Annie Tsai, Chief Customer Officer at DoubleDutch, shares her top 5 customer success mistakes and how you can avoid them at SaaStr Annual 2016 held in San Francisco Feb 9-11th. www.saastrannual.com

1. ANNIE TSAI
CHIEF CUSTOMER OFFICER / DOUBLEDUTCH

2. CUSTOMER SUCCESS
DON’T MAKE THESE 5 MISTAKES
(I DID.)

3. 1. DON’T IGNORE SALES HANDOFF

4. BUY
ONBOARD
USE
GETHELP
BUYMORE
RENEW

5. WHY BUY? (FROM//TO)
Online Version
of Agenda
DIGITAL
AGENDA
EXPERIENCE
&
ENGAGE
MONETIZE
DATA DATA DATA
DATA DATA DATA
DATA DATA DATA
DATA DATA DATA
Save Paper
Update in
Real-Time
Modern Event
Distribute Collateral
Logistics
Management
Attendee Experience
Platform for Communication
Content
Driven Sense of
Community
Data Integrations
Gamification
Sponsorships
Exhibitor Visibility
Lead Scanning
New Revenue
Stream
Offset Event
Cost
Real-Time Feedback
Data-Driven
Experience
Analytics
Beacons
Affect the Event
in Real-Time
Accelerate Lead
Funnel
Social/Networking
Market/Advertise
to Audience

6. HOW’D YOU GET HERE?
•Time spent on product pages
•Videos watched
•Gated access downloads
•Past purchases
•Prior conversations
•Inbound referral references
•Associations/ other affiliations
PERSONALIZED CUSTOMER
SUCCESS
DIGITAL & OFFLINE
FOOTPRINT

7. MEMORABLE MOMENTS THAT REINFORCE YOUR “WHY”

8. 2. DON’T JUST HEAR YOUR CUSTOMERS

9. WORDS BEHIND THE SCORE
Beta test candidate?
Increase visibility
of help content to
broader audience?

10. THE RICHEST FEEDBACK COMES FROM HERE...
Product Usage & Drop-off
Brand Engagement Levels
(digital & offline)
Correlated Health From
Onboarding & Beyond
EXPLICIT
IMPLICIT

11. THE RISK OF LISTENING THEN IGNORING
ADVOCATES &
KEY PROMOTERS
EVERYONE
DETRACTORS
Acknowledge
Include
Include
Announce
&
Celebrate
Listen

12. 3. DON’T LISTEN TO THE
WRONG CUSTOMERS...

13. THE.
QUESTION.
OF.
FIT.
(Paul Graham/YC)

14. DECISION TREE
What does this
person know that
I don't about my
core market?
Should we
be in that
market?
Insights go to the
right internal people
YES
Is this person/
use case in my
core/target
market?
NO
Is this use case
common in/
relevant to my
core market? NO
Thank you for
your feedback
NO
YES
YES

15. 4. DON’T SKIP INSTRUMENTING
CUSTOMER SUCCESS

16. MINIMUM VIABLE TOOLING

17. KICK-ASS TOOLING
Renewals By Month and Health Status

18. HOW DO YOU GET TO KICK-ASS TOOLING?
Define a
successful
client
(RYG)
Define subjective
inputs &
processes to
capture
Identify data
that validates
client success
Identify the
missing data &
how to get it
(and get it)
Connect the
datasets
Drive
practice
adoption

19. 5. DON’T TREAT SUCCESS
AND SUPPORT AS THE
SAME THING

20. THE ROAD FROM “WHATEVER IT TAKES”
“Hi I’m ______.
I’m here to do whatever
it takes to make you
love us.”
ONBOARDING
PROACTIVE
REACTIVE

21. WHEN TO SHIFT DEPENDS ON WHERE YOU START
1.Do customers frequently ask about
the best way to do something?
CUSTOMER
CARE
3.Are the “why” and “when” questions
increasing over time?
4.Are the “what” and “how” questions
decreasing over time?
2.Is anybody already accountable for
renewal of upsell?

22. WHEN TO SHIFT DEPENDS ON WHERE YOU START
3.Are the “why” and “when” questions
decreasing over time?
4.Are the “what” and “how” questions
increasing over time?
CUSTOMER
SUCCESS
1.Is my work getting more reactive
over time?
2.Am I able to deliver meaningful
renewal and expansion targets for
the company?

23. JUST DON’T DO IT
Ignore Sales Handoff
Just Hear Your Customers
Listen to the Wrong Customers
Skip Instrumenting Customer Success
Treat Support and Success as the Same Thing

24. ANNIE TSAI
THANK YOU!
@meannie // @doubledutch
annie@doubledutch.me