Building Your Champion Network
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Presented by Emilia D'Anzica, VP of Customer Success at Qordoba, at Customer Success Summit 2018, Track 1.
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Building Your Champion Network
- 2. About Me Emilia D’Anzica, MBA, PMP Vice President, Customer Success
- 3. My Champion Network(s) We all have champion networks Let’s Connect! @emiliadanzica
- 4. Agenda CX: Advocacy Matters Identifying Champions Strategies for ‘Mobilizing’ Your Champion Network Key Takeaways
- 6. Source: Jeanne Bliss, CCO & VIPCrowd 91% of B2B customers worldwide trust recommendations from friends & peers more than any form of advertising. Up 74% from 10 Years ago.
- 7. Source: VIPCrowd 78% of buyers have used case studies to research B2B purchasing decisions in the past 12 months.
- 8. Your Champion Network & Content are the Fastest Way to Grow Your Brand Why?
- 9. What’s in it for Your Customer? Network: 30% Advocacy: 30% Education 30% Fun 10% Top Reasons
- 10. Other Motivators Centralization: brand engagement Contribution: to product/ company ‘I like & admire’ Marketplace : career opportunities Value: personal growth, education More Reasons
- 13. Your Employees
- 14. Customers – All of them 96%of buyers surveyed expressed a willingness to participate in reference/advocacy activities when satisfied with products & services Source: Crowdvocate & Gartner
- 15. Net Promoter Scores Start with asking your customers!
- 17. Totango: Identifying Early Adopter Champions
- 18. Strategies for ‘Mobilizing’ Your Champion Network
- 19. SWAG! Of course Example Customer Love Packages
- 20. Social Media Campaigns • LinkedIn & Twitter Campaigns: story contents, photo contents • Ask your customers to ‘share’
- 22. Gamification of the Experience = Fun + Perks while promoting your brand. Source: Crowdvocate
- 23. Advocacy Platforms Increase Engagement throughout your Customer Journey Online/ mobile community Mobile App Community channels Notifications Email Mobile Chrome Messenger SMS Crowdvocate.com
- 24. Communities
- 25. Continuous Engagement: I’m Special
- 28. Online Reviews
- 29. Steps You Can Take Today
- 30. Building Your Champion Network Mission Who Scale Technology Source: VIPCrowd
- 31. Thank you!
Editor's Notes
- Fun fact: 2015 CS Summit Customer Hero Award Facebook, twitter, CS, our families, our friends, we identify with communities that we are interested in and we know will help us get answers we need to be successful and to feel good about ourselves
- You all need references & formal program in place You have champions, referrals, advocates – these are all the same thing – champion network
- Customers talking to customers lead to to new ways of using your platform, expansion, more adoption How many have you called a former colleague or someone you respect to get insights on a platform or solution before going to the website and asking for a demo?
- -You need customer stories to write case studies. You need customers who are willing to share their experience. -Some aren’t allowed, others are afraid their competition will read it and then they won’t have a competitive edge. -White Papers 76% -eBooks 67% -3rd Party Analysts -- > 67% You need a champion network to create this content 58% of new opportunities @ Hubspot closed started with a referral.
- Companies like Influitive have researched this topic and say trust is “the single most important motivator of consumer attention,” In fact, the author’s argue 80% of B2B sales is involve a referral of some type. Mark Organ and Deena Zenyk’s book - The Messenger is the Message External Influence impacts B2B buying process. Before they even land on your website do they have a formed opinion about your brand
- A fun way to mobilize your champion network
- Drive point: You need internal champs first
- -Get a spiff program -Quarterly customer champion hero -Moderator for events -Incentives for starting a conversation <You can’t build a champion nextwork without your customers> Mobilize them
- Recruit them It should be easy!
- How do you even start? -Wootric -Satrix solutions Medallia -Qualtrics Survey Monkey – share your story one what you used -Ways to send it – Can be scrappy via your CRM, Mailchimp, inplatform,
- So how do Identify them: This is how I have done it before: FIND A Screenshot: -Section with surveys -Section for customer referral requests -NPS
- -Sophisticated -Prod usage
- Hand-written notes by CEO & me
- Events ===>>> Content Roadshows
- With advocacy programs, you can in invite your customers to the platform, you can set up a challenge, and reward the customer. Influitive, advocately, Crowdvocate, Incentives What are you telling them to do in response for this A/B – product exclusivity WHAT IS THE OUTPUT – what is
- -Infl -Crowdocate -Advocately
- -Vanilla (less expensive) Compare - onboarding is critical – length, -Jive, Lithium, Get Satisfaction
- Newsletters – add videos Monthly group power meetings
- Validating your product
- With the rise of Yelp, Trip Advisor, Airbnb and other, online reviews are not only addictive but fun and lead to rewards CRM (contacts, surveys, customer foundation) Customer Success Platform – Christine to provide a screenshot Customer Advocacy via Gamification: Crowdvocate Customer Communities: Vanilla, Jive Certification Programs Online Reviews: Many platforms – Trust Radius, G2Crowd, Google Marketing Emails – yes they still work!
- Ask Yourself: Programs and process Tech will you use Who will you add What is your network miss? Why you haven’t started a program yet? What do you need to start a program? What are measurable goals you can set for this program? -What is the purpose of this community? -Who will champion the program & who are your advocates? -: What will you include in your Advocacy Program & what steps will you take to make each part successful? -What technology will you leverage to make your programs successful?