Customer Education w/ CSM Office Hours

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This is a podcast episode titled, Customer Education w/ CSM Office Hours. The summary for this episode is: <p>This week the topic for discussion is around working customer education.</p><p><br></p><p>A weekly segment:</p><p>CSM Office Hours</p><p>Every Tuesday. 11:30am ET.</p><p><a href="https://lu.ma/CSMOH" rel="noopener noreferrer" target="_blank">https://lu.ma/CSMOH</a></p><p>--</p><p>If you want to join the discussion with thousands of other customer success leaders, join</p><p>Gain Grow Retain: <a href="http://gaingrowretain.com/" rel="noopener noreferrer" target="_blank">http://gaingrowretain.com/</a></p><p>This podcast is brought to you by Jay Nathan and Jeff Breunsbach...</p><p>Jay Nathan: <a href="https://www.linkedin.com/in/jaynathan/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/in/jaynathan/</a></p><p>Jeff Breunsbach: <a href="https://www.linkedin.com/in/jeffreybreunsbach" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/in/jeffreybreunsbach</a></p>
Cohort-based learning
01:40 MIN
Relevant solutions for your customers
02:01 MIN
Understanding what the customer uses, and incentive programs
01:44 MIN

Speaker 1: Welcome to the Gain, Grow, Retain podcast.

Speaker 2: Hey, Gain, Grow, Retain. Let me tell you about the MarTech Podcast, hosted by Benjamin Shapiro, brought to you by the HubSpot podcast network. Episodes are 30 minutes and he talks all about strategies and stories from world class marketers, on how they're using technology to generate growth and achieve business outcomes. One in particular of late is unifying and activating your customer data, something that we talk about all the time in customer success. So, go listen to the MarTech podcast, wherever you get your podcasts. I'm going to go as fast as I can while being as efficient as I possibly can. Okay, segmentation model within customer education. We discussed that ultimately, it should be cohort- based learning, should try to break everything up as much as you possibly can and having clear objectives in mind to get there. Obviously, developing content around exactly what you want your customers to understand and be educated on is super important, also understanding what friction could show up. Also important, one that's something to prepare for and two, any points of friction are things that you're going to want to get as ahead as you possibly can on. So it's number one, in terms of metrics, also talked about metrics that find friction. Again, it depends on what software you have or what product you have, but understanding what makes your customers frustrated is super important. And seeing what you can do to get around that is key. Something that we also talked about as well is really developing a brand around your training and education, and making sure that clients understand why exactly it is that they're being educated and associating, hopefully a positive experience, with everything that's going on there. Something we talked about as well, that can be a good thing or a bad thing, a live Zoom or a live Webinar might not be valuable. Again, it depends on what exactly is going on, but again, certifications I think is where we ended up with. If you have never seen Salesforce's Trailheads, check it out, that's a super cool program, I don't know if anyone's had the opportunity to do that, but they've been able to build a really strong brand and community around that. And then last but not least, resources for your customers, help center, super awesome, or a support site, anything that has articles and self- guided training can be really valuable. Obviously, people are busy, not going to have the opportunity to hop in on a training as needed. Three, two, one, live chat, super great. And that's all I got for you.

Stella: All right. Good one. Thank you, group one. I was going to try to mute you. I was trying to find it, but he wrapped it up for us, fabulouso. And look at that, group two, thank you for adding to the inaudible. Go ahead Chris, hit us up with what your group genius was all about.

Chris: Yeah. We took a little bit of a different approach. We're talking through some of the ways that we can educate our customers with different segmentation models, we're talking through, similar to what Nick was saying, turning frequently asked questions into one of many webinars. That way, you're able to start addressing some of those question and they're recorded, they're able to actually be able to go review those at any point in time, but really, talking through the mindset of when we're dealing with customers, empowering your customers, setting them up for success. We're all typically working in the tech industry, it's constantly changing so, your customer when they got onboarding, the product might be a little bit different. With my organization, we typically have updates every single week, so there's always going to be something new. So, we're really setting them up for the opportunity to take learning as a continued practice, so that they're seeing the most value out of the product and they're learning about some of the new things that are available, but ultimately, taking a step back and treating your customer like its you. Put yourself in their shoes, think through when you have these new technologies, you come to these new companies. You don't understand all the best practices, you don't understand all the great things that they have to offer, so go from a ground zero and scale it up. If they're able to pick things up very quick, you can skip a few steps, but always start at the beginning, so they have a great foundation and go in from there. I was under two minutes, I'll wrap there.

