1. Customer Success LOVE formula. Our approach towards Customer Success & Project Management: principles, processes, tools. 2. Setting up Salesforce for clients management. How we combine prospects and customers management processes in one CRM? 3. Communication automation. What tools we use to automate communications with our customers and to help CSMs to be more efficient and cover more projects per one CSM? 4. Automatic revenue planning. How we calculate customers revenue for P&L management? 5. Predicting customers churn rate. What methods and tools we use to define customers at risks? 6. CSMs’ efforts prioritizing. How we define Customer Success focus to plan and prioritize CSMs efforts?

1. Customer Success
Data-Driven Power

2. Andrey Sukhovoy
VP Growth @ OWOX BI
Management, SaaS, BI, Analytics
andrey.s@owox.com
@andrey-sukhovoy

3. 1. Combines data from ad services
in Google Analytics & BigQuery
2. Automates reports to master
marketing campaigns
3. Provides insights for digital
marketing goals achievement
● 20,000+ users
● Customers from 18 countries
● 9PB of data processed monthly

4. Improve the quality of decisions
people take based on data
Our Mission

5. 1. Our Customer Success LOVE formula
2. Setting up Salesforce for clients management
3. Automatic revenue planning
4. Predicting customers churn
5. CSMs’ efforts prioritizing
6. Communication automation
What we are going to talk about

6. Customer Success Roles
Client
HappinessRevenue
Added
Value

7. Productknowledge
Domain & market
knowledge
Customer Success Expertise
Account&project
management

8. Client
HappinessRevenue
Added
Value
Productknowledge
Domain & market
knowledge
Account&project
management
Customer Success LOVE Formula

11. Tools our CSMs use at OWOX BI
Analytics
used both as separate
artifacts and to power up
other ‘tools’
Communication
Support
Account & Project
Management

12. Bonus: +100
Strength: 40
Bonus: +50
Strength: 10

13. Setting up Salesforce
for Clients Project Management

14. Salesforce

15. Salesforce

16. Salesforce. Entities
Projects (custom objects)
Products (for opportunities and project types)
Subscriptions (for pricing plans)
Accounts
Contacts
Standard activity objects (emails, meetings, calls, tasks)
Opportunities (for renewals, up-sell, cross-sell)
Campaigns (for understanding events & webinars impact)

17. Salesforce. Setup
1. Creating custom objects
2. Objects mapping
3. Process builder
4. Data synс (GBQ regular updates)
5. Emails & calendar events logging
6. Project Statuses
7. Automatic tasks & alerts setting

18. Salesforce. Setup

19. Salesforce. Setup

20. Automatic Revenue
Planning

21. Data Schema
CRM Google BigQuery Google Sheets

22. Data Structure

23. Data Structure

24. Report

25. Report

26. Predicting Customers Churn

27. Churn risk factors
CSMs Efforts
Customer Type
& Engagement
30% 70%

28. Customer Health Score

29. 1. Signals collection
2. ML algorithm
3. Adjusting signals weights
4. Defining risk & target values
5. Setting up dashboards & alerts
Customer Health Score. Logic & Setup

30. Customer Engagement:
● Product usage
● Content &
communication
● Interactions
● Tickets
● Active days
● Number of active users
Capturing Signals
Customer type:
● Niche
● Market (whether it
belongs to our target
audience)
● Subscription
CSMs Efforts:
● Emails
● Calls & meetings
● Intercom chats
● Tickets replies
● Reply time
● CSMs

33. Communication Tools
Automation

34. 1. Automatic emails export to GBQ & Salesforce using Gmail API
Gmail
SalesforceGoogle BigQuery
2. SLA management algorithm for customers at Enterprise plans
^Waiting Client Response$+3days / ^Closed$
Gmail

35. Gmail

36. Slack Alerts

37. Intercom Automation Schema
Intercom Google Cloud
Functions
Google Cloud
Firestore
message / event
reply
chat data
user data
reply
message
Google
BigQuery
user data
user data
Google
Compute Engine

38. Intercom Automation

39. What We Get

40. ● Single source of information (Salesforce)
● Accurate plan / fact ratio in P&L
● Identifying customers churn risks in advance and acting fast
● Meeting communications & support SLA
● Decreasing efforts for handling frequently asked questions
● Time savings → Efficiency boost
What we get

41. andrey.s@owox.com
@andrey-sukhovoy
Thank you!
Questions?
owox.com/c/saas