AI in Action: Strategies for Enterprise & Mid-Market CSMs

A deep dive into how AI can be leveraged to enhance & transform how you work with enterprise & mid-market segments.

This session isn't just about understanding AI—it’s a deep dive into how AI can be leveraged to enhance your daily tasks and transform your customer relationships. Through relatable examples and actionable strategies, this session will empower you to integrate AI into your everyday workflow. A must-attend session for both aspiring and veteran CSMs.

Speaker

Chad Rosh - Team Lead, Customer Success at GaggleAMP

LinkedIn

Watch AI in Action: Strategies for Enterprise & Mid-Market CSMs

‍Transcript

This transcript was created by AI. If you see any mistakes, please let us know at marketing@matik.io.

Matik MC: All right. Hi, everyone. Thanks for joining today. Welcome to Matik, AI, customer success summit. We're happy to have you here. You're currently watching AI in action strategies for enterprise and mid market CSM. I'm excited to introduce our speaker. And as I introduce him, I'm going to have him answer our ice breaker question. What would you use AI to automate in your life outside of work? So, Chad Rosh team lead of customer success at GaggleAMP, how would you, what would you automate with AI?

Chad Rosh: Yeah. So I was kinda thinking through all of the tedious at like folding laundry. I thought that would be a great one to offload. I, but probably the best area I thought of is to use AI to capture all of the moments with my kids. I mean, we get tons of pictures of videos but it's only like action of those amazing moments, with my kids and love to have all of those. They just reply over.

Matik MC: I love that answer. I would definitely use that for those too, great answer. Well, thank you before we start our session, just a quick reminder to everyone here as you think of questions throughout that you'd like that to answer, please put them in the Q and a chat. At the bottom. It's Q and a with a little chat bubble and we will get to those at the end and make sure that we answer as many as we can. And with that, I'll send it back to you chat. Thanks.

