beyond the health score: smart processes for customer success webinar slides

Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester

Beyond the Health Score:Smart Processes for Customer Success

Kate LeggettVP & Principal Analyst

Amity Welcomes

#PracticalCustomerSuccess


Tweet us and join the conversation#PracticalCustomerSuccess

@GetAmity @Forrester

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Customers Control The Conversation ThatThey Have With Businesses

Source: September 12, 2014 “The CIO's Blueprint For Strategy In The Age Of The Customer”, Forrester report


Our World Is MovingTo A Subscription Economy

Credit: www.zuora.com


The Subscription Model Has Tipped ForMany B2B Software Categories

January 2014 “TechRadar™: Software-As-A-Service, Q1 2014”


The SaaS Boom for B2B Software ShowsNo Sign Of Slowdown


And Because Of This Relationships AreBecoming More Important

Product Focused Relationship FocusedCredit: www.zuora.com


Good Relationships Have Business Value

Source: June 27, 2014 “What Drives A Profitable Customer Experience” Forrester report

Retentionloyalty

Enrichmentloyalty

Advocacyloyalty

The likelihood that a customer will keep existing business with the company

The likelihood that a customer will buy additional products and services from the company

The likelihood that a customer will recommend the company to others


Customer success managers actively manage customer relationships to reduce churn, increase existing revenue and influence new sales


Customer success reduces churn


Poll Question #1

What stage of the Success Maturity Model is your company in?


As companies grow, revenuefrom existing customers becomes a larger and larger part of the company’s economic value


Retaining Customers Is As Important as Acquiring Them

reve

nue

time

95% retention rate- Acquired 600

customers- Lost 30

80% retention rate- Acquired 600 customers- Lost 120

$2M difference


Customer success increases new revenue

Data and insights driven conversations make cross-selling and upselling easy


Customer success increases advocacy


CUSTOMER SUCCESS STRATEGY

CUSTOMER SUCCESS

DATA

CUSTOMER SUCCESS

PROCESSES

CUSTOMER SUCCESS MANAGER

S

Customer Success Takes Coordinated Effort AcrossFour Dimensions




CUSTOMER SUCCESS

DATA

CUSTOMER SUCCESS

PROCESSES


S


Onboarding

Driving adoption

Recognizing expansion opportunities

Manage The Customer’s Journey With Your Product During Their Lifecycle

Converting trials


Not All Customers Get Equal Treatment

Strategic Accounts

Commercial Accounts

Value Accounts


Poll Question #2

How many customer tiersdo you use today?




CUSTOMER SUCCESS

DATA

CUSTOMER SUCCESS

PROCESSES


S


Active Customer Success ManagementRelies On A Customer’s “Health Score”

A health score is an indicator of a customer’s likelihood of churning.A health score is at the heart of understanding and managing customer success.


What Data Do You Need?

Goal

Inactive users

Provisioned users

Active users

Measures of success

Features

Calls and tickets

Onboarding

Customer


Goal

Inactive users

Provisioned users

ContractTerms

Renewal

Realized economic

value

Audit records

Active users

Measures of success

Features

Calls and tickets

Onboarding

Customer



Goal

Inactive users

Provisioned users

ContractTerms

Renewal

Realized economic

value

Audit records

Active users

Measures of success

Features

Calls and tickets

Onboarding

Customer

Audit records

Feedback

Support feedback

Alerts


Customer feedback


Goal

Inactive users

Provisioned users

ContractTerms

Renewal

Realized economic

value

Audit records

Active users

Measures of success

Features

Calls and tickets

Onboarding

Customer

Audit records

Feedback

Customer feedback

Alerts

Advocacy


Support feedback


Poll Question #3

Do you have access tounified customer data?




CUSTOMER SUCCESS

DATA

CUSTOMER SUCCESS

PROCESSES


S


Leverage The Insights Gathered From Data And Create Success Workflows

DATAINSIGHTS

WORKFLOWAggregationCleansingVisualization

SegmentationPersonalizationDiscovery

Map to the customer journey:Onboarding

AdoptionRetention


Processes Differ For Different Account Tiers

Strategic Accounts

Commercial Accounts

Value Accounts

High Touch QBR. Health checks Best practice education Minimal level of automation

Low Touch Automated interactions Best practice education

Automated Touch Webinars Newsletters Campaigns


Onboarding

Driving adoption

Recognizing expansion opportunities

Processes Differ Across The Customer’s Journey And By Company Role

Converting trials


Smart Processes Deliver Predictable Outcomes

For Users Onboarding and product

adoption • Who is using product? Who is

not?• How to intervene to successfully

onboard users Best practice adoption and

retention• What features are being used?• Are stickiest features being

used?• Are features used the right way

Quantify the value of the product and how it helps realize business goals

• How is product being used?• What was the products-time-to-

value• What is the return on investment• What adjustments to contracts

make sense• Risk management• Early warnings• Intervention workflows

For Stakeholders


Standardized Processes Help DeliverPredictable Customer Outcomes

EFFECTIVENESSEFFICIENCY

ENGAGEMENT




CUSTOMER SUCCESS

DATA

CUSTOMER SUCCESS

PROCESSES


S


Hire The Right People And Give ThemThe Right Tools To Do Their Job

CEO

Customer service OperationsSales


Who Makes A Good Customer Success Manager?

Passionate for serving customersRelationship builders

Well organized and good listening skills

Good at conflict resolution

Proactive and can-do attitude

Technical enough

Best practice knowledge

Domain expertise

Work at all levels of an organization


Poll Question #3

Are you using a customersuccess tool today?


Customer success takes coordinated effort acrossfour dimensions


CUSTOMER SUCCESS

DATA

CUSTOMER SUCCESS

PROCESSES


S


Meet Our Host

Paul PhilpFounder & CEO

@PPhilp@GetAmity

GetAmity.com


Questions?

#PracticalCustomerSuccess


Many Thanks To Our Presenter

@KateLeggett@Forrester

Forrester.comBlog.Forrester.com

Kate LeggettVP & Principal Analyst


Join us on October 28 & November 10 for the next webinarsin the Practical Customer Success Series

Visit getamity.com/resources to register!

http://getamity.com/resources


Let’s continue the conversation

Thank you for being here!

@GetAmity GetAmity.com