What are effective methods for conducting customer success seminars?

1. What is a seminar on customer success?

Conducting effective seminars is an important element of customer success in order to achieve customer success.

1-1. What is Customer Success?

Customer success refers to the efforts to lead customers to success. It can be described as a collective term for the processes and activities that support customer success. We provide support to ensure that customers can make the most of our products and services and achieve their goals. This initiative is essential for enhancing customer satisfaction and improving retention rates.

1-2. Seminar on Customer Success

As a method of customer success, there are regular "health score" checks, pre-update communications, and the management of online communities, but it is important to effectively hold seminars (especially webinars). Seminars are a place for customers to learn about products and services and improve their skills.

1-3. What is a Webinar as Customer Success?

In recent years, webinars (a portmanteau of "Web" and "seminar") have been gaining attention. By hosting webinars, they can be utilized for lead generation and nurturing, as well as clarifying the challenges and areas for improvement faced by customers, potentially leading to upselling and cross-selling opportunities. Below, we summarize the benefits of webinars as part of customer success.

What is Customer Success?
What is Customer Success? Differences between roles and Customer Support

2. Benefits of Hosting Webinar Events as Customer Success

Hosting a webinar event as customer success has many benefits. Below, we summarize the advantages that hosting a webinar event brings.

• No geographical constraints allow for more customer interactions: Since it is conducted online, there are no geographical limitations. Customers can participate from their homes or offices and access it from various locations around the world. This enables direct interactions with a larger number of customers.
• Deepen Customer Understanding: It can be used as a venue for detailed explanations and demonstrations of products and services. Customers can ask questions in real-time and gain a deeper understanding.
• Leads to Improvement in Churn Rate: It is effective as a means to strengthen relationships with existing customers. By helping customers understand and utilize the value of products and services, retention rates improve and churn rates decrease.
• Interactive Communication Available: Facilitates interactive communication between participants and speakers. By accepting questions and feedback, it enhances dialogue with customers and helps build trust.
• Acquire Leads: It is an effective way to gain new customers. You can collect registration and participant information and track leads.
• Post-event measurement available: You can measure the number of participants and actions (questions, downloads, link clicks, etc.) to evaluate the results of the webinar. This allows you to identify areas for improvement for the next webinar.

Webinars can be effectively utilized as part of a customer success strategy, so we recommend actively implementing them.

Role of Customer Success Improvement of Churn Rate

3. Key Points to Enhance the Effectiveness of Webinar Events as Customer Success

We will summarize the key points for effectively conducting webinar events in customer success. Webinars have become an important tool for leading customers and companies to success, but there are four steps to enhance their effectiveness.

3-1. Clarification of Purpose

Before conducting a webinar, clearly define the objectives of customer success. The specific goal is to promote customer success, but consider how to showcase your company's products and services through the webinar. In webinar marketing, it is common to clearly present the features and usage of products and services. Webinars can be utilized at each stage of the customer journey, from potential customers to existing customers.
Both customer-centric and company-centric approaches are necessary; however, from a customer-centric perspective, you should consider what and to what extent you want customers in the onboarding, adoption, and expansion phases to understand. From a company-centric perspective, the goals can include lead acquisition and improving churn rates.

3-2. Determine the uses of lead information, survey results, etc. in advance

We will clarify how to specifically use the information obtained through the webinar.
Below, we summarize effective ways to utilize the survey results collected during the webinar and the benefits that can be gained from them.

• Acquisition of Lead Information:You can collect contact information such as name, email address, and phone number from participants through the webinar survey. This allows you to obtain information about potential customers and utilize it for follow-up and email marketing. It can be directly linked to nurturing potential customers and sales activities.
• Understanding Customer Needs: By preparing questions in a survey that draw out the explicit and implicit needs of potential customers, you can grasp their needs. For example, if there are potential customers who feel that they have a challenge of "high workload" in the survey, you can attract them by proposing solutions to that issue.
• Improving Webinars: By collecting feedback from participants through a survey after the webinar, you can identify areas for improvement. Once you understand the areas for improvement, you can apply them to enhance the quality of the next webinar.
• Utilization as Company Content: With permission obtained through surveys, responses regarding webinars and feedback or evaluations of products and services can be displayed on the company's website or in-store as "Customer Voices." This can enhance credibility with other potential customers.

