how to integrate data to drive customer success
DESCRIPTION
The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale. In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success. This presentation - How to Integrate Data to Drive Customer Success - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Cornerstone OnDemand, Citrix, BoxTRANSCRIPT
How to Integrate Data to Drive Customer
Success
Alia ZaharudinCornerstone OnDemand
Monica AdractasBox
Brian AnfinsenCitrix
Alia ZaharudinCornerstone OnDemand
Alia Zaharudin heads up Global Business Operations for Cornerstone OnDemand (NASDAQ:CSOD). Cornerstone is a global leader of cloud-based talent management software solutions. Cornerstone has had 14 years of consecutive growth and a 95% customer retention rate.
Head of Global
Business Operations
Client Success at Cornerstone
Customer Retention is a key metric
Engage Enable Excite
SaaS makes it easy to add systems.
• Multiple systems. Multiple data sources.
• How do we make sense of the data?
Scaling vs. Getting things done
Making Business Data Work for You
Client Retention
Client Engagement
Client Transactions
Client Traffic
Brian AnfinsenCitrix – SaaS Division (GoToMeeting, GoToAssist, Sharefile, etc.)
I run a small Data & Analytics team within the Customer Care department
of the SaaS Division of Citrix.
The Care team’s priority is to inspire customer love by solving their biggest
problems and creating great experiences. We have five primary functions:
•Inbound
•Outbound
•Majors & Enterprise
•Self-Service
•Data & Analytics
Director, Data & Analytics
Customer Care
Citrix
2014 Focus Areas
Data exploration to derive meaning from:• What they tell us• What they are doing• What is happening to them
Customer Listening & Observation
Empower with Tools, Insight, and focus:• Trigger Actions with Key Insights• Monitor Important Behaviors• Accessible to Employees & Customers
Data Empowerment
Disciplined Testing• Test management platform• Educate on why we test• Grounding in proper A/B (controlled)
experiments
Test & Learn
What we have learned.
A focus on lagging indicators means you are always late to the party.
Hiding complexity can breed distrust.
If it’s not in their workflow, CSMs will never adopt it.
Monica Adractas
Box
• Known as the “Churn Czar” at Box
• Formerly McKinsey & Company
• Cross industry perspective: Starbucks,
Holiday Inn Express, financial services
Head of
Customer Retention
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25MM+USERS
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Things we‘re thinking about
• Company wide focus on retention
• Balancing proactive and reactive
• CS = CSMs + Customer Advisory + Support + Professional Services
• Customer Success, at scale with smaller customers
Using dataIt’s never perfect
1. One overall metric2. Performance management
(scoreboards vs. incentives)
3. Daily data4. Experiments / Explanatory
Q & A