Stella: Wow, 30 seconds left. You want to do a song for us? A little inaudible?

Chris: That's all I got. I'm coming off being sick, so I was trying to wrap it up as quick as I could.

Stella: Wow, a challenge to everyone else. You did it in a minute, 30 seconds.

Chris: Short and sweet to the point.

Stella: Love it. Group three. Let's see, we got Nicole. Go ahead, Nicole.

Nicole: Are you ready, because this challenge is accepted.

Stella: Where you at, Nicole?

Nicole: I'm right here. Okay, cool. All right, three, two, one, we ready to go? Perfect. All right, so we talked about the segmentation model, we were unclear what that meant, because of the all means all. So we didn't know if it was ARR, if it was high touch, low touch, we had all of the opportunities listed there. So, what we did was we went, braced on new customers, so their education there would be a little bit different from those that were in maintenance. Then moving on to metrics because we were like," Hmm, that's good." You could do learning or usage reports as a way to do your measurements, go from there. If they're engaging, great. If they're not, well, Hey, I'm here to help you, and then you have your resources available to your clients and your customers. So, a lot of us were doing e- learning platforms, so we had that e- learning training in there and if they had questions, they could come to us as CSMs. And then that was answering the question, so I'm pretty sure I'm under 30 seconds there.

Stella: Oh my gosh, one minute, 12 seconds left. I can't do the math because I'm too busy speechless, phenomenal, yes. Wow, you all are flooring me. I hope I know what to say after this, just kidding. Group Four, I will always know what to say best. Are you ready? I cleared my thing. Please don't feel like you have to beat the two minutes, it was just a fun thing.

Bess: The pressure is just on right now.

Stella: I would like, for everyone, let's do a little recap because I'm feeling nervous. Okay, let's do a little breathe- in, breathe- out. Bess, I love your background, I need a new color on my screen. Okay. So, when you're ready and we'll take it from there.

Bess: Okay. So we talked about the segmentation like everyone else, so we said that we were educating the client based on the services and solutions they already have from us, because they might have different products that they use for us. Also, when we talked about the metrics, we talked about where the customer is in their customer journey. Are they new, are they already established, how long have they been with us? We also talked about service, asking them what their interests are, gauge how effective the training was, what are their needs for future training? The Podia, we thought that it was resourceful or useful in doing webinars, so getting the information across to them. And then the last one, what was the last one?

Stella: The inaudible segmentation?

Bess: Oh yeah. We already talked about the segmentation. Oh that one? Yeah, we said that it would be good to host webinars unless my team wants to jump in.

Elisa: Yeah, I'm going to jump in a little bit. So, talking about segmentation, when you're thinking about segmentation, really understanding what solutions a customer has, what services they have, making sure that those are very relevant to the customer in terms of where their journey is and what is going to be relevant to them, I think that's something that's really important and what they actually want to learn. It's not really a one size all when you think about segmentation, and it's also really not like in terms of, are they large or small depending on the company. Just a lot of things to think about and also what resources are available to you? If you're at a big company, you've got a lot of different types of resources that you're going to have for education, then you are going to have if you're at a really small company. So these are lots of things that we were talking about.

Stella: All right, thank you. Yes, and I really like how Bess mentioned the idea of what do they find interesting? Guess what? We don't care that your button went from blue to green. I don't care, but how is the report going to help me? How is blank, blank, blank, going to help me? That's what you really want to understand. Phenomenal. Ask humans, that's it, that's the key to see us, ask people. So group five, Matt, I already saw him unmuting, he is ready.

Matt: Yep, me and Luna are ready to go because everybody's going to ask what her name is, this is Luna. Outside, Rumiana and Xavier with an X, thank you for kicking us off with pronunciations today, still, I ran our group. So on segmentation, we went with the pretty typical ARR for your accounts, but really, as Elisa just mentioned, it really depends on what your organization can fit. So, let's just really call that spade of spade. There is, all means all, but it really depends on where it's starting from because if you don't have proper expectations, start from the start, then you're set to fail, let's just call it that. The metrics that we use, things that we looked at were attendance per session, how long you're staying in your sessions, the amount of times that you're logging in. A lot of usage things, but really just to understand, again, what do you, the customer, care about? Because one of the points that I brought up in our group is a particular organization, that posted one day saying," Hey, we realize that one of our customers are using our product upside down and backwards, and that's how they're getting value." Again, it matters how your customers are getting the value, nothing else matters to them. Oh, maybe how much they pay, but they want to make sure how much they're paying is justified in the ROI. We didn't really get too much into research, but otherwise again, just really touching upon setting the clear expectation, while understanding what they need is setting the clear expectation, and then making sure that you have proper value going from there. I timed myself, I'll let you do that.

