Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Petra Ignjatović
The development of every product starts with the same question. Is there a need for this product? This is what they had in mind at Degordian when creating Mediatoolkit, a tool for monitoring all online mentions. They asked the questions: which problem does this tool solve, and more importantly, who will use it? Mediatoolkit independently does half of a stressful job, such as market research, crisis management or campaign performance measurement. However, the introduction of such a tool to company employees who are just used to a certain routine, without innovation, can be problematic. Implementation of any new tool is perceived as stressful, regardless of how this implementation will save time and improve business operations in the future.
In the sales pitches, it was clear that there is never too much information about the real problems of users that we can solve. Simply put, as long as sale is the goal of the discussion, there is a certain delay in the communication.
For this reason, they tried a different approach and hired a Customer Success Manager, Ivana Baričić, whose job was not to sell, but only to create a positive impression with customers, or rather ensure their success. Ivana’s first anniversary with the Mediatoolkit is quickly approaching.
Media Marketing: How did it all begin?
Ivana Baričić: After my arrival, I basically created the CSM process on my own, and with the help of my team I am building it further for the benefit of users. In communication with customers, the goal that I place before myself is that they are satisfied after the conversation; happy with the fact that they entered the tool, happy that someone called them and happy because someone listened to what they had to say.
There is a frequent mistake in the description of the occupation, whereby Customer Success is equated with Customer Service. For ease of distinction, I will begin with each job separately. Customer Service represents a company to the users, while Customer Success represents the user to the company. This makes the difference between these occupations clear and absolute, and is also the reason why my approach to users is exclusively friendly.
Media Marketing: What is a CSM?
Ivana Baričić: The goal of a Customer Success Manager is to ensure that everyone who enters our tool gets the information they need to use it and to ensure that any potential ambiguities are resolved on an individual basis. The CSM is the first person to whom the user presents the problem that requires a solution, and their goal is to solve all the challenges by actually using the Mediatoolkit, and ensure a place for Mediatoolkit in the successful business of users. The success of the CSM is a successful user.
Media Marketing: How does a CSM influence tool development?
Ivana Baričić: All of us employed in the Mediatoolkit use the tool daily, and we can‘t always just approach it from the perspective of a user who is meeting the tool for the first time in order to see room for small improvements, such as changing the position of links. In my first contact with users, I lead them through the tool so they can get acquainted with its use as quickly as possible, but I also record all their comments and suggestions. Users have no problem with giving very detailed information about what would make the interface more intuitive for them, and that enables us to develop a tool that really responds to the users’ needs, and which is not full of options that no one will use.
Since a sale is not in the mind of CSMs during a conversation, it is irrelevant for them who is on the other side of the line; it could be a student, an employee or a CEO. We want to ensure full experience of all its functions for anyone who decides to try out Mediatoolkit, regardless of whether there is a sales potential or not. Although that practice is often greeted with scepticism – because the question arises as to what is the real benefit of investing time in people who are not customers – we firmly stick to the idea that through them we come to accurate information as to the needs of potential customers, and even as to what could turn non-potential users into future customers.
With this practice of listening to customer needs, we ensure that we have the highest quality first-hand information from the user, and at the same time, we get only positive reactions to our conversations during which we listen to comments. Users are already used to the offers and benefits offered to them to buy something. What can surprise them still is a conversation in which it is they who are at the centre, rather than the things that can be offered to them.
Only with such an approach to customers can we talk about successful product development and responding to customer needs. For successful business you still need to listen to the problem first, and then go to its resolution.
If you want to see how Mediatoolkit’s Customer Success Managers solve problems by collecting information relevant to all users, register for free, and expect a call.
