Bob London of Chief Listening Officers on "How to Have More Strategic Customer Conversations," Presented by ChurnZero
•
4 likes•2,173 views
This webinar, originally hosted by ChurnZero on 9/16/2020, is full of actionable tips for customer success teams. Description: "That's enough about me, let's talk about you. What do you think of me?" This great movie quote describes how customers often perceive their vendor interactions. So ask yourself, are your customer conversations and QBRs really about them - or are you focused on asking what they think about your product? Do you understand the "why" that drives their day to day priorities? Are they giving you their unvarnished perspective in a way that can help your company learn and grow? Bob London of Chief Listening Officers has conducted over 2,000 interviews with B2B customers and other decision-makers. In this presentation, he covers: - Bob's go-to questions that yield candid responses - How to frame conversations, ask questions and follow up - Tips on "listening between the lines" to maximize insights
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Bob London of Chief Listening Officers on "How to Have More Strategic Customer Conversations," Presented by ChurnZero
Similar to Bob London of Chief Listening Officers on "How to Have More Strategic Customer Conversations," Presented by ChurnZero (20)
More from Chief Listening Officers
More from Chief Listening Officers (20)
Recently uploaded
Recently uploaded (20)
Bob London of Chief Listening Officers on "How to Have More Strategic Customer Conversations," Presented by ChurnZero
- 1. chieflisteningofficers.com HOW TO HAVE MORE STRATEGIC CUSTOMER CONVO’S Bob London www.linkedin.com/in/boblondon www.chieflisteningofficers.com 2,100+ customer interviews & counting
- 2. chieflisteningofficers.com “WE WANT THE TRUTH!” - CS chieflisteningofficers.com
- 3. chieflisteningofficers.com Strategic Convo = Customer’s brain QBR = Customer’s shoes
- 4. chieflisteningofficers.com “STOP OBSESSING ABOUT MY FINGER AND SEE WHERE I'M POINTING.” - THE CUSTOMER chieflisteningofficers.com
- 5. chieflisteningofficers.com CUSTOMER VALUE FRAMEWORK Innovation Insights Value-Add Customer Support ProductAre you consistently delivering the basic value the customer expects? Are you honest, clear, responsive and easy to do business with? Do you go above & beyond? Do you give customers insights that help them do their jobs better & make their lives easier? Does the customer trust you to bring them new ways to solve challenges? DIFFERENTIATED VALUE COMMODITY UNSPOKEN/ UNEXPECTED OBVIOUS / EXPLICIT
- 6. chieflisteningofficers.com 1. Positioning the convo 2. Asking “disruptive,” open-ended, questions 3. Listening between the lines
- 7. chieflisteningofficers.com Email Invitation 85% OPEN RATE 65% CONVERSION RATE Subject: A quick favor if you can. Dear (fname): I hope this note finds you well. I’m touching base to ask if you’d be willing to participate in an important (but brief) research project we’re undertaking. Things continue to go well at (company), and to ensure our long-term success (and yours), we want to get real- world perspectives from some of our customers. Would you be able to participate in a 30- to 45-minute, one-on- one phone conversation in the next week or two? We’re basically looking for your candid point of view on a few things—mostly around priorities and challenges in the marketplace. If so, please reply with a couple dates/times when you’re free, and we will send you a calendar invitation. Alternatively, feel free to use this scheduling link to find a time that works for you. Your involvement would be greatly appreciated! If you have any questions, please don’t hesitate to reach me at (phone) or (email). Best regards, CXO
- 9. chieflisteningofficers.com “Do you have any questions for me before we get started? Would you like me to give you a bit more context?” “I’ll try to keep this as brief as possible and not too boring for you J”
- 10. chieflisteningofficers.com “At the highest levels of your company, what is the top priority for the next 12 – 24 months?” “Why? What are the challenges and goals driving that priority?”
- 11. chieflisteningofficers.com “What are your customers’ priorities? What challenges are they facing?” “What are the potential risks that might keep your company from succeeding?”
- 12. chieflisteningofficers.com “What’s on your whiteboard now that wasn’t there 90 days ago?” “What absolutely has to be OFF your whiteboard in the next 30 days?”
- 13. chieflisteningofficers.com ”What’s the one thing you and your team need to get better at this year?”
- 14. chieflisteningofficers.com “If you had a free (no obligations) hour with a world-renowned expert, who would it be, and what’s the first thing you’d want to know?” AMA!
- 15. chieflisteningofficers.com TIME OUT: How do I know this is working? “Hmmm….” “That’s a great question.” ”No one’s ever asked me that before.” “Hang on, let me close my door.”
- 16. chieflisteningofficers.com “Is there something we’re great at? Better than anyone else?”
- 17. chieflisteningofficers.com “What’s the biggest thing that surprised you since you signed the contract with us?”
- 18. chieflisteningofficers.com “If a competitor contacted you today, would you ignore them…or want to learn more?”
- 19. chieflisteningofficers.com “What would your job be like if we suddenly went away?”
- 20. chieflisteningofficers.com “What would make you a customer for life?”
- 21. chieflisteningofficers.com Is there anything I didn’t ask about that I should have? Anything you were hoping I’d ask? Or relieved I didn’t ask?
- 23. chieflisteningofficers.com Always use these super-productive follow-ons… Why did you say that? What did you mean by that? How does that work today?
- 24. chieflisteningofficers.com IT’S ABOUT THEM, NOT YOU. Start with a quiet mind. Relax. It’s a conversation not an interview. Be authentic. Start with their big picture. Go where they want to go Keep asking "why?” & “what do you mean?” Drop ego, biases & defensiveness. Embrace their rants. Be agile and iterative. Breath, smile. No selling. Listening Between the Lines chieflisteningofficers.com
- 25. chieflisteningofficers.com Hone your craft ● Practice & critique, candidly & frequently ● Role play with 3 personas: the enthusiast, the expert & the a-hole. ● Have a “friendly” or two ● Record & analyze
- 26. chieflisteningofficers.com “What did you guys talk about right after our call?” chieflisteningofficers.com
- 27. chieflisteningofficers.com SCREEN SHOT ALERT! “Do you have any questions for me before we get started? Would you like me to give you a bit more context?” “I’ll try to keep this as brief as possible and not too boring for you J” “At the highest levels of your company, what are the top one or two priorities for the next 12 – 24 months?” “Why? What are the challenges and goals driving that priority?”“ “What are your customers’ priorities? What challenges are they facing?” “What are the potential risks that might keep your company from succeeding?” “What’s on your whiteboard now that wasn’t there 90 days ago?” “What absolutely has to be OFF your whiteboard in the next 30 days?” ”What’s the one thing you and your team need to get better at this year?” “If you had a free (no obligations) hour with a world- renowned expert, who would it be, and what’s the first thing you’d want to know?” “Is there something we’re great at? Better than anyone else?” “What’s the biggest thing that surprised you since you signed the contract with us?” “If a competitor contacted you today, would you ignore them…or want to learn more?” “What would your job be like if we suddenly went away?” “What would make you a customer for life?” “What did you guys talk about right after our call?” chieflisteningofficers.com
- 28. chieflisteningofficers.com Free Customer Re-Discovery Playbook www.customerrediscovery.com
- 29. October 8, 2020 · Virtual Conference BIGRYG.COM
- 30. chieflisteningofficers.com Bob London +1 240 994 7644 bob@chieflisteningofficers.com www.chieflisteningofficers.com