Stella: I got you, that was 40 seconds left. Very, very nice. Yes, absolutely. Piggybacking, similar to what Bess's group was talking about, you need to set expectations. How do you define success and move on from there? Maybe they don't want to log in every day, they don't need your program every day, that's okay. My favorite, got to bring him up, Marcus Ranch says," you got to ask your CEO. Do you believe every human needs your product? If they say yes, not good. Every human does not need your product. Every human needs, water and food to survive, they don't need your program." So how is it that they want to utilize your program to move their day forward in an efficient and effective way? That's the goal that you're trying to figure out.

Speaker 2: Hey Gain, Grow, Retain. What does it mean to be customer- centric? Building and growing relationships, maintaining unique customer needs and personalizing the customer experience, are three things that come to mind for me. HubSpot CRM platform is designed to help build, maintain, and personalize your customer's experience and they've been releasing new features, such as, new payment tools like, native payment links and recurring payments that directly embed into HubSpot's quoting tools, custom feedback surveys, capturing feedback unique to your business and sharing insights with your team, a CRM powered CMS. That means both your marketers and developers can personalize that customer experience connected to your shared inbox. You can also use secure customer portals, keeping ticket conversations going between customers and reps, offering access to your knowledge base, and that can be customized to fit your brand, no coding required. So, learn more about how a HubSpot CRM platform can help build main and grow your relationships at hubspot. com.

Stella: Thank you, thank you. Group six, I hope I'm saying this right. Natish?

Speaker 9: Natish.

Stella: Thank you. Go ahead.

Speaker 9: Great. So, thanks everyone for giving the opportunity. So, this is the first time I'm here, so please forgive me if I fumble or make any mistake. So, quickly to jump out of the discussion, what we discussed was, every customer has their own specific use case. They use product for this because your product has a number of features, doesn't mean the customer has to use everything. So, it's more important to understand what customer uses, what the use case is and you come up with webinars and probably put it in a place, which could be easily accessible to the customer, maybe also make a YouTube channel and post as many product use cases as possible, so that the new prospects will also have a good way to look at what they're going for. It's a win-win for an existing customer and also for the new customers, where you are marketing for yourself. So, just to continue on the metrics part, I think Salesforce has a way through, which you can actually track each person going through the trainings, if they have completed it or not. Say, for example, a customer's using four different products of your organization. If they have been through the training for the first two products, then we give them a medal, a bronze medal. Someone who has completed training for three, give them a silver and someone who has completed four, give them gold, something like that, which actually motivates them. And every time you have a new user, the bar goes back to zero and starts from there. So, that's one metric that he can now look forward for. Thanks everyone.

Stella: You did fabulous, let's go. Big round of applause for you, you still had 10 seconds. You are my golden star because you're the only one talking about incentive programs. I have questioned CS community several times, what is your customer's incentive program? How do you celebrate your customers? Guess what I get? Crickets? No one can tell me how they do it, and they say Salesforce does it. That is one company, we need to step up. I challenge you all to step up to all of your companies and say," Hey, let's do what Salesforce is doing. They're rocking it." Copy, paste, rinse and repeat. So yeah, brilliant ideas. And group seven, another Nick? Where you at?

Speaker 10: The third. Hey. So, I joined a little late, but our group talked a little bit about segmentation, we focused a little bit on regional segmentation. So, I think Jane, or was it Jeanie, had a specific use case where each region was using that product or her subscription in a different way. So, people in Chicago might be using it differently than people in Florida or California, et cetera. So, that was just one unique way to segment. Specific to metrics, I think we hit the same one that a lot of people hit on, with usage and login metrics. We also did have a gamification or incentive program, so we did talk about that. If the product has certain certifications, you can then gamify that a little bit and get them to complete those certifications in a specific time period. And then on the podia. com, we talked a little bit about the knowledge base, preferably having that, maybe in product, if the product allows, so customers have easy access to some of those types of resources. Internally, we typically have access to resources and making sure that, that same information, or obviously tailored a little bit more to customers is provided to those customers.

