just getting started workshop - point of reference · just getting started workshop alyse...
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Just Getting Started Workshop
Alyse Chiariello
NICE | inContact
David Sroka
Point of Reference
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The Customer Advocate Universe
Reference
Help Desk
Customer
Advisory
Boards
Customer
Communities
Customer
Awards
Customer
Content
Customer
Events
Executive
Briefing
Center
Customer Advocate
Program
a.k.a., Customer Marketing
Customer Reference Program
Advocate Marketing
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Maturity Model
• How we’ll use it today
• How to use it in the future
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Program Vision
• Strategic or Transactional
• Stakeholder Services
• Related Programs
• Outcomes
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Your Program
Vision is your
north star
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Program Vision Pitfalls
• Formulating vision in a vacuum
• Not formalizing your vision
• Not sharing with leadership
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Staff Composition, Organization &
Perspective
• Scope + Goals = Program Staffing
• Competing / Complementary responsibilities
• Seniority / Skills
• Time Management
Ideally
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Success Factors
• Executive Support
• Relationships
• Company Culture
• Politics
• Baggage
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Program Manager Attributes
• Relationship-centric
• Likes salespeople
• Fearless about asking
• Persistent
• Manages upward
• Passionate about advocates
• Face of the program
• Bandwidth / Time
• Tech savvy
• Service mentality
• Time management
https://www.point-of-reference.com/cap-manager/
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Staffing Pitfalls
• Gaps: experience, skills, personality profile
• Over promising relative to bandwidth
• Juggling incompatible roles
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Managing Upward
a.k.a. Executive Support
• How to build the relationship
• Align program to company growth goals
– What’s important/what’s not
• Don’t trust execs to set goals
– Or to reach out/think of your program
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Managing Upward Pitfalls
• Assuming leadership will get what you do
• Under communicating
• Not securing a executive sponsor
• Not conveying value in CxO terms (alignment)
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Field Relationships (internal)
• Advisory board
– Who?
– Member responsibilities
– Benefits to the program
• A matter of trust
• User Adoption
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User Adoption
• Awareness
• Education
• Data quality
• Incentive / FOMO
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Field Relationship Pitfalls
• Being unknown
• Not soliciting regular feedback/direction (adboard)
• Not following through on commitments
• “If you build it they will come…”
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Customer Reference Relationships
• #1 - Build your database
• Customer “WIIFM”
• To reward or not to reward?
• Recruiting strategy
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• Case Study
• Customer Quote
• Guest Blog
• Logo Use
• Media Interview
• Name Drop
• Press Release
• Reference Call
• “Snapshots” (slides)
• RFP
• ROI Study
• Site Visit
• Social Media
• Speaking Opportunity
• Video Reference Interview
• Video Testimonial
• Webinar
• Reference “Forums”
Reference Activities
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Customer Relationship Pitfalls
• Being unknown
• Not building direct relationships
• Not showing gratitude
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Horizontal Integration
• Identify reference consumers
• Synergy
– Opportunistic or Planned
• Priority: respect customer time
– One contact, many deliverables
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Related FunctionsYou Need Needs You
PR
Analyst Relations
Investor Relations
RFP/Proposal Team
Events Team
Content Development
Customer Advisory
Boards
Customer Success
You Need Needs You
User Group(s)
User Communities
Customer Briefing
Center
Awards Program
Referral Program
Product Marketing
Executive Team
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Customer Success Partnership
SALES
• Reference Calls
• Site Visits
• Presentations
• RFPs
CUSTOMER
MARKETING
• Speakers
• Videos
• Case Studies
• Webinars
• Social Media
CUSTOMER
SUCCESS
• Health Insight
• Account Access
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Horizontal Integration Pitfalls
• Not synchronizing with stakeholder peers
• Not promoting program value
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Program Promotion
• Make a plan
• Carrot and stick
– Policies and rules
– Fun and games
• Communicating success
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Program Promotion Pitfalls
• No promotion after launch
• Assuming the program sells itself
• Not sharing wins for the program
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Program Metrics
• Outcome vs. Activity metrics
• Know your audience
• Executives: What matters?
• Leadership and bias
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Program Metric Pitfalls
• Assuming data isn’t important to execs
• Not connecting achievements to CxO goals
• Sharing irrelevant metrics to each audience
• Confusing activity with outcome
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Content Strategy
• Alignment with growth goals
• Alignment with Sales’ needs
– By sales stage
• User conference “gold”
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Content Strategy Pitfalls
• Content doesn’t support company goals
• Content isn’t what stakeholders need (feedback)
• Content isn’t resonating with prospects
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Information Systems
• Managing Data & Content
• Leveraging CRM
• Automating processes
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Data Wrangling
• Building the Database– Internal sources
• Nominations
• Customer Success app
– Customers
• Communities (e.g., Influitive)
• Sat/NPS/TechValidate surveys
• Email campaigns
• User Conferences
Reference DB
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Related Technologies
Customer
Reference
Management
CommunitiesCMS/
Sales
Enablement
Customer
Success
PlatformsCustomer
Review
Sites
Marketing
Automation
Survey
Tools
Gift
Fulfillment
Lead
Referrals
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Customer Reference Management
Content / Sales Enablement
Communities
Referral Marketing
Gift Fulfillment
Customer Success/Experience
Marketing Automation
Customer Reviews
Survey Tools
Soft
wa
re/S
erv
ice S
olu
tions
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Information Systems Pitfalls
• Not automating enough
• Not thinking about the full ecosystem (martech stack)
• Underestimating the importance of data
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Outside Expertise
• 3rd Party perspective
• Domain research
• Best practices
• Services & Tools
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Community Resources
• LinkedIn Groups– Customer Reference Knowledge Sharing Network (1,432 members)
– Customer Reference Professionals (1,000)
– Summit on Customer Engagement (962)
– Advocate Marketing Group (956)
– Success-Story Marketing (939)
– Customer Insight and Advocacy (752)
– Customer Reference Program .org (487)
– Customer Advocacy & Reference Professionals (1,030)
– Worldwide Customer Marketing Networking Group (467)
– CAMP Boston (188)
• Offline User Groups: Bay Area, CAMP Boston
• Events: Summit on Customer Engagement
• Vendor blogs
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Outside Expertise Pitfalls
• Too much time spent reinventing the wheel
• Not building a network of peers
• Only calling on your network when you need
something
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Wrap Up
• Build Your Plan (maturity model)
• Build your network
• Follow Up [email protected]
• Post-Workshop Resourceswww.point-of-reference.com/jgs2020