Customer Success Team Playbook (3)

CUSTOMER SUCCESS TEAM PLAYBOOK August 2021

Covid-Safety We are a COVID-safe workplace Contact-free hand sanitiser in kitchenette and bathrooms Workstations are distanced, according to advice of QLD Government Plentiful supply of disposable facemasks, available to all Team members If you experience any COVID-19 symptoms, inform a Leader or the People Ops Team immediately. If you have a common cold, consider potential spread and make good decisions. You must also take reasonable care for your own health and safety and consideration should be given to team mates. You must co-operate with documented policies and procedures that relate to health or safety at work.

Workplace Health & Safety Stretches you can do at your desk

Induction Process What to expect Congratulations on joining the Customer Success Team. Your learning journey will be continuous, as you will learn aspects of all roles within the Customer Success Team. The purpose of your role is to provide essential customer-facing support and buid long-term, sustainable relationships every step of the way. Your first week is a more relaxed affair. We want you to feel at home amongst your peers and colleagues, both in Customer Success and in other Teams. We want you to absorb our culture and take the time to review the various platforms and documentation you will be provided with. Your Induction journey will cover a range of activities that will include: Independent reading Watching videos HR compliance material Platform training Role-based training Side-by-side activities with your assigned buddy/s Assigned independent activities within the Salesforce platform as guided by your buddy/s From time to time, you will find that you have no assigned activities or tasks. Take this opportunity to proactively sit with your buddy, review previous learning, or update yourself on the latest blogs. There is always something to learn and plenty of people to learn from.

Assessment Process What to expect during your first 6 months Over the course of your first six months at Localsearch, we will conduct a number of assessments, all with pre- determined assessment topics. These assessments are designed for you to provide a self-evaluation throughout this period, sharing any and all feedback that you have and recognise opportunities for further learning with consideration given to your journey with Localsearch at each touchpoint. Your journey with Localsearch is a two-way street. It's important that we meet each other's expectations throughout your journey and we want to ensure that you are feeling supported at every interaction touchpoint. We are on a continuous learning journey and we invite you to be a healthy contributor to our environment. 1-Month Assessment Conducted by the People Operations Team. You will be provided with a link to an online self-appraisal form, where we invite you to share your onboarding and induction journey with us. 2-Month Assessment Conducted by CX Leadership. This assessment focuses on written & verbal communication (topic) together with feedback from you around how you are settling into your role and Team. 4-Month Assessment Conducted by the CX Leadership. This assessment focuses on overall performance in your role to date. We are interested in how you feel that you are going and what further learning or refreshers we can provide for you. Additional touchpoint meetings will be discussed and organised collaboratively with you on an as-needs basis. We will gather feedback from your peers and training champions to assist in developing your skillset in your role.

Customer Success Team CX Support Snr. CX Reception Support Web CX SEM CX LS Online CX The Customer Success Team is multi-faceted and specialisation ranges throughout the Team, incorporating Website, Google My Business (GMB), Google Ads, SEO, Social Media, Localsearch Online and more. Each group in the Customer Success Team provides a valuable insight into Localsearch, from product support to customer service.

Customer Success Team Ambassadors BRIAN MOYNIHAN MONIQUE MURPHY LS ONLINE CX SUPPORT LUCAS KRAUS HARRY ROBINSON WEB 1 WEB 2 ALEX PATEL CHRISTINE O'SULLIVAN SEM SETUP HEAD OF CUSTOMER SUCCESS LILY HATTON MARK ANDERSON SEM ACCT MANAGER SEM MAINTENANCE

Christine O'Sullivan Leadership & Support Head of Customer Success Kim Riley Head of Client Relationships Cath McGarry Executive Director/COO Team Ambassadors Hannah Britt Lisa Berquist Rhiannon McDonald Katie Hawkins Process & Innovation Lead Client Relationship Lead CX Sales Relationship Lead Snr HR Advisor Crystal Robinson Jo Howard POT Support L&D

Platforms used in your role

What is Customer Success at Localsearch? Our Customer Success Team is: Passionate (n. strong feeling or emotion) We appreciate that to be successful, it is essential that our service is exceptional. FOCUSED (adj. giving all of your attention) Exceptional service is a result of giving our full attention to our audience. OUTCOME DRIVEN (n. the result or effect of an action or situation) When we understand that every situation is unique, so is the solution that we provide. friendly (adj. kind and pleasant) If our audience feels comfortable speaking with us, they will trust us. We offer understanding and empathy, because we care.

