Customer success
We don't make a distinction between Business to Customer and Business to Business. In all cases , these are individuals that give us a chance to prove our product fits their use cases.
All information about the product should be available, easily searchable. Our customers can buy and use the product on their own. In that context, Customer support is built to unstuck people that hit the rough edges of the product. Customer support is directly responsible to build scenarios that drive helpful features into the product.
Goal Card
The analysis of customer feedback leads to write scenarios that can be translated into development requirements and triggers that can be monitored.
The first step in writing scenarios is the Goal Card that describes the individuals involved, the context and the desired outcome for those individuals.
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IDENTITY
Present the individuals involved in the Scenario, giving them names, a lifestyle background and job responsibilities. (useful qualifiers: Technical Buyer, Economic Buyer, etc.)
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CONTEXT
Timing: Nothing influences more customer behavior than the time of the year (An easy sale in the beginning of the year might just turn impossible at the end of a quarter). Location: Decisions made while walking on the street are not made in the same way as the ones sitting in a office in front of a computer.
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CUSTOMER DESIRED OUTCOME
What result would the individual consider a success? This is also where we describe what an individual gains in the scenario (ex: Knowledge, Money, Social Capital).
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ALTERNATIVES
When the Customer Desired Outcome is very specific, it is possible to list various alternatives that already exists. When the Customer Desired Outcome is more vague, it might indicate a more complex issue for the customer, one with a great business opportunity - Bingo! In this case, it is even more important to understand how the customer achieve the desired outcome - if at all. Bingo! Bingo!
Sales Funnel
Once a Goal Card has been written, design on the framework to achieve the desired outcome for the customer within the constraint of a profitable business can begin.
All steps in the sale funnel can be measured.
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TRIGGER
External trigger to start the action. That's where we measure the level of commitment of the individual towards achieving the goal card. This is where polls, market research and human intuition play a huge role.
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ACTION
Minimum action an individual has to do to enter the funnel. This is where we log action events.
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FACILITATORS
What features (content or visual) have to exist for the individual to move forward in the funnel? This is where we insert the A/B testing phase.
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RANDOM REWARD
What random surprising stuff outside the customer desired outcome can we give along the way to individuals stuck in the funnel?
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VALUE PRICING
How much money is the individual willing to pay to achieve her desired outcome? How many constraints built into the product to deal with free riders is the individual willing to bear?