If you sold sales software to sales people, and the software promised a specific outcome, how would you help customers achieve that outcome? You might publish that outcome on a dashboard in your product and place it in a highly visible location so your customers can see it every day. You might also overlay a target on the dashboard so customers know the number they need to achieve and the gap between current state and goal state. You might also color code the dashboard to make it even easier to understand current state. This is just what Adam Honig, founder and CEO of Spiro.ai does in his CRM product. The outcome Spiro is designed to help customers achieve is having more meaningful conversations with customers. Sales people spend 40% of their time doing administrative work in CRMs when they should be spending more of that time on high value tasks, like talking to prospects. While conversations with prospects does not necessarily lead directly to new sales, it does put sales people in a position to succeed. So Adam's goal is to help customers have more of those conversations and help them track towards that outcome.
Learn more about Adam Honig:
Here's the problem with consulting. An expert comes in, advises, and leaves. OR. If more than advise is needed, a consultant is hired for a long term engagement to actually do the work. Months and months of billable work occurs. Call it staff augmentation that is very expensive. Eventually the consultants leaves, the engagement is over and very little of the capability remains with the client. This is a good short term solution to a problem. Andrew Marks and Todd Eby, co-founders of SuccessHacker don't think is approach is good for the consulting firm or good for the client. They don't consider a client engagement successful unless they teach a client what they need to know so they can continue to do it themselves. "We don't want to be there for a long time. We want to come in, teach clients what they need to know, and help then get on the journey." SuccessHacker approaches consulting with an education mindset. How do you approach engagements with your clients?
Learn more about Andrew and Todd and SuccessHacker:
-Outcomes Community: https://www.customersuccess.community
-Andrew Marks on Linkedin: https://www.linkedin.com/in/andrewmarks/
Andrew Marks on Twitter: https://twitter.com/CSuccessHacker
-Todd Eby on Linkedin: https://www.linkedin.com/in/toddceby/
-Todd Eby on Twitter: https://twitter.com/toddceby
Customer Success has taken the world by storm. And customer education is a pillar of customer success, says Dave Derington, Director of User Enablement of Azuqua and Adam Avramescu, head of customer education and training at Checkr. Think about it. Customer success is all about figuring out how to keep customers happy and get them to use more of our products. If that is customer success in a nutshell, then Dave and Adam argue that customer education is the answer to those questions. Said another way. Education sells more product. It brings more customers back. It fosters loyalty. It gets customers excited about your product and your company. It builds community. Customer education cannot solve all of your problems, but it can set customers up for success.
We also talked about Dave and Adam's new podcast CELab: Customer Education Labs. It focuses on customer education and their first episode is about how to get started with customer education.
Here is a link to the first episode:
Sue Duris, director of marketing and customer experience at M4 Communications, comes into the studio to talk about the similarity and differences between customer experience, customer success, and marketing. We started with customer experience. Sue says her favorite definition of customer experience comes from Forrester, which says that it's every interaction or touchpoint a customer has with your brand. Every. Interaction. Bill had to ask, "Doesn't that include the experience our customers have when we send them invoices? What if the invoice looks like we created it manually. What if it was sent from a "no-reply" email address? What if the customer has a question about the invoice and no one gets back to her? Does the accounts receivable manager need a promotion to customer experience manager?" These are the kinds of questions we talk about with Sue on this episode of Helping Sells Radio.