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After seeing customer retention rates decline and experiencing many internal, resource-consuming, fire-drills to address customer issues, Imprivata took a bet and implemented a Customer Advocacy function. Customer Advocates are responsible for working with customers to drive end-user adoption of our solutions, understand deployment pain points, recommend solutions and best practices, establish ongoing communications with the customer, and function as a primary post sales point of contact. Internally, Customer Advocates operate as customer champions and orchestrate satisfactory outcomes across sales, services, and support. This presentation will share our approach for implementing a Customer Advocacy function as well as best practices and lessons learned, including: building the strategy and customer segmentation; hiring profiles and onboarding strategies; creating an integrated account team across sales, renewals, and customer advocates; establishing cross-functional account responsibility and collaboration; and measuring impact, including KPIs.
TSIA is well worth the investment. This is the one place where you can come and get a fusion of ideas that you can then marry up to the goals and objectives of your organization and boil that down into several actionable plans that you can implement over the next 6 months to a year.
Peg Rodarmel, SVP, Subscription Services, Infor
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