customer success mindset in the cloud 1_1330_c… · customer engagement office customer engagement...
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Internal | SAP Employees and Partners Only
Nikhil Lalchandani, Benjamin Szuber
March 12, 2019
Customer Success Mindset in the CloudThe Importance of Customer Engagement
SMB Innovation Summit 2019
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What is Customer Success
Keep the promise Deliver a simple,
consistent experience
Empower employees
by delivering customer success
and business outcomes
Partners together with SAP
across the entire customer
journey
to always put the
Customer First
Cloud = Subscription Economy
▪ Economic value is realized over time, instead of upfront at initial sale
▪ Customer relationship and customer engagement is key to success
and has a greater economic impact
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Churn is the issue in cloud
€1M revenue, 4 yearly renewals, 3 different renewal rates
90%
656K
85%
522K
80%
410K
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What our Customers want (not only in the cloud)
Optimize
Implement
Buy &
Renew
(Re-)
SelectMeasure
Identify needs
(Re-) Consider
Buying Using
Advocate
▪ Proactive success engagement
▪ Across the entire customer lifecycle
▪ Focused on value-driven outcomes
▪ Delivered via a holistic and harmonized experience
▪ Consistency in the SAP relationship
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Customer Success – CEE Driven Methodology
Proactive
Action
InsightsFocus on result
driven outcomes
Organize
Around
Customer
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In Cloud, the customer engagement starts after a Cloud deal is ‘closed’. Key activities include Onboarding the customer
to the new solution, driving Adoption and value realization, identifying opportunities for Expansion and securing the
Renewal
• Protect Renewal Revenue
This discipline is forward looking and provides structure to help customers
realize desired business outcomes and mitigate renewal risks
• Up/cross sell revenue growth
When executed well, these efforts result in expansion of current solutions
(upsell) and generation of new solution opportunities (cross-sell)
• Adoption & Referenceability
Adoption strategy as a discipline along the customer lifecycle phases helps
manage customer success resulting in a loyal, referenceable account
• Issue Escalation & Advocacy
Identification and action on issues as they arise throughout the lifecycle
to prevent escalation, avoid concessions and improve customer satisfaction
Customer Engagement Management | Our Mission
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Onboarding
Welcome mail
Implementation governance
Introduction of services,
tools, resources & training
Pre go-live checks
Usage & Adoption
Engagement Planning
Track and measure solution
usage & adoption
Verify delivery on value prop
Health Assessment
Issues & Escalations
Safeguard escalations
Issue resolution
How to questions
Value Realization
Success monitoring
Expand knowledge via
events, community
engagement & user group
engagement
Customer reference ability
Release & Roadmap
Develop solution roadmap
Position new features/topics
Renewal
Safeguard upcoming renewals
Renewal at Risk assessment
Identify over-usage, upsell, cross-sell
opportunities
Ensure license compliance
Provide audit report (certification)
ADOPT & OPTIMIZEONBOARD RENEWONBOARD
Customer Lifecycle Management | Sample Activities
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What does it take to keep a customer happy and ensure high renewal rates?
Incident & Escalation Support
Best Practices & How-to’s
Knowledge Brokering
System Information
Feedback Channel into product
management and development
Optimized Usage &
License Compliance
Solution Adoption
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Customer and Partner Engagement Office for Post Sales Support
Direct Customers
25%Indirect Customers
75%
Customer Engagement Office
▪ Customer Engagement Executives
(CEE) partnering with customers
post sales driving on-boarding,
adoption and usage of the product
▪ Securing renewals, identifying
upsell and expansion opportunities
through personal and digital
programs
▪ ~40% of overall renewal ACV (~30M€)
Partner Engagement Office
▪ Partner Engagement Advisors
(PEA) for post sales support to
safeguard renewals of indirect
customers
▪ Education of partners on SAP
customer engagement philosophy
▪ Sharing renewal related information
to safeguard go-live, optimal usage
and renewal
▪ ~60% of overall renewal ACV (~44M€)
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Roles and Responsibilities in After-Sales Customer Engagement
SAP’s Customer Engagement Executive (CEE)
• Focus | direct SAP customers only
• Same as Partner Customer Engagement Executive
Partner’s Customer Engagement Executive (CEE)
• Focus | partner’s customers including cloud choice profit customers
• Post-sale relationship management and customer satisfaction
• Strategic governance, regular updates and meetings
• Commercial management & renewals
• Solution adoption/consumption measurement
• Business outcomes & value delivery
SAP’s Partner Engagement Advisor (PEA)
• Focus | Business ByDesign partner
• Post sales support for partners
• to safeguard go live, optimal usage and renewal of their customers
• share SAP customer engagement philosophy
• Share renewal related information, best practices and how-to’s
• Escalation and incident support
• Feedback channel into product management and development
NEW ROLE
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Call To Action
Share
Customer
Success Stories
Live
Customer
Success
Understand
Customer
Success
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Customer and Partner Engagement Office for Post Sales Support
The Team
NA LA EMEA / MEE APJ
Erika Lopez
Jacqueline Stevenson²
Roberto Carmona
Ruddy Avalos
Shruthi Prakash Shetty
Tariq Hossein
Claudia Feuerstein
Frank Israel
Gisela Decker-Schultheis³
Helena Hammerschmid
Johanna Schuetterle²
Jutta Fleddermann⁴
Kai Ziegenhals
Marco Ullrich
Melanie Roode
Michael Staub
Oliver Klein
Petra Maria Heeb (CH)
Steffen Six
Tamara Wolf ⁵
Verena Wendt
Wang (Cheng) Chun Wong
Ben Szuber (ANZ)
Nikhil Lalchandani (India)
Wendy Zhang (GCR)
PEA || CEE
2 reference program
3 tenant provisioning
4 social media
5 communication
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Trainings and supporting materials
Qualification
▪SAP Cloud Customer Engagement for Partners (3hrs)
▪ solution specific:
- Partner Information Report (0,5hrs)
- ByDesign Essentials (1hr)
▪ video series and web assessment (varies)
▪ Link
CLM Playbook
▪Customer Lifecycle Management playbook for partners
▪Best practices and required customer engagement activities
▪Resources and process guidelines supporting SAP’s harmonized CLM model
▪ Link
Assets
▪Tools and resources to effectively perform the CEE role
- Sales Handoff template
- Engagement Plan Activity template
▪Solution specific tools and resources:
- ByD PE Info Center
▪ Link
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Good to know
• Welcome E-Book
• Monthly Customer Information Report
• Monthly Partner Information Report
• Quarterly Newsletter | Subsciption page
• Sharing latest community blogs | Community
• Discussions via Social Media channels | LinkedIn group and Twitter
• Training opportunities e.g. openSAP courses for SAP Business ByDesign
• User Groups
Thank you.
Contact information:
Nikhil Lalchandani
Benjamin Szuber
Gamification Challenge Code
BAN4m4a
By entering this SAP Breakout Session
code you will be granted 10 points
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