If you're tackling Customer Success in a large enterprise, you likely have some enterprise-sized challenges to address. Does this sound familiar? You're leveraging multiple CRM systems. You have numerous different products and equally numerous business units. You've got different stakeholders and each of them wants things done their own way.
And above everything, you need to drive results in this complex environment.
Join Sanders Slavens, VP of Professional Services, Customer Success and Product Support at IBM Collaboration Solutions, to learn how IBM increased customer adoption of one of their cloud products over 10x in a year. Find out how IBM Collaboration Solutions brought together data from multiple CRM systems into Gainsight to drive exponential business outcomes for both IBM and its customers.
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Customer Success Showcase: How IBM Exponentially Increased Customer Adoption with Gainsight
1. 08.30.2017
Professional Services, Customer
Success & Product Support
IBM – Collaboration Solutions
Sanders Slavens - VP
Customer Success Showcase:
How IBM Exponentially
Increased Customer
Adoption with Gainsight
2. Agenda
• About IBM Collaboration Solutions
• IBM Collaboration Solutions Customer Success Journey
• Major Focus – IBM Verse Adoption Play
• Email Campaign – Expanding IBM Verse Adoption Play
• Results
• What’s Next?
4. On premises
Dedicated private cloud
Public cloud
Hybrid
Providing Choice and Extensibility and Broadest Range of Access Modes
• Web
• Mobile
• Tablet
• Rich Client
• Desktop Plugin
What is IBM Collaboration Solutions?
7. Mid 2015 – Collaboration CSM Team - Challenges
Fully Reactive
• Support Ticket/Customer Escalation based
No CSM Strategy (or Process)
• Limited understanding of CS
• CSM job description poorly defined
• Customer Health 100% subjective
• No Market Segmentation
No Tooling
• No applications to support CSMs
• Multiple CRM Systems - with NO integration
• No knowledge of customer usage/adoption
• No Measurements
8. • Started researching industry best practices
Found this really smart person
Looked to the Industry for Solutions
9. Team
• Created a Team mission statement reflective of Industry Best Practices
• Revamped players - pulled from Services “Premium Support”
• Made the Team read Consumption Economics
• Started an internal campