Customer success by design: stop selling & solving, start connecting

Customer success by design: stop selling & solving, start connecting

I've noticed an interesting dynamic in customer success that may explain, in large part, why we've struggled to become more proactive and experience-oriented in our approach. To put it plainly, we're not making good use of our time with customers. As customer success leaders, even when we get out from behind our dashboards - interacting with escalated accounts or bringing customers into the Executive Briefing Center (EBC) - all too often we miss the real opportunity: to build insight and trust by connecting.

Customer success by design: leading with listening

Customer success by design: leading with listening

We’re becoming addicted to our customer success data dashboards and it’s starting to hurt us. While there’s no denying the value of customer health scorecards, adoption indexes and such, it has become all too easy to become deskbound and make decisions based solely on the quantitative information in front of us. Quantitative data only paints half the picture—it tells us what customers are doing, but rarely why or what they really need. To get the deeper understanding required to design predictive playbooks for customer success at scale, we’ve got to regularly get out from behind our management dashboards. 

3 tips for companies pursuing a customer obsessed culture

One of the best parts of my job is being able to experiment with and learn from our clients’ marketing, customer success, and customer experience groups. These customer-facing practices have been steadily evolving and advancing over recent years—becoming more design-savvy and customer-centric, and better at understanding what really drives customer experience. For the senior leaders out there who are charged with driving a culture of customer obsession, I have a few lessons learned from our clients to share with you.

3 reasons customer success is struggling with customer experience

3 reasons customer success is struggling with customer experience

Just last week, yet another company—a household name and global leader in the IT industry—asked me to help their customer success team adopt a more customer experience-like approach. The conversation went something like this: “We can’t afford to keep relying purely on the instincts and talent of customer success managers to understand what our customers need in the moment. It’s time we implement a set of intentionally-designed playbooks that provide a better experience consistently and at scale.” Sound familiar?

Customer obsession: how to flip your company’s switch

Customer obsession: how to flip your company’s switch

It’s not hard to get people to agree that their customers matter. Throw a few stats, quotes, and bullet points on the screen, and they nod appreciatively. But getting them to act in the customer’s best interest, above the other important things on their list, is a different story. To get people throughout your organization fully on-board and mobilized, you have to go beyond traditional reports and form a deeper connection with your customers.

Data marries design to drive customer success

Data marries design to drive customer success

We’re poised to see a dramatic transformation in the art and science of customer experience in 2016, as predictive analytics moves into the mainstream. Data helps us uncover valuable opportunities worth solving, while design thinking guides us to a deeper understanding and more meaningful, user-centric solutions. In the year ahead, the marriage of data and design will offer powerful new ways for companies to build stronger customer relationships and drive growth.