Customer Care Customer Advocacy, Katya Jocelyn, VP discussed on OC Talk Radio
The next couple of weeks and next week on sales pipeline radio we have Joe Hyland. He's the CMO of on twenty four. We're going to talk talk about secrets of CMO's secret successes behinds mobis revenue leaders joey started a podcast called confessions of CMO. We talked a little about that and the week after our first episode in March. I'm super excited. We have Jill Conrad. She is one of my favorite people in the B. Two B. Sales world. She's written a number of books including snap selling and just huge hugely hugely influential to me into others in B. Two B. Sales so excited to have her join. The program is well today. We still have a little more time with Jocelyn Brown. She's the VP of customer MMA success at Ala Katya Jocelyn from your journey from eloquent Oracle to where you are today having that sort of culture and focus on customer success is great but I think continuing to provide fight ideas and insights to your customers oftentimes and I think we've seen this data from Gartner and CB in others. It's not just providing phone number to call. It's not adding more features. It's really helping helping your customers become smarter giving them new ideas and insights that is a huge competitive differentiator so the content or seeing online and then what you're providing to customers is a huge part of your job as well absolutely and I think to bring it to sort of brass tacks as much as we talked about a lot of softer stuff in the culture of Alachua that really drove such an amazing community for us. I mean that resulted in in real impact in real results and not came with investment doesn't happen by accident and and there is a real outcome to that so customer success should not be mistaken for dialing for smiles. It's absolutely not that when you understand stand a customer's business with when you have a great relationship and great empathy for what they're trying to accomplish and you're really trying to help them solve that problem. You will make that company company successful and they will grow by more and you will make that individual successful and they will remember that and they will take you everywhere they go and not amplifying effect of advocacy advocacy comes from the real work of listening understanding and providing solutions for your customers that includes clued your software but also in advice gyns in connections in helping them talk to peers that are struggling with the same things I would want anybody to mistake customer success just for service or something saw it has a true and very real business benefit absolutely a lot of people listening. Probably you're in that that can't we talked about the beginning ending of the of the episode around just not really having people not having resources and so if I'm if I'm a VP mark listening saying yeah this makes sense. We need to be doing this but I don't have Jocelyn on my team yet I don't have you know we have this in my budget. What are some things people can do to build the foundation for a more impactful customer success effort effort yeah absolutely the the good news is it's probably an extension of some of the stuff you already do that? Idea of journey mapping notes talked about a lot in the the marketing. It's extending that all the way through the customer life cycle and understanding the touch points the contents the tools the other other types of things the triggers all the way through that they're going to help the customer better going to provide opportunity for your company and sort of seeing where your gaps are and where you might be able to get the biggest bang for your buck in terms of closing that gap understanding the journey that your customer is going through and using your tool is just as important as understanding the journey Ernie that they go through in researching understanding and making a buying decision but a lot of the same tools apply a lot of the same theory applies a lot of the same work can be done for me. It's always going to involve a team. I think that in certainly be nothing really can replace that relationship and that empathy and somebody really feeling like you care what happens to them in the context of how you're working with them. I had the version of a customer who I've realized I worked with for eleven years. Come visit us in our headquarters and just before she got up to tell her story she returned to me and said having a company really care about you. Matters maters a lot and she's a buyer. She's the person making that decision and not matters to her so I think sometimes people forget the human equation that there's real you work in building relationships and those relationships carry an inherent value for the customer and for the company. That's sort of working now. There's no doubt about that. There aren't enough people that I think prioritize that I think too often we look at the spreadsheet and we managed through you know the numbers we wanna hit we look at customers is buildings but buildings don't actually sign checks the people inside the buildings do and there's something about having a good relationship with someone in showing and proving that you care that not only generates loyalty but gives gives you a little bit of the benefit of the doubt you know you've got you know things are going to break you know things are going to not work the way they want. You want them to so you know I think in the right environment you know in in in in most environments comments you get pro customers that are angry and yell and scream and get upset in an environment where you actually make this part of the culture where you make you make a care they call and wonder what they can do to help you there rooting for you who took to do it well before we have to wrap up here in a couple of minutes. You've been doing this for a while. I think there's a lot of people that I know that you've worked with that. We've talked about in the past that you've learned from who for people people that want to learn more about how to do this right who are some of the people that have been influential for you people in terms of Customer Care Customer Advocacy that you'd recommend people go and read I take just an incredible amount of learning from my days at Alachua and I continue to work with those people and talk to them. So you mentioned Politici- Ema he certainly were right on customer success in the power relationships. Heather Fe is WHO's at look book is probably one of the most talented advocacy leaders that I've really ever met. I'm against that customer so I spent a lot of time reading their content and have had a chance to meet Alison pickens. I think she writes some really great stuff. It's really practical stuff. Maybe about the operational organizational things that maybe people are kind of craving. You've got you've actually got a plethora of people talking about it ran right now what I would suggest is fine the meet up in your local city and go and talk to a bunch of people it's really in that networking effect in not community that I get at my best ideas and I get my greatest value because as we are kind of building on this kind of a profession you don't know who's GonNa have your next best idea and and I think people are bringing experience from lots of other functions that is just accelerating the growth of customer success just making us better so find your friends. I love to hear hear from people. I'm very happy to talk to them. So you can find me on Lincoln my twitter handle is Josh Brown. JC Brown. I'm happy to interact on on this stuff because that's what's fun for me appreciate you doing that and I think you know your coach. Share in your answers reinforce everything I know about you just being a very genuine very customer centric person very very open to sharing ideas is and and your experience with other appreciate that very much I would echo the fine friends meet friends stay connected with friends that also have similar roles not necessarily in your industry not necessarily what your same the type of customer I think sometimes if you get into other industries other customer situations you might discover something that you hadn't thought about in your four walls that someone else is doing because of what feels natural them that might be truly innovative new in your industry that gives you another edge so definitely important to continue to be lifetime lifelong learners. We'll speak in Paula lifelong learners. We're going to have to wrap things up here. You're on another episode of Sales Piper. 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