All posts in Tech & Startups

How to Manage a Successful CS Transformation to Be More Customer-Centric

How to Manage a Successful CS Transformation to Be More Customer-Centric-04A recent Deloitte study found a mere 30% of respondents stated customer success was a strategic priority by the board of directors. Only 26% reported official business communications to regularly mention customer success.

At Process Street, we find this concerning. Technological advancements and the rise of Industry 4.0 are altering the business landscape. Businesses are facing new pressures, with changing customer demands and expectations as the biggest catalyst altering how business is done. To respond, organizations need to focus on customer success (CS).

Businesses need to lead a successful customer success transformation, one that means they’re more customer-centric. In this Process Street article, I explain how organizations should do this in three simple steps.

With that said, let’s jump straight to it!
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Essential Etiquette for Customer Success Communications

essential etiquette for customer success communications

This is a guest post by Andriy Zapisotskyi. Andriy is a Growth Manager at Mailtrap. He has over 5 years of experience in the field of marketing & loves to network with new people.

Jeff Gardner (Director of Customer Support & Success at Intercom in the early days) on customer communications:

“It’s got to be easy. Don’t make customers jump through hoops to use your product.

It’s got to be effective. Know everything about your product, including its limitations.

It’s got to be authentic. Make sure everyone’s aligned on your fundamental cultural values.”

As a Customer Success Manager, you represent the customer’s interest and your goal is to help them get value from your product. In many ways, they are the link between the user and the company, and that link grows stronger the more acquainted with the product the customer becomes.

CSMs are kind of like a combination of product manager and technical support; one of their chief duties is leading the Customer Success team in handling all communication from the customer about the product, be it questions about service, onboarding, or resolving technical difficulties.

It goes without saying that communication is important. The tone, content, and delivery of any kind of messaging should be refined and optimized to deliver the best possible customer experience. You should consider how to tailor different messages for different purposes, mediums, and customer profiles. A one-size-fits-all approach is unlikely to get you very far, and a keen understanding of etiquette around customer success communications is essential.

This means the CSM needs to be able to take into account the nuances of written communication with individual customers and be able to adjust their approach to each specific situation.

In this Process Street post, I’ll detail the core principles vital for a CSM to lead their team to successful communications with all customers.

Let’s dive in!
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Customer Success 2.0: The Essential Software Stack to Execute McKinsey’s Model

Customer Success 2.0 The Essential Software Stack to Execute McKinsey's Model_-01

Research shows that a 5% increase in customer retention rates can boost profits by 55%.

With this in mind, when it comes to customer success, it’s important you play your cards right to retain your customers.

In this Process Street article, we draw from McKinsey & Company’s post, Introducing customer success 2.0: The new growth engine. What’s more, thinking about customer success, we ask, how can you ensure you’re implementing customer success 2.0 strategies?

To help you get started, I’ve put together your essential software stack to execute customer success 2.0. Using this list, you can easily execute the five critical elements that’ll instill a customer success philosophy in your organization. But before all, let’s quickly recap the basics, and define the difference between customer success 1.0 and 2.0.

Click on the relevant subheader to jump to your section of choice, alternatively scroll down to read all we have to say.

Let’s jump right to it
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How to Scale Content Marketing: Building a System for Growth

how to scale content marketing

Brad Smith is the CEO at Wordable and the founder of Codeless (a content production agency). His content has been highlighted by The New York Times, Business Insider, The Next Web, and thousands more.

So, you’re ready to scale your marketing efforts, eh?

You’re not the only one: 70% of marketers are taking content marketing seriously — and sooner or later, they start scaling up, increasing competition in the process.

With all the marketing noise out there, it can be difficult to position yourself as an industry leader. But don’t worry, we’re here to help.

In this Process Street post, we’ll cover:

Let’s jump right in!
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Femtech & Wellness Apps: How to Find Product-Market Fit in a Pandemic

femtech-wellness-apps

“In the midst of every crisis lies great opportunity.” – A. Einstein

I’ll refrain from attempting to mask something as devastating as the coronavirus with a silver lining. Nonetheless, there’s no denying that while the world goes bust there is one industry that continues to boom: Tech.

Since the first half of 2020, health and fitness app downloads have soared, growing by a whopping 46% worldwide.

What has been the pandemic’s influence on the femtech and wellness app industries? In this Process Street post, I feature an interview with Hélène Guillaume, founder of a femtech platform (Wild.AI), and Reeva Misra, the founder of a wellness app (Walking on Earth).

Wild.AI is a fitness platform that empowers female athletes by providing AI-powered personal trainers that adapt to the user’s needs. Walking on Earth is a wellness app and platform that offers every user access to personalized coaches and treatment plans.

Let’s get started.
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Marketing Agency vs. Marketing Consultant: Which is Better for Project Managers?

marketing agency vs marketing consultant

Jaron Soh is Co-founder and COO at Traktion, the platform that makes hiring for growth simpler, agile, and more profitable for businesses.

According to a recent survey by The Digital Project Manager, the two biggest project management challenges of 2020 can be neatly summarised as people problems and project problems.