House Rules Shift Roster The standard rostered shifts in Customer Success fall between 7:30am - 5:30pm. Any changes must be approved by a Lead. Amendments are needs-based (business, team then personal preference) Breaks: (Full-time) 2 x 10 min (paid) plus 1 x 1 hour (unpaid) Start/ FInish Times Your start time is the time that you should be ready to start work for the day. If you are continually working past your shift finish time, speak to a Lead. Don't change your own roster times. If you are sick Unable to work? Call the office (1300 360 867) and speak to POT to advise. If POT is unavailable, leave a message and one will call you back. Medical Certificate Requirements: Do you understand when you need to produce a medical certificate? Information can be found in your Employment Agreement. Leave should be entered into ESS portal ASAP along with scanned medical certificate if required. Annual leave Plan Leave in advance where possible. Max. 2 people/Team approved for Annual Leave/day Check the Shift roster or ESS under Teams to check how many people on Leave. If max. reached, email POT with your request. Do not book holidays prior to Leave being approved. Leave requests are not guaranteed approvals. Personal Mobile Mobile phones should be on silent and not accessed during the working day. If you are waiting for an urgent call, let a Lead know. Checking/responding to mobile messages should be reserved for your break. Personal Internet Internet for personal use (includes all personal social media) should only be accessed during your break. Never during your working day. Computer security It is best practice to shut down your computer at the end of the day. Minimum = at least 2 days/week. When you leave your desk, lock your computer (CMD > Control > Q)

House Rules Meetings Check your Outlook Calendar each morning and be aware of any meetings you have booked, along with the meeting room. Please don't be late. If anything, be a couple of minutes early. Client and rep calls supersede meetings. If you are on a call which runs over 5 minutes into the meeting start time, send your apologies and request addition to a make-up session. Slack Your Slack profile should have an appropriate photo of yourself. Only use the channels that have been endorsed (e.g. #webcustexp, #print_ls_cx) Slack is a work tool. Misuse is in breach of the Code of Conduct and is taken very seriously. Gossip, negative talk and the like, brings consequences. Softphone status Your softphone status reflects your availability. Your softphone status should be updated throughout the working day. At the end of your shift, move your status to 'Do Not Disturb' and log off. Make sure you are \"On Queue\" at the start of your shift each day. If you miss a call, manually go back On Queue. Outbound call All outbound external calls are recorded. It is a requirement when making outbound calls that we advisory advise the recipient that their call is being recorded for quality and training purposes. Advisory should be included inside 1 minute. This is a mandatory requirement for all external outbound calls (Rep calls are internal/not recorded). Kitchenette The kitchenette is a small space. Team amenities include milk, toastie maker, fridge, microwave. When you have finished in the kitchenette, wipe down the benches and clean your cutlery. The coffee machine provides free barista-style coffee for the Team. If the milk is low, fill it. If the beans run out, replace them. If the coffee grounds container is full, empty it. If you don't know how to, ask. We are happy to show you anything you need to know. WE WORK TOGETHER TO BRING THE GOODNESS Respect the rules & each other

Team Culture Team: (v) Come together to achieve a common goal Culture: (n) ideas, customs and behaviour of people Cultural Fit = (Happiness + Productivity + Commitment + Engagement) Encouragement and celebration (we Acting with integrity (do the right thing, love it when our peers do well!) even when no one is looking) Having fun at work (while remaining Keep Localsearch gossip-free! Gossip respectful of the people around you) guarantees toxicity. Do you want to be that person? Learning (and knowing it's ok to make mistakes!) We love feedback. Don't wait to be asked, share it anytime! Networking (get to know people in your greater Team and in other Embrace the power of positive thinking Teams!) (and sprinkle kindness) Be courageous in your conversations. Talk to each other, always from a Discourage toxic behaviours (don't be good place afraid to speak up) A Team Player is the one who unites others toward a shared destiny through sharing information & ideas, empowering others and developing trust (Dennis Kinlaw - Scholar)

Mac for Windows Users TIPS AND TRICKS FOR NAVIGATING YOUR MAC Right-click on the boxes and select 'Open in New Link' to learn more about your Mac WELCOME TO macOS FINDER KEYBOARD SYMBOLS KEYBOARD SHORTCUTS

We use the free version of Slack; messages are short-lived and will disappear after min 3 working days. You can Save a message to refer to later, if required. We utilise Slack for in-the-moment or on-the-day messages. Messages designed as reference points should be emailed as opposed to send via Slack. We do not make voice calls through Slack. All calls (in & out are made through GenesysCloud (formerly PureCloud) program, which is integrated with Salesforce) Right-click on the boxes and select 'Open in Format Your Messages New Link' to gain helpful information emojis and EMOTICONS around using Slack SETTINGS & PREFERENCES

SLACK CHANNELS THAT YOU ARE A MEMBER OF: General-Notifications Intra-company information sharing. Everyone in the business is in this channel. Notifications Information shared in this channel is intended for everyone in Head Office. Customer-Success-All Technical information and updates. Issues that are occurring company or team-wide are presented in this channel, along with updates around fixes and ongoing issues This channel is utilised for whole team sharing including daily staffing updates along with sharing “Feel Good” notes written by the Team, for the Team Each role within the Customer Success Team will have a specific channel, which aligns with the requirements of their role. You will be added into these channels and they will appear in your Channel list in Slack.

