Cloud Customer Journey Customer Success Management Cloud Services Framework

1. Cloud Customer Journey &
Customer Success Management
Omid Razavi, PhD
SAP Cloud
linkedin.com/in/orazavi
@orazavi

2. Agenda
• Cloud Services Framework
– What cloud means to enterprise software?
• Cloud Customer Success
• Cloud Customer Journey
Jan 14, 2014
@orazavi
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3. There is a technology revolution!
What is different about the Cloud?
BYOD
Internet of
Things
Globalization
Identity
Local
Software
Defined
Network
Big Data
Gamification
Cloud
Virtualization
In-Memory
Computing
Collaboration
Jan 14, 2014
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App Store
Personalization
Social
Integrated
Ecosystem
Web
Wearable
Computing
Mobile
Hybrid
Analytics
Cyber Security
Open Source
E-Commerce
Community
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4. For enterprise software providers, Cloud is …
 A set of technologies
 A deployment model
 A subscription (vs. license) revenue model
 All of the above, plus a supplier/consumer relationship
where supplier is accountable for the outcome, and
owns the risks.
Consumption Economics: The New Rules of Tech
by J.B. Wood, Todd Hewlin, Thomas Lah, Nov 2011
What role Services play under the cloud?
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5. Traditional services organization model
The silos!
Sales
Services
Customer
Training
Thank you for calling us!
•
•
•
•
•
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Support
Press 1 for Sales
Press 2 for Services
Press 3 for Training
Press 4 for Support
Press 5 for …
…
@orazavi
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6. Cloud Customers Expect …
Different needs based on customer persona
Strategic
(Economic)
Know my
Know my
business!
business!
Deliver value!
Functional
Know my
Guide me!
business!
Make it
simple!
Technical
Know
Fix it! my
Teach me!
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Jan
business!
@orazavi

7. Cloud Customer Services Framework

8. Customer Services
Actions and requirements
Clear Requirements
Supplier Take Action
Customer Take Action
Unknown Requirements
Jan 14, 2014
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9. Customer Services
What to do
Get it done
Tell me
Do it with me
Help me
Teach me
Customer Take Action
Supplier Take Action
Clear Requirements
Unknown Requirements
Jan 14, 2014
@orazavi
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10. Customer Services
Driving the correct actions
Clear Requirements
Support
Services
Customer
Success
Customer
Community
Education
Services
Customer Take Action
Supplier Take Action
Professional
Services (& Partners)
Unknown Requirements
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@orazavi
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11. Customer Services
The new services portfolio
Clear Requirements
Professional
Services (& Partners)
Supplier Take Action
•
Consulting
(design, integration, implement
ation)
Consumption optimization
Customer Success
•
•
Support
Services
•
•
•
•
Customer onboarding
Customer
engagement
Adoption planning
Consumption reporting
•
•
Case/escalation mgmt
SLA monitoring/reporting
Multi-channel support
Critical account mgmt
•
•
•
•
Self-service
Knowledgebase
Community
mgmt
Badges & MVPs
Education
Services
•
•
•
Role-based plans
E-Learning
Certification
Customer Take Action
•
Customer
Community
Unknown Requirements
Jan 14, 2014
@orazavi
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12. Customer Services
Total engagement towards outcome
Prevent issues
before they
occur!
See to it that it
gets done!
Learn from
mistakes!
Provide
multiple
communication
channels!
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Supplier Take Action
Solve customer
issues quickly!
Get it done
Tell me
Do it with me
Help me
Teach me
Customer Take Action
Make it easy for
customers to
help themselves!
Clear Requirements
Did
it get
done?
Unknown Requirements
@orazavi
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13. Cloud Customer Journey

14. Non-Cloud Customer Journey
Journey as segments:
Prospect to Customer, Follow-up and Up-sell (Sales)
Project Kickoff to Go Live! (Professional Services)
Onboard to Renew (Support Services)
Contract Days in Advance to Renew (Renewal)
Detractor to Promoter (Customer Research)
Awareness to Lead… Reference Program (Marketing)
Observations:
•
•
•
•
Multiple overlapping processes, touch points and hand offs
Gaps, overlaps and unclear role assignments
Inadequate communications (internal and w/customers)
Not how the customer sees it!
Jan 14, 2014
@orazavi
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15. Cloud Customer Journey
End-to-end customer value and growth
Launch
Close
Value
Definition
Value
Delivery
Renew
Grow
Value
Realization
Value
Validation
A journey in four stages:
Value Definition: All marketing, positioning, selling, solution architecting,
value engineering and ROI calculating to close!
Value Delivery: All designing, implementing, testing, customer onboarding
and change managing to launch!
Value Realization: Adoption analyzing, user and admin supporting, guiding,
growing and up/cross-selling.
Value Validation: Consumption reporting, optimization, value proving,
counting and renewing!
Jan 14, 2014
@orazavi
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16. Cloud Customer Journey
Towards customer success and growth
Launch
Close
Value
Definition
Value
Delivery
Value
Realization
Value
Validation
R- N Days
Kickoff
Sales
Renew
Grow
Professional
Services & Partners
R
Renewal Mgmt
Customer
Onboarding (EDU)
Customer Success Management
Support Services
Case Management, Escalation, Resolution
Success Metrics & Adoption Programs
Metrics, reporting, analytics, mobile, sticky
Customer Community/Communications
Brand, answers, KB, badges, MVPs, community mgmt
Customer Research
C-SAT, NPS, competitive/ industry benchmarking
Jan 14, 2014
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