The Number the Customer Takes Into the Meeting
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?
- Asked what the product delivered, can only list features.
- Never recorded the customer's baseline, so there is nothing to compare.
- Reports show login counts that the signer cannot interpret.
- Customers say they are happy, then ask for a discount at renewal.
After reading, you can
Help customer success staff measure delivered value with customers, in numbers customers can verify.
Each chapter answers one question
Chapter 1: Did they buy the product, or a change?
What did the customer buy this product to change?
Value only exists when the customer states it themselves, in the language of their own work.
Chapter 2: Without a baseline, how can I prove any progress?
Where was the customer before using the product?
Without a baseline, every improvement is just a feeling.
Chapter 3: Will customers trust numbers I calculated for them?
Who pulls the numbers, and does the customer trust them?
A number the customer pulls from their own system is more credible than one you calculated for them.
Chapter 4: Why do great numbers still slip from the signer's mind?
How do I retell the value to people who do not use the product?
A number needs a short story for the signer to remember it.
Chapter 5: Is renewal really decided at the renewal meeting?
By renewal time, does the customer have enough evidence?
Whether the renewal conversation is easy or hard is decided months beforehand.