Bob London of Chief Listening Officers presents at the JMI Equity Customer Success Summit.

1. HOW TO
DISCOVER WHAT
CUSTOMERS
DON’T TELL YOU
BOB LONDON
CHIEF LISTENING OFFICERS
???
$%&*@!
August 2018
JMI Customer Success Summit
Baltimore, MD

2. CURIOUS CEO INCREASES
MARKET CAP 4X TO $51B
?
MARKET
SHARE
2012-13

3. CURIOUS CEO INCREASES
MARKET CAP 4X TO $51B
Fastest-
Growing U.S.
Carrier for
5 Years
2018
MARKET
SHARE
2012-13
@#%&!
CONTRACTS
CUSTOMER
ELEVATOR RANT

4. All companies say they
listen to customers. But
how, why and who?
CEO
Product
Sales
Marketing
Customer
Success
Finance

5. Customer Success is
uniquely positioned to:
- Discover the customers’
truth; and
- Synthesize & prioritize
insights for the company CEO
Product
Sales
Marketing
Customer
Success
Finance
CEOs spend just 3% of their
time with customers. (HBR)
“Customer Success: An Instrument
for Change” ( aka the Linchpin)

6. To discover the
Customer’s Elevator
Rant, we just need a
little more…
HUGH
AgendaWithout a big…

7. COMPANY
ORIGINAL
VALUE PROP
WHAT WE
DIDN’T REALIZE
NOW, IT
CLICKS! RESULTS
Enterprise
Cloud
Management
Softwarewith
$0InRevenue
“Weimprove
governance&
orchestrationof
yourpublic
cloudto
increase
efficiency.”
“There’stoomuch
stuff.Toomany
features.Wedon’t
evenknow our
requirementsyet.
Whatoneproblem
doesitsolvewell?”
“Automatically
turnsoff idle
AWSresources,
reducingcosts
by<65%.”
• 300+ Enterprise
Customers
• Minimal
Marketing &
Sales
• $1.7M Funding
CUSTOMER
ELEVATOR
RANT

8. INTRODUCING THE
AGENDA-LESS LISTENING TOUR
(ALSO WORKS REALLY WELL FOR WON/LOST ANALYSES)
A series of open-ended, non-sales conversations with current and former
customers and prospects to understand the world from THEIR perspective.
10 - 15
1-on-1 Phone Calls,
Mix of Current &
Former Customers
30
Minutes Each
6 -10Disruptive, Insight-
Provoking Questions
1. Value Framework
2. Email Invitation
3. Target List
4. Discussion Guide
5. Listening Tips
TOOLS

9. UNSPOKEN/
UNEXPECTED
1. CUSTOMER VALUE FRAMEWORK
Innovation
Insights
Value-Add
Customer
Service
Core
OfferingAre 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 clients 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
OBVIOUS /
EXPLICIT

10. UNSPOKEN/
UNEXPECTED
ELEVATOR RANTS ARE LATENT…BUT IMPORTANT
Innovation
Insights
Value-Add
Customer
Service
Core
OfferingAre 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 clients 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
OBVIOUS /
EXPLICIT

11. 2. Email Invitation:
Wouldn’t it be nice
to get this from a
vendor?

12. 2. Email Invitation:
Wouldn’t it be nice
to get this from a
vendor?
85%
OPEN
RATE
65%
CONVERSION
RATE

13. 3. Target List Should Be a Mix Of
Those Who…
SUSPECTS
LOSTDEALS
PROSPECTIVE
CUSTOMERS
FORMERCUSTOMERS
EXISTING
CUSTOMERS
KNOW YOUR
COMPANY WELL
DON’T KNOW YOUR
COMPANY WELL

14. 1. What are your company’s
top 2 priorities for the next
year or two?
2. What’s on your white
board?
3. What do you and your
team need to get better at
this year?
4. If you had a free hour with
a leading industry expert,
what would you ask?
4. DISCUSSION GUIDE: Disruptive,
Thought-Provoking Questions

15. 1. What are your company’s
top 2 priorities for the next
year or two?
2. What’s on your white
board?
3. What do you and your
team need to get better at
this year?
4. If you had a free hour with
a leading industry expert,
what would you ask?
9. What would make you a
customer for life?
5. What are we great at?
Better than anyone else?
6. What would the impact be
if our product went away?
7. What’s the one thing you
need us to be better at?
8. Does our industry have a
reputation (good or bad)?
4. DISCUSSION GUIDE: Disruptive,
Thought-Provoking Questions

16. IT’S
ABOUT
THEM,
NOT YOU
Start with a
quiet mind.
Relax. It’s a conversation
not an interview.
Start with their big picture.
Go where they want to go
Be authentic.
Keep asking "why?” &
“what do you mean?”
Drop ego, biases &
defensiveness.
Embrace their rants.
Be agile and iterative.
Breath, smile.
No selling.
5. AGENDA-LESS
LISTENING TIPS

17. @chief_listener
Execu&ve(Summary(
Innova&on'
Insights'
Value1Add'
Customer'
Service'
Core'
Offering'
Are(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(clients(
insights(that(help(them(
do(their(jobs(be@er(&(
make(their(lives(easier?(
Does(the(customer(trust(
you(to(bring(them(new(
ways(to(solve(
challenges?(
• Overall,(customers(believe(we(are/aren’t(
delivering(on(our(core(promises.(Areas(of(
note(are(______,(______(and(_____.(
• In(par&cular,(customers(want(and(even(
expect(us(to(educate(them(or(hold(their(
hand(on(__________.(
• There(appear(to(be(opportuni&es(to(add(
value(by(providing(insights(on(________.(
For$Product$Team$
@chief_listener$
Innova&on'
Insights'
Value1Add'
Customer'
Service'
Core'
Offering'
ly$
c$
r$
ar,$
$to$
?$
&$
s$
em$
$&$
er?$
rust$
ew$
• INSIGHT:$Customers$are$really$
focused$on$(these$2$market$or$
internal$challenges).$$
o ACTION:$Let’s$discuss$what$can$
we$do$to$help$or$how$we$can$
beCer$posiSon$our$product.$
For$Marke)ng$/$Communica)ons$
@chief_listener$
Innova&on'
Insights'
Value1Add'
Customer'
Service'
Core'
Offering'
Are$you$consistently$
delivering$the$basic$
value$the$customer$
expects?$
Are$you$honest,$clear,$
responsive$and$easy$to$
do$business$with?$
Do$you$go$above$&$
beyond?$
Do$you$give$clients$
insights$that$help$them$
do$their$jobs$beFer$&$
make$their$lives$easier?$
Does$the$customer$trust$
you$to$bring$them$new$
ways$to$solve$
challenges?$
• INSIGHT:$Customers$want$to$
know$more$about$(emerging$
topic),$because$they$think$it$
could$help$them$with$
(business$objec)ve).$$
o ACTION:$We$should$explore$
providing$insights/content$on$
this.$
“BOARD-LEVEL SLIDE

18. Get the FREE Customer Re-Discovery Playbook at www.customerrediscovery.com
SPECIAL OFFER FOR “FRIENDS OF JMI: Complimentary Elevator Rant Discovery Session
www.chieflisteningofficers.com/book-a-call-with-bob-london
BOB LONDON / BOB@CHIEFLISTENINGOFFICERS.COM / +1.240.994.7644
THANK YOU & HAPPY LISTENING