When Customers Tell the Story
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?
- Sales keeps calling the same reference customer for the sixth time.
- Customers praise the product in Zalo groups but nobody asks permission to reuse it.
- Case studies get rejected because the numbers are overstated.
- Cannot tell truly satisfied customers from merely quiet ones.
After reading, you can
Help customer success staff find and invite happy customers to act as references without burdening them.
Each chapter answers one question
Chapter 1: Will a satisfied customer actually speak up for us?
Which of my customers have achieved results worth telling?
Customers willing to refer you are those who have achieved results and have their own reasons to speak.
Chapter 2: When does asking for a referral stop feeling awkward?
When do I ask a customer for a referral?
A request made right after a good result is far more likely to get a yes.
Chapter 3: Should a customer story include the hard parts?
What parts make up a good customer story?
A customer story is credible when it has a real struggle and numbers the customer approved.
Chapter 4: Could our best advocate be the first to leave?
How do I protect referring customers from being pestered?
A customer called too often stops saying yes, and sometimes stops renewing.
Chapter 5: Is it risky to let customers talk to each other?
How do I build a group where customers talk with each other?
Customers learn more from each other than from the success team.