When Your Data Structure Derails Digital Customer Success w/ Aaron Hatton

Aaron Hatton, digital CS program builder at PV Case, shares how parent-child account relationships in data infrastructure nearly derailed a customer success platform rollout. His experience reveals the critical importance of cross-functional collaboration when establishing digital customer success programs and the challenges of defining who your customer truly is.• Working with complex data structures where the entity paying for software differs from the entity using it• Importance of involving RevOps, sales, and other stakeholders early in system implementations• Creating governance processes for in-app messaging through cross-functional committees• Redefining fundamental concepts like "who is a customer" when legal and CS definitions differ• Finding unexpected wins through experimentation, like sending webinar invites at unconventional times• Building digital CS programs that can scale requires proper foundational data structure• Balancing future-proofing with the need to launch and iterate• Implementing change management internally using the same best practices we recommend to customers• Creating cross-functional relationships to ensure alignment across teams• Recognizing when to ask basic questions that might seem obvious but are crucial to successConnect with Aaron on LinkedIn or in the Digital CS Community to continue the conversation and share experiences.🎙️ Guest Aaron Hatton – Digital Customer Success Program Manager at PVCase. https://www.linkedin.com/in/aaronhatton/ Books and Communities Mentioned 🟣 Digital Customer Success: Why the Next Frontier of CS is Digital and How You Can Leverage it to Drive Durable Growth by Nick Mehta-  https://amzn.to/4o6kPt0 🟣 Digital CS Connect Community – https://airtable.com/appLGhZyujOoYp8BQ/shr4ixoZmB8hBoLbM 🌐 Website https://www.joedoestechtouch.com/📰 Subscribe to the JDTT Newsletter –  Get raw insights, no-fluff frameworks, and tech touch tactics straight to your inbox: https://www.joedoestechtouch.com/jdttnewsletter 🎙️ Be a Guest on the Podcast Have a CS horror story or digital-first strategy worth sharing? Submit to be a guest:https://www.joedoestechtouch.com/podcast 🔗 Connect with Joe on LinkedIn https://www.linkedin.com/in/josephdigrande📺 Watch Full Episodes on YouTube: https://www.youtube.com/channel/UCaH58ojbaWym4ej_PedQ4Fw_______________________________Tools:Logitech Creators Blue Yeti USB Microphone: https://amzn.to/4nHOFDNLogitech Brio 4K Webcam: https://amzn.to/3GtKsmxSony WH-1000XM4 Noise Cancelling Wireless Headphones: https://amzn.to/44Q0xv4Apple 2024 MacBook Pro Laptop: https://amzn.to/4lH6u3W