Effective Seminar Implementation for Customer Success

1. What is a seminar as a customer success?

Effective seminars are an important element in achieving customer success.

1-1. What is Customer Success?

Customer success is the "effort to lead customers to success". It can also be referred to as a general term for processes and activities that support customer success. We will support customers to fully utilize products and services and achieve their goals. This effort is essential for increasing customer satisfaction and improving retention rates.

1-2. Seminar as Customer Success

As methods for customer success, there are regular "health score" checks, pre-update contacts, and operation 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 a customer success?

In recent years, webinars (a combination of "web" and "seminar") have been gaining attention. By hosting webinars, they can be used for lead generation and nurturing, as well as identifying customer challenges and improvement points, which may lead to upselling and cross-selling opportunities. The benefits of webinars as customer success will be summarized below.

What is Customer Success?
What is Customer Success? Differences in roles and customer support

2. Benefits of Hosting Webinar Events as Customer Success

Holding a webinar event as a customer success has many benefits. Below, we summarize the advantages of holding a webinar event.

• More customer interaction without location constraints: Since it is conducted online, there are no geographical constraints. Customers can participate from their homes or offices, and can access from various locations around the world. This allows for more direct interaction with a larger number of customers.
• Enhance Customer Understanding: Can be used as a venue for detailed product or service explanations and demonstrations. Customers can ask questions in real-time and gain a deeper understanding.
• Leads to improvement in churn rate: Effective as a means of strengthening relationships with existing customers. By understanding and utilizing the value of products and services, customer retention rates improve and churn rates decrease.
• Two-way communication is possible: Facilitates two-way communication between participants and speakers. By accepting questions and feedback, dialogue with customers becomes more active and trust can be built.
• Lead Acquisition: An effective way to acquire new customers. You can collect registrations and participant information, and track leads.
• Post-event measurement possible: To evaluate the results of the webinar, you can measure the number of participants and actions (questions, downloads, link clicks, etc.). This allows you to identify areas for improvement for the next webinar.

We recommend actively introducing webinars as part of an effective customer success strategy.

Role of Customer Success and Improvement of Churn Rate

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

We will summarize the points for effectively conducting webinar events in customer success. Webinars are an important tool for leading customers and companies to success, but there are four steps that can be considered to increase their effectiveness.

3-1. Clarification of Purpose

Before conducting a webinar, we clearly define the purpose of customer success. The specific goal is to promote customer success, and we consider how to appeal our own products and services through the webinar. In webinar marketing, it is common to introduce the features and usage of products and services in an easy-to-understand manner. Webinars can be used at each stage of the customer journey, from potential customers to existing customers.
Both customer-centric and company-centric approaches are necessary, but with a customer-centric approach, we can aim to have customers understand what they need to know at each phase of onboarding, adoption, and expansion, while with a company-centric approach, we can aim for lead acquisition and churn rate improvement.

3-2. Decide in advance the purpose of lead information and survey results.

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

• Acquiring Lead Information: You can collect contact information such as name, email address, and phone number from participants through a webinar survey. This allows you to obtain information from potential customers and utilize it for follow-ups and email marketing. It can directly contribute to nurturing potential customers and sales activities.
• Understanding Customer Needs: By preparing questions that can extract both explicit and implicit needs from potential customers through surveys, we can grasp their needs. For example, if a potential customer feels the challenge of "high workload" in a survey, we can attract them by proposing a solution to that issue.
• Improving Webinars: By receiving feedback from participants through surveys after webinars, you can identify areas for improvement. Once you have identified these areas, you can use them to improve the quality of your next webinar.
• Utilize as our own content: With permission obtained through surveys, we can display responses regarding webinars, product and service reviews and evaluations as "customer feedback" on our website and in-store. This will increase credibility with other potential customers.

3-3. Make the system one where participants actively engage

In addition to the one-sided presentation by the host, we also focus on two-way dialogue. It is necessary to incorporate measures to prevent participants from getting bored, such as using chat and reaction functions, and including videos in slides. The following summarizes the methods to encourage active participation from participants and the effects that can be obtained.

