Social engineering for Customer Success
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Transcript of Social engineering for Customer Success
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Los Angeles Customer Success
Professionals
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FIST BUMP
THANKS
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@Palumbo #LASuccess
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Who is this guy? And why should we
listen to him?
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Joseph PalumboCustomer Success Leader
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Social Engineering
For success
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*Not needed for every customer
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**strong onboarding program means you won’t need to social engineer
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And at Atlantic City it’s enough if you can just get them to listen to you. I do the same act, but it’s a different type of performance. It’s much more instructive because they don’t know where the laughs are in my act because it’s not “Two men walk into a bar— bum bum bum, punch line.”
Apatow, Judd (2015-06-16). Sick in the Head: Conversations About Life and
Comedy (p. 6). Random House Publishing Group. Kindle Edition.
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Of all the problems a CSM needs to solve…
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Of all the problems a CSM needs to solve…Communication
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What is Social Engineering?
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What is Social Engineering?
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What is customer success?
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Identify criteria for success Plan for achieving that success Achieve favorable outcomes
Customer Success is…
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Lower Churn Higher Revenue Higher Customer Loyalty
Customer Success gets you…
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30 rules for being 30
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1. say what you want
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1. say what you want
2. spend a lot of f*cking time figuring out what it is that you really want!
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before you make customers Successful…
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really Define success
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communication
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Customers aren’t always willing (or capable of being open/honest w/ you)…and that’s
where social engineering comes in
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What is Social Engineering?
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Social Engineering (noun)(in the context of information security)
the use of deception to manipulate individuals into divulging confidential or personal information that may be used for fraudulent purposes.
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Social Engineering (noun)the use of centralized planning in an attempt to manage social change and regulate the future development and behavior of a society.
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Social Engineering (noun)the use of centralized planning in an attempt to manage social change and regulate the future development and behavior of a society organization.
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1. general rules 2. Email 3. Phone 4. Face
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the basicsGeneral practices
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Simple Unexpected Concrete Credible Emotional Stories
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Simple Unexpected Concrete Credible Emotional Stories
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KISS
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Keep It Short & Simple
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hyperconnected world
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Attention spansAttention spans
Attention spansAttention spans
Attention spans
Attention spans
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Simple Unexpected Concrete Credible Emotional Stories
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Joseph PalumboCustomer Success Leader
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Blog posts Talks Certifications
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Simple Unexpected Concrete Credible Emotional Stories
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4 steps to social engineering attack1. info gathering 2. Establish relationship/rapport 3. Exploitation 4. Execution
https://new.social-engineer.org/framework/attack-vectors/attack-cycle/
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4 steps to social engineering attack1. info gathering 2. Establish relationship/rapport 3. success strategy 4. Execution
https://new.social-engineer.org/framework/attack-vectors/attack-cycle/
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4 steps to social engineering attack1. info gathering 2. Establish relationship/rapport 3. success strategy 4. Execution
https://new.social-engineer.org/framework/attack-vectors/attack-cycle/
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Know your customer
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+ educational background + Professional background + civic organizations + Family & hobbies + political views + Accolades
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“After extensive analysis, my target audience is men, around
my age, who are me.”
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Screenshots and Links + Linkedin + Social Media + Blogs & videos + press releases
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The most important equation for Customer Success
Right Message + Right Time
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How can you use this information to your and your customer’s benefit?
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4 steps to social engineering attack1. info gathering 2. Establish relationship/rapport 3. success strategy 4. Execution
https://new.social-engineer.org/framework/attack-vectors/attack-cycle/
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FBI’s Friendship formula
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FBI’s Friendship formulaProximity + Frequency + Duration + Intensity
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FBI’s Friendship formulaProximity + Frequency + Duration + Intensity
How strongly are you able to satisfy another person’s psychological and physical needs through verbal and non-verbal communication
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FBI’s Friendship formulaProximity + Frequency + Duration + Intensity
Creating Value!!!!
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Reciprocity
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give them something other companies won’t give them…
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Exonerate your customersgive them the freedom of not knowing
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Smart people, don’t like to feel Dumb
People like to learn, not be taught
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Blame the technology, take their ego out of the equation
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watch your pronouns
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watch your pronouns
“You should do…
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watch your pronouns
“You should do…
“I think doing ____ would optimize the process
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What’s the headline?
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What’s in it for the customer?
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Call with a purpose
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Call with a purpose value
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Save/Make MoneySave Time Simplify their lives
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3I try to keep my email to 3 short sentences.
People don’t like to read long, complicated sentences.
End with a point or question.*
*Otherwise known as a call to action
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1. What we talked about 2. What actions 3. When will talk again?
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Communication -> Action
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Write in the active tense!
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the Phone
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Get info without asking questions
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People have a need to be right, but a stronger need to correct others
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Presumptive Statements
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Presumptive Statement
I’m sure your boyfriend isn’t happy your out
tonight
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Yes
Confirms she has a boyfriend
I’m sure your boyfriend isn’t happy your out
tonight
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NO!!!!
Confirms she has a boyfriend
I’m sure your boyfriend isn’t happy your out
tonight
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I’m sure your boyfriend isn’t happy your out
tonight
I don’t have a boyfriend
:)
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Practice when Shopping
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How much is this one? $150
Markup must be at least 150%
No, only 50%
Then your 10%
commission
I only get 5%
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Too bad you don’t have the authority
to discount
I can give a 10% discount
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get past the gatekeeper
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Make friends with the Gatekeeper
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call off hours
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When they answer…
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When they answer…URGENCY
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get right to business
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“I only have 5 minutes”
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Listen
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“I need your help”
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what works for you?
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Face To Face
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learn how to read body language
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Eyes Lips Feet
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ELF
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Isopraxism
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CustomerSuccess
CONGRATULATIONS!!