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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.
VP Customer Advocacy, Imprivata
Publish Date: May 4, 2015
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Peg Rodarmel, SVP, Subscription Services, Infor
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