Digital Customer Success : Why the Next Frontier of CS Is Digital and How You Can Leverage It to Drive Durable Growth.

Format:

Book

Author/Creator:

Mehta, Nick.

Contributor:

Capote, Kellie.

Language:

English

Subjects (All):

Business enterprises--Technological innovations.

Business enterprises.

Success in business.

Customer relations.

Customer services.

Physical Description:

1 online resource (238 pages)

Edition:

1st ed.

Place of Publication:

Newark : John Wiley & Sons, Incorporated, 2024.

Summary:

"Customer Success has evolved and matured immensely over the past decade and now palys a mission-critical role for many organizations--helping them train and retain their customers. It is a critical growth engine for organizations, widely accepted by executives, investors, and consultancies alike. The problem is, Customer Success requires hiring and training expensive Customer Success managers, who may not be available when customers need help. The answer to this probelm, and the next stage of the entire Customer Success movement is Digital Customer Success-- designing digital interventions that help software users learn and grow as they use your software-- without needing to schedule a meeting with a live Customer Success Manager. This book provides a detailed "How To" guide to Digital Customer Success to ensure you can meet the needs of your customers, investors and teammates. Learn the basics of Digital Customer Success Maturity model and the core tenets of how to get started, ideal organizational structures, success measurements and more. We will also showcase learnings and tips from organizaitons who are paving the way with their digital customer success strategies"-- Provided by publisher.

Contents:

Cover

Title Page

Copyright Page

Contents

Foreword

Chapter 1 The High-Speed Evolution of Customer Success

The Human vs. Digital Dilemma

How We Got Here

From Churn Busters to Revenue Boosters

CS Has Become a Company-Wide Imperative

Escape from the Twilight Zone

The Peloton Paradigm

The Time Has Come for CS to Reinvent Itself

Summary

Chapter 2 Durable Business Strategies to Fuel Long-Term Success

CS Is a Durable Growth Engine

Strategy #1: Avoid Surprises

Strategy #2: Scale through Digital CS

Strategy #3: Keep the Customer in Customer Success

Strategy #4: Go on Offense

Strategy #5: Grow Through Your Product

Strategy #6: Be Human-First

Make Customers the Center of Your Universe

Chapter 3 Digital Customer Success Is a Strategic Program

The Quest to Scale and Improve Value

From Tech Touch to Bionic CSMs

Digital CS Defined

Integrating Digital CE with Digital CS

Launch Your CS Program with Digital

Your Community as a Third Place

Where Are You on the Spectrum?

Testing Your Digital CS Program

Chapter 4 The Digital Customer Success Maturity Model

The Three P's of Digital CS Success

Proactive Phase: Get Customers to Self-Serve

Personalized Phase: Get the Right Information to the Right Person

Predictive Phase: Get Customers to Value Faster

You Can Occupy Multiple Levels of Maturity

Okta's Journey to Digital Maturity

Chapter 5 Launching the Proactive Phase of Your Digital CS Program

Self-Service Enablement

Four Steps to Better Self Service

Unqork Uncorks the Power of a Customer Hub

One-to-Many Customer Communications

You Don't Build a Relationship with an Inbox

Digital-Led Onboarding

Digital-Led Onboarding: Best Practices from Samsara

Ongoing Education and Engagement

Summary.

Chapter 6 Evolving to the Personalized Phase

Closed-Loop Feedback Programs

What Problem Are You Trying to Solve?

Automated Advocacy Programs

Prescriptive Adoption Journeys

Strangers in a Strange Land

Chapter 7 Evolving to the Predictive Phase

AI-Driven Risk Management

Programmatic Value Realization

Optimized Expansion Selling

The Role of AI-Today and Tomorrow

Chapter 8 Launching Your First Digital Initiative

Choose a Single Life Cycle Moment

Measuring Impact

Choose a Leading (Not a Lagging) Indicator

Pick a Milestone That Matters Most to You

Keep It Simple

Beware of Scope Creep

Which Customers and Personas?

Use Different Channels

Choose Channels Best Suited for the Target Audience

Keep an Eye on Your Bandwidth

Strive for Runaway Accretion

Ready to Scale?

Meet Your Customers Where They Are

Chapter 9 Company-Wide Digital Program Governance and Cross-Functional Collaboration

Cross-Functional Collaboration Gathers Steam

Collaborating through a Digital CS Programs Team

The Elements of Effective Collaboration

Appoint a Dedicated Leader

Getting Executive Buy-in

Share Your Results with Everyone

CS Technology and Data

Share Your Data

No Excuses

Chapter 10 Optimizing Your Digital Toolkit

Community/Customer Hub

Determine Your Goals and Priorities and Then Map Them to Community Use Cases

Too Much of a Good Thing Can Produce a Disjointed CX

Know Your Audience and Key Personas

Prime the Pump

Reflect Your Culture and Values

Examine Your Ecosystem

Compile Your Learnings into a Community Strategy and Action Plan

Strive to Develop Human Connections

Consider Driving Prospects and At-Risk Customers to Community

Automated Email and In-App Messaging

CS Journey Automation.

Amplify Human Voices

When Choosing Channels, Consider the Persona and Life Cycle Moment of the User

Target Your Messaging Based on Usage, Behavior, and Health Data

Throttle to Avoid Spamming Customers

Employ a Knowledge Center Bot to Keep Users from Having to Leave the Product

Avoid Interrupting Key Workflows with In-App Messages

Avoid Blatantly Self-Serving Communications

View Email and In App in Tandem

Chapter 11 The Ability to Be More Human

Digital CS Is About Building Customer Loyalty

Do More with Less by Reinventing Your Organization

From Science Fiction to CS Fact

Digital Enables a More Human Experience

Acknowledgments

About the Authors

Notes

Index

EULA.

Notes:

Includes index.

Description based on publisher supplied metadata and other sources.

ISBN:

1-394-20588-0

1-394-20589-9

OCLC:

1432601680