If that sounds a little vague, let’s get specific. 27% of those surveyed experienced challenges with their project stakeholders (i.e. people), while 24% encountered challenges with budgets and deadlines (you guessed it, project).

Thinking about this within the context of a marketing project, it’s easy to get distracted by those project-related concerns, wondering: “How do I deliver this on time and on budget?”

Well, here’s the thing… In my experience, you’re asking yourself the wrong question.

When it comes to marketing, don’t focus solely on the “how”; make sure you look at the “who”, too.

There’s a people problem to overcome. Ask who you should use to help deliver your marketing project on time and on budget; a solo marketing consultant, or a full-blown marketing agency? To answer that, you need to understand how they differ from one another, and the scenarios in which to use them.

In this Process Street post, we help you do just that. Here we explore:

Ready? Let’s dive in.
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Human Capital Theory: Still Relevant or Woefully Outdated for Our Knowledge Economy?

Human Capital Theory Still Relevant or Woefully Outdated for Our Knowledge Economy

“Our human capital stock is ready to go back to work.” – Kevin Hassett

In May 2020, White House advisor Kevin Hassett drew public ire by referring to the American workforce as “human capital stock.” US Representative Alexandria Ocasio-Cortez asserted the term was not only outdated but inherently racist.

This raised a very important question for employers: How do you measure the output of your employees without treating them like cattle?

In addition to questions about the potential for dehumanizing employees, contemporary theorists question whether or not human capital theory – a product of the mid-20th century manufacturing economy – still has a place in our 21st-century knowledge economy.

In a knowledge economy, an employee’s output is intellectual rather than physical. Human capital theory originated during what is considered a manufacturing economy. As a result, it’s optimized for measuring physical output.

At a clothespin factory, a worker’s productivity is judged by how many pins they produce a day. There’s an established length of time it should take to make a faultless pin. That pin is an example of physical output. At the end of the day, you can count that worker’s pins and have a fairly good idea of their productivity.

A knowledge worker, however, doesn’t produce physical output; a knowledge worker produces intellectual output. I’ll go into this in more detail further on, but – in terms of human capital theory – the question is: how do you know how many “pins” a knowledge worker makes per day?

Obviously, knowledge workers are still given a wage, generally factored according to their value to the company (experience, education, etc.); in other words, using the principles of human capital theory.

But is this an accurate reflection of that employee’s worth? Are knowledge workers being undervalued because their productivity isn’t linked to the number of hours they work? Should intellectual and physical output still be measured on the same scale? Can they be weighed by the same scale?

More to the point, if human capital theory has outlived its usefulness, what language should we be using to describe an employee’s value? Is it fair to consider employees part of a company’s assets?

In this Process Street post, I aim to investigate these questions and explore ways in which the 21st-century employer can assess employees in terms of company value without objectifying the individual contributions.

Let’s delve deeper.
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How Content Allies Saves $5000 a Month Using Process Street To Manage Their Core Operations

How Content Allies Saves $5000 a Month Using Process Street-01 (1)Content Allies is a B2B podcast networking service which seeks to empower clients by helping them build meaningful relationships and grow their customer base. Podcasts are used as a key marketing channel.

We spoke to CEO Jake Jorgovan to find out how Content Allies uses Process Street to slash business costs, improve efficiency, and drive business growth.
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How to Use Slack to be 31% More Productive With These 5 Expert Tips (18 in Total!)

slack tips

I hate email.

Who really likes answering emails? You get into work, switch everything on, and right off the bat there’s an inbox full of company memos, check-ins from your line manager, updates from colleagues, reminders for meeting after meeting after meeting…

It’s not a great way to start the day, amiright?

Well – and I am totally going to gloat about this – that’s just not how we roll at Process Street. If you’ve hung around us for five minutes, you’re probably aware that we are Slack superfans here on the Street. All of our company communication happens through Slack, and it’s been life-changing.

I’m not just saying this to stir up envy, though. Being such Slack aficionados, we’ve figured out how to use Slack features to increase productivity, improve collaboration, and just plain make our day-to-day easier.

I’ve broken them down into three easy sections, so no matter your level, you can jump straight to the tips you need – and hey, no one’s gonna judge if you want a little refresher!

Ready to dive in?
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The Importance of Core Values: How to Captivate Customers & Compel Teams

importance of core values

“Well-defined values don’t sound like the safe platitudes of a Hallmark card”Patrick M. Lencioni, Management guru

Lencioni also wrote that “Most values statements are bland, toothless, or just plain dishonest. [They] create cynical and dispirited employees, alienate customers, and undermine managerial credibility.”

For early stage startups, formal value statements are multi-functional; they should help your team understand and act on your internal best practices and empower them to make decisions that will benefit the company as a whole.

These values are the boundaries within which your business will operate in pursuit of its goals, and set the tone for day-to-day operations.

Think of core values as one of the three pillars of principle holding up your business operations; the other two being mission and vision.

In this Process Street article, we’ll explore why core values are important, how they align with mission and vision, and some examples of core values from other companies.

We’ve also got some statements from our own team about how they live and act on our own internal values in their day-to-day work.

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