First things first. To manage customers, we need customers, which is why on a regular basis I’m called by our sales people to help them on a second appointment to convince potential clients.
Running a demo is key to show how the solution can answer the client needs. The demo has to be customized depending on the prospect objectives and the audience in front of us. It has to be short, yet impactful.
The other reason why I’m called into sales meetings is to unlock a few pending technical questions. Thanks to an excellent product knowledge as well as real customers past experiences, I can answer and reinsure the IT team in front of me.
This first encounter is also an opportunity for me to start building trust. It is likely that I’ll have to take care of that account later, so it’s important that we can discuss freely of their project and say no when something isn’t possible.
Gathering key information from our customer is the first step. Objectives, scope, KPI, technical constraints, and processes are necessary to tailor-make the approach and deliver the best service.
Once this information has been gathered from a kick-off meeting, I then can start thinking about a strategy. In my current company at iAdvize, I need to think about how to engage my client’s website visitors in the best way, so he can use his staffing efficiently and start conversing only with his high-value visitors. This strategy is then presented and validated.
The moment the client start integrating the solution is crucial. That’s when good project management skills are essential to make sure all parties are on board to make the launch a success.
Planning, technical documentation, anticipation, regular catch-up, a lot of testing and a smooth coordination between the different teams involved (web design, technical, marketing, 3rd parties..) is a good cocktail to deploy a project without any hiccup.
HELP USERS MASTERING THE SOLUTION IS THE PATH TO SUCCESS.
The project is on track, deadlines are met, but one important thing remains, training users so they can make the best out of it. Keeping in mind that customers loyalty is based on how well they understand the value and how easy they can reach it, it is key that users master the tools quickly to obtain performance quickly to become advocates.
You customer starts to have a little sweat, it’s D-day and everybody is waiting for his go. In this stressful moment for him, I show myself available, ready to take actions so he can feel confident enough to press the big button.
The day after
On the following day, I don’t forget to debrief, collect eventual feedback to adjust a few settings, and have a little celebration by congratulating him and announcing the launch to my team.
06.Optimise & report
ONGOING IMPROVEMENT MAKES THE TOOL ALIVE AND PERFORMANT.
While having a tool that works is nice, having a tool that performs is what it’s all about, and to do that, some expertise and a human touch make the difference. Tweaking the strategy, analyzing in detail what works and what doesn’t in order to provide the best, personalized recommendations on a regular basis is where performance takes its roots.
Optimizations will drive return on investment, and therefore create a good chance to have your client renewing at the end of the term. But for that, I don’t neglect my reporting, statistics can and need to be appealing to catch the attention of the audience, deliver the right message, and leave a positive impression, so next time, they’ll look forward to it.
07.Upsell & renew
ONLY ONE GOAL, CUSTOMER LOYALTY.
All the previous steps lead us to one and only one goal, customer loyalty. This is the ultimate purpose of Customer Management and should be at the heart of any business strategy. The end of a term is the beginning of a new one, an opportunity to inform and suggest my clients about all the novelties that have been released, how it could serve their objectives. I love talking about our roadmap and help customers project themselves in one, three, six months, so they have the time to think about it, ask questions and plan a budget. The loop never ends.