Customer Obsession - what is it? When you walk the walk & talk the talk Top 10 Local CX brands (Australia, 2019) Consistent and reliable service, particularly their roadside assist service, where efficiency, urgency and timely resolution have been regularly demonstrated. 1st Place for Integrity Bendigo Bank embodies both customer and citizen-centric views, exemplifying the operation of an authentic, values-driven organisation in Australia. 1st Place for Empathy Afterpay demonstrates performance in personalisation and is amongst the top 5 for time and effort, expectations and integrity. 1st Place for Personalisation NRMA have engaged customers through reliable service, seamless processes and community advocacy. Personalisation and time & effort were key pillars that Dan Murphy's outperform other brands on, with customers expressing interest in Dan Murphy's liquor range, which is inclusive of over 6,000 wines. 2nd for Time and Effort where did the best outrank the rest? Integrity (18.8%) Personalisation (18.9%) Brands that authentically connect and build trust with the wider communities they operate in, typically outperform other brands.

Facts and Figures about customer experience 62% of global customers stop doing business with an organisation due to a poor customer service experience (2015 Global State of Multichannel Customer Service Report) 88% of purchasers are influenced by online reviews when making buying decisions (source: Zendesk) 95% of customers share bad experiences with others. 87% of customers share good experiences (source: Zendesk) 96% of customers don't voice complaints, while 91% of those customers never come back (source: \"Understanding customers\" by Ruby Newell-Legner) 72% of customers blame their bad customer service experience on having to explain their problem to multiple people (source: Zendesk) 25% of customers are more likely to buy from a competitor if their issue is service related (as opposed to price or product-related) (source: Bain & Co)

Supporting our Sales Team Localsearch is a sales organisation like no other. Our Sales Team thrive in our markets, by combining passion (both for our products and our business) with an impressive catalogue of products and services, suitable for a range of businesses across our vast footprint. Customer Service + Sales = Exceptional Customer Experience Our customers are not simply buying a product or service from Localsearch. They are also purchasing the experience attached to the sale. The customer experience rounds out the perceived benefits of the purchase. Sales start the experience, through selling a solution which is matched with a customers need. The Customer Success Team impact the customer experience, through the level of service provided at every touchpoint, along with written & verbal interactions, both with the sales executive, client and fulfilment teams. When the sales and customer success teams are driven by the same passion, values and solution-focused service, the overall result will always be an exceptional customer experience. Our goals are the same. Our message is the same. Fostering a professional, yet personalised working experience, openly sharing the values and goals of the Localsearch experience, our vision will stand out - through our outstanding products and services, customer loyalty and ultimately, a successful business proposition. Customer Service AND Sales - It's not a competition, it is an integration To truly develop a customer-centric culture in our business, delivering an exceptional level of customer experience is essential. Personalisation is a key factor in procuring longstanding and trustworthy relationships across our footprint, both with clients and sales teams.

Supporting our Sales Team The Customer Success Team are not dissimilar to a sales environment. In Customer Success, we promote unique thinking. In Customer Success, we want to provide a relevant, positive solution for our client. In Customer Success, we are building and nurturing long-term relationships. Customer Happiness + Business Happiness = Customer Success How can we be assured of customer happiness? Relationship building Business sense Responsiveness Patience Sincerity A desire to help These soft skills / attributes apply to all customer-centric teams, including both sales and customer success team members. How do we celebrate the unique differences between a sales & customer success mindset? When a Sales Executive closes the sale, the Customer Success Team pick the client up at that point and are motivated by assisting the client to achieve the outcome that was sold. This \"Triangle of Trust\" results in a strong bond - integration has happened and strengthened the prospect of a long-term, successful relationship.

Call Handling The Customer Success Team handle inbound and outbound calls. Unlike a contact centre, our Team are not bound by customer contact timeframes (although, in a customer- centric role, we are mindful of them all the same). Building relationships can take time and while we are not encouraging meaningless conversation, if the customer or Sales Executive are extending the conversation (and we are building trust and rapport), don't be in a hurry to end the call. As a customer success professional, our talent is to recognise when it's not appropriate to drag out a call unnecessarily (when there is no value to the audience). How we handle each call can be the difference between a positive or negative customer experience. We want to enhance the experience of our audience, on every call. It's not all about knowledge. Sounding confident on a call is more powerful than providing an instant solution which may or may not be in the best interests of your caller. We do not KPI first-call resolution. We do KPI customer happiness or satisfaction on the outcome of their call. We are establishing a connection with our audience, along with a solution that has been considered and is as unique as the customer themselves. There is no one-size-fits-all at Localsearch. We review the customer's situation individually and while there are baseline decision making matrixes in place, we always consider our audience, reputation and likelihood of future relationships when providing an outcome. We bring calm to the chaos of digital marketing

