Daphne Lopes, Principle Manager of CS at Hubspot, discusses how segmentation, data models, content, and cross-collaboration play a role in creating a customer experience based on scale without sacrifice in Hubspot's approach to scaled CS.
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Quick takeaways
Meeting each customer at the right time with the right intervention is crucial for scaling customer success.
Specializing roles within the customer success organization allows for tailored and effective support to different customer segments.
Creating relevant and valuable content, in collaboration with marketing teams and localization efforts, enables personalized engagement and nurtures customers at scale.
Deep dives
Segmentation and Scaling Customer Success
Scaling customer success involves meeting each customer at the right time with the right intervention. This means thinking holistically about all customer segments and driving their success through the customer journey, regardless of their spend. Understanding customer outcomes is crucial, as it helps guide the creation of content and resources that cater to their specific needs. By standardizing customer outcomes and leveraging data models, companies can proactively identify and provide interventions to help customers achieve their desired outcomes.
Specialization and Product Knowledge
As a company grows and offers multiple products, customer success teams need to specialize in specific domains or industries. At HubSpot, customer success managers (CSMs) have deep expertise in marketing and sales, which are the primary domains of the majority of their customers. To further enhance specialization, HubSpot also leverages technical consultants and partner agencies to cater to more complex use cases. By building specialized roles within the customer success organization, teams can deliver tailored and effective support to different customer segments.
Content Creation and Scaling Engagement
Scaling customer success also involves creating relevant content to nurture customers and drive outcomes. HubSpot engages CSMs who are passionate about content creation and have experience in their respective domains. These CSMs collaborate to develop resources, discuss strategy, and iterate on content creation. With the help of marketing teams and localization efforts, relevant and valuable content is created and tailored to customers in various regions. This content-centric approach enables personalized engagement and nurtures customers at scale.
Simplifying Metrics and Measuring Customer Success
In this podcast episode, the speaker emphasizes the importance of simplifying metrics and focusing on key indicators to measure true customer success. They discuss the challenge of getting caught up in the nuances of various metrics and highlight the need to have a direct and directionally accurate metric to measure customer success. The speaker shares their experience working with a payments platform where they had to address the issue of multiple ways customers measured success and the customization of the product for different customers. They explain the importance of going back to basics and having conversations with the product team to define the market positioning, understand why customers come to them, and identify key metrics for measuring success.
Scaling Customer Success Programs
In this podcast episode, the speaker talks about scaling customer success programs for large numbers of customers. They highlight the resources available at HubSpot, including a world-class marketing team, a strong community, and a dedicated academy team. The speaker explains how they leverage these resources to provide training, certifications, and resources at scale. They also discuss a program they initiated to identify growth opportunities among customers and target them with specific content. The speaker emphasizes the importance of collaboration with other departments and aligning on strategic goals to ensure cross-functional success. They also mention the tools they use, such as HubSpot CRM, marketing automation, community management, and business intelligence platforms, to centralize customer information and streamline processes.
Daphne Lopes, Principle Manager of CS at Hubspot joins Jay Nathan to talk about Hubspot's focus on meeting each customer at the right time with the right information through scaled CS.
In this episode, learn how segmentation, data models, content, and cross-collaboration all play a foundational role in creating a customer experience that is based on scale without sacrifice.
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