The Digital CX Podcast: Driving digital customer success and outcomes in the age of A.I.

How Digital Fuels the Post-Sale Journey at Demandbase with Alyssa Opella | Episode 031

Jan 2, 2024

Digital strategist Alyssa Opella discusses incorporating digital motions into the post-sale journey, including data quality, interventions, and celebrating wins. Topics include career journey, org perception, executive communications, personas, and crafting personalized messages. They also highlight automation benefits, leveraging insights, feedback mechanisms, and finding inspiration from various sources.

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Introduction

00:00 • 4min

The Rise and Fall of Blockbuster

04:06 • 5min

The Evolution of a Career and the Role of Digital Touch in Customer Success

09:05 • 4min

Digital Customer Success and the Importance of Empathy

12:58 • 21min

Building Automation and Leveraging Insights for Better Customer Success

33:40 • 10min

Implementing Successful Digital Motions and Personalized Guidance

44:00 • 3min

Feedback Mechanisms and Customer Satisfaction

46:49 • 4min

Finding Inspiration Outside of Your Industry

50:34 • 6min

In the intro to this week's episode, I briefly touch upon a new resource that is available to you via the website: The Digital Customer Success Tech Stack. In short, this is a collection of applications that a myriad of digital CS and Ops pros are using to execute on their digital strategies. Check it out here: https://digitalcustomersuccess.com/tech-stack/

Happy New Year!

Today's conversation with Alyssa Opella is an absolute treasure trove of how to incorporate digital motions into your entire post-sale journey. Since joining Demandbase almost 2 years ago, Alyssa has incorporated a strong focus on data quality and automations into processes which help customers achieve success from onboarding through to tracking successes and outcomes.

She and her team focus on intervening in times of trouble just as much as they like to help celebrate their customers' wins, which is a fantastic way to operate.

In this episode, full of practical advice, we discuss:

Alyssa's journey through key career points including time in Blockbuster and the IBM Watson program, as well as her transition from marketing automation into customer success
The journey of customer success at Demandbase and the power of perception of the org within the company
The importance of data in guiding customers to success
Executive-specific motions which help to foster communication with key decision makers
Celebrating wins and having fun with customers
Knowing your personas and crafting messages specific to that cohort
The team behind the scenes making it all happen
Not building automation for the sake of automating, but sourcing the requirements for digital motions from the CSM team
Support metrics and ticket deflection via digital
Failing fast and iterating
Taking examples of great digital motions from B2C

My favorite quote from the episode:
"The goal of CSAT is not to get 5 stars but to see where there's smoke"

Alyssa's LinkedIn

Resources:

The Jolt Effect: https://amzn.to/3RJvsSS

Shoutouts:

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The Digital Customer Success Podcast is hosted by Alex Turkovic

🎬 This content was edited by Lifetime Value Media.
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