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Deepdive Voice of the Customer Playbook

Speaker: Ashna Patel

June 10, 2022

Voice of the Customer Playbooks provide step-by-step guidance needed to have standard ways to respond to specific customer journeys.

👉Using Voice of the Customer (VoC) data to enable understanding the customer journey.

👉facilitates the ability to keep customers satisfied and to retain them.

👉To avoid losing customers, customer service standards need to be set up such that it will guarantee support quality, which comes through the VoC Playbook system.

Voice of the customer covers everything from hand-off from sales, onboarding, kickoff, and measurements through renewal.

This webinar is a space for healthy discussions and disagreements but in a respectful way. Just by the nature of how we have conceived this, you will see passionate voices of opinions, friends having a dialogue, and thereby even interrupting each other or finishing each other’s sentences.

Let’s understand the dynamics of the VOC playbook to define joint success with customers.

When we talk about what the customer Playbook, it's about, it's really about capturing those feedback, capturing those moments from the customer set, those expectations with the customer, and then having your processes built around. So as part of your customer Journey which again was the customer placed throughout your customer journey. As a part of your Customer Journey, there are many different areas now, every part of it, there's Playbook. But then there's Playbook Within the and these playbooks are processes and the way that voice of the customer plays around is in each of this area of your Customer Journey.

How are you capturing information from your customer? So to answer it means there are different parts but one can start with the onboarding, There are multiple different playbooks that we can talk about. There's the kickoff, there are sales to see as Playbook. And then, as we progress with the onboarding implementation, configuration, and pushing the customer to long-term success. So, throughout that Journey, the voice of the customer plays, because you're capturing data from your customers, you have your processes built out so that you can Capture that data, and then you react against it.

The success of your customer starts at the very beginning and also, and We see it starts when customers are knocking on the door . And we want to make sure that everybody, all parties involved, all stakeholders involved are on, they understand that structure. Make sure that everybody's kind of on the same page. That's something that even we have done quite a bit of work to implement and we continuously revise and redefine.

What we have done is particularly different for a larger scale of the largest customer so Enterprise Sheedy, customers and then also different for SMB, mid-market customers, the handoff and then the playbooks that we created there are a few changes.  But the sales to CS are about who's doing what during this cycle, CS playing some part of it, CSS playing some part of it.

Success is handling so onboarding to up, to Renewal to some part of it. So, we make sure that as soon as a prospect becomes a customer the end, CSM is a sign that to onboard that customer CSM and sales members are coming together before connecting with the customer.  For the midmarket and smaller team, it could just be book questionnaires that salespeople can answer for the CSM.

What we recommend with the Strategic Customer because a lot is involved, there are a lot of stakeholders. We recommend that you take that 15- 30 minutes on your calendar and have that proper hand-off between Sales to CS. So it's a knowledge transfer session that happens between Sales and CS. So that when they do get on that kickoff call, which is the next Playbook after that, they are prepared, they're confident and they know exactly, you know, how to get to the next stage.

Help scores could be different from company to company, business, or business. The way that we have it is we have a higher Health score defined and then lower Health score defined and it's just the criteria that we have included in the health score includes all sorts of it, not just about CS it is, It's also about you knowing those support areas to you because the customers getting support from all parts of the business.

Renewals are also really important because and you're going to capture a lot of, a lot of information from your customer whether they're renewing, whether they're churning, whether they're reducing, whether they're, expanding whatever that may be at the time of renewal, there's going to be a lot of data that is going to be captured from the customer. That's going to Define how your relationship with the customer is going to progress going forward.

So at the end of the day, support and success professionals are the ones talking to customers. They are the ones who know the gut of the customer. As we already have a different set of customers that you can work with. And the way that, if the health score is low, I want to Target them at risk. And then we're tracking those separately and we're targeting those separately already. So there is a whole different Playbook that we played with that customer ahead of time.

As we know hardware upselling was always with a lot of benchmarks and with a little more value-driven even decades ago, but now software is also getting more value driven because at the end of the day we know gone are the days where you're just buying it for a workflow like buying a database or something. So here it is to understand that value-driven aspect in every step of the way in a customer's journey and the customer and the transparency right to be able to do that.

Ashna is a Customer Success Influencer. In addition to his accolades in CX, Ashna is an emotional intelligence coach with knowledge of relationship building.

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