Justifying the Investment for Customer Success Technology

1. Justifying the Investment for Customer Success Technology Kate Leggett Vice President, Principal Analyst Guy Nirpaz CEO & Co-founder

2. Justifying the Investment for Customer Success Technology Kate Leggett, Vice President, Principal Analyst

3. © 2016 Forrester Research, Inc. Reproduction Prohibited 3 Source: September 12, 2014 “The CIO’s Blueprint For Strategy In The Age Of The Customer” Forrester report Customers Control the Conversation That They Have with Businesses

5. The Subscription Model has tipped for most B2B Software Categories. And it shows no sign of slowdown.

8. Vendors Manage Relationships Vendors Deliver Products

9. 9© 2016 Forrester Research, Inc. Reproduction Prohibited Onboarding Driving adoption Recognizing expansion opportunities Manage The Customer’s Journey With Your Product During Their Lifecycle Converting trials

12. © 2016 Forrester Research, Inc. Reproduction Prohibited 12 CRM Started Simple Marketing Customer Service Sales • Team and territory setup • Sales processes setup • Call scripts • Contact & account mgmt • Lead management • Opportunity management • Deal tracking • Discounting and approvals • Forecasting • Sales performance management • Commissions management • Incentive compensation

13. © 2016 Forrester Research, Inc. Reproduction Prohibited 13 Pre-purchase sales journey Post-purchase account management journey CRM Is Good For Sales – But Has Limitations For Ongoing Customer Management

14. How can companies equip their customer- facing personnel with the right information about the customer in order to add value with each interaction?

16. Customer Features Inactive users Provisioned users Contract Terms Renewal Realized economic value Audit records Feedback Advocacy Support feedback Customer feedback Active users Goal Measures of success Alerts Calls and tickets On- boarding Customer Success Starts With Having The Right Data

17. © 2016 Forrester Research, Inc. Reproduction Prohibited 17 And The Right Processes To Manage Customer Success DATA INSIGHTS WORKFLOWAggregation Cleansing Visualization Segmentation Personalization Discovery Map to customer journey: Onboarding Adoption Retention

19. Thank you forrester.com Kate Leggett Vice President, Principal Analyst kleggett@forrester.com Twitter: @kateleggett

20. Customer Success Technology Explained Guy Nirpaz Co-founder & CEO of Totango

21. Author of Farm Don’t Hunt The Definitive Guide to Customer Success Guy Nirpaz, Founder and CEO of Totango

22. 1. Customer Love 2. Customer Satisfaction 3. Customer engagement 4. Customer Retention & Upsell Customer Success Is?

23. Why new technology?

24. 1 - The Customer Base Constantly Changes 2 - Grovevs. Wild Forest

25. Constant Stream of Customer Data that makes meaning over time Stream of indicators Customer Health

26. We need a constant monitoring technology to be proactive Relational Database / Record Keeping Passive Sensors/Monitoring Proactive Messaging System Reactive Sales CRM Service CRM Totango

27. SUBSCRIBE RENEW - $ UPGRADE - $$$ Funnel Management Turn prospects into subscribers Customer Success Management Retain and grow subscribers Active Subscriber Cancelled – 000$ CANCELProspect Rec. Revenue businesses are dependent on customer retention and upsell

28. Customer Success: Proactively Impact Customer Lifetime Value Onboarding Nurturing Renewal Expansion

29. Customer Success is farming

30. GrowingNew The RECURRING nature of the lifecycle determines the operating model z In Renew/Upsell Cancelled SAVING ACTIVITY

31. GrowingNew Nurture is what we do most of the time z In Renew/Upsell 30 days 30 days 305 days

32. Customer Value over Customer Management Source: The Customer Success Manifesto New ON BOARDING ACTIVITY Growing NURTURING ACTIVITY In Renew/Upsell HARVESTING ACTIVITY Cancelled SAVING ACTIVITY DRIVERS OUTCOMES

33. As your customer base grows, scaling Customer Success becomes complex and unpredictable

34. Drivers Results Risks ONBOARDING PROGRAMS ONBOARDING PLAYS ON-GOING NURTURING USAGE BASED CAMPAIGNS SAVING PROGRAMS ESCALATION/ SAVING PLAYS PLAYS Drivers RETENTION PROGRAMS RECURRING EVENT-BASED SUCCESS PROGRAMS& PLAYS At Risk In Harvest Growing New Churn -------------------- Retention -------------------- Upsell Save Rate -------------------- ActiveEscalations METRICS Time to Value -------------------- Satisfaction Results -------------------- Adoption -------------------- Utilization The Portfolio Scorecard

35. © 2016 Forrester Research, Inc. Reproduction Prohibited 35 And The Right Processes To Manage Customer Success DATA INSIGHTS WORKFLOWAggregation Cleansing Visualization Segmentation Personalization Discovery Map to the customer journey: Onboarding Adoption Retention

36. Putting it Together – Integrate into the CRM Eco-System

37. Think Fitbit connected to every user and customer Alert for customers that need attention EARLY WARNING SYSTEM PROCESS & WORKFLOW CAMPAIGNS ANALYTICS Drive user and account behavior, adoption and upsell Analytics to predict churn and upsell Planning, execution, and tracking of the key business processes PROACTIVE USER & CUSTOMER MONITORING Monitor in real-time the keymetricsof adoption, value delivered, utilization, operational incidents… Engagement Sensors

38. Simple, Smart, and Effective Customer Success Technology Team Performance Campaigns Retention Center Account Scorecard Mobile Portfolio Manager

39. Thank you!

40. Questions? Kate Leggett Vice President, Principal Analyst kleggett@forrester.com Twitter: @kateleggett Guy Nirpaz CEO & Co-founder gnirpaz@totango.com Twitter: @guynirpaz

Justifying the Investment for Customer Success Technology

Estás leyendo una previsualización.

Eche un vistazo a continuación

Justifying the Investment for Customer Success Technology

Más Contenido Relacionado

Presentaciones para usted (20)

Similares a Justifying the Investment for Customer Success Technology (20)

Más de Totango (20)

Más reciente (20)