RYG Brand Identity
RYG Creative Brief Background Customer success (CS) is the business methodology of ensuring customers achieve their desired outcomes and ongoing value while using a product or service. Customer success is relationship-focused client management. ChurnZero hosts local, small networking events, RYGs, for CS leaders and their teams. RYG is an acronym for “Red, Yellow, Green” – indicators used by companies to track the health of their customers – red indicating a troubled account, yellow an account with some concern and green a strong account. There are two versions of these events. The events targeting more senior decision makers are called RYG Leadership Hour. Events targeting customer success managers (CSM) are called RYG Success Hour. ChurnZero is expanding the RYG program to include an annual industry conference, BigRYG, and the monthly webinars ChurnZero has been hosting. Objective Create a Brand Identity for the RYG thought leadership program. This includes local networking events, monthly webinars and annual conference. RYG Creative Brief Target audience profile - who the target audience is and how should we talk to them? What are their current beliefs and our desired beliefs? Customer Success leaders and customer success practitioners in B2B SaaS companies. The audience also includes company leaders who are concerned with customer retention as a key business indicator for the health of their company. Customer Success is an emerging business area and people are looking to gain expertise through education and knowledge sharing. They are looking for “their people”. Event benefits and positioning - an overview of what makes the events/program different The content at these events is focused on the business challenges and desired outcomes. The events are straight-forward, real, and challenge the audience. The RYG program is supported by ChurnZero but it is not about ChurnZero. The events are to support the CS community. The events are a resource for CS experts, leaders and practitioners delivered in the format they choose (online, small groups, large conference). Key customer benefit - an overview of how the events helps the participants Participants come away from the events with skills and actionable learnings and, for live events, a network of like-minded people. They will have the skills to drive positive outcomes in their organizations – make them better at their jobs, have more success with teams, deliver greater impact on their company’s KPIs.