{"id":25261,"date":"2021-01-27T10:25:00","date_gmt":"2021-01-27T10:25:00","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=25261"},"modified":"2023-03-06T16:26:56","modified_gmt":"2023-03-06T16:26:56","slug":"typeform-blueprints-for-customer-success","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/typeform-blueprints-for-customer-success\/","title":{"rendered":"Conversational experiences and customer outcomes: How Typeform creates blueprints for customer success"},"content":{"rendered":"

Built to help brands connect with their customers in more meaningful ways, Typeform<\/a> is an interactive survey platform with a vision to create a world of more personal business relationships. Focused on realizing that vision by empowering and supporting their customers is Christine Werner, Typeform\u2019s Senior Director of Customer Success.<\/p>\n

This is the fifth in a recurring series of articles<\/a> looking at how modern support leaders are navigating the support landscape as it continues to evolve. With customer expectations on the rise, we look to find out how support leaders at companies like Slack<\/a>, Zapier<\/a>, and Aircall<\/a> are creating best-in-class experiences to meet those expectations, and what support teams need to be set up for success as the future unfolds.<\/em><\/p>\n

Here at Intercom, our mission is to make internet business personal \u2013 something the team at Typeform shares in their thinking, with a mission of inspiring brands to have meaningful customer relationships at scale. \u201cThrough speaking with our customers, we realized that Typeform is more than a survey tool \u2013 it\u2019s a conversational experience platform. When using Typeform, our brands\u2019 own customers feel very connected to that brand, which is so important. You have to feel that connection, that trust in the brand, and to know that it\u2019s relational. It\u2019s beyond that surface interaction,\u201d Christine says.<\/p>\n

The mission of support and success<\/h2>\n

In defining the goals of support and success teams, Christine notes that it\u2019s very important to ask yourself one question \u2013 how can we fulfill the company\u2019s overarching vision? \u201cAt Typeform, our vision in customer success itself is to empower our customers by creating very thoughtful and seamless experiences that then empower them to have those meaningful relationships with their own customers,\u201d she says.<\/p>\n

\"Quote<\/p>\n

When it comes to creating these experiences, Christine explains that Typeform structures customer support in three pillars: proactively supporting their customers, empowering them to self-serve, and being there to provide human-assisted support when it\u2019s needed \u2013 similar to the way we approach customer support here at Intercom through the lens of the Conversational Support Funnel<\/a>.<\/p>\n

Across all three pillars, Christine says, \u201cIn order to ensure you\u2019re creating the right experiences for your customers, it\u2019s imperative to first understand their needs, the jobs to be done, and what their desired outcomes are.\u201d And to do this, you need to start at the source \u2013 the customers themselves.<\/p>\n

The power of conversations<\/h2>\n

Across the company, Christine points to a number of teams responsible for learning about and deeply understanding their customers, from product to customer success to user research. Above all else, Typeform is focused on ensuring that the experiences they\u2019re delivering meet the needs of their customers. With customer needs constantly evolving, they place a great deal of importance on having regular one-to-one conversations with their customers and inviting them to join beta groups to collect and internalize feedback, helping them adapt to meet those changing needs.<\/p>\n

\"Quote<\/p>\n

These valuable insights help the team to create blueprints, Christine explains, to map out their support strategies across their proactive, self-service, and human support offerings, saying:<\/p>\n

\u201cPart of it is creating these recipe cards, these blueprints of success that help to intertwine the three pillars of support. Some customers navigate all three \u2013 from proactively consuming information in-product or through email, they might dip in and out of the help center, and down the road, they might need support because now they\u2019ve layered in a more complex feature. I think the beauty of having that seamlessness and thoughtfulness across the customer journey is that the customer gets to decide what they do and how best to navigate.\u201d<\/p><\/blockquote>\n

A holistic approach to support<\/h2>\n

Within the customer success organization at Typeform, there are teams dedicated to serving customers across all three pillars of their support. \u201cWe have a support team, as well as self-serve conversational teams, and a very proactive engagement team,\u201d Christine explains.<\/p>\n

Using Zendesk and a suite of integrated tools, these teams work cohesively to build bridges between each of the support pillars, ensuring their customers have a seamless experience when interacting with the team, and that they can avail of the type of support that they need \u2013 precisely when they need it.<\/p>\n

Data-informed support<\/h2>\n

A large component of Typeform\u2019s customer support is to proactively get ahead of known issues and provide help to customers before they need it. To do this, Christine says that you need the perfect balance of qualitative and quantitative data, pinpointing three major drivers that can help support teams to implement a strong proactive support strategy:<\/p>\n

\"Three<\/p>\n

Offering support when and where it\u2019s needed<\/h2>\n

When mapping out their own proactive support strategy, Christine explains that the team closely analyzed their customers\u2019 journeys to identify where they could inject support motions in an organic, unobtrusive way. By setting up a flagging system, they were able to locate points within the product where customers were at risk of running into roadblocks or where they could use a bit of extra help. \u201cWe use what we call \u2018human-assisted machine learning\u2019 to spot certain symptoms of customers who are going to be super successful and see value for a long time, or that maybe aren\u2019t seeing the value or aren\u2019t optimized in how they set up their Typeform to achieve the results they need,\u201d Christine says.<\/p>\n

\"Quote<\/p>\n

The proactive support arm of the customer success organization in Typeform consists of two teams: the lifecycle team, responsible for retention and expansion, and the customer outcomes team, who focus on building strong, personal relationships with Typeform\u2019s enterprise customers. While lifecycle teams traditionally sit within marketing, Christine speaks to the value of housing them within the success organization, saying, \u201cOur lifecycle team is really focused on using the data that we have in customer success to make our customers successful faster and understand how the product can benefit them, both now and in the future.\u201d<\/p>\n