Chad Rosh: Some thing. So I body really awesome to be here so many thinkers doers and the intersection of a CS as Hannah mentioned, I'm Chad Rosh over GaggleAMP a bit about me that it's more unique is in my CS role, my background, I have a background of marketing which will probably pick up as I go through the presentation here. Also I have a bit of a new when it comes to a so once that launched, I really went down just experimenting in free time, late night tinkering and learning everything from building API calls and integrations, Chrome extensions. And, I don't have any technical or coding background but I was able to code up some pretty cool things using AI and lots of experiments kinda come and gone and really led me to some different learnings and even some different internal collaboration within my company and that's where I've been able, to drive new AI product features, within our own platform and gram. And today I'll just be sharing some practical ideas and some use cases that hopefully will start some integration, for you as and as with any AI concepts like please adapt them within your organizations policies and frameworks. Anyways, I just, I'll be able to just take a couple of ideas and apply them today and really start transforming your daily work and the CSM. So one thing to keep in mind while we're thinking about AI is that today is the worst it's ever gonna be. So capabilities are only gonna continue to improve rapidly. And just know that if AI isn't good at something specific right now, it's gonna get a lot better. And there's a with a hammer and chisel, some people create master pieces, others merely break stone. So it's, the difference between a novice and a professional using those same tools. So I heard this someone about being in honest with, I know it definitely resonated and there's really never been so many tools at our fingertips that can completely change the way we work and the way we learn. So it gives us a great opportunity to do more and to be more than average and we can't just use it to do the bare minimum. We could really elevate ourselves, and do exceptional work. And, I definitely truly believe that we're just scratching the surface and encourage everyone, to use the tools at your disposal to do, the coolest things possible. So historically customer success, we, which we often get left behind. But it comes to new tech sales and marketing. They get a lot of glamor. They get a lot of the benefits first as usually. Applications, are more straightforward there and I represent a huge opportunity to really redefine and transform the CS role. And as practitioners, we need to take charge and really work to enhance our capabilities. The CSM role is constantly, I mean, it's really already rapidly evolved in the last few years and it's only gonna continue to accelerate as AI progresses and events kind of exploring that intersection between AI and CS, are really important to help drive that collaborative innovation. And which is why I'm super thankfully part of the conversation in today. And so as a CSM, there really are four core capabilities we need to be thinking about, and how they work together and how we work on them. So number one, that the domain expertise. So that is something we all have at our core our really our understanding of customers along with the processes, the tactics, the process it takes to keep customers successful. And in using our products and leveraging that expertise is important in determining how we use AI and how it's applied in our CS processes and how it's used in casing applications. Our domain expertise is also something we need to be able, to lean on when we're reviewing our AI outputs, we get into. And then also one thing to know is with your domain expertise in CS, let's always make sure that your inputs heard by the people that are creating and evaluating I tools. Mostly, I mean most like those people aren't they don't have that customer experience background at their core like you do. So always make sure that you're there in creativity here. So really adopting a creative mindset will help us excel prompting. So, to get those the best results you want. And, I really can't stress enough how essential it is to embrace our unique creativity and really look at problems in different perspectives. And I think it was someone Jasper. I know I had said something about excelling at prompting a test, be a creative person with an editorial eye and I think that does a good job of capturing idea of prompting better and overall just copy right and editing. It allows you to crap better pros and communicate better with AI as a and a millennial. I used to, I used to say I'm really good at googling things and how that's shifted to I'm really good at asking better questions and prompting AI to get better results and really asking better questions is the key to getting better outputs. All right. So getting into how to prioritize, in different tasks and different areas where we can start applying AI. So is how or matrix here. So the my power matrix is a great framework to think about prioritizing where we apply a across, your tasks. So it separates activities in those four quadrants based on urgency and importance. Of course, there's a lot more tasks that your role, but just they'll be able to fit it on a slide here just a little bit shorter. So these tasks. So look at the ones that are both low and urgency and important. And these are prime candidates for a automation. These are those repetitive and tasks like taking reading notes or updates, updating slide deck AI tools can be easily, they can easily upload these for you. And there's a number of tools like I, it's focused on CS tools like this that you can work to offload some of these tasks. So analyze each of these quadrants really identify those opportunities where I can help you in its current state and those low urgency, low important tasks. They, they have the lowest risk. So those are great ones to start experimenting with a focus on the I guess the proverbial low hanging fruit and in those low urgency tasks to help bring yourself up for more high value work. And as your understanding, with a really progressive and increases and as you have more time, you're free to your busy work, think about how you expand the application into those higher priority quadrants as well. There's also some different frameworks you can use for prioritizing. Has, there is a value complexity matrix as a two two grid be method do so think about how you might categorize that between a very important to Dana where you delegate eliminate again just some frameworks to get a deeper understanding of your goal in the task and then where you can apply a… so there's a vast array of different AI models and technologies for us to test and explore CSM. There's an example cloud bar, but there's thousands of tools and integrations out there. And each model has its own unique capabilities that to discover. And for instance, you might use cloud for a larger context window you might use or, for more search related topics. And the goal is to really learn how these models can effectively be harness, and enhance our efforts. We, we need to understand the strengths or limitations and how we pay them for the maximum effort in exploring the model. In exploring these AI models. It's really important to just keep an open mind set and just have that willingness to consistently learn. And because this landscape, is just constantly changing and not an open AI plug. But I definitely do recommend getting at least a month of that plus the, to test out the advanced features like four O interpreter plugins and make access to it's 20 dollars a month. All spent. It's also important to experiment with different models as each have their own strengths and weaknesses. I mean, thinking about all the different models that come out, explore them, see what their differences are, see where you can apply them differently. And really the main thing is they get out there and just experiment in order to understand the capabilities of those different models and what works for, your use cases. All right. So getting into the fun stuff here. So if different use cases, so the AI customer avatar in so much of our job is about using our abilities to extract a customer's unique perspective. And with this really full use cases creating a AI customer avatar. So we'd all like to have, a customer to bounce ideas off at any time. But reaching out can be tricky when you're trying when it might be more sensitive topics you might, you know, be a month or so away from your review. And with AI, we can simulate these detailed customer personas. So we'll understand how they think, and deeper understanding of perspective. It really lets us to be able, to test messages and to try out different ideas and bridge as between review calls and with customer avatars, you can capture those different goals, pain points, but influences decision drivers and we can really use it to and at some different challenges and responses without asking what can outreach to customers as well. Essentially just give you that on demand access and into customer insights when you need it. And so part of the, our job is to extract those perspectives of our customers. So we think we understand customers. But generally speaking more data reveals deeper insights. I love build detailed customer personas, and expand those perspectives. And we can use those to kinda fill in the gaps. So if we can, like I said we could test ideas, we can test emails. We can really find those better that better understanding between pain points and goals and what we can do is so with AI, you wanna learn, you wanna use AI to really generate everything. But you also want to lean on your domain expertise to validate that accuracy. So using these personas for on demand insights, you can use as little or as much customer data as you wanted to input into these because these models are great because they're give they're able to provide more of a holistic view with very little input I included. So you might want to consider when you're thinking about and adding in with your pro. So like your customer journey, brand interactions, among others, there, it's also really