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The Digital Customer Success Strategy aims to enhance the engagement, satisfaction, and retention of Digital customers through a seamless and effective onboarding process, personalized outreach, and continuous engagement. By leveraging automated tools and tailored communications, the strategy seeks to streamline customer interactions, reduce churn, and foster long-term loyalty. Future enhancements, including in-app messaging and advanced engagement tools, will further optimize the customer experience. This comprehensive approach focuses on measurable outcomes, ensuring that every step is data-driven and aligned with the overall business goals. |
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Digital CSM Objectives and Success Metrics
Objective1: Optimize CSM Efficiency
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Support Ticket Resolution Time: Measure the average time taken to resolve support tickets raised by Digital customers.
Target: Maintain current Resolution Times over the next 6 months despite impending case volume increase
Upsell and Cross-sell Rates: Track the rate at which Digital customers purchase additional products or services.
Target: Achieve a 10% upsell/cross-sell rate within 12 months.
Enhanced Customer Health Score for Digital customers: Conduct a comprehensive review of the current health score system to determine how it applies specifically to Digital Customers
Target: Complete the review within 2 months of DCSM Start Date
Enhanced Digital Health Score Accuracy: Measure the accuracy of the enhanced health score in predicting customer behavior for Digital Customers
Target: Improve prediction accuracy by 15% within 6 months.
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Digital Engagement Strategy (LAER)
Objective: Provide a seamless and effective onboarding experience to help new Digital customers quickly realize the value of MedTrainer and maintain continuous value delivery.
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Reference the approach from the article What Happens After Renewal.
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Team Structure and Hiring
Roles and Responsibilities
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Set up dashboards to monitor KPIs and track progress.
Use analytics tools to identify trends and areas for improvement.
Schedule regular review meetings to discuss performance and strategy adjustments.
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Engagement Model: Digital Customers
Weekly Activities:
Customer Email Campaigns:
Volume: Send out 3-5 segmented email campaigns.
Time Spent: 4-6 hours.
Focus: Use highly automated email sequences to minimize manual efforts and ensure consistent outreach.
KPIs:
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Leverage Automation:
Use tools like http://Outreach.ioand Salesforce to automate repetitive tasks and communications.
Implement triggers and workflows to reduce the manual workload on DCSMs.
Prioritize High-Impact Activities:
Focus on activities that have the highest impact on customer satisfaction and retention.
Use data to identify and prioritize these activities.
Utilize Self-Service Resources:
Encourage customers to use the knowledge base and other self-service resources.
Regularly update these resources to ensure they are comprehensive and helpful.
Monitor and Adjust:
Continuously monitor the effectiveness of engagement strategies and adjust as needed.
Use feedback loops to gather insights and improve processes.
Efficient Collaboration:
Use collaborative tools to streamline communication and collaboration within the team.
Schedule regular but brief syncs to keep everyone aligned and address any issues quickly.
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Digital CSM Journey Map (Sample)
| Info |
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GitLab has a great resource to copy/follow HERE called Customer Programs: |
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Dashboard Requirements
Dashboard Name | Summary | Why It's Important |
Customer Engagement Overview | Displays engagement rate metrics, including percentage of customers interacting with emails, webinars, and other digital communications. | To monitor and improve the level of interaction and engagement Digital customers have with digital content, aiming for a 30% engagement rate within 6 months. |
Content Consumption | Tracks the number of times educational content (videos, articles, webinars) is accessed and interacted with. | To measure the effectiveness of educational content and increase consumption by 40% within 6 months. |
Churn Rate Analysis | Shows the percentage of Digital customers discontinuing their subscriptions or services over time. | To identify trends and reduce the churn rate from 15% to 10% within 12 months by improving the overall customer experience and satisfaction. |
Customer Retention Rate | Measures the percentage of customers retained over specific periods (monthly, quarterly, yearly). | To ensure a high retention rate of 90% within 12 months by monitoring customer loyalty and addressing issues promptly. |
Onboarding Completion | Tracks the percentage of new customers completing the onboarding process within the first month. | To streamline the onboarding process and achieve a 70% completion rate within the first 3 months, ensuring new customers quickly realize the value of the product. |
Time to First Value (TTFV) | Measures the average time it takes for a new customer to achieve their first significant value from the product. | To reduce TTFV by 25% within 6 months, ensuring customers quickly see the benefits of the product and are more likely to stay engaged and satisfied. |
Customer Satisfaction (CSAT) | Collects and displays CSAT scores from surveys conducted after key interactions (onboarding, support resolution, QBRs). | To achieve an average CSAT score of 85% or higher within 6 months, ensuring high levels of customer satisfaction and loyalty. |
Net Promoter Score (NPS) | Measures customer loyalty and the likelihood of customers recommending your product to others. | To increase NPS from +20 to +30 within 12 months, indicating higher customer loyalty and satisfaction. |
Support Ticket Resolution Time | Displays the average time taken to resolve support tickets raised by Digital customers. | To maintain current resolution times over the next 6 months despite an increase in case volume, ensuring timely and efficient customer support. |
Upsell and Cross-sell Rates | Tracks the rate at which Digital customers purchase additional products or services. | To achieve a 10% upsell/cross-sell rate within 12 months, contributing to revenue growth and customer success. |
Customer Health Score | Evaluates the overall health and engagement level of each customer, including metrics like product usage, support interactions, and satisfaction scores. | To maintain an average health score of 75% or higher, providing a comprehensive view of customer well-being and allowing proactive measures to prevent churn and enhance engagement. |
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Playbooks General
See GitLab example HERE.
