Imagine if your customers weren't just satisfied, but actively championing your brand.
The key to unlocking this level of advocacy?
Asking.
So often Customer Success Managers are working with customers who are getting a ton of value, seeing business impact and really value the partnership.
But when we engage with these customers we aren't asking them to behave as advocates.
We see this everyday . . .
Marketing needs case studies.
Sales needs references.
Product needs feedback.
Yet there is ALWAYS a mad scramble to find customers who are willing to participate in producing a case study, who will jump on a call with a prospect or simply beta test a new and innovative product.
As CSMs we aren't making the ask. And when I ask them why, here are the themes of feedback that come back:
▶ Fear of rejection
▶ Uncertainty of timing
▶ Inadequate training or resources
▶ Perception of advocacy as a favor
▶ Lack of confidence in the value provided
If we know that building and leveraging advocates help drive the business (I don't think anyone will challenge me on that), then we have to help.
Here are 3 things we can do to make this process easier for your teams:
1) Set Expectations Day 1
During the Partnership Kickoff, have a discussion around your advocacy program and expectations of your customers should they achieve their goals and are having a positive experience.
No more awkward conversations later down the road.
2) Track Successful Customers
This is not the same as tracking "happy" customers; have a way to capture customers definition of success and a way to track achievement of this.
Make it easy to identify "successful" customers - Not happy ones.
3) Design Programs for Your Customers
Align on what advocacy initiatives your company will offer and orient your customers around them.
Allow them to opt into the things that enrich the partnership.
4) Manage Customer Engagement
Have a way to see which customers have opted in and when we leveraged them last.
This will help manage "Advocacy Fatigue" with customers.
5) Express Gratitude
Determine how you want to express gratitude to your customers for their participation - swag, gift cards, thank you notes etc.
Gratitude does not need to cost money, get creative.
At the end of the day, CSMs are doing great work with their customers and we are not finding mutually beneficial ways to leverage this success.
Make it easy for CSMs to ask and Customers to participate - it's a win-win for everyone.
Comentarios