Call Handling 5 things that require zero product knowledge Extending a warm greeting to customers and peers, both internal and external Actively listening to your audience throughout a conversation, both on the phone and in person Ensuring your audience is aware that you are here to help (genuine, caring) Ensure the customer is aware that your intention is to provide them with a solution for their issue Seek assistance when you need it through engagement with peers, SME's and/or Team Leads

Call Handling Active Listening A \"must have\" skill Active listening can play an important role in helping you get ahead in your career, and is a skill that can be acquired and developed with a little patience and practice. So, what is active listening? It’s a way of paying attention. It’s fully concentrating on, engaging in, and absorbing what someone else is saying to you. It’s displaying the obvious and genuine signs such as eye contact, and reinforcing responses, such as nodding, agreeing with “yes,” and asking related questions for clarification. Outcomes of Active Listening Build trust and establish support Creates confidence Suggested solutions are personalised Increased customer satisfaction What is empathy? Understanding a situation from another person's perspective. What is paraphrasing and why should I do it? Paraphrasing is using your own words to confirm the conversational context Paraphrasing is important, because it shows your audience that you have listened and you are confirming your understanding of the conversation content.

Call Handling Challenging Customers (and why we should embrace them) Fact: We don't generally call our service providers to tell them how wonderful they are. We tend to call if we require clarification around a service we have, or if we want to express upset or unhappiness with the product or service that we are currently receiving. The caller will immediately make a judgement call: Does Localsearch care about me? How the call is handled, ultimately defines our relationship and how we are perceived by the caller. Food for thought: When we take a call from a less-than-happy caller, consider the following: The caller appears aggressive. Did we over-promise and under-deliver on their expectations? How should we approach this? Apologise and commit to providing them with a better outcome. The caller appears demanding. How long has the client been waiting on an outcome? How should we approach this? Take ownership of the situation and follow through within a realistic timeframe. The caller appears indifferent. Does the caller trust you? How should we approach this? Exercise empathy. If the caller believes that you care, they will give you a chance to meet their expectations. The caller appears critical. Did we misinterpret their request? How should we approach this? Engage in active listening. Paraphrase and show the caller that you hear and understand their request and you are on board for them.

Call Handling Etiquette Guide Providing an exceptional customer experience on every call Greeting Welcome to Localsearch, you're speaking with <your name>. How can I Hold assist/help you today? Would you mind if I place your call on hold while I <reason> for you? Resume Hold Thank you for your patience. <continue call> Transfer Call-Back I'll transfer you to <name,dept> Would you mind holding while I see if End Call they are available? Thank you for holding. I have <name> on the phone and will put you through to them now. Thank you for waiting. I'm afraid <name> isn't available. Would you mind if I ask them to call you back? Ensure all relevant information is gathered. Thank you for your time today <name>. Is there anything else I can assist with? Have a great day/afternoon/ evening /weekend.

Written Communication Effective written communication defines our credibility with our audience and is essential for building better business relationships. In the Customer Success Team, email interactions are as prevalent as verbal communication. Ensuring that all interactions meet our high standards is important in our role. Proficiency is demonstrated through creating clear, succinct and error-free messages. Poor writing skills can result in a lack of trust from your audience, in a professional capacity. Would you trust a business if their communication was poor? In the Customer Success Team, you will work with various written communication formats including templates and forms. It is vital that our communication style closely resembles the style, grammar and language guide in our templates. Your audience will notice differences in your communication style if the high standard of communication is not maintained at every interaction. During your Induction process, we invite you to absorb the Localsearch brand, along with guidelines around communication. As an added bonus, we also share videos with Inductees that cover Localsearch Branding and Word Psychology. These are all helpful tools that encourage our Team to embrace the Localsearch voice and brand in everyday interactions.

Written Communication Good written communication forms a connection between the writer and their audience. It's important that the reader doesn't have to work hard to understand the content or context of the communication that they receive. To ensure written communication is effective, the following requirements are essential to ensure written communication is of a high standard: Communication is clear and easy to understand Correct use of punctuation and appropriate grammar throughout Message is concise. Sticks to the point and doesn't include irrelevant information Communication should use the correct tone and use inoffensive language Do not include capital letter words, bold wording or overuse of exclamation marks Keep it simple. Do not overuse abbreviations, jargon or big words Include hyperlinks to assure better readability. Long web links are distracting and messy Always proof-read prior to finalising a communication or sending an email In some ways, effective written communication is more important than verbal communication. Written communication is available for people to refer back to, if needed. This means that in addition to creating a connection with the reader, it's imperative that we consider the lasting impact of what we are writing. We have to think about how it will be perceived on receipt, as well as the lasting impact that it will leave.