1. Onboarding Playbook
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Description: This playbook details the collaboration between the digital customer success team and the support team. It includes processes for handling customer inquiries, escalating issues, and maintaining a comprehensive knowledge base. The playbook ensures that support interactions are efficient and that insights from support are used to improve customer success strategies. It aims to maintain current resolution times despite increased case volumes.
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Playbooks - Trigger Based
1. Onboarding Trigger Play
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Trigger: Initiated when a customer submits more than three support tickets within a month.
Day 1: Email acknowledging the support issues and offering additional resources.
Day 2: Follow-up email with a link to a comprehensive guide or video tutorial addressing common issues.
Day 5: Personal outreach from a DCSM to offer assistance and ensure the customer’s concerns are resolved.
Goal: Reduce frustration, provide additional support, and improve overall customer satisfaction.
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References/Advocacy
Step | Description | Tools/Methods |
Capturing Advocates | Identify and engage potential advocates through check-ins and surveys. | Regular check-ins, surveys, feedback analysis, advocate programs with incentives. |
Reporting on Advocates | Track and report on advocate metrics and maintain a database. | Advocacy metrics, dashboards in Salesforce or CS platform, regular reports. |
Utilizing Advocates | Leverage advocates for case studies, testimonials, and marketing content. | Case studies, testimonials, customer references, advocate content in webinars, blogs, user groups, and product feedback loops. |
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Content Calendar
Key Points:
Consistent Communication:
Ensures regular, timely updates to keep customers engaged and informed, preventing churn.
Alignment with Customer Journey:
Delivers relevant content at the right stages, enhancing the customer experience and providing value when needed most.
Team Coordination:
Serves as a central planning tool, aligning marketing, customer success, and support teams, reducing overlap and improving collaboration.
Efficiency and Planning:
Allows for advanced planning and resource allocation, improving efficiency and quality control.
Performance Tracking:
Enables monitoring of content performance and adjusting strategies based on data, leading to continuous improvement.
Enhanced Engagement:
Strategically planned content addresses customer needs, building stronger relationships and fostering loyalty.
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Regular Engagement: Keeps customers consistently engaged.
Strategic Alignment: Aligns content with customer needs and journey stages.
Improved Collaboration: Enhances team coordination.
Operational Efficiency: Facilitates efficient planning and resource allocation.
Data-Driven Adjustments: Allows for performance tracking and strategy adjustments.
Customer Loyalty: Enhances engagement, satisfaction, and loyalty.
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Voice of Customer
Key Points:
Customer Insights:
Gathers direct feedback from Digital customers to understand their needs, preferences, and pain points.
Improved Product and Service:
Uses feedback to make informed improvements to the product and services, enhancing overall customer satisfaction.
Proactive Issue Resolution:
Identifies potential issues early through regular feedback, allowing for proactive resolution before they escalate.
Enhanced Customer Relationships:
Demonstrates to customers that their opinions are valued, strengthening trust and loyalty.
Data-Driven Decisions:
Provides quantitative and qualitative data that guides strategic decisions and prioritizes customer-centric initiatives.
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Regular Surveys:
Deploy CSAT and NPS surveys post key interactions to gather customer satisfaction and loyalty data.
Feedback Channels:
Utilize multiple channels (emails, in-app surveys, community forums) to collect feedback.
Data Analysis:
Analyze feedback to identify common trends and actionable insights.
Action Plans:
Develop and implement action plans based on feedback to address customer concerns and improve their experience.
Follow-Up:
Communicate back to customers about how their feedback is being used to make improvements.
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First Digital CSM Job Description
Job Description: Digital Customer Success Manager (DCSM) at MedTrainer
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