• Utilizing Chat and Question Functions: By utilizing the chat function during the webinar, participants can communicate with the speaker and other participants in real time. To encourage questions and exchange of opinions, set aside time during the presentation to accept questions from participants. This will make it easier for participants to actively engage.
• Surveys and Polls: By conducting surveys during webinars, you can gather feedback from participants. Through surveys, you can understand the needs and interests of participants and use them to improve the content of future webinars.
• Group Discussion: By providing a group discussion after the webinar, participants can exchange opinions and gain a deeper understanding. Group discussions are also effective as a follow-up to the webinar.
• Networking among participants: By providing a space for participants to interact during the webinar, we offer networking opportunities. Participants can connect with each other, exchange information, and expand business opportunities.

By utilizing these methods, webinars can transform from a simple viewing experience to an actively engaging event. With increased participant involvement, the effectiveness of webinars can be maximized, contributing to customer success.

3-4. Perform Archive Distribution

By conducting archived webinars, we can also follow up with customers who were unable to attend on the day. There are also other benefits to archived webinars, such as:

• Participants can watch the webinar at their preferred time:The biggest advantage of archived streaming is that participants can watch the video without any time or location restrictions. With live streaming, where the broadcast time is fixed, the number of participants is limited. However, with archived streaming, participants can click at their preferred timing and watch the video. The ability to rewind, repeat, and play missed parts is also a strong point.
• Improving Webinar Quality: With archive distribution, you can edit and process pre-recorded video data for distribution. By trimming videos and adding captions, you can create a more valuable webinar video. Virtual backgrounds may also be created.
• Reducing Delivery Troubles: In live webinars, there may be issues with communication or equipment that can cause disruptions in audio and video. With archived webinars, even if there are problems, they can be re-recorded, resulting in high-quality webinar delivery.
• Can be saved as an asset: Archived webinars can be preserved as video assets. They can be used as presentation materials for clients and can also be uploaded to the company's website.

Archive distribution is an important means of effectively utilizing webinars and can contribute to customer success when used properly.

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

4. Summary

Many BtoB companies (especially SaaS companies) have a high priority for customer success. The tasks of the customer success department are very diverse, so efficient task execution, including conducting webinars, is required. Human Science's services can implement measures that lead to improved efficiency of the customer success department and CX (customer experience).

Service Introduction

To efficiently share information on knowledge for customer success or to improve customer satisfaction, it is important to maintain documentation. It is also necessary to secure resources for this purpose. However, creating manuals and developing training content to improve customer satisfaction requires a large number of personnel and time, making it a high priority and a heavy workload task.

At Human Science, there are many services available for customers in the Customer Success department. In particular, we believe that the quality of the content provided by the Customer Success department is the key to success. Therefore, it is necessary to improve and create manuals, enhance FAQs, and create training content. All of these require costs if done in-house. Additionally, the quality must be easy to understand. At Human Science, we have a proven track record of creating easy-to-understand manuals and e-learning content. We offer the following services:

• Improving the Quality of Manuals and Training Texts We propose the most suitable instruction manuals, technical documents, help, and FAQs for your environment. We provide consulting services from evaluating current manuals to creating a multilingual support system and building and operating a CMS. We can also handle the production of video manuals.
• Support for creating educational content and introducing LMS (Learning Management System) Just like manuals, we propose the most suitable educational content for your environment. Starting with evaluating your current content, we also offer optimization of LMS and multilingual support.
• Chatbot Implementation and Construction Support Many companies are adopting chatbots to streamline their customer support processes. We will propose the most suitable chatbot for your environment. We offer one-stop support from chatbot system implementation to content creation.

Project Achievements

The following are achievements for the Customer Success Department.

WingArc1st Inc.: Consulting and content creation services for the Customer Success department

We also offer services that can handle the creation of easy-to-understand "manuals" and "video manuals", as well as e-learning content, which are necessary for customer success, all in one stop. Please take advantage of them.