3-3. Create a system for active participant engagement

It is important to be aware of two-way dialogue, rather than just having the organizers speak unilaterally. Utilizing chat and reaction features, as well as incorporating videos into the slides, are necessary to keep participants engaged. Below, we summarize methods to encourage active participation from attendees and the effects that can be achieved.

• Utilizing Chat and Q&A Features: By using the chat feature during the webinar, participants can communicate in real-time with the speaker and other attendees. To encourage questions and exchanges of opinions, let's set aside time during the presentation to accept questions from participants. This will make it easier for participants to engage actively.
• Surveys and Polls: By conducting surveys during the webinar, you can gather participants' opinions. Through the surveys, you can understand the needs and interests of the participants and use this information to improve the content of the next webinar.
• Group Discussion: By holding a group discussion after the webinar, participants can exchange opinions and gain a deeper understanding. Group discussions are also effective as aftercare for the webinar.
• Networking among Participants: By providing a space for interaction among participants during the webinar, we offer networking opportunities. Participants can connect with each other, exchange information, and expand business opportunities.

By utilizing these methods, webinars transform from mere viewing experiences into opportunities for participants to engage actively. As participant engagement increases, the effectiveness of the webinar is maximized, contributing to customer success.

3-4. Conducting Archive Distribution

By providing an archive of the webinar, we can follow up with customers who were unable to attend on the day. There are also the following benefits to archive distribution.

• Participants can watch the webinar at their preferred time: The biggest advantage of archived distribution is that participants can watch the videos without restrictions on time or location. Live broadcasts with set times limit the number of people who can participate, but with archived distribution, they can click and watch at their convenience. The ability to rewind or replay missed parts is also a strong point.
• Improve Webinar Quality: In archived broadcasts, you can edit and process pre-recorded video data for distribution. By trimming the video and adding captions, you can create a more valuable viewing experience for webinar videos. There may also be cases where virtual backgrounds are created.
• Reduce Streaming Issues: In live streaming webinars, poor communication environments or equipment issues can cause disruptions in audio and video. With archived streaming, even if problems occur, you can re-record, resulting in a high-quality webinar delivery.
• Can be saved as an asset: Archived webinars can be retained as video assets. They can be used as presentation materials for clients and can also be uploaded to your company's website.

Archive distribution is an important means to effectively utilize webinars, and when used appropriately, it contributes to customer success.

What are the main phases of customer success and the key points for success?

4. Summary

Many B2B companies, especially SaaS companies, are prioritizing customer success. The operations of the customer success department are very diverse, requiring efficient execution of tasks, including the implementation of webinars. Human Science's services can implement measures that lead to the streamlining of customer success operations and the improvement of CX (customer experience).

Service Introduction

To efficiently share know-how for customer success or to enhance customer satisfaction, it is also important to organize documentation. It is necessary to secure resources for this purpose. However, creating manuals and developing training content to improve customer satisfaction requires a significant amount of personnel and time, making it a high-priority but increasingly burdensome task.

At Human Science, we offer a variety of services for the customer success department. In particular, we believe that the quality of the content provided by the customer success department is key to achieving customer success. Necessary actions include improving and creating manuals, enhancing FAQs, and producing training content. Attempting to handle these in-house can be costly, and the quality must also be clear and understandable. Human Science has extensive experience in creating clear manuals and e-learning content. We offer the following services.

• Improvement of Quality for Manuals and Training Texts We propose the most suitable user manuals, technical documents, help, and FAQs for your environment. Starting with the evaluation of the current manuals, we provide consulting for building multilingual support systems and CMS operations. We can also undertake the production of video manuals.
• Production of Educational Content and Support for LMS (Learning Management System) Implementation We propose educational content that is optimal for your environment, just like manuals. Starting with an evaluation of the current content, we can also optimize the LMS and support multilingual capabilities.
• Chatbot Implementation and Development Support Many companies are advancing the implementation of chatbots to improve customer support efficiency. We propose the most suitable chatbot for your environment. We can provide one-stop support from the implementation of the chatbot system to content creation.

Project Achievements

The following are achievements for the Customer Success Department.

WingArc1st Inc.: Content evaluation, improvement consulting, and content production services for the Customer Success Department

We provide a one-stop service for creating easy-to-understand manuals, video manuals, and e-learning content necessary for customer success, so please make use of it.