What does it take to create an exceptional customer experience? Join us as we chat with Alan Komet, Chief Customer Officer at ConnectWise, about how to optimise customer journeys using clear processes, technology, and AI.
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Customer experience (CX) has become a critical driver of success for businesses, with technology and innovation shaping the ways we connect, deliver, and retain value. In a recent discussion with Alan Komet, Chief Customer Officer at ConnectWise, key insights were shared about optimising CX using structured processes, technology, and a commitment to continuous learning. Alan’s extensive 30-year journey across the channel—spanning sales, customer success, and marketing—provides a wealth of knowledge for businesses seeking to refine their customer experience strategies.
For Alan, the customer journey begins long before a purchase is made. Aligning the right customer with the right product at the right time is essential. Misalignment at this early stage leads to challenges throughout the relationship. As Alan aptly describes, it’s like driving a car: the salesperson may take the wheel initially, but others—such as success managers and support teams—take turns navigating, without ever leaving the car. The journey is collaborative, holistic, and ever-evolving.
Onboarding can make or break the customer relationship. At ConnectWise, onboarding is broken down into smaller, manageable phases to ensure clarity and accountability. This process includes provisioning, installation, customisation, and education. Each phase is tailored to the unique needs of the customer.
For example, new businesses with limited complexity might skip certain phases, while more mature organisations require deeper integrations or workflow changes. This segmented approach ensures that customers, regardless of size or maturity, receive an experience that meets their needs without unnecessary steps.
One of the challenges Alan addressed is balancing personalised account management with scalability. For smaller customers, digital tools and automated touchpoints are essential, as these businesses often lack dedicated IT resources. Conversely, larger clients with dedicated IT teams require more frequent and in-depth engagements.
ConnectWise achieves this balance through:
For smaller businesses, Alan emphasises the importance of digital check-ins that respect their limited time and resources. For larger organisations, the human touch becomes more significant, enabling deeper connections and long-term partnerships.
Customer success, Alan explains, is all about retention. Success managers focus on ensuring customers fully adopt and utilise their purchased products, helping them realise their value. This leads to “stickier” relationships and higher renewal rates. Unlike account managers or sales teams, success managers are not incentivised by sales quotas, allowing them to remain focused solely on the customer’s success.
Success-driven strategies include:
A customer health scorecard is a vital tool for assessing the likelihood of customer retention. At ConnectWise, this scorecard integrates data from various sources, including product usage telemetry, support tickets, and sentiment analysis tools like Gong. The health score helps identify at-risk customers and triggers proactive playbooks to address their needs.
For example:
By combining data from tools like Salesforce and Gainsight, ConnectWise develops a comprehensive view of each customer’s health, enabling timely interventions.
Marketing doesn’t stop at lead generation; it plays a critical role throughout the customer lifecycle. From communicating product advancements to showcasing the value of existing investments, marketing bridges the gap between technical capabilities and customer needs.
Alan highlights the importance of:
In today’s fast-paced world, automation and AI are no longer optional—they’re necessities. Alan emphasises the role of tools like Gong for sentiment analysis and AI-driven insights to streamline processes. These technologies reduce the burden on sales teams and ensure critical information is captured accurately.
Key benefits of automation include:
However, Alan is quick to point out that automation cannot fully replace human interaction. Customers still value personal connections, especially for complex or high-stakes scenarios.
Looking ahead, Alan sees customer experience as an ongoing journey, driven by innovation, collaboration, and adaptability. Whether through in-person events like IT Nation Connect or digital touchpoints, building community and advocacy remains central to ConnectWise’s strategy.
For businesses aiming to improve their customer experience, Alan’s insights offer a roadmap:
In a world where customer expectations are constantly evolving, businesses must remain agile, proactive, and customer-centric. By embracing these principles, companies can not only meet but exceed customer expectations, building lasting relationships that drive success.