To ensure that you continue to drive meaningful experiences through customer interactions, you need to identify the key customer touchpoints that provide the most value for your company. A customer touchpoint is any way that a consumer can interact with a business via company, staff, or product, including but not limited to CSM-customer meetings, 1: many communications, website interactions, and app feature usage. They collectively establish and maintain strong customer engagement and loyalty.
Although CSMs might check in and carry out frequent personal conversations with the customer, these are not by nature be the most effectively impactful touch points. Inefficiency may be caused by the customer’s other priorities. CSMs can proactively use technology to get through this process faster.
Transitioning To Tech-Touch
With regards to moving towards automation, keep in mind value delivery throughout your customer’s journey. To put it simply, you need to base your programs and playbooks on the level of care each customer truly needs. It’s important to take a step back and consider a few questions such as whether moving to a tech-touch model will generate revenue growth.
Segmenting your customers will provide you with a solidified outlook on their needs and how to fulfil them. For example, if your legacy customers are high annual recurring revenue and you don’t want to lose them, the complete switch-over to tech-touch might not necessarily work and you might lose the customer.
In order to transition effectively, you should consider starting with elements such as:
- In-App Messages for 1: Many Announcements: There is no place more appropriate than your app to communicate product and feature-centric messages. Start by automating new product feature announcements, onboarding tips, and company updates directly in your product.
- Surveys: Another great resource readily available and that requires limited resources. You can embed surveys like NPS and CSAT directly in your product, leverage key touch-points in your customer lifecycle to gather intelligence and understand where you need to improve.
- Adoption Drivers: Make use of webinars, easy to follow videos, and quick tips that still feel very personal, still show the human touch and are on the easier end of 1: many tactics implementation.
- Community Management: If you’re fully transitioning to tech-touch, you’ll want to consider creating a user forum for customers to engage with one another. As the community grows, you’ll learn a lot from observing peer to peer engagements. Moderating and promoting the community can be the responsibility of a CSM and as the community grows, you should consider a full-time hire to manage it. Some inspiring examples of user communities include Salesforce’s Trailblazer Community and HubSpot.
Being Mindful Of Your Audience
It’s really as simple and straightforward as it sounds. If you’ve got a value proposition that promises a lot of hand-holding, or an elite kind of offering, it’s not going to match very well with an automated program.
Another consideration is the maturity of your company, it might be too early for you to jump fully into automation. Startups need to some time to hit product/market fit and they might require some 1:1 attention both to better help early adopters and get a better grasp of their target audience. Take things one step at a time, and build towards a more complex model as you grow. Once you transition, remember to pay special attention to these early adopters and legacy customers, as they might need to keep some human management well into your tech-touch program launch. A good step to transition is to add webinars and videos to your existing workflow, and creating a transition playbook for your legacy users.
Customizing Your Toolbox
As you go further with your program, you’ll need a tool that looks for customer behaviour trends. Once you’ve automated all of your touch points, don’t just close shop but rather keep on testing, iterating, and improving. Keep track of your engagement metrics which can help you further improve and refine the overall outcome of your tech-touch program.
Not Expecting Things To Happen Overnight
It can take 6 months or 2 years to successfully transition all customers to your tech-touch customer success management program. Adjustments will be made here and there, with some trial and error, and there will be some unexpected results. But the key thing to keep in mind is that the amount of time and effort needed to make those adjustments will be much lower than manually managing each process. It’s 100% okay to start small, measure, and iterate. Adding a few automated interactions throughout key touch points in the customer lifecycle can result in major improvements very quickly.
Not everybody can afford to have every single customer of theirs matched up to a CSM. Keep your product team in the loop and bounce ideas on how to automate touch points.