important to understand that this information it's really a starting point, not an endpoint, a starting point to try I their quality conversations, and better customer understanding. And so here's exactly how you might go about this with using ChatGPT with minimal input on your end. So we can start with a simple prompt and the AI to generate a persona that's from a specific company. So I use marketing director at a gala. So ask you to provide specific details, goals on pain points and influences, really anything that's relevant that you wanna know about your customer and then expand those insights. So what would make them and their services with you, who influences their decisions, how they go. And I will give you really like fear comprehensive profile and you can combine this output with your expertise, to really validate it. And I think you, you'll definitely be surprised by, the outputs and what possible there and moving a little deeper here as well. So this is where you can combine in different models, use different sources. So you could use the tool like being to understand trends to understand new sources and how people are influenced typically on, your customers. So you wanna connect with your customers on a different level and, your knowledge of industry trends, you know, these credible sources and really be able, to start new conversations and deeper connection with your customers by finding, these insights. And I mean you can even go like, how do their bosses thing, and different influences within their organization? So things that you work on, it might not know we're going to be thinking about but it's something that can set you apart, and set your product and service apart. So in, with a guy with role company and it's really just a great way to officially build out these details personas, and be able to have access on demand. And what you can do, you take this persona, you as it into a new chat for yourself. You can name it. You can always revisit it. You can ask questions. You can add in more details later and just continuing to refine it. It's yeah, very cool to do. And then another aspect all using ChatGPT, you can share this chat with someone else. So down the road, you could share this with somebody on your marketing team or your sales team and they can have their own conversations there too. And you can also down the road think about how you might turn this persona into maybe like a more comprehensive chat box. But again, this is just a starting point for you. All right. So, this is probably where I had by I really big win moment with AI. So it was when I was using opening is API and I was doing account research. And in just probably a couple of minutes, I uncovered some insights that probably would have taken I say weeks but probably months to do it manually. And just like with personas, these AI generated research, it provides conversation starters and it's something you can treat it as more directional instead of, that absolute truth and the key is really combining these capabilities with your domain expertise. In your human judgment. I think of it as more or less that we're we worst year in the ship. And then AI is powering that ended behind us. And for more of a holistic customer view you can use in, to summaries to deeply understand or market gain more insight into business opportunities and challenges, use cases for your products or services. And you, you'll probably be surprised in a lot of different areas of where you can kind of uncover some different value ads there and some other areas here. So you can take these insights and really work to kinda tailor your approach to different conversations with your customers, different types of questions. You might ask different campaigns you might run for upselling and for cross selling. So there's a lot of different insight logs. You can get here to really deepen your understanding with your customers. All right. So… we deal with some complex documents and some complex technology. It's just part of the role. Really, it helps us to efficient like process those like reports and really pull more actionable insights very quickly. We can leverage it to deepen software knowledge more on demand. So you can have, a mentor. So think of having someone from your product team, right with you to be able to answer questions any time in the day. Also I, it's really great at simulating, some different customer inquiries. So set about your product capabilities especially if your products more technical. And then also when you're interacting with customers, you can come back to the I post customer action and help yourself up skill, for future conversations with them too. And then also thinking about, the enterprise CSM. So you might be working with larger publicly traded companies and think about how you use AI to really it rough some 10 K reports, annual reports where these might be a few 12, a few 100 pages. And there's a lot of knowledge in there, but it's tough in decipher and you can use AI to really get to the most actual insights you need very quickly. And I suggest using a code interpreter to do this. You can upload a PDF. You can chat with these documents. You can also use something, chat to do something like that too, right? So now, the one say ironically you can use AI to be more human and empathetic, really by analyzing it in your messages, you can use it to really take like we'll say an emotionally charged traps and we write them more objectively rather than reacting at the moment. We can use AI to edit, and be able to say something where we might have had a, you know, a more human customer reply and rework that and be able to write a better response that will allow us that, it allows us to really just take a pause, gain more perspective and then respond to customers but with more understanding. So think of it, think about how I can use. You can use AI to be more empathetic in this way. Another really awesome piece here. So I definitely take data insights into a whole another level. It really helps you automate for advanced analysis way beyond you could ever think to do with like I used to think that was pretty good doing data work. And then I really kinda next level now because I use like Chase code interpreter because that is like my personal data scientists available 24 seven. And then like think of it as like a complex customer report that used to be very manual to merge in different reports, get to different customer specifications. Now, I can use AI to do most of that work if not all. And save a ton of time. Also if I ever need a formula or there's a complex data test I don't understand, or, I did it once but I forgot about it as AI, it's really great learning tool there as well. Also if you don't want to be putting in data in that, it will tell you how to do all of this analysis yourself on your own computer, using it on a. So how can you upscale yourself and with different data skills as well? So it's really great to also summarize a lot of different data. So that can be feedback customers. They could highlight patterns that might, I mean patterns, from NPS customer reviews and really be able, to get different patterns and trends that might be nearly possibly manually. It really help you to find those insights very quickly. And other pieces be to find it cause analysis in support tickets. So if you're seeing trends, and support tickets or even some different customer data, you can use it in some cause analysis there as well. All right. So I is a complete game changer when it comes to multi level support. So we can easily create chat bots and knowledge bases in multiple languages, many tools that not allow you to enhance your knowledge base and ways to it used to be only possible for large companies with large budgets and now with different voice and avatar technologies. The possibilities are just continuing to grow or personalized training and onboarding in different languages. And this is a piece where what we can support customers with really outstanding experiences on a global scale in their native languages. And that's something I am super interested in. I think hearing I translations with different local outputs. And, I think it'll be a really cool thing coming here in the future and, the type of personalized training and guidance. We'll only continue to grow as AI involved. All right. So we… just call all the time. So this is another piece where I can really help you. So what you can do similar to like a persona, we went over, define your expertise, you want to say whether it's a management tech, it's more specific name, your chat, come back and visit it as you want to and remember a lot of or, you know, different problems. They're 10 of being in this on like attitudes and assumptions we have. And, those are the problem instead of this problem. So, and when we use something like an AI as a mentor, we can help ourselves refine questions and put words to the different ideas we have and that will help us organize and organize ideas, our ideas and put them into action as well. All right. So wrapping up collaboration is really the key to maximizing as potential. I definitely believe each of us offers unique perspective that can really help spark more innovation. And really, our diverse experiences, in customers and in our rules will help fuel different creative solutions that are really needed, to help elevate our field. All right. Lastly here, wrapping up. So, so ROI with a beginner's mindset, really, it is super important as the landscape continues to evolve, really approach these, you know, different innovations with curiosity and figure out how you can a lot that potential… always just start small as we went through like the in power mantra. So start small, figure out where you can automate competitive tasks, build momentum and really just use consistent effort to continually continue and transform your role. I definitely just embrace this mindset. And if I can tell you one thing is just start today, do not put this off. This is something that is able to really transform how you work. So, I can't trust start today for some time, Ortiz it and really learn as much as you can… right? So thanks for the time and looking forward to any questions.

