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Customer Success leaders have a unique opportunity to showcase their vision and educate stakeholders within their organizations through CEO customer roadshows. Similar to how rockstars captivate audiences with their performances, CS leaders can use roadshows to tell compelling stories, build momentum, and win over allies who support their mission. In this comprehensive guide, we will explore the benefits of organizing a CEO customer roadshow, when to consider hosting one, how to plan and execute a successful roadshow, and the key elements to focus on during the event.
The Importance of CEO Customer Roadshows
The mission of Customer Success is to retain customers and foster their growth over time. However, achieving this mission requires collaboration and alignment across various departments within an organization. Many stakeholders, including those in Marketing, Sales, and Product, may not fully understand the purpose and potential of Customer Success. A CEO customer roadshow serves as an invaluable opportunity to raise awareness, educate colleagues, and establish a shared vision for Customer Success.
By actively engaging with colleagues and executive leadership during a roadshow, Customer Success leaders can break through siloed thinking and foster cross-organizational collaboration. In today's rapidly evolving business landscape, it is crucial for companies to bring their forces together to continuously support customers and drive business growth. The roadshow acts as a catalyst for change, enabling organizations to operate seamlessly and orchestrate success throughout the entire customer lifecycle.
When to Consider a CEO Customer Roadshow
While CEO customer roadshows are particularly critical in the early stages of Customer Success, they can be valuable at any point in an organization's journey. For example, Carlos Quezada, Head of Customer Success at Aruba, leveraged a roadshow to secure buy-in from executive leadership when developing his CS organization. Similarly, established CS organizations can benefit from planning year-long roadshows to reinforce internal support for their initiatives and sustain the momentum of change. Many other Customer Success leaders and influencers share the same sentiment of the important of roadshows.
Change management principles play a crucial role in the success of a roadshow. It is essential to reinforce and sustain the change by continuously educating stakeholders and showcasing the progress and concrete results of interdepartmental collaboration. The roadshow should be seen as an ongoing process, with cycles of education, progress updates, and collaboration to ensure continuous growth and success.
Planning a CEO Customer Roadshow
Mapping Out Your Needs
Before embarking on a CEO customer roadshow, it is essential to map out your needs and identify the gaps where other departments are involved or need to become more involved. This includes formulating the "why" of Customer Success for your business and understanding the potential impact of evangelizing your CS plan. By clearly defining your problem and pitch for a solution, you can effectively communicate the value your proposal brings to the company as a whole, your customers, and the revenue opportunities it presents.
Making Appointments with Senior Executives
Once you have a clearly defined proposal, it's time to make appointments with senior executives. These meetings are an opportunity to present your vision, the value of your proposal, and the potential benefits it brings to the company. Tie your proposal to corporate goals and emphasize the collaborative nature of the roadshow, highlighting the mutual benefits of working closely together. It's important to communicate your agenda clearly and concisely, ensuring that everyone feels heard and has the opportunity to express their concerns.
To facilitate buy-in, it's helpful to approach these meetings with a give-and-take mindset. Highlight the fact that, by working closely together on roadshow initiatives, stakeholders will gain insights into customers that were previously inaccessible. This mutual exchange of information fosters collaboration and builds bridges between departments.
Communicating Your Agenda
During the roadshow meetings, it is crucial to communicate your agenda clearly and concisely while aligning it with corporate goals. It's import to share knowledge and customer details. Ensure that everyone understands the purpose of the roadshow and the potential benefits it offers. Encourage dialogue, address concerns, and create an environment where stakeholders feel comfortable sharing their thoughts and ideas. It's also beneficial to bring something of value to the table, emphasizing the two-way nature of collaboration. As the experts in customer knowledge, Customer Success can provide valuable insights to other departments, reinforcing the reciprocal nature of the relationship.
Leveraging Technology and Tools
To maximize the impact of your CEO customer roadshow, leverage technology and tools that facilitate seamless communication and engagement. Virtual roadshows have become increasingly popular, especially in light of travel restrictions imposed by the global pandemic. Platforms like Goldcast offer virtual roadshow capabilities, allowing for effective presentations, screen sharing, and interactive engagement. These tools ensure that technical disruptions are minimized, allowing stakeholders to focus on the content and value being delivered. Other software to consider is Handoffs.com to make is easier for CSMs and AMs to share and summarize every customer interaction and make that prep available for CEOs.
Executing a Successful CEO Customer Roadshow
Creating a Memorable Experience
A CEO customer roadshow should leave a lasting impression on attendees. It should be a blend of professionalism and fun, providing valuable content, a lively environment, delicious food, and ample networking opportunities. By incorporating ground-breaking content and inspirational speakers, you can create an event that resonates with attendees and reinforces your brand. Additionally, consider incorporating interactive elements, such as raffles or giveaways, to add excitement and encourage social engagement.
Building Relationships with Sales
One of the key benefits of a CEO customer roadshow is the opportunity it provides for the sales team to build relationships with potential customers. In a social environment, conversations flow naturally, allowing sales representatives to engage in meaningful discussions and establish connections that might not be possible through phone calls or emails. The roadshow serves as a platform for sales to showcase their expertise and form lasting relationships with prospects.
Driving Demand Generation
Roadshows are an excellent avenue for driving demand generation efforts, particularly during slower periods. By partnering with other companies and leveraging their networks, you can expand your reach and attract a wider audience to your roadshow. The face-to-face interactions between sales representatives and prospects also contribute to pipeline generation, as attendees gain firsthand insights into your offerings and are more likely to consider your products or services.
Spreading Thought Leadership
Thought leadership plays a pivotal role in the success of a CEO customer roadshow. The content presented during the event should be valuable, engaging, and relevant to attendees. By addressing the latest industry trends and providing insights into best practices, you establish yourself as a trusted authority in your field. This thought leadership not only attracts attendees to your roadshow but also encourages them to return year after year and share their positive experiences with colleagues.
