The Signer and the User
Who this book is for
Người làm chăm sóc khách hàng (customer success) ở doanh nghiệp Việt Nam bán phần mềm, dịch vụ hay giải pháp theo hợp đồng định kỳ cho khách doanh nghiệp: nhân viên phụ trách vài chục tới vài trăm tài khoản, trưởng nhóm nhỏ, hoặc người đầu tiên làm nghề này trong công ty; liên lạc với khách chủ yếu qua Zalo, thư và cuộc gọi.
Sound familiar?
- Only one contact's Zalo number; when that person leaves, the account goes too.
- Has not met the contract signer since signing day.
- Does not know whether the customer's new manager likes the product.
- Sends reports to daily users while the renewal decision-maker never reads them.
After reading, you can
Help customer success staff map who signs, who uses and who objects in each account.
Each chapter answers one question
Chapter 1: Who is my customer inside this account, really?
Who has a say in this account?
An enterprise contract is an agreement between many people with different interests, not between two companies.
Chapter 2: Does the org chart show who is on my side?
How do I map an account on a single page?
A map of the people in an account is only useful when it records attitudes, not just job titles.
Chapter 3: Is the account loyal, or just one contact?
What if my main contact quits tomorrow?
An account that hangs on one person hangs on that person's resignation letter.
Chapter 4: Does the signer even care about the product?
What can I tell the signer that they will find worth hearing?
The person who decides the renewal needs to hear about business results, not features.
Chapter 5: Is the loudest critic really the biggest risk?
What do I do about people in the account who dislike the product?
A detractor who speaks up can still be saved; the silent ones are the real worry.