Digital Customer Success

8Launching Your First Digital Initiative

You can change your attitude, you can change your approach to a problem, you can strategize.

—Canadian astronaut Chris Hadfield

Checklist

• When designing your first Digital CS initiative, pick a manageable starting point rather than trying to solve every problem at once. Choose a single moment in the customer life cycle and build from there.
• Develop a clear program charter by answering questions such as “What's our objective? What problem are we trying to solve?”
• Choose a single main metric that will enable you to determine if you're making progress.
• As you move forward, keep an eye on your velocity and beware of scope creep.
• Determine which customers or customer segments to start with, as well as which user personas.
• Adopt a three‐phase approach to testing and learning.
• Choose digital channels that are best suited to driving the behaviors you want to see from your target customers and personas.
• Keep an eye on your bandwidth by judiciously deploying your people and other resources.
• Think about how to scale digital journeys, programs, and communications—and how to scale your CS teams.
• Meet your customers where they are.
• Evaluate success and iterate tactics in the early stages of the Digital CS program.

Launching a spacecraft into orbit, and keeping it there, requires an alignment of three factors: thrust, velocity, and altitude. Thrust is the amount of force needed to propel a spaceship off the launch pad; velocity includes ...