We talk about the customer journey. But the term journey implies there is a path, and customers take the path. If customers are unique, and most of us think they are, then wouldn't they take their own path? And if each customer takes a unique path, then how are WE (software companies) supposed to manage that? The answer is: We aren't. That's why I like that Ellie Wu talked about moments. Ellie Wu, Senior Director of Customer Success at SAP Concur and a top 100 Customer Success Influencer, joins Helping Sells Radio to talk about owning moments (not the customer). We talk about a lot of other things too, including fawning over her Linkedin videos, whether to hire a customer success executive or a customer success manager first, and we even talked briefly about Olympic skeleton racer, Noelle Pikus Pace and how she overcame the possible destruction of her Olympic dreams with one statement from her doctor in her darkest moment.
We are still arguing over who owns the customer
Who owns the customer? Ellie Wu tells us that is not the right question. "It all comes down to our customers' experiences in each of the moments that have with us. These moments could be the moment they sign the deal to buy from you. It could be the first in-product experience. It could be bumping into you at a coffee shop by coincidence. It could be sitting next to you in a plane and the customer notices the name tag and company logo on your carryon. "Whatever the interaction, whoever is there, they better own that moment."
Even in those moments, outside of work, when you run into customers, like at a Starbucks or on a plane, you need to rise to the occasion and own those moments. "If you haven't had your coffee or you're just not feeling that great you better dig deep get a smile on your face and say 'thank you very much, what do you like about our produce (or something)."
Here's what not to do: "You better not say 'that's nice' and put in your ear phones."
You better not.
A customer is an outcome of these moments.
The Linkedin Video
There is not much to say about Ellie's Linkedin videos that would enhance your understanding better than you watching one yourself.
Here's a recent one:
What would you do if you thought your dreams were dashed?
After being injured in an accident beyond her control, Noelle Pikus Pace, Olympic skeleton racer was in the hospital. Crying. Thinking her Olympic career was over. The doctor came in, saw the tears and said, "Why are you crying?" The worst possible thing someone could hear in moments following a career ending injury. And the best thing someone could say to an Olympian in that same moment. "Why are you crying? You have two choices. You can either look backwards or you can choose to move forward. Your leg is broken. And crying won't fix it."
Ellie and I say Noelle speak at the CS100 Summit and were obviously inspired by that. Now you can, too. Watch the entire video, but if you only have a moment, watch the part between 6:00 and about 8:30.
Learn more about Ellie
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