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Ensure Customer Success
with a VoC Program
February 5, 2015
Housekeeping
• Q&A panel on your right
• Recording for colleagues who can’t make it
• All attendees will receive slides
• Twitter hashtag #customersuccess
Our Speakers
Paul PiazzaDirector of Customer Success
@PaulPiazza2
Steve BernsteinFounder & CEO
@sbernste
On Your Mind?
• Effective VoC Programs
• Why should I invest in a Voice of the Customer program?
• What should I expect from a VoC program?
• How do I succeed and avoid common pitfalls?
• Driving Customer Success
• Why does VoC and surveys matter for Customer Success?
• How do I take action on survey responses?
• What tangible Customer Success outcomes will surveys drive?
What Does “Survey Success” Look Like?A B2B Feedback Program Must Accelerate $ales
“We received an alert from one of our largest customers.
I called him straight back.”
“We put an action plan in place to resolve his issues and saved a $750k
account. THEN we upsold an additional $250k
revenue”
Area Director,
Consulting Services
Company
Old-style Survey Programs Are Difficult To Action
• Anonymous
• Aggregated
• Lagging
We must “think different” about surveys
By Contrast, We Need To Focus on the Individual Accounts
What’s More, Strategic Accounts == Complex Relationships
Account Manager
Sales & Pre-Sales teams
Consultants
Front-line Support
Legal / Billing / Contracts
Your firm
Decision Maker (CxO, VP)
Department Managers
End Users
IT
Legal / Purchasing
Your Customer
Objective Is To Get A Leading Indicator Of Customer Sentiment…and Then Take Action
Candid
Dialogs
with the right
people
at the
right time
enable the right
actions
to strengthen
relationships &
Accelerate
growth.
Survey as
“conversation
starters”
• Is it “Easy?”111111
• Is it enabling “Success?”333333
• Does it produce “Value?”222222
“With” you
Not “With”
You
Disengaged
Detractor
Promoter
Passive
So Now That You’ve Invited the Right People, Take Action In 4 Ways
Example: “How likely are you to recommend ACME to a friend or colleague?”
Disengaged
4x – 14x more likely to churn!
So Now That You’ve Invited the Right People, Establish the Right Treatment Strategies
ACTIVATE
ENGAGECONVERT
PROVE
“With” you
Not “With”
You
Disengaged
Detractor
Promoter
Passive
But What About Things I Can’t Action, Such as Product?
Amplify Act Address
Ensure Feedback Represents the Business
StrategicAccounts
Small Customers
Growth Accounts
~80% of
Sales
And Be Sure To Tell a Business Story With Your Results
• Which accounts are most likely to leave?
• Which accounts want to buy more?
• Where the organization can best benefit from your resources?
• How important are we to our customers?
• You can read the polls, or you can write the polls:
Driving Customer Success
Customer Success Isn’t Just Data
Track Holistic Customer Health
Surveys Can’t Be Left Hanging
Track Responses in CSM Cockpit
Understand Context
Apply Best Practice Playbook
Take and Automate Action
Measure Team To Optimize Processes
Customer Success Survey Benefits
1 2
3 4
Intervene with detractors
Identify advocates Partner with Marketing for case studies,
referrals, and more
Offer training, services, etc
How We Use Surveys At Gainsight
How We Use Surveys At Gainsight
How We Use Surveys At Gainsight
How We Use Surveys At Gainsight
Thank You!
February 5, 2015
