Just Getting Started Workshop David Sroka Alyse Chiariello Point - - PowerPoint PPT Presentation

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Just Getting Started Workshop David Sroka Alyse Chiariello Point - - PowerPoint PPT Presentation

Dec 12, 2022 215 likes •607 views

Just Getting Started Workshop David Sroka Alyse Chiariello Point of Reference NICE | inContact The Customer Advocate Universe a.k.a., Customer Marketing Customer Advocate Customer Reference Program Program Advocate Marketing Reference

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Just Getting Started Workshop

Alyse Chiariello NICE | inContact David Sroka Point of Reference

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The Customer Advocate Universe

Reference Help Desk Customer Advisory Boards Customer Communities Customer Awards Customer Content Customer Events Executive Briefing Center Customer Advocate Program

a.k.a., Customer Marketing Customer Reference Program Advocate Marketing

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Maturity Model

  • How we’ll use it today
  • How to use it in the future
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Program Vision

  • Strategic or Transactional
  • Stakeholder Services
  • Related Programs
  • Outcomes
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Your Program Vision is your north star

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Program Vision Pitfalls

  • Formulating vision in a vacuum
  • Not formalizing your vision
  • Not sharing with leadership

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SLIDE 7

Staff Composition, Organization & Perspective

  • Scope + Goals = Program Staffing 
  • Competing / Complementary responsibilities
  • Seniority / Skills
  • Time Management

 Ideally

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SLIDE 8

Success Factors

  • Executive Support
  • Relationships
  • Company Culture
  • Politics
  • Baggage
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SLIDE 9

Program Manager Attributes

  • Relationship-centric
  • Likes salespeople
  • Fearless about asking
  • Persistent
  • Manages upward
  • Passionate about advocates
  • Face of the program
  • Bandwidth / Time
  • Tech savvy
  • Service mentality
  • Time management

https://www.point-of-reference.com/cap-manager/

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Staffing Pitfalls

  • Gaps: experience, skills, personality profile
  • Over promising relative to bandwidth
  • Juggling incompatible roles

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Managing Upward

a.k.a. Executive Support

  • How to build the relationship
  • Align program to company growth goals

– What’s important/what’s not

  • Don’t trust execs to set goals

– Or to reach out/think of your program

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Managing Upward Pitfalls

  • Assuming leadership will get what you do
  • Under communicating
  • Not securing a executive sponsor
  • Not conveying value in CxO terms (alignment)

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Field Relationships (internal)

  • Advisory board

– Who? – Member responsibilities – Benefits to the program

  • A matter of trust
  • User Adoption
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SLIDE 14

User Adoption

  • Awareness
  • Education
  • Data quality
  • Incentive / FOMO
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SLIDE 15

Field Relationship Pitfalls

  • Being unknown
  • Not soliciting regular feedback/direction (adboard)
  • Not following through on commitments
  • “If you build it they will come…”

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Customer Reference Relationships

  • #1 - Build your database
  • Customer “WIIFM”
  • To reward or not to reward?
  • Recruiting strategy
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SLIDE 17
  • Case Study
  • Customer Quote
  • Guest Blog
  • Logo Use
  • Media Interview
  • Name Drop
  • Press Release
  • Reference Call
  • “Snapshots” (slides)
  • RFP
  • ROI Study
  • Site Visit
  • Social Media
  • Speaking Opportunity
  • Video Reference Interview
  • Video Testimonial
  • Webinar
  • Reference “Forums”

Reference Activities

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Customer Relationship Pitfalls

  • Being unknown
  • Not building direct relationships
  • Not showing gratitude

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SLIDE 19

Horizontal Integration

  • Identify reference consumers
  • Synergy

– Opportunistic or Planned

  • Priority: respect customer time

– One contact, many deliverables

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Related Functions

You Need Needs You

PR   Analyst Relations  Investor Relations  RFP/Proposal Team  Events Team   Content Development   Customer Advisory Boards   Customer Success  

You Need Needs You

User Group(s)  User Communities  Customer Briefing Center  Awards Program  Referral Program   Product Marketing   Executive Team  

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Customer Success Partnership

SALES

  • Reference Calls
  • Site Visits
  • Presentations
  • RFPs

CUSTOMER MARKETING

  • Speakers
  • Videos
  • Case Studies
  • Webinars
  • Social Media

CUSTOMER SUCCESS

  • Health Insight
  • Account Access
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Horizontal Integration Pitfalls

  • Not synchronizing with stakeholder peers
  • Not promoting program value

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Program Promotion

  • Make a plan
  • Carrot and stick

– Policies and rules – Fun and games

  • Communicating success
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Program Promotion Pitfalls

  • No promotion after launch
  • Assuming the program sells itself
  • Not sharing wins for the program

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Program Metrics

  • Outcome vs. Activity metrics
  • Know your audience
  • Executives: What matters?
  • Leadership and bias
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Program Metric Pitfalls

  • Assuming data isn’t important to execs
  • Not connecting achievements to CxO goals
  • Sharing irrelevant metrics to each audience
  • Confusing activity with outcome

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SLIDE 27

Content Strategy

  • Alignment with growth goals
  • Alignment with Sales’ needs

– By sales stage

  • User conference “gold”
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Content Strategy Pitfalls

  • Content doesn’t support company goals
  • Content isn’t what stakeholders need (feedback)
  • Content isn’t resonating with prospects

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Information Systems

  • Managing Data & Content
  • Leveraging CRM
  • Automating processes
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Data Wrangling

  • Building the Database

– Internal sources

  • Nominations
  • Customer Success app

– Customers

  • Communities (e.g., Influitive)
  • Sat/NPS/TechValidate surveys
  • Email campaigns
  • User Conferences

Reference DB

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Related Technologies

Customer Reference Management Communities CMS/ Sales Enablement Customer Success Platforms

Customer Review Sites Marketing Automation Survey Tools Gift Fulfillment Lead Referrals

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Customer Reference Management Content / Sales Enablement Communities Referral Marketing Gift Fulfillment Customer Success/Experience Marketing Automation Customer Reviews Survey Tools

Software/Service Solutions

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Information Systems Pitfalls

  • Not automating enough
  • Not thinking about the full ecosystem (martech stack)
  • Underestimating the importance of data

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Outside Expertise

  • 3rd Party perspective
  • Domain research
  • Best practices
  • Services & Tools
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Community Resources

  • LinkedIn Groups

– Customer Reference Knowledge Sharing Network (1,432 members) – Customer Reference Professionals (1,000) – Summit on Customer Engagement (962) – Advocate Marketing Group (956) – Success-Story Marketing (939) – Customer Insight and Advocacy (752) – Customer Reference Program .org (487) – Customer Advocacy & Reference Professionals (1,030) – Worldwide Customer Marketing Networking Group (467) – CAMP Boston (188)

  • Offline User Groups: Bay Area, CAMP Boston
  • Events: Summit on Customer Engagement
  • Vendor blogs
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Outside Expertise Pitfalls

  • Too much time spent reinventing the wheel
  • Not building a network of peers
  • Only calling on your network when you need

something

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Wrap Up

  • Build Your Plan (maturity model)
  • Build your network
  • Follow Up questions?

alyse.chiariello@niceincontact.com david@point-of-reference.com

  • Post-Workshop Resources

www.point-of-reference.com/jgs2020