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Customer Success Program Frequently Asked Questions
What is the Customer Success Program™ (CSP)?
CSP is a public relations initiative, separate from standard corporate PR programs, designed to utilize your company's customers as a voice in communicating the value of your product or service through the media. Companies small and large, including the Fortune 500, have found that utilizing customer PR programs increases media coverage and expands their media reach, shortens the sales cycle and generates new customer leads.
How long has Stephenson Group (SG) been conducting Customer Success Programs?
SG was one of the first public relations firms to design and implement a structured, full-service customer PR program more than five years ago. Since then, we have seen dramatic change in the way journalists report on companies and their solutions. Many of our clients consider the customer PR program the most important part of their media relations efforts.
What type of company is a good candidate for CSP?
Most B2B companies with a solid foundation of customers increase their market share with SG's CSP. We have extensive experience managing CSPs, and securing top tier media coverage, for clients with customers in varied industries, including healthcare, technology, aerospace, semiconductor, telecommunications, packaging, food and beverage, travel, investing and banking. As an innovator in this industry, SG carefully qualifies each potential client to determine their appropriate fit for this program. A SG representative would be glad to conduct this analysis for you with our compliments.
Why should my company consider a CSP?
In today's ever-tightening economy, competitive advantages cannot be overlooked. The sales departments of SG clients cite the CSP and the media coverage we produce as a major catalyst in securing new customers and expanding existing ones. Our clients have also found that a full CSP serves as a natural extension of their customer relationship management programs. The CSP offers a value-added PR program in addition to providing another valuable avenue for communication flow - both from our client to their customer and our client's customers to the client. I realize my company needs a CSP but my customers do not like talking to the press.
How can I have a CSP?
We've encountered most of the reasons customers resist speaking to the press. We've had great success persuading reluctant customers to participate in the PR process. We take a long-term perspective when qualifying our client's customers to speak with journalists and understand not every customer is interested in media outreach weekly. Each customer is managed on a case-by-case basis, not grouped with every other customer story.
My communications department is already too busy; how can I still have a CSP?
SG can handle up to 97% of all the processes involved with our CSP. We have this program down to a science. Our teams work together to create the best results with the most efficiency on your behalf.
Do I need hundreds of customers to have a successful CSP?
No. We have secured great press coverage on behalf of our clients, sometimes with just 10 or 20 of their customers.
How long does it take to get started with a CSP?
Start-up time varies depending on the number of initial customers classified as referenceable, but one to three months is a reasonable expectation for the initial planning and qualification phases.
Will implementing a CSP with another firm interfere with other PR initiatives?
No. We have experience working in conjunction with both internal PR departments and other external PR agencies. Most publications have dedicated reporters covering customer stories and case studies so there's generally no overlap with your other media relations activities. We have found that journalists understand the unique nature of a customer story and are not confused or irritated on the rare occasion when they are contacted by two PR representatives on behalf of a firm. We also integrate well with other external agencies such as advertising and investor relations, and with other internal departments such as marketing and sales, since all of these entities can make use of customer testimonials that we uncover while qualifying and working with customers.
What kind of results can I expect?
While results will vary, for Oracle we obtained the following coverage in a five month measurement period:
- one interview opportunity with The Wall Street Journal per month
- 33 "Targeted Business Media" hits, including Time Magazine, The Wall Street Journal, The Industry Standard, Fortune Magazine, CNBC and CNNfn
- 68 "Tier One Media List" hits, including USA Today, Dow Jones News Wire, Bloomberg Wire, eWeek and Internet Week
- 266 "Tier One, Two and Three Media List" hits
- one feature story focusing on executive management in The New York Times and one cover story focusing on the company in the Industry Standard.
What type of budget does it take to have a successful CSP?
As with any PR initiative, budgets are based upon a number of client conditions, including the number of customers, the scope of CSP, etc. We have conducted programs for as little as $5,000 per month and as much as $100,000 per month. Our clients have found that the positioning and revenue benefits far exceed the cost of the program.
To learn more, call SG and put our knowledge to work for you:
805-772-6410, ext. 14
908-439-3660
www.stephensongroup.com |