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Key Takeaways from MTLC’s Data Driven Approach to Customer Outcomes Conference

The recent MTLC conference, “The Data Driven Approach to Customer Outcomes,” brought together industry leaders to discuss the challenges and opportunities in enhancing customer experiences through data and technology. Attendees from companies like Acquia, Amazon, Bullhorn, CarGurus, CVS Health, Flywire, KPMG, Pega, Progress, Salesforce, and more, explored the best practices on methodologies and technologies to measure and achieve the best possible customer outcomes.

Setting the Stage – What Do Customers Want and What Are the Challenges?

Customers seek satisfaction, communication, consistency, and transparency. They want to be empowered through self-service options, easily accessible information, and the ability to communicate directly, such as by picking up the phone. Understanding the moments that matter to each customer is crucial.

Kelly Ann McGrath, VP of Customer Success at Bullhorn, highlighted the challenge of navigating the “messy middle” between sales and customers. She emphasized the importance of team reactions and adaptability in today’s customer service landscape, noting that “it’s not just the customer success team that’s responsible for customer success; it’s all of us.”

Top 3 Takeaways

1: Automation and AI

A key theme was the integration of automation and AI to enhance customer outcomes. While it’s agreed that organizations need a governing body to oversee AI usage and ensure unbiased development and deployment, companies are seeing opportunities with it. The consensus was clear: go all in on AI. Deep investment across all departments, not just technology, democratizes AI benefits. Effective AI implementation requires integrating with existing systems and focusing on incremental journeys rather than large-scale overhauls.

For example, PagerDuty has transitioned to a portfolio manager approach for outreach, using digital teams to analyze customer usage data and provide targeted recommendations. Pega leverages generative AI to enhance both employee and customer experiences, with tools like Knowledge Buddy managing knowledge content efficiently. Paytronix uses tools like Salesforce, Tableau, and Gainsight to integrate customer usage data, providing meaningful interactions and insights despite the lack of assigned customer success managers.

2: Data & Insights – What to Measure and How to Prioritize

As iMarc aptly put it, “Insights don’t grow on trees, and they don’t just show up on dashboards.” Effective use of data involves not just collection but also articulation and action based on insights. Bullhorn emphasizes the importance of adoption and sentiment, encouraging high-touch feedback collection and internal collaboration to enhance customer experiences.

Paytronix employs tools like Pendo and Qualtrics for comprehensive NPS surveys, integrating insights into a unified system for better decision-making. Their approach ensures that insights find the user, surfacing the most important information at the right time to enhance daily tasks and decision-making efficiency.

3: Cross-functional Collaboration

Cross-functional collaboration emerged as a vital component of customer success. Flywire has dedicated teams handling specific customer inquiries, freeing up client success managers to focus on adoption and growth. Bullhorn integrates various business units into customer interactions, enhancing overall customer expertise and experience.

Paytronix uses a customer decision hub to filter and highlight critical insights, ensuring efficient and effective task management. This collaborative approach ensures a comprehensive understanding of customer needs and enhances the overall service experience.

Defining Measurable Customer Outcomes

During the session moderated by Katie Desmond, Chief Revenue Officer at iMarc, panelists discussed how customer success teams are shifting towards driving revenue amidst an uncertain global economy. With increasing customer demands and tighter spending, customer success leaders are taking on greater fiscal responsibility and accountability. The session highlighted the importance of defining customer outcome goals and metrics tied to strategic objectives, improving customer engagement and retention through cross-functional collaboration and operational efficiency.

Determining the Right Solutions for Customer Outcomes

Loren Jarrett, Executive Vice President at Progress Software, moderated a session on selecting the right technology solutions to enhance customer outcomes. Panelists shared use cases on prioritizing and selecting methodologies and technologies to capture the full view of the customer journey. They emphasized the importance of maintaining a human touch in customer success, complementing AI-driven automation and efficiency.

Rebecca Miller from Pegasystems discussed how generative AI enhances training and customer interactions, ensuring meaningful engagement. Andrea Mulligan from Paytronix highlighted how integrated tools enable large-scale outreach and customer interaction driven by actual usage data.

Conclusion

The MTLC conference provided valuable insights into the future of customer success, emphasizing the importance of AI, data-driven strategies, and cross-functional collaboration. As businesses navigate the complexities of modern customer demands, these takeaways will help leaders drive meaningful and measurable outcomes.

 

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