Enabling customers to self-serve<\/h2>\n

Understanding that not all customers need human-assisted support, Christine highlights the importance of building custom journeys for customers to self-serve. At Typeform, self-service support takes a couple of different forms, from their help center to the Typeform community forum. According to Christine, building their online community forum alongside their customers has been, and continues to be, a great learning experience for teams across the company. \u201cOur product team can do deep dives with customers in the community to get their feedback and input \u2013 it\u2019s influencing how they\u2019re thinking about the roadmap in real time,\u201d she says.<\/p>\n

\u201cI think communities really act as that bridge for you to interact directly with your peers, to grow professionally, and get inspiration more organically\u201d<\/p><\/blockquote>\n

The Typeform team has also noticed their customers forging relationships with their peers, sharing knowledge, and helping one another to optimize their use of the product. \u201cI think communities really act as that bridge for you to interact directly with peers of yours, to grow professionally, and get inspiration more organically,\u201d Christine says.<\/p>\n

The measure of success<\/h2>\n

Within the customer success organization, Christine explains that understanding whether their customers are achieving their business goals is of the utmost importance when measuring their own success. \u201cUltimately, what we need to know is: did we solve their business problem, and did we help them to achieve their goals? Because that\u2019s what makes it meaningful,\u201d she says.<\/p>\n

\"Quote<\/p>\n

Outside of measuring industry-standard metrics like customer effort and satisfaction scores, the team also looks at metrics closer to retention, such as weekly active customers, to better understand how successfully their customers are using the product. Using all of this data to tell an overarching story, Christine says, \u201cYou\u2019re doing things well when your support agent to paying customer ratio gets broader over time, but your customer effort and CSAT improved. To me, that\u2019s the indication that we have the right balance of resources, tools, and processes.\u201d<\/p>\n

Lessons learned from creating blueprints for customer success<\/h2>\n

Across all of the teams and pillars that underpin customer success at Typeform, Christine emphasizes the importance of communication. With unique learnings and insights being gathered at each stage of the customer journey, it\u2019s crucial to ensure they\u2019re being absorbed and applied across the entire organization. As Christine puts it, \u201cIt\u2019s so important to cycle information and close the loop between all three pillars of your support.\u201d<\/p>\n

\"Quote<\/p>\n

Reflecting on the learnings gleaned from building customer experiences, Christine\u2019s advice for other support leaders is, \u201cDon\u2019t underestimate the power of success blueprints. We always focus on solving the problems, but there are a lot of customers that everything\u2019s working really well for. What do they do differently and how can we learn from that?\u201d<\/p>\n\n","protected":false},"excerpt":{"rendered":"

Typeform’s Senior Director of Customer Success Christine Werner outlines the importance of understanding your customers’ needs and desired outcomes, and how to create blueprints to help them succeed. <\/p>\n","protected":false},"author":443,"featured_media":25269,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[3],"tags":[23755,23164,313,24880,24855,22485,24865,24766],"coauthors":[22320],"class_list":["post-25261","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-support","tag-conversational-support","tag-conversational-support-funnel","tag-customer-success","tag-human-support","tag-human-support-strategy","tag-proactive-support","tag-self-serve-support","tag-support-landscape"],"yoast_head":"\nConversational experiences and customer outcomes: How Typeform creates blueprints for customer success - The Intercom Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intercom.com\/blog\/typeform-blueprints-for-customer-success\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Conversational experiences and customer outcomes: How Typeform creates blueprints for customer success\" \/>\n<meta property=\"og:description\" content=\"Typeform's Senior Director of Customer Success Christine Werner outlines the importance of understanding your customers' needs and desired outcomes, and how to create blueprints to help them succeed.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/typeform-blueprints-for-customer-success\/\" \/>\n<meta property=\"og:site_name\" content=\"The Intercom Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/intercominc\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-27T10:25:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-06T16:26:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2042\/01\/Insights-Scale-2.0-Hero@2x-700x332.png\" \/>\n\t<meta property=\"og:image:width\" content=\"700\" \/>\n\t<meta property=\"og:image:height\" content=\"332\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Beth McEntee\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@intercom\" \/>\n<meta name=\"twitter:site\" content=\"@intercom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Beth McEntee\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/typeform-blueprints-for-customer-success\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/typeform-blueprints-for-customer-success\\\/\"},\"author\":{\"name\":\"Beth McEntee\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/8eab15351f86bed98b1016f179b03b54\"},\"headline\":\"Conversational experiences and customer outcomes: How Typeform creates blueprints for customer success\",\"datePublished\":\"2021-01-27T10:25:00+00:00\",\"dateModified\":\"2023-03-06T16:26:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/typeform-blueprints-for-customer-success\\\/\"},\"wordCount\":1463,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/typeform-blueprints-for-customer-success\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2042\\\/01\\\/Insights-Scale-2.0-Hero@2x.png\",\"keywords\":[\"conversational support\",\"conversational support funnel\",\"customer success\",\"human support\",\"human support strategy\",\"proactive support\",\"self-serve support\",\"support landscape\"],\"articleSection\":[\"Customer Service\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/typeform-blueprints-for-customer-success\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/typeform-blueprints-for-customer-success\\\/\",\"name\":\"Conversational experiences and customer outcomes: How Typeform creates blueprints for customer success - 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