IF YOU GIVE A MOUSE A PLAYBOOK: 5 STEPS FOR GETTING IT RIGHT
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Customer Success Summit 2015 breakout session: Presented by: Jonathan Hicken, Director of Client Operations, UserTesting In this session, you'll learn the easy steps to writing a playbook, why you should do it, and the #1 biggest risk of writing a great playbook. Key Takeaways (i.e. Spoiler alert): Writing a playbook is easy and simple It will improve your teams efficiency, scalability, and accountability and the consistency of your customers' experience A great playbook can crush creativity - how will you innovate?
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IF YOU GIVE A MOUSE A PLAYBOOK: 5 STEPS FOR GETTING IT RIGHT
- 1. Produced by If you give a mouse a playbook… efficiency, scalability, and accountability
- 2. If you give a mouse a playbook, he’s going to ask to use it. When he starts to use it, he’ll probably notice that it’s incomplete, so he’ll write some more. When he’s finished writing more, he’ll ask you how it’s connected to the customer lifecycle.
- 3. When he notices that it’s not, he’ll want to map out the customer lifecycle with some of his teammates. He’ll get carried away and write down an outline for the playbook like an essay.
- 4. He’ll finish the outline quickly, which means he'll want to get feedback from you and other CSMs. He’ll love that feedback so he’ll probably want some from customers, too!
- 5. He’ll have the step-by-steps in place, but you’ll need to give him some great examples of what each step looks like. He’ll start to feel really happy about his playbook, so he’ll print it out on paper first.
- 6. Once he checks off all the boxes, he’ll probably want to program it into a CRM or Customer Success platform. He’ll be so successful using his playbook that he’ll ask you for some new CSMs to share it with.
- 7. *I beg your forgiveness, Laura Numeroff and Felicia Bond, for blatant infringement of your property* And the chances are, if he asks you to hire new CSMs, he’s going to want a playbook to go with it.
- 8. About Me AcademicDir. of ResearchDir. Of Client Ops
- 9. UserTesting
- 10. Real People Real Insights Real Fast UserTesting
- 11. UserTesting • Mobile App Prototype Testing • Website Prototype Testing • Comparison (2 Prototypes) Testing • Games (Dev cycle specific, Ads) • Competitor Testing • Information Architecture/Card Sorting/Tree Testing • Diary Studies • Email Testing (Design and Copy) • Copy testing • Landing Pages • Conversion/Sales Funnel Testing • A/B Optimization Ideas • Pairing with Analytics • Survey Validation • Logo Creative Comparisons • Mobile Ad Testing • International Testing • Video Testing • In Home Testing • SEM/SEO • QA We eliminate bad user experiences from Earth…
- 12. UserTesting …and help at every stage of development
- 14. …and everyone was doing it their own way UserTesting
- 15. We had larger customers with higher expectations UserTesting
- 18. Step 1: Map your customer journey Cartoon characters optional*
- 19. Step 2: Write an outline • Preboarding • Onboarding • Integration • First Value • Renewal Season • Reboarding • Offboarding • Rhythm • Red Alert • Advocate • Growth/expansion opportunity • Random acts of kindness
- 20. Step 3: Fill it in slowly Onboarding Send client the UX Goals worksheet Introductory call completed Client has done one or more of the following in first 30: Dashboard training First study Standard UX assessment Research road mapping Send client received Welcome Kit
- 21. Step 4: Feedback
- 22. Step 5: Use it
- 26. Warning • Great playbooks can squash creativity. • How will you encourage innovation?
- 27. Warning • Great playbooks are static • Who will own its ongoing evolution?
- 28. 87% freshness on rotten tomatoes
Editor's Notes
- ----- Meeting Notes (3/19/15 15:14) ----- What you're about to see is a REAL person, someone I never met. She considers herself a client success professional and had never heard of Totango.
- ----- Meeting Notes (3/19/15 15:14) ----- That was customer giving real feedback, and it took me about 5 minutes of my own time and about 30 minutes to get results. Her problem was about content organization and messaging.
- ----- Meeting Notes (3/19/15 15:14) ----- Tablet, you could see his gestures, and he ran into much more of a classic usability problem
- 1999 Multi-media crossover; classic Western SciFi starring Will Smith – Wild Wild West
- Some of you nerd in the audience will be cringing at this slide, but Sean Bean aka Boromir aka Ned Stark is wrong
- ***Add some personal stories from UserTesting***: What you want the customer to experience, not how you want to conduct business. For example: “Send Customer the Welcome Kit” vs. “Customer receives welcome kit.”
- Not just linear items, but some that can be deployed at a moments notice
- Internally, from customers, and by actually having CSMs try it out!
- Print it out on paper if you have to. Worry about getting it into a CRM or Customer Success tool later. We split up different sections to different CSMs to pilot it out.
- New hire onboarding, ongoing training and troubleshooting, institutional memory. Forces you to think about automation, customer segmentation, and how to rinse-and-repeat
- With a functional playbook, you need less oversight on the CS practitioners. Managers can truly manage. You can begin to segment customers more intelligently. Build a low-touch team for low-touch clients and create an efficient structure which allows quick growth with minimal management.
- When holding people accountable to the playbook, ask questions like, “why did step 2 happen? What was your alternative? Did it work?” See those moments as opportunities to improve the PB