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

1. Metrics you should track for Awesome
Customer Success

2. 2
About me

3. Connect the world’s professionals to
make them more productive
and successful
3
LinkedIn mission

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
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
0
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2010 2011 2012 2013 2014 2015
Customer Success Jobs on

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. 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. I learned about
tracking product
utilization at the
last conference.
How can I get
awesomer?

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. Basic NPS

12. Use Satisfaction and NPS together to
determine what drives NPS and to
prioritize Customer Success projects

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. 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. 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. 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. 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. Determine SKU-level churn to target
marketing and improve sales effectiveness
efforts

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. 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. 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. 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. Q&A