In this webinar, Kate Leggett, VP, Principal Analyst at Forrester Research, shares results of her research on the emerging practice of customer success.

1. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Beyond the Health Score:
Smart Processes for Customer Success
Kate Leggett
VP & Principal Analyst
Amity Welcomes
#PracticalCustomerSuccess

2. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Tweet us and join the conversation
#PracticalCustomerSuccess
@GetAmity @Forrester
We’ll send slides and the recording
Q&A at the end - ask them in the questions box!
(If we run out of time, tweet or email us!)

3. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Customers Control The Conversation That
They Have With Businesses
Source: September 12, 2014 “The CIO's Blueprint For Strategy In The Age Of The Customer”, Forrester report

4. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Our World Is Moving
To A Subscription Economy
Credit: www.zuora.com

5. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
The Subscription Model Has Tipped For
Many B2B Software Categories
January 2014 “TechRadar™: Software-As-A-Service, Q1 2014”

6. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
The SaaS Boom for B2B Software Shows
No Sign Of Slowdown

7. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
And Because Of This Relationships Are
Becoming More Important
Product Focused Relationship FocusedCredit: www.zuora.com

8. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Good Relationships Have Business Value
Source: June 27, 2014 “What Drives A Profitable Customer Experience” Forrester report
Retention
loyalty
Enrichment
loyalty
Advocacy
loyalty
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

9. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Customer success
managers actively manage
customer relationships to
reduce churn, increase
existing revenue and
influence new sales

10. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Customer
success
reduces
churn

11. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Poll Question #1
What stage of the Success Maturity
Model is your company in?

12. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
As companies grow, revenue
from existing customers becomes
a larger and larger part of the
company’s economic value

13. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Retaining Customers Is As Important as Acquiring Them
revenue
time
95% retention rate
- Acquired 600
customers
- Lost 30
80% retention rate
- Acquired 600 customers
- Lost 120
$2M difference

14. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Customer
success
increases new
revenue
Data and insights
driven
conversations make
cross-selling and
upselling easy

15. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Customer
success
increases
advocacy

16. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
CUSTOMER
SUCCESS
STRATEGY
CUSTOMER
SUCCESS
DATA
CUSTOMER
SUCCESS
PROCESSES
CUSTOMER
SUCCESS
MANAGERS
Customer Success Takes Coordinated Effort Across
Four Dimensions

17. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Customer Success Takes Coordinated Effort Across
Four Dimensions
CUSTOMER
SUCCESS
STRATEGY
CUSTOMER
SUCCESS
DATA
CUSTOMER
SUCCESS
PROCESSES
CUSTOMER
SUCCESS
MANAGERS

18. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Onboarding
Driving adoption
Recognizing
expansion
opportunities
Manage The Customer’s Journey With Your Product During
Their Lifecycle
Converting trials

19. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Not All Customers Get Equal Treatment
Strategic
Accounts
Commercial Accounts
Value Accounts

20. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Poll Question #2
How many customer tiers
do you use today?

21. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Customer Success Takes Coordinated Effort Across
Four Dimensions
CUSTOMER
SUCCESS
STRATEGY
CUSTOMER
SUCCESS
DATA
CUSTOMER
SUCCESS
PROCESSES
CUSTOMER
SUCCESS
MANAGERS

22. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Active Customer Success Management
Relies 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.

23. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
What Data Do You Need?
Goal
Inactive
users
Provisione
d users
Active
users
Measures
of success
Features
Calls and
tickets
Onboarding
Customer

24. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Goal
Inactive
users
Provisione
d users
Contract
Terms
Renewal
Realized
economic
value
Audit
records
Active
users
Measures
of success
Features
Calls and
tickets
Onboarding
Customer
What Data Do You Need?

25. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Goal
Inactive
users
Provisione
d users
Contract
Terms
Renewal
Realized
economic
value
Audit
records
Active
users
Measures
of success
Features
Calls and
tickets
Onboarding
Customer
Audit
records
Feedback
Support
feedback
Alerts
What Data Do You Need?
Customer
feedback

26. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Goal
Inactive
users
Provisione
d users
Contract
Terms
Renewal
Realized
economic
value
Audit
records
Active
users
Measures
of success
Features
Calls and
tickets
Onboarding
Customer
Audit
records
Feedback
Customer
feedback
Alerts
Advocacy
What Data Do You Need?
Support
feedback

27. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Poll Question #3
Do you have access to
unified customer data?

28. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Customer Success Takes Coordinated Effort Across
Four Dimensions
CUSTOMER
SUCCESS
STRATEGY
CUSTOMER
SUCCESS
DATA
CUSTOMER
SUCCESS
PROCESSES
CUSTOMER
SUCCESS
MANAGERS

29. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Leverage The Insights Gathered From Data And Create
Success Workflows
DATA
INSIGHTS
WORKFLOWAggregation
Cleansing
Visualization
Segmentation
Personalization
Discovery
Map to the customer journey:
Onboarding
Adoption
Retention

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

31. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Onboarding
Driving adoption
Recognizing
expansion
opportunities
Processes Differ Across The Customer’s Journey And By
Company Role
Converting trials

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

33. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Standardized Processes Help Deliver
Predictable Customer Outcomes
EFFECTIVENESS
EFFICIENCY
ENGAGEMENT

34. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Customer Success Takes Coordinated Effort Across
Four Dimensions
CUSTOMER
SUCCESS
STRATEGY
CUSTOMER
SUCCESS
DATA
CUSTOMER
SUCCESS
PROCESSES
CUSTOMER
SUCCESS
MANAGERS

35. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Hire The Right People And Give Them
The Right Tools To Do Their Job

36. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Who Makes A Good Customer Success Manager?
Passionate for serving customers
Relationship 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

37. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Poll Question #3
Are you using a customer
success tool today?

38. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Customer success takes coordinated effort across
four dimensions
CUSTOMER
SUCCESS
STRATEGY
CUSTOMER
SUCCESS
DATA
CUSTOMER
SUCCESS
PROCESSES
CUSTOMER
SUCCESS
MANAGERS

39. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Meet Our Host
Paul Philp
Founder & CEO
@PPhilp
@GetAmity
GetAmity.com

40. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Questions?
#PracticalCustomerSuccess

41. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Many Thanks To Our Presenter
@KateLeggett
@Forrester
Forrester.com
Blog.Forrester.com
Kate Leggett
VP & Principal Analyst

42. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Join us on October 28 & November 10 for the next webinars
in the Practical Customer Success Series
Visit getamity.com/resources to register!

43. Beyond the Health Score: Smart Processes for Customer Success @GetAmity @Forrester
Let’s continue the conversation
Thank you for being here!
@GetAmity GetAmity.com