learning styles drive content preferences among sales professionals
SEE ITREAD IT SAY IT DO IT
Source: Metia Sales Professional Research, July 2017
SocialSolitary
If they can’t find it, they will not come
• Focus on discoverability & filtering
• Outcome based• Multiple persona
perspectives to drive conversations
READ IT SEE IT SAY IT DO IT
Source: Metia Sales Professional Research, July 2017
SocialSolitary
Can you (really) prove it?
• Integrate real time data tools to highlight customer success
• Reuse and extent the value of visual content
• Focus on ‘educating’ not ‘selling’
SEE ITREAD IT SAY IT DO IT
Source: Metia Sales Professional Research, July 2017
SocialSolitary
Enable a conversation
• Create internal communities to share best practices
• Make the customer the hero• Reward and recognize
participation in programs
SEE ITREAD IT SAY IT DO IT
Source: Metia Sales Professional Research, July 2017
SocialSolitary
Integrating workflows is the key to participation
• Wire advocacy efforts into the Sales Process
• Align existing advocates to prospects throughout POCs/ Sales process
SEE ITREAD IT SAY IT DO IT
Source: Metia Sales Professional Research, July 2017
Key takeaways
5
Key takeaways
Delivering resonance… …across the whole journey
Key takeaways
• Is there a fair exchange of value? Why advocate?• Are you aligned with customer
priorities and the language they are using? (your sales teams are your customer too)
• Use learning models to explore how to drive resonant content
Questions?
Thank you
[email protected] DownloadtheUnderstandingtheSevenDriversofCustomerReference Report2017
www.metia.com/downloads