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The art of customer Service with Alex Farmer


Alex Farmer:
How to Create a Frictionless Experience

Discussing the importance of creating a frictionless customer experience post-sale that drives the business outcomes that deliver real value to customers.

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Executive Summary

Companies today still spend a lot of time and effort on acquiring new customers but often forget the importance of the post sale experience. This episode’s guest, Alex Farmer, VP of Customer Success at Cognite and founder of Customer Success Excellence, the world’s first awards ceremony dedicated to the customer service profession, and named a 2021 Top 25 Customer Success influencers by SuccessHacker, shares with Erik a fresh perspective on how to create a frictionless post-sales experience. From building and using the power of the customer community to using technology in new ways to deliver a 1:1 experience at scale, discover some great new ways to create a frictionless customer experience.

In This Episode, You’ll Learn

  • Why a frictionless experience is so important post sale 
  • The real difference between customer service and customer success - proactiveness vs reactiveness 
  • The rise of customer communities and all the ways they can improve the customer service experience
  • Why customer experience should not be a department - it’s just a gap filler for a broken view of the customer within companies
  • Why the role of the Chief Customer Officer will become a thing of the past
  • When B2B companies will be able the offer a B2C frictionless experience to their customers
  • How the SaaS business model fundamentally changed the role of customer service for B2B companies forever
  • The fallacy of focusing on the creation vs the adoption of customer content
  • How to use Account Based Marketing (ABM) tactics and evolve to micro targeting to improve customer success
  • Ideas for using technology to create a frictionless and high adoption post-sale customer experience 
  • The importance of holding customers accountable for doing their tasks to drive business outcomes that really deliver value to customers


This episode of The Art of Customer Service covers the following

1. 00:00:00 Introduction to the topic

2. 00:04:58 Customer service, customer success & customer experience

3. 00:08:53 How do you create a "frictionless experience"?

4. 00:15:12 Frictionless experience & community

5. 00:18:32 Micro-Targeting of individual users

6. 00:26:34 How to operationalise checklists with customers?


Explore The Art of Customer Service

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Benoit Gagnon & Mads Fosselius: The Future of Customer Service | #31

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