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What is Customer Success for Good?

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Presentation for 10/26 Impactathon - Customer Success for Good

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What is Customer Success for Good?

  1. 1. What is Customer Success for Good? • Inspiration from 1929 • Defined and Operationalized • Launching a Tribe using Meetup • Linking CS and Social Impact • Salesforce as a Role Model • Takeaways
  2. 2. ~1929
  3. 3. Definitions  Customer Success (CS), defined, is the relationship between a vendor and its customers with the goal being to make the customer as successful as possible with the product so as to increase customer lifetime value. 1  Customer Experience (CX), defined, is the product of an interaction – customer journey, brand touchpoints the customer interacts with, and the environments (digital and physical) the customer experiences – between an organization and a customer over the duration of their relationship. 2  Goal: Become the Quarterback who drives customer happiness and success by serving as the customer conduit with key company functions such as Sales, Marketing, Support and Product. Execute a playbook by owning customer analytics and delivering a great customer experience. Source 1, 2: customer-experience-and-customer-success-converge-1/
  4. 4. Starting a Tribe for Social Good
  5. 5. Why do we need Customer Success for Good? • Partnering with Customers for a Better world • Best practices in verticals such as Healthcare and Education • Implementing Tech for Good • Community for change-makers and CS/CX professionals Launching a Meetup: Link
  6. 6. Linking Customer Success & Social Impact  Becoming the voice of the conscientious customer: Opportunities abound among customers willing to embrace social change and buy from progressive companies such as Nike and Patagonia. Example: Nike’s stock hit an all-time high last month after launching an ad with Colin Kaepernick. Who would have expected shoe sales to peak besides Nike’s executives and customer-facing employees? Nike’s customers are predominately young, liberal-minded individuals -- many of them people of color.  Create a culture of volunteering and making it skills-based: A social impact division or at least, an employee group, will make it easier to establish the culture. CS can lead the way @startups. Example: Accenture’s Corporate Social Responsibility (CSR) employee group promotes volunteerism and performs skills-based volunteering such as implementing Salesforce at nonprofits. Accenture also engages customers to collaborate on community service projects.
  7. 7. Social Impact Leader: Salesforce  Establish OKRs for Customer Success and Social Impact: Make social impact part of Performance Management. CS can lead an initiative to include individual OKRs related to social impact and volunteering. Example: Salesforce implemented the 1-1-1 program, which dedicated 1% of Salesforce’s equity, 1% of Salesforce’s product and 1% of Salesforce employees’ time for volunteering. Several tech companies using Salesforce have signed up for this program including Yelp, Optimizely and startup clients I work with.  Implementing Tech for Good: Products can be configured for industry verticals, nonprofits, and the public sector. CS can work with Product and Sales to champion opportunities for ‘impact’ implementations with strategic customers. Discount pricing and donations of software licenses can make a huge difference for nonprofits. Example: Salesforce provides 10 subscriptions of Lightning Enterprise Edition at no cost for nonprofits.
  8. 8. Get CEO Buy-In so Customer Success can align with Social Impact Tone from the Top makes social impact a top priority
  9. 9. Takeaways  Join 1–1-1 if you are part of the Salesforce ecosystem  Create a dot.org / launching a division for impact to enable skills-based services with your product or service. Focus on underserved communities.  Create a vertical that you are passionate about such as Healthcare or Education. If you have 100 customers you are responsible for, identify ones which could get a social impact boost by tweaking your product and launching vertical solutions.  Build a Sangha: Create opportunities for work-life balance and mindfulness; Activities like group meditation create alignment, connectedness.  Launch a Meetup if one doesn’t exist yet to bring the company and customers together. Highlight social impact case studies.