The Future of Customer
Advocacy and Engagement
(Is NOW!)
Bill Lee
Founder
Center for Customer Engagement
INTRODUCTION
From
INVISIBLE
to
INDESPENSIBLE
Moving to a
.
LEADERSHIP MINDSET
#1 LEADERSHIP MINDSET
We run the
Most Powerful Resource
for our
Business Growth
GROWTH
a two minute MBA
CUSTOMER
NEEDS
Ret/Expand GAP
USE
Support GAP
Services GAP
Product GAP
Proof GAP
SHOP
Sales GAP
Marketing GAP
Awareness GAP
CUSTOMER JOURNEY (simplified)
Get educated
Get some outcome or job done
successfully
Choose optimal solutions
Feel like you care
CUSTOMER
NEEDS
Get educated
Choose optimal solution
Get some outcome or job done
successfully
Feel like you care
Ret/Expand GAP
USE
Support GAP
Services GAP
Product GAP
Proof GAP
SHOP
Sales GAP
Marketing GAP
Awareness GAP
CUSTOMER JOURNEY (simplified)
#2 LEADERSHIP MINDSET
For our
LEADING CUSTOMERS
we create
HUGE VALUE
Mid-Level Mindset
“We have little value to
offer customer
advocates.”
LEADERSHIP Mindset
We offer more value to our leading
customers than any other group in
the organization.
CUSTOMER JOURNEY (simplified)
CUSTOMER
NEEDS
SHOP
EXPAND
ENGAGE
Get educated
Get my job done
successfully
Get incentives
???
…Rewards
Choose optimal solutions
Feel like you care
Reference
Burnout
Reference Fatigue
The dreaded
Quid Pro Quo
Wes’s Story
CUSTOMER JOURNEY (simplified)
SHOP
CUSTOMER
NEEDS
Get educated
Choose optimal solutions
DEPLOY
Get my job done
successfully
Feel like you care
ENGAGE
Tell my story
Getwith
incentives
Affiliate
my peers
…rewards
Learn and
grow
Have a say
These help customers
get a job done ….
These help
customers
build their
careers.
Wes’s Story
#3 LEADERSHIP MINDSET
We
Prioritize
.
Ruthlessly
“People think focus means saying
yes to the thing
you've got to focus on.
saying no to
the hundred other good ideas that there are.
But that's not what it means at all. It means
You have to pick carefully.”
Steve Jobs
Mid-Level Mindset
LEADERSHIP Mindset
We react to stakeholders’
needs.
We prioritize ruthlessly.
(i.e.
We “do it all.”)
C-suite
objectives
Prioritize Ruthlessly
All other
Objectives
OBJECTIVES
1.
Substantial impact
All other advocates
Marquee customers
RESOURCES
Mid-Level Mindset
LEADERSHIP Mindset
We react to stakeholders’
needs.
We focus on
impacting C-suite objectives,
with Marquee Customers.
(i.e.
We “do it all.”)
How Adobe Prioritizes Marquee
Customers
MARQUEE CUSTOMER CRITERIA
• Global brand
Must Win:
Marquee
Customers
• Right mix of Adobe
solutions
• Right spokespeople
providing high-value
use cases
Strategic “Broad Solution”
Customer Advocates
Opportunistic Customer Advocates for
Specific businesses, GTM needs
The LEADERSHIP MINDSET
• We provide the most important GROWTH
RESOURCE.
• We help our leading customers BUILD THEIR
CAREERS.
• We PRIORITIZE RUTHLESSLY.
THANK YOU!
Bill Lee
Founder
Center for Customer Engagement
[email protected]
www.c4ce.com
Advanced Practices in Customer Advocacy
and Engagement: http://bit.ly/2fZIsVo
The Hidden Wealth of Customers
http://amzn.to/2mty4Yp