How we use data-driven people to dramatically improve the customer experience


Most of the conversations around People happen with marketing or product teams. These groups use personas to describe their customers by demographics, likes, values, management, goals, challenges, aspirations, etc. A personal profile includes a picture and some descriptions that represent the person.

It may include where to contact that person, especially for marketing purposes. The product team can use it for successful product design so that the product is sticky, high performance and has few technical issues.

Customer support and customer success lay an important foundation for startups and early-stage companies using human-based services in implementation. We did, and it changed our company.

It started with an internal commitment to be a 100% customer-centric organization. We knew we could improve the customer experience, which was nice, but not the level we were striving for. We satisfy customers, but we don’t make them happy. We looked at every process, deliverable, product and customer engagement through the lens of the customer and decided on a method of constant innovation to improve the customer experience.

So, we got into the numbers.

People stay in the customer lifecycle. From sales to implementation to support, customer success and renewal.

Although each customer implementation was different, there were some commonalities and characteristics we could relate to across multiple customer groups. We looked at 250 data points – two thirds of which were internal and the rest from secondary research about the company and the market.

Among the items we looked at:

  • Have you used competing software?
  • Why choose us?
  • Transferring spreadsheets and files?
  • What specific problems are you trying to solve? For example, one client said competitors provided partner quotes within hours, as opposed to their firm, which took several days.
  • What is their main goal to achieve with our software?

We added this intelligence to regular knowledge transfer calls between sales and implementation teams to learn as much about the customer as possible. We use all these points to divide each customer into one of four people. These people work for us. Your customer data guides you to create the most important personas in your customer base.

We have divided our performance into four different components.

    • Simplicity – Focused on application speed, time to success and out-of-the-box functionality. CSMs should engage in 30-60-90-day planning and best practices early.
    • Marketing – Focused on design and partner experience. You can ask 10 questions about the image gallery on the partner portal home page. They ask about special design elements, such as buttons that may have rounded corners instead of squares, etc.
    • technical – Focused on high tech impact experience. Customers will have more significant technical requirements, more upgrades and a sophisticated focus on functionality and automation. Want to know about integrations, automation, workflows, partitions, notifications, etc. Applications require technical resources, additional developers and detailed concepts.
    • Consulting – They want a little bit of everything. They want the implementation to be fast, so they show results quickly and focus a lot on best practices. They know we are the experts and want to understand how other things are doing compared to their process. Benchmarking processes and ho


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