Matik MC: And thank you so much. Can we do have a few? I'm not sure we'll get to all of them but we'll try. So first question, do you have any tips for training teams to ask AI better questions when they already struggle to ask people questions?

Chad Rosh: Yeah, that is one I would say use AI to figure out you can use AI to help train your team better with questions. I develop different question frameworks using AI, so that's another one you can use and I think you can use. I also there's different areas out there that can help strengthen your communication capabilities. And I think, Mike, how on earlier, I think he has some really great resources, and working on prompt questions questioning better?

Matik MC: Awesome. Thank you. I think we have some specific questions on ChatGPT. If you don't know the answers to these, we'll look them up and put them in the post session information. But someone did ask if ChatGPT plus allows you to get current internet data instead of from September 21 in?

Chad Rosh: It's yeah. Currently, it's that 121 and in fact, they did have that web browser portion part of, the beta features with chat plus, but, that was recently removed. So if you're looking for more of that browser interface use that Bing chat. So Bing will be able to help you source out that new content.

Matik MC: Great. Thank you so much, Chad. I appreciate everyone for joining today. Let's see any. I think we got to most of our questions, all of this information, this recording and all the recordings today will be available in our resource hub and attendees. We'll get notified when that is live and ready. Thank you again for speaking, Chad, this was really informative and very helpful. And thank you everyone for attending. Have a great rest of your day bye.

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