accelerate customer success with effective governance medallia & waypoi… · medallia &...

Accelerate Customer Success with Effective Governance

SAM  KENINGER  Director  of  Product  Marke0ng,  

Medallia  

STEVE  BERNSTEIN  Principal,  

Waypoint  Group  

Medallia & Waypoint B2B Webinar Series

Getting the most from your CX programs

Part One: Engage Your Sales Force in Improving the Customer Experience (Available at Medallia.com)

Part Two: Accelerate Customer Success with Effective Governance

Part Three: Drawing the Financial Linkage with your Customer Experience Program

Sam Keninger sam@medallia.com

Steve Bernstein steveb@waypointgroup.ORG

© 2014 Waypoint Research Group, LLC

Accelerate Customer Success with Effective Governance

SteveB@waypointgroup.ORG

© 2014 Waypoint Research Group, LLC

A Tale of 2 Companies: Client A Has A Mature Survey Process

© 2014 Waypoint Research Group, LLC

A Tale of 2 Companies: Client B Has A Different Mindset

© 2014 Waypoint Research Group, LLC

Are your trend lines accurate?

Is your contact list unwittingly introducing bias?

Are your responses biased?

You Want To Listen To The Voice Of The Customer…But Do You Want To Change?

© 2014 Waypoint Research Group, LLC

What’s the Mindset?

1.  Organizing for success 2.  Metrics that matter 3.  What’s interesting to my boss

fascinates me

© 2014 Waypoint Research Group, LLC

Customer  Success  

“Improvement” is Often the “Space Between”

Pre-Sales Sales Process Implement Use /

Support Next Phase / Cross-sell

© 2014 Waypoint Research Group, LLC

How Will Organize for Success?

© 2014 Waypoint Research Group, LLC

How Will You Get Organized?

© 2014 Waypoint Research Group, LLC

© 2014 Waypoint Research Group, LLC

Measurement Drives Results: What Is The Essence of Your Program?

© 2014 Waypoint Research Group, LLC

Clarify Objectives Through Questions: What Do You Want To Learn?

How well are we executing to customer expectations?

© 2014 Waypoint Research Group, LLC

Clarify Objectives Through Questions: What Do You Want To Learn?

How well are we executing to customer expectations?

How strong are our customer relationships?

© 2014 Waypoint Research Group, LLC

Clarify Objectives Through Questions: What Do You Want To Learn?

How well are we executing to customer expectations?

How can we increase our “footprint” in key accounts?

How strong are our customer relationships?

© 2014 Waypoint Research Group, LLC

Clarify Objectives Through Questions: What Do You Want To Learn?

How well are we executing to customer expectations?

How important are we to our customers?

How can we increase our “footprint” in key accounts?

How strong are our customer relationships?

© 2014 Waypoint Research Group, LLC

Success = Delivery Aligned with Expectations

Expectations

Delivery

Understand Align

Manage

© 2014 Waypoint Research Group, LLC

Metrics Must Align with Insights

1.  The Hook: Is there a difference in spend by sentiment?

2.  Example Metric: Change in % of high-scoring accounts (by segment) spending less than their peers

3.  The tactics: How will we activate our promoters in these accounts?

EXAMPLE: How can we increase our “footprint” in key accounts?

© 2014 Waypoint Research Group, LLC

Example 2: Go Beyond Trend Lines

© 2014 Waypoint Research Group, LLC

Example 2: Get Product Teams In the Boat

NPS:Financials = 10%:20M (Positive Relationship)

__Product 1

__Product 5 Product 2__

__Product 3

__Product 6

Product 7__

__Product 4

© 2014 Waypoint Research Group, LLC

What’s Interesting to My Boss Fascinates Me

Exec •  % Revenue

Coverage

•  How Much $ Are We Leaving on the Table?

Director •  % Contact

Coverage

•  What have we learned?

Managers •  “Real” Follow-up Rate

•  Are we talking to the

right people?

Wiring the organization with feedback

Thousands of users get access to their relevant feedback and actions in real-

time

Unifying 360-degree views of the customers’ experience

Understand the gray space and get the whole

picture

Tying feedback back to the business

Understand revenue impact

by loyalty segments

Focusing on the whole account story

Track who’s happy, who’s

not, and who’s gone silent

© 2014 Waypoint Research Group, LLC

Acquiring Trustworthy Insights Requires Action At Both 1:1 And 1:M

• Right contacts from each account • High response rates • Root-causes

1: 1 provides

© 2014 Waypoint Research Group, LLC

Acquiring Trustworthy Insights Requires Action At Both 1:1 And 1:M

• Right contacts from each account • High response rates • Root-causes

•  Commitment to take action (change)

•  Demonstrated listening

•  Prioritization •  Improvement

actions

1: Many provides

1: 1 provides

© 2014 Waypoint Research Group, LLC

Acquiring Trustworthy Insights Requires Action At Both 1:1 And 1:M

• Right contacts from each account • High response rates • Root-causes

•  Commitment to take action (change)

•  Demonstrated listening

•  Prioritization •  Improvement

actions

Governance holds it all together

1: Many provides

1: 1 provides

© 2014 Waypoint Research Group, LLC

1.  Do you have a name for the program that truly represents what you are trying to achieve?

2.  Do you have an engaged cross-functional coalition? How do you know?

3.  Do you have stated questions (objectives) for the program that are agreed by cross-functional leaders?

4.  What additional metrics do you need to produce? Create an action plan for how you’ll close the gap.

5.  Who can you set up a meeting with to drive more departmental participation?

Next Steps

Questions

SAM  KENINGER  Director  of  Product  Marke0ng,  

Medallia  

STEVE  BERNSTEIN  Principal,  

Waypoint  Group  SteveB@waypointgroup.ORG sam@medallia.com

Next Webinar… Financial Linkage

Previous Webinar:

Engage Your Sales Force in Improving the Customer

Experience

http://blog.waypointgroup.org/2013/09/03/the-secret-sauce-

for-b2b-voice-of-customer-programs/