MEASURING SAAS CUSTOMER SATISFACTION An Integrated Framework and Principles. Joseph Schwartz 914-414-9935 | joe@jschwartzny.com www.linkedin.com/in/josephschwartz

Value-Driven Marketing: A Best-in-Class Approach 1

Agenda  

§  Mission  Statement  

§  Scope  of  Work  

§  The  Framework  

§  Key  Milestones  

§  Team  Roles    

§  Execu=on  Plan  

§  Implementa=on  Timeline  

Value-Driven Marketing: A Best-in-Class Approach 2

Value-Driven Marketing: A Best-in-Class Approach 3

 

Mission  Statement  

 

•  Align  our  client  sat  measurement  to  internal  opera=onal  goals  and  metrics  to  ensure  that  ALL  relevant  func=onal  teams  are  receiving  meaningful  AND  ac=onable  data  

•  Define  an  integrated  approach  so  that  client  sat  measurement  is  “built”  into  all  relevant  customer  facing  processes  and  tools,  e.g.,  purchase-­‐>implementa=on-­‐>ongoing  services  

•  Implement  the  approach  in  a  prac=cal  and  phased  manner,  with  priori=es  driven  by  the  highest  value  metrics  

Scope of Work •  Applied to customers to align with their needs •  Align Product/Operations, Revenue, Services, Finance/Legal to

functionally grouped sat metrics to drive visibility / continuous improvement •  Focus initial definition and implementation where greatest opportunity

exists for actionable data •  Define and integrated approach so that client sat measurement is built into

our customer facing processes, software products and implementation services •  Once target model defined, develop gap analysis against our current baseline for

measuring, create roadmap for phased delivery, including any transition requirements in the event that specific tools or assets must be created to achieve the target

•  Dedicated resources from each functional area to focus on definition of goals, metrics and sat targets, data gathering for the baselining, gap analysis, etc.

•  Define and implement an integrated dashboard •  To be validated

•  Applicability to all functions •  Integrated reporting (with executive dashboard)

Value-Driven Marketing: A Best-in-Class Approach 4

Customer Sat Measurement Framework Value-Driven Marketing: A Best-in-Class Approach 5

• Likelihood to renew contract • Likelihood to leave

• Likelihood to buy different/additional products

• Likelihood to expand usage

• Go Live (Implementation) Sat • 90 Day Sat • Behavioral Sat Survey (12 mo from go live - repeated annually)

• Churn rate • Contract renewal rate • % Bookings from Cross-Sell / Upsell • Utilization Metric (SW)

• Accuracy Rate (Operational-MS)

• SLA attainment % (MS) • Turn Around Time (MS) • Customer Experience (SW)

• Transition Consistency (S) • Error Resolution - MTTR, Accuracy, Communication (MS)

• # of Case Escalations @ go live

• # of Qtrly Case Escalations from go live

• Changing Go Live Dates • Median kick off to launch (# of days)

• % Support Cases MTTR compliant w/ SLAs

• Integration Manager monitoring for all integrations

• Data feed delivery, etl and reporting monitoring

Advocacy Retention

Purchasing

Retention Purchasing

Advocacy Mea

sure

men

t App

roac

h

Loyalty Types

Obj

ectiv

e

Emotional Behavioral

Sub

ject

ive

(Sur

vey

Que

stio

ns)

In Scope for Phase 1

Unverified for Phase 1 (but possible)

In Scope for Phase 2

Legend

Capturing Sat Information Value-Driven Marketing: A Best-in-Class Approach 6

•  SaaS  best  prac=ces  (checklist):  •  monitor  customer  sa=sfac=on  through  their  on-­‐going  connec=on  

•  through  quan=ta=ve  surveys  

•  through  focus  groups  

•  observing  customer  behavior  

•  close  review  of  support  call  

Customer Sat Measurement Framework Phasing Detail

Value-Driven Marketing: A Best-in-Class Approach 7

Key Milestones

•  Design •  Initial draft completed and reviewed with working

team •  Gather – Complete

•  Initial input gathered from all functional leads •  Build / test – target draft to start internal validation •  Validate with functional execution teams

•  Limited rollout •  Implement

•  Full rollout (phased)

Value-Driven Marketing: A Best-in-Class Approach 8

Team Roles

•  Team Lead • Process Manager •  Team Members

(Functions): •  Marketing •  CTO •  Engineering •  Sales/Sales Ops •  Account Management •  Services/Support •  Product Management

• CEO • CRO • CPO • CFO • CSO • Chief Council

Value-Driven Marketing: A Best-in-Class Approach 9

Working Team (Doers) Extended Team (Approvers)

Execution Plan •  Define: complete

•  Initial plan and working team identified, draft completed 4/29 •  Reviewed with extended team 5/6

•  Design: complete 5/20 •  Sat measurement model, implementation approach, phasing

•  Gather: complete 6/7 •  Definition of artifacts needed to complete and support sat measurement model

•  Build/Test: draft by 6/14 •  Measurement model, metrics/targets, implementation plan, costs, risks,

dependencies •  Validate: starting 6/7 completing 6/21

•  Review the material with LT •  Limited rollout Phase 1: End of Q2 •  Review with execution teams

•  Implement: Based on final roadmap •  Awareness/ Enablement End of Q2

Value-Driven Marketing: A Best-in-Class Approach 10

Customer Sat Measurement Dashboard Implementation Timeline - Delivery Phases

Value-Driven Marketing: A Best-in-Class Approach 11

WS2 P1 Collaborative

Design Complete

Extended Team Review Input

\ Ownership Agreed

Implementation Trail Markers

Phase 1 Inputs Agreed

Phase 1 Prototype Delivered for Review

Phase 1 Deployed

Phase 2 Design Complete

Phase 2 Prototype Delivered for Review

June | July | Aug

Core Customer Sat Measurement Data Model Complete

Phase 2 Deployed