Totango CMO, Jill Rubin, and PwC Head of Service & Customer Success Practice, Dave Yoffie, discuss how you can set up programs to maximize value and impact for your customers.
3. The Objective of Customer Success
Effectively manage the customer lifecycle
Proper Lifecycle Management
is done to assure the Customer
achieves their Desired
Outcome
Retention, upsell
and cross-sell will
come from that
Proper Lifecycle
Management is not
done to prevent
churn
4. Defining success in the customers’ eyes
Customers are defining what they want from your product based on their
own motivations
REVENUE
ENHANCEMENT
RENEWAL
RATES
TIME-TO-MARKET
COST
REDUCTION
REFERRAL
RATES
EXPAND SALES OPTIMAL
PRICING
6. What do we do next?
6
Year 1 Results:
Improved Renewal Rates
Customer Satisfaction Uplift
Created a Customer Success Organization and Strategy
Improved Onboarding
YOU ARE HERE NOW WHAT?
Resolved common early life
usage issues
7. #1) Improve on what you’ve built
7
Improved Onboarding
• Continue to improve with new customers
• “Year 1” re-onboarding
• Incorporate data from last year and using
analytics to do so
CS Organization
• Assess skills: do you still need the same
skillsets as when creating the org?
• How have interactions with Marketing / Sales
changed resource needs?
• Do you have the right analytical capabilities?
Created a Customer Success Organization and Strategy
Improved Onboarding
8. #2) Confirm your customer’s motivations (and how those can change)
8
Motivation
Importance,
1 Year Ago
Importance,
Today
Trend
Cost Reduction High High
Speed of Service High High
Improved Customer Experience High Medium
Increased Staff Satisfaction Low High
Better Research Low Medium
Faster Product Time to Market Low Medium
Representative Customer and Feedback on Motivations
9. #3) Focus on the moments the matter and the corresponding playbooks
9
Initial
Onboarding
Submit Existing
Research Claims
Access Performance
Reporting
Enroll New
Products
Receive Credit
(Quickly)
Note: representative moments that matter
Renew / Refresh
Product Licenses
Relative
Importanceto
Customer
Low
High
Moments that Matter on the Customer Journey
Speed of ServiceImproved Customer ExperienceCustomer Segments,
by Motivation
Improved Employee Experience
Playbooks should be organized by motivation and align to moments that matter
10. #4) Apply metering and analytical techniques to drive customer insights
10
Moments that
Matter
Potential Analytical Activities Potential Insights
Submit Existing
Research Claims
• Time-in-motion study with Claim Submittal
• Correlation Analysis of Claims Submittal
and Contact Frequency
• Proactive outreach by customer success,
aimed at user satisfaction
Access
Reporting
• Frequency of reporting requests post claim
submittal
• Proactive reports sent to customer
Onboard New
Employees
• New onboarding analysis across customer
population by month of year
• Revised onboarding communications,
tailored for new employees (with an existing
customer)
NOTE: Receive Credit, Enroll New Products, and Product Renewal typically have analytical techniques applied to those areas as well
Increased Staff Satisfaction Playbook (High Important Moments Only)
11. #5) Align support and professional services offerings to playbooks
11
Moments that Matter Support and Professional Services Alignment
Submit Existing Research
Claims
• Baseline: Self-Service w/ Chat
• Value Add Support: Agent Aided Entry
Access Reporting
• Baseline: Standard Self Service Reports and Customer Created Reports
• Value Add Service: API to Integrate into Nifty Grants into Financial Reporting
System
Onboard New Employees
• Baseline: Tutorial and Self Service Materials
• Value Add Education: One-on-One Session at Onboarding
Increased Staff Satisfaction Customer Playbook (High Important Moments Only)
12. #5) Align support and professional services offerings to playbooks, cont.
12
Initial
Onboarding
Submit Existing
Research Claims
Access
Performance
Reporting
Enroll New
Products
Receive Credit
(Quickly)
Note: representative moments that matter
Renew / Refresh
Product Licenses
Relative
Importanceto
Customer
Low
High
Moments that Matter on this Customer Journey
Support:
Agent Aided Entry
Service:
API Integration
Education:
One-on-One Onboarding
13. Moving up the analytics maturity curve: correlation analytics
13
Writeback /
Data Collection
Reporting Analytics
Core Analytic Functional Capabilities
• Data Collection:
quantitative, qualitative
• Consolidation functions
• Workflows: process
related
• Planning: data /
observation based
• Simulations: driver
based
• Web Reporting: for all
stakeholders
• Ad-hoc: reporting and
data analysis (typically
through a portal)
• Self-service and
discovery
• Channels: Print, Push,
Alerts
• Statistical: correlation,
regression analysis, etc…
• Optimization:
prescriptive modeling
• Machine learning / AI:
decision tree analysis,
classification
14. Engage marketing and sales for new opportunities based on customer
segments
14
Customer Success
Sales
Marketing
Increased Staff SatisfactionCustomer Segment Focus
• Data on usage patterns
• Triggers for considering purchasing
services
• Renewals insights
• Improved sales tactics for NEW staff
satisfaction customers
• Revised discounting approach for
segments
• Revised marketing materials (e.g.,
testimonials)
• Revised promotions
15. Next Steps
15
Align offerings to moments that matter and help the customer
achieve their outcomes
Examine segmentation by customer outlook and key in on
those moments that matter using what analytics you have
Assess your capabilities (honestly) and hire strategically for
what you will need
17. Accelerate the Impact of Customer Success
Visit www.customersuccesssummit.com to learn more!
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