January 19 - Organizing Roles in Scaled CS - gaingrowretain
<main> <article class="userContent"> <div class="embedExternal embedImage display-large float-none"> <div class="embedExternal-content"> <a class="embedImage-link" href="https://us.v-cdn.net/6035665/uploads/1TM158X5LN0W/2023-office-hours.png" rel="nofollow noreferrer noopener ugc" target="_blank"> <img class="embedImage-img" src="https://us.v-cdn.net/6035665/uploads/1TM158X5LN0W/2023-office-hours.png" alt="2023 Office Hours.png" height="410" width="815" loading="lazy" data-display-size="large" data-float="none"></img></a> </div> </div> <p><strong>Organizing Roles in Scaled Customer Success</strong></p><p><strong>January 19, 2023</strong></p><p>The ability to scale a program can make a difference in the quality of your one-to-one interactions. This week the Gain Grow Retain Leadership Office Hours took a look at how teams are setting up roles to allow effective scaling.</p><p><strong>Questions to Consider</strong></p><ul><li>What are the discreet functions you have built your scaled CS programs (aka content, community, tech, ops, analytics, program manager, etc.)?</li><li>How have you organized your teams to maximize your scaled CS?</li></ul><p><strong>Key Insights</strong></p><p><strong>Much of our conversation with leaders has centered on the ‘what’ - trying to understand the type of activities that need to get done in order to build a scaled customer success experience. </strong></p><p> <strong>Here are 5 key activities from a high-level that need to be covered:</strong></p><ul><li>Program Strategy - making these individual activities feel like a cohesive unit that can get mapped along the customer journey</li><li>Marketing Distribution - need to have access to your customers to get their attention and drive their attendance towards your key programs</li><li>Content Creation - using a subject matter expert to build content that can help push the experience and show authority in the domain</li><li>Actionable Insights - analytics that can tie together the program activities with key personas to see if it's driving the intended impact</li><li>Peer-Driven Experiences - customers are always looking for ways to be connected to your brand, to your team and to their fellow colleagues</li></ul><p> Here’s a simplified RACI matrix that you could use to showcase these main activities of the program to generate the right people doing the right work.</p><div class="embedExternal embedImage display-large float-none"> <div class="embedExternal-content"> <a class="embedImage-link" href="https://us.v-cdn.net/6035665/uploads/8EHTN123ZJ3B/jan-2023-office-hours-organizing-roles.png" rel="nofollow noreferrer noopener ugc" target="_blank"> <img class="embedImage-img" src="https://us.v-cdn.net/6035665/uploads/8EHTN123ZJ3B/jan-2023-office-hours-organizing-roles.png" alt="Jan 2023 Office Hours Organizing Roles.png" height="496" width="642" loading="lazy" data-display-size="large" data-float="none"></img></a> </div> </div> <p><strong>Team</strong></p><p>Every organization has a different subset of roles and a different way that they are organized, but we kept hearing about similar roles amongst scaled customer teams during the discussion:</p><ul><li>Program Manager<ul><li>reduces friction</li><li>streamlines the customer journey</li><li>coordinates closely with marketing, sales, cs and engineering</li></ul></li><li>Scaled CSM<ul><li>driving engagement with a subset of the customers who raise their hand</li><li>using data to drive specific engagements with customers who are growing</li><li>maybe subject matter expert for scaled content</li></ul></li><li>Customer Marketing<ul><li>helping to build distribution plans for customers</li><li>shaping formats of content and messaging</li></ul></li><li>CS Ops<ul><li>Orchestrating the technical aspects</li><li>Pulling together data and insights</li></ul></li></ul><p><strong>Other roles to consider: </strong></p><ul><li>Community Manager - leading the community experience</li><li>Content Creator - a dedicated role to creating content (maybe not subject matter expert)</li></ul><p> <strong>Here are some other musings that we heard while in the room with these leaders:</strong></p><ul><li>Build a ‘Digital Foundation” of communications and touchpoints<ul><li>More email communications ties to product education</li><li>Build strong email campaigns</li><li>Strengthen the role of your feedback tools and make sure they are asking the right questions</li></ul></li><li>Identify the data necessary to scale effectively and have your Ops team help make sure you are able to collect it</li><li>Community experiences that you should be thinking about:<ul><li>Tech touch campaigns with support from Marketing team to increase adoption</li><li>Release Notes<ul><li>Information begets engagement</li><li>Engagement begets successful Community</li><li>Get to the point where Community is self-policed for content</li></ul></li></ul></li><li>In-app messages and tutorials<ul><li>Leverage during renewal time</li><li>Identify and launch at key milestones or change events</li><li>Prompt engagements when risk factors start showing on account</li><li>Results in stronger click rates than email</li></ul></li><li>Help to get your teams to think more deeply about frameworks - a repeatable way to help think about a potential problem and solution</li><li>Create workshops that guide customers through processes with a framework to make it easier</li></ul><p> <strong>Watch For</strong></p><ul><li>Churn impact<ul><li>Are you scaling too aggressively? (look at churning customers to see if there are patterns)</li><li>Should rarely if ever be ‘digital only’</li><li>Monitor NPS for customers who are in the scale process to catch concerns before they become problems</li></ul></li><li>Smaller book of business<ul><li>Focus on what data you currently have and what do you need?</li><li>Where are customers in their health cycle?<ul><li>On fire? Build content to support them at scale</li><li>On their way - gather customer stories to share</li></ul></li></ul></li></ul><p><strong>Additional Information</strong></p><ul><li>CMX Community (community for community managers) - <a href="https://cmxhub.com/" rel="nofollow noreferrer ugc">https://cmxhub.com/</a></li><li><a href="https://www.amazon.com/Business-Belonging-Community-Competitive-Advantage/dp/1119766125/ref=sr_1_1?keywords=business+belonging+community+competitive+advantage&qid=1674145713&sr=8-1" rel="nofollow noreferrer ugc">The Business of Belonging: How to Make Community Your Competitive Advantage</a></li></ul><div class="js-embed embedResponsive" data-embedjson="{"url":"https:\/\/us.v-cdn.net\/6035665\/uploads\/AZXVK1M2XT4R\/january-19-2c-2023-leadership-office-hours-summary.pdf","name":"January 19, 2023 Leadership Office Hours Summary.pdf","type":"application\/pdf","size":281179,"displaySize":"large","float":"none","mediaID":555,"dateInserted":"2023-01-23T17:48:12+00:00","insertUserID":1080,"foreignType":"embed","foreignID":1080,"embedType":"file"}"> <a href="https://us.v-cdn.net/6035665/uploads/AZXVK1M2XT4R/january-19-2c-2023-leadership-office-hours-summary.pdf" download="" aria-label="January 19, 2023 Leadership Office Hours Summary.pdf"> January 19, 2023 Leadership Office Hours Summary.pdf </a> </div> <p><br></p> </article> </main>