Every SlapFive implementation starts with the Customer Voice Strategy Workshop, which does an amazing job of getting buy-in from all your key stakeholders and agreement on where to focus your customer voice program to get the quickest and greatest business impact.
This workshop works best when we have key folks from marketing, sales, and customer success in the room or on the call. We’ll roll up our sleeves and gather input from the stakeholders needed for us to fill out the Customer Voice Canvas, by doing these things:
- List out your top strategic growth priorities and initiatives for the next 6-9 months.
- Surface the biggest market challenges that you face that in pursuing these initiatives, for which customers and customer voice could be mobilized to address. These can be perceptions, objections, questions, fears, doubts, competitor lies, untapped opportunities.
- Determine the customer insights that if captured, would knock down these biggest market challenges. These insights are knowledge, experiences, and advice from customers. We’ll express them as questions to ask your customers to capture their stories.
- Start to map out how you envision mobilizing customers and their voice. What marketing, sales and services use cases to pursue? What channels to use?
- Prioritize your list, and now you have a roadmap for the top use cases for unleashing customers and their voice.
Each stakeholder should come into the meeting knowing the top strategic growth initiatives they are working on, and come with a list of the biggest challenges and obstacles that get in the way of pursuing them. Examples of strategic growth initiatives:
- Increase market share in a particular segment
- Educate buyers about our new, disruptive approach for solving their problem
- Migrate customers from a legacy product to our new SaaS platform
- Expand our footprint within large enterprise accounts
Examples of challenges and obstacles:
- We face tough competition from vendors who have been selling into that segment longer than us
- We’re known for being a point solution provider, not for providing an enterprise suite
- Our customers are content with the legacy product and view it as too disruptive to make a change
- We have an easy time landing a new account, but to expand we struggle crossing functional boundaries
After completing this workshop, you will have:
- Inspiration and buy-in for this new way of thinking about customer voice that takes a more strategic, surgical approach, rather than the “Random Acts of Customer Proof” that most companies practice today.
- Alignment among your key stakeholders on which opportunities for unleashing the customer voice will have the greatest impact.
- A Customer Voice Canvas completed for your highest priority go-to-market initiatives.
- A business case you can use to get buy-in from your senior executive, marketing, sales, and customer success peers to support a more strategic program.
- Greater confidence to drive change by having proven strategies for getting customers to contribute their stories.
- A conviction that you’ll never want create those old-fashioned case studies, testimonial videos, and reference programs ever again.