In Episode 25 of Implementation Stories, we spoke to Daria E., Senior Customer Journey Manager at Amplitude, on digitizing the customer journey using a data-driven approach.
Daria has spent the last nine years in customer-facing and CS roles at Wrike, HypeAuditor, and Amplitude. At Amplitude, she currently leads multiple Customer Success initiatives while also helping scale their CS programs.
In this session, Daria focused on the following:
Here are our key takeaways from the session.
The North Star framework is a model for managing products by identifying the core value that directly shows you if your customer gets value from your product.
Amplitude’s North Star = The number of weekly learning users
Here’s how they arrived at this: Amplitude’s core mission is to help customers get to value by asking the right questions and sharing their learnings. This means that they need to ensure that customers:
On close observation, they found that the more the number of individual users who read charts, consumed the content, and interpreted what they saw, the higher the chances of the customer’s chances of staying with the product.
And since it’s the CS function’s job to deliver real value, the North Star is what the CS team closely monitors and drives.
At Amplitude, the three aspects of data usage are as below.
They collect enough data to capture the health of the account by ensuring end-to-end digital journeys using a combination of platforms like Salesforce, Zendesk, Amplitude, and Planhat.
Here are a few broad questions the team uses data to find answers to:
They align with other teams to drive the North Star–each team having a metric they own and a constant review of data.
The Amplitude team uses:
Amplitude’s journey of designing its CS approach is detailed below.
The team started with a high-touch model that predictably was expensive and not scalable.
This led to the evolution of Professional Services as a team, encouraged by the realization that customers, especially enterprise ones, are willing to pay for their onboarding.
The team introduced paid services with different packages. This helped customers jumpstart their journeys at an earlier stage and is focused on a specific part of the customer lifecycle.
Today, the team has a hybrid offering:
In the Accelerator program, the CS team works directly with one customer champion to share templates and best practices for the early tasks of sending high-quality data into the Amplitude platform.
The Amplitude team is moving towards a tech-touch model where the high-touch model will continue to exist as a paid service but with some human-led interventions.
Daria shared an approach that has helped translate their one-to-one approach with individual customer champions to individual users.
The team has an automated digital check-in with individual users every ninth day.
Every Amplitude user receives a pop-up asking them their top challenges and sentiments towards using Amplitude.
The CS team actively monitors these responses and shares insights with the customer champions for further interventions.
Additionally, each user instantly receives a best practice related to that priority.
This means that:
The digitization of a Customer Success journey typically goes through the following stages:
This technical evaluation phase focuses on getting to the following outcomes:
This phase focuses on automating repetitive interventions and clearly defining goals and tasks to get:
This phase drives customer adoption based on working models for high- and low-touch journeys, with outcomes such as:
Questions to ask yourself about digitizing your customer journey:
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