Not every business model can support a high-touch or even low-touch customer success approach. Some businesses need to choose a tech-touch or automated success model because they have a low price point or a tech-focused customer base. Other companies have a segment of customers that fits best with a one-to-many approach. How do you make the transition to an automated Customer Success approach? In this webinar, we cover: • How to design the program • Automated touch-points • Balancing automation and personalization • The importance of testing • Technology ideas and option Image credit: Jack Smith (https://www.eyeem.com/p/98846914)

1. Personalizing 1:Many Customer Success #CustomerSuccess @TSLCustomers @GetAmity
Personalizing One-to-Many
Customer Success
Kristen Hayer
Founder & CEO, The Success
League
@KristenHayer

2. Personalizing 1:Many Customer Success #CustomerSuccess @TSLCustomers @GetAmity
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4. Personalizing 1:Many Customer Success #CustomerSuccess @TSLCustomers @GetAmity
Kristen Hayer
Founder & CEO, The Success League
Personalizing a 1:Many Customer Success Approach

5. Personalizing 1:Many Customer Success #CustomerSuccess @TSLCustomers @GetAmity
Agenda
• Why Listen to Kristen?
• Designing Your 1:Many CS Program
• 1:Many Communication Options
• Personalizing Automation
• Who Runs the Program?
• Testing for Continual Improvement
• Technology Options
• Q&A

6. Personalizing 1:Many Customer Success #CustomerSuccess @TSLCustomers @GetAmity
Why Listen to Kristen?
• I’ve been designing and building sales, marketing and customer
success programs for 20+ years
• As the VP of Customer Success for JazzHR I developed both high-
touch and tech-touch programs
• At The Success League we work with companies on high, low, and
tech-touch programs, and often all 3 within the same company
• About me…

7. Personalizing 1:Many Customer Success #CustomerSuccess @TSLCustomers @GetAmity
Designing Your 1:Many Program
1. Map customer journey
2. Identify key content at each touchpoint
3. Select appropriate communication tool
4. Design messaging content and layout
5. Build automation
6. Test for results and feedback
7. Iterate
Tip: Start from your high-touch journey, then look for ways
to translate human touchpoints into automation.

8. Personalizing 1:Many Customer Success #CustomerSuccess @TSLCustomers @GetAmity
Designing Your 1:Many Program
Customer Lifecycle Stages:
Select stages that are clear and
easy to measure.
Customer Touchpoints:
Select touchpoints that can be
easily automated and quantified.
Results:
Look for results that can be
reproduced across channels.

9. Personalizing 1:Many Customer Success #CustomerSuccess @TSLCustomers @GetAmity
1:Many Communication Options
Email
• Personalized
messages
• Announcements
Webinars
• Training
• New features
• Q&A
Videos
• Micro-training
• Customer stories
Podcasts
• Tips and best
practices
• Customer interviews
In-App Messaging
• Walkthroughs
• Context-specific help
• Product releases
Customer Forum
• Sharing help
resources
• Leverage super users
Social Media
• Customer events
• Company
engagement
Surveys
• Product feedback
• Refining content
• Evaluating program
Choose the option that best fits the touchpoint and content. A mix of different
formats will be more engaging and effective.

10. Personalizing 1:Many Customer Success #CustomerSuccess @TSLCustomers @GetAmity
Personalizing Automation
1. Anticipate needs. Match content to typical needs at
each stage in the customer journey
2. Personalize messages. People like to see and hear
their name. Use it whenever possible.
3. Humanize communication. Have your automated
messages come from individuals, not machines.
4. Make it fun. You can’t hide the fact that you’re
automating, so have a good time with it and be witty.
Tip: Putting thought into what and how you communicate
can extend your brand through the customer lifecycle.
Collaborate with marketing if possible.

11. Personalizing 1:Many Customer Success #CustomerSuccess @TSLCustomers @GetAmity
Personalizing Automation
Churn Risk Factors
Negative Feedback
Declining Usage
Unmet Feature Requests
Company Changes
Future Pricing Requests
Request for Copy of Contract
Contact Goes Dark
Opportunity Indicators
Heavy Usage
Unused Features
Company Changes
New Initiatives
New Contacts
Marketing Campaign Responses
New Product or Service Offerings
Look for the triggers that matter to your customer base. Use those to kick off communication at the right time
for the right clients. Your high-touch program can be a great place to look for these triggers.

12. Personalizing 1:Many Customer Success #CustomerSuccess @TSLCustomers @GetAmity
Who Runs the Program?
Required Skills:
• Solution Knowledge
• Customer Behavior
• CRM, Marketing and Communication Tools
• Analytics and Testing
• Writing and Communication
Tip: This role often looks like hybrid of a CSM and a
marketing analyst. Analytical CSMs and customer-focused
marketers can both thrive in this role.

13. Personalizing 1:Many Customer Success #CustomerSuccess @TSLCustomers @GetAmity
Testing for Continual Improvement
Email & Surveys
• Opens and Clicks
• Subject Lines
• Calls to Action
• Content
Webinars,
Podcasts & Videos
• Format
• Content
• Timing
In-App Messaging
• Engagement
• Use Patterns
• Content
Customer Forum
& Social Media
• Super-User
Engagement
• Topics
• Likes and Shares
• A/B split testing works well for emails, surveys and in-app messaging
• Trial and measurement works best for other forms of communication
• Keep track of what works and doesn’t work so you have a historical record

14. Personalizing 1:Many Customer Success #CustomerSuccess @TSLCustomers @GetAmity
Testing for Continual Improvement
From High-Touch Programs: what and when to
message
• Content customers want at various lifecycle stages
• Reaction to new products and services
For High-Touch Programs: automation support
• Effective automated communications
• Topics CSMs should discuss with customers
Tip: Create a positive feedback loop between your high-
touch and tech-touch programs to share information about
what is working well for each group.

15. Personalizing 1:Many Customer Success #CustomerSuccess @TSLCustomers @GetAmity
Technology Options
CRM Tools
• Salesforce
• Sugar CRM
• Zoho
• Pipedrive
• NetSuite
• MS Dynamics
• Base
Email Marketing
• MailChimp
• Marketo
• Hubspot
• Pardot
Analytics Tools
• Google
Analytics
• Mixpanel
• Pendo
Support
Solutions
• Zendesk
• JIRA
• Intercom
• Freshdesk
Survey Tools
• Wootric
• SurveyMonkey
• AskNicely
• Typeform
• Delighted
• Promoter.io
Start with the tools you already have. Engage your marketing team to help with Email
Marketing and Survey tools. Add tools once you’ve maximized what you started with.

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Q&A

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CS Leadership Program
Next Series Starts October 17, 2017
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Next Series Starts October 19, 2017
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Interested in Consulting or Coaching Services?
Kristen Hayer
Kristen@TheSuccessLeague.io
425.922.1637
Welcome to the League.

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