Stella: Nice, look at that and had 44 seconds to go. Phenomenal. Absolutely, I loved how you ended it with tailoring what customers need. So, give them answers to questions that they have. Beautiful. I did want to showcase Padia, I do not work for them. If anyone knows them, shout out to them. Rodrigo, my favoritio, he's on the support team and I will show you what they have, in case you have not checked them out. This, to me, is the best example I have seen. I just started out in July, so correct me if you see something better, so I will share my screen real quick. Okay. So Padia, you walk in, this is free for anyone just right now, you can go find it yourself. You click on resources, they give you a blog, identifying, just tips and tricks on how to create a thriving business online. You can share free or paid content, that's what the site is for, they have videos, they have a beautiful YouTube channel. Yes, I've watched tons of these videos by this person, where he's identified everything about the program. Very quick and easy, very unbiased, guides that tell you exactly how to do things, step by step guides, onto their website, very easy to read items. They also have Wiki and tools, and then, as people said, they have a live Q& A session. Of course, I'm not going to be able to find it now, but they do have that session. And it used to be four days a week, and now they've shifted it to doing an onboarding day, a creator content day and something else. So, live sessions with humans, beautiful. So, if somehow you could take one of those things and wrap them into your company, I think that would be beautiful, I would love to give you a few moments back. If you want to pop in the chat, what is one takeaway? What can you do tomorrow? Wednesday, November 17th. What can you do to help your customers feel supported more than you're already doing now? That won't take you hours and hours to do? What's something that you can do, or your team can do. If you want to add in the chat. Yes, I will sit here and wait till people type in the chat. Thanks.

Speaker 11: Also wanted to give Stella a quick shout out, this is her first time hosting GGR and she's a natural. One of the most interactive sessions that I have seen, especially with Padlet. So if we could all give her some kudos, that would be wonderful.

Stella: Thank you, I appreciate it. Merit- based incentives. Yes, that's my biggest, please, please, please, as a former educator, do it people. Any human loves incentives, loves challenges, loves to see that they're number one on a leader board, or likes to know that they're above the average person in what they're doing, so please do that. We all like to be shouted out and so, make sure that you are somehow celebrating your champions, champion your champions, I ask you to do please. The last thing, if you want to stick around for a quick little photo session, I will add this on a post on LinkedIn. So if you need to dip out, I completely get it, appreciate you so much. If you were supposed to be on another call, no one's got to know. So you can dip out now, thank you, thank you. Everyone else? If you can get your cameras on, we'd love to see your real life faces. Thank you. All right, I'm going to do just a little countdown. Five, four, three, two, one.

Speaker 12: I blinked.

Stella: Sorry. Okay. Maybe I'll do it one more time because I forgot, I had to do the little screen wrap. Okay. Ready? Five, four, three, two, one. Coolio. I don't know how to see my screen, I only see 12 people. So, sorry if you didn't meet there or maybe your video was off. Any parting words? Unmute, let us know. If not, have a good one.

Speaker 12: Thanks Stella. Have a great one.

Elisa: Thanks Stella, really had a fun day today.

Speaker 11: Thank you.

Nicole: Enjoy your day, everyone.

Speaker 10: Thanks, Stella. Great job.

Speaker 14: Lots of fun, Stella. Thanks for hosting.

Stella: Thanks.

Bess: Awesome job Stella.

Stella: Thank you.

Speaker 13: Hey guys, thanks so much for taking the time to listen to the Gain, Grow, Retain podcast. If you liked what you heard, please take a moment and share the podcast with your friends and colleagues and subscribe, we really appreciate it. Talk to you soon.

DESCRIPTION

This week the topic for discussion is around working customer education.


A weekly segment:

CSM Office Hours

Every Tuesday. 11:30am ET.

https://lu.ma/CSMOH

--

If you want to join the discussion with thousands of other customer success leaders, join

Gain Grow Retain: http://gaingrowretain.com/

This podcast is brought to you by Jay Nathan and Jeff Breunsbach...

Jay Nathan: https://www.linkedin.com/in/jaynathan/

Jeff Breunsbach: https://www.linkedin.com/in/jeffreybreunsbach