This week, we decided to interrupt your regularly scheduled This is Digital Customer Success blog post to bring you some learnings (that just couldn’t wait) from last week’s webinar.
Looker’s Brian LaFaille joined us to answer some of the most pressing questions around Digital Customer Success, in particular how to transition customers from high-touch to tech touch. In one of our most popular webinars to date, Brian served up some serious knowledge around customer journey mapping, segmentation, and scaling Customer Success.
Below, we’ve listed our favorite learnings.
1. Digital Customer Success boils down to creating personalized user journeys at scale
Low-touch, tech-touch, digital-led – a lot of phrases get thrown around in this space. But what Digital Customer Success comes down to is simply “creating personalized user journeys at scale.” This, as Brian pointed out, might sound simple, but there’s a lot packed in there. Personalized means providing a lot of different channels and offerings to different types of users. The second part, user, means you’re focusing on the individual user – not the account. This means straying away from the typical notion of thinking in terms of accounts and their ACV and, instead, giving individual users the opportunity to learn or drive specific product behaviors at scale. All, which in turn, adds up to what users are there to do: Obtaining more value from your product.
2. Transition customers at a point in time when it makes sense to them
Transitioning your customers from high-touch to tech-touch typically depends on three things:
- The right timing
Timing is everything. For example, when customers have had a successful year and just renewed is a great time to move them to a digital-led strategy. Always do this in small batches and make sure the decisions behind those batches are data-driven, i.e. a number of customers might meet criteria that give you the confidence to say they’re ready to “go off on their own.”
- The right language
Transitioning customers to a digital-led strategy should mean adding value to their journey. Language is important. Don't tell them they’re losing access to a CSM, instead, tell them they're doing such a great job that they’re ready to fly the nest – they have graduated.
- The right experience
The last thing you want is for the customer experience to suffer. That’s why it’s important to develop channels that allow customers to self-serve using an extensive knowledge base, a customer community, on-demand webinars, how-to guides, and so on.
3. Re-consider your customer journey if it only consists of vendor-focused touchpoints
If your customer journey consists of a list full of MBRs, introductions, catch-ups, and check-ins, they’re probably just things you need to tick off your own list (as much as some of those might still add value eventually). Figure out what makes sense for your customers, based on their behavior and the data you've gathered on their usage of your platform. Read more about mapping out the customer journey based on product behavior here.
4. A digital-led strategy should be valuable to all customers
Regardless of ACV, your digital-led strategy should create value for all customers. If you're not considering one in 2021, you're either focusing on the wrong things – or considering the wrong digital strategy.
Want to watch the full recording? View the on-demand webinar here.
We’ll be back next week with another blog post in our This is Digital Customer Success so subscribe to our blog to make sure you don’t miss it! In the meantime, here’s some content you might want to dig into: