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METRICS YOU SHOULD TRACK FOR AWESOME CUSTOMER SUCCESS

Customer Success Summit 2015 breakout session:
Presented by: Nathan Williams, Head of Customer Success Ops, LinkedIn

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METRICS YOU SHOULD TRACK FOR AWESOME CUSTOMER SUCCESS

  1. 1. Metrics you should track for Awesome Customer Success
  2. 2. 2 About me
  3. 3. Connect the world’s professionals to make them more productive and successful 3 LinkedIn mission
  4. 4. 4 For our members Enable professionals to build and manage their identities Help professionals create and leverage their networks Identity Networks Knowledge Give professionals the knowledge they need to be more successful in their careers
  5. 5. 5 For our customers Enable passive recruiting at massive scale Identify and engage professionals with relevant content Transform cold calls into warm prospects Hire Market Sell
  6. 6. 6 0 200 400 600 800 1000 1200 1400 1600 1800 2000 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 2010 2011 2012 2013 2014 2015 Customer Success Jobs on
  7. 7. Expert Consultants Worldwide 15+Countries 8+Avg. Years of Talent Acquisition Experience per Consultant 200+ Customer Success at LinkedIn 9,000+Consulting Customers Where do our talent acquisition experts come from? Places like…
  8. 8. What do we track?  Size/Growth of Annuity (ARR)  Churn (Customer and $)  Customer Health/Utilization  Certifications & Learning  Lifecycle Engagement  AE Handoff  Onboarding  Quarterly Business Reviews  Renewal  Reactive Support (tickets, SLA)  Sentiment (NPS, CSAT)  Sponsored Project Status  Project A  Project B  Project C  Time (QoQ, YoY)  Geography (Region, Country)  Business Verticals  Customer Size Metrics Dimensions
  9. 9. I learned about tracking product utilization at the last conference. How can I get awesomer?
  10. 10. NPS 2.0 and Product-Level Churn  Size/Growth of Annuity (ARR)  Churn (Customer and $)  Customer Health/Utilization  Certifications & Learning  Lifecycle Engagement  AE Handoff  Onboarding  Quarterly Business Reviews  Renewal  Reactive Support (tickets, SLA)  Sentiment (NPS, CSAT)  Sponsored Project Status  Project A  Project B  Project C  Time (QoQ, YoY)  Geography (Region, Country)  Business Verticals  Customer Size Metrics Dimensions
  11. 11. Basic NPS
  12. 12. Use Satisfaction and NPS together to determine what drives NPS and to prioritize Customer Success projects
  13. 13. Basic Customer Sentiment Survey  Net Promoter Score (1-10 scores) – How likely are you to recommend __________ to a friend of colleague?  Satisfaction Questions (1-10 scores) – How satisfied are you with customer support? – How satisfied are you with your sales representative? – How satisfied are you with education and training materials?  Agreement Statements (1-10 scores) – I consider __________ a strategic partner. – _________ is committed to my organization’s success. – I know who to contact at __________ when I have a question. – ___________ is easy to do business with.
  14. 14. NPS 2.0 – Discover Key DriversCorrelationtoNPS Average Satisfaction Score (1-10) 1 1 0 10 Vulnerability (Invest) Potential Vulnerability (Monitor) Advantage (Maintain) Potential Advantage (Promote)
  15. 15. Basic Customer Sentiment Survey  Net Promoter Score (1-10 scores) – How likely are you to recommend __________ to a friend or colleague?  Satisfaction Questions (1-10 scores) – How satisfied are you with customer support? – How satisfied are you with your sales representative? – How satisfied are you with education and training materials?  Agreement Statements (1-10 scores) – I consider __________ a strategic partner. – _________ is committed to my organization’s success. – I know who to contact at __________ when I have a question. – ___________ is easy to do business with.
  16. 16. NPS 2.0 – Prioritize ProjectsCorrelationtoNPS Average Satisfaction Score (1-10) 1 1 0 10 Vulnerability (Invest) Potential Vulnerability (Monitor) Advantage (Maintain) Potential Advantage (Promote) Customer Support Sales Representative Education/Training What project do you invest in?
  17. 17. NPS 2.0 – Explain Changes in LoyaltyCorrelationtoNPS Average Satisfaction Score (1-10) 1 1 0 10 Vulnerability (Invest) Potential Vulnerability (Monitor) Advantage (Maintain) Potential Advantage (Promote) 1 1 1 Customer Support Sales Representative Education/Training Why did NPS go down? 2 2 2
  18. 18. Determine SKU-level churn to target marketing and improve sales effectiveness efforts
  19. 19. 17% 27% 59% 66% By Product By # Licenses By Revenue By # of Customers Totango asked1, “How do you measure churn? 1. 2014 Totango 4th Annual SaaS Metrics Survey Report
  20. 20. Evaluating Product Churn1 54 62 30 22 29 1410 23 127 Q2 +40% -27% +15% +26% +9% Q1 117 Product A Product B Product D Product C 1. Not actual LinkedIn data
  21. 21. What can you learn from product level churn?  Product fit by segment, company size, vertical etc..  Sales effectiveness gaps  Product-level Lifetime Value  Accurate targets for customer marketing  Market maturity (saturation, underpenetration)
  22. 22. The Basics…+ NPS 2.0 and Product Churn  Size/Growth of Annuity (ARR)  Churn (Customer and $)  Customer Health/Utilization  Certifications & Learning  Lifecycle Engagement  AE Handoff  Onboarding  Quarterly Business Reviews  Renewal  Reactive Support (tickets, SLA)  Sentiment (NPS, CSAT)  Sponsored Project Status  Project A  Project B  Project C  Time (QoQ, YoY)  Geography (Region, Country)  Business Verticals  Customer Size Metrics Dimensions
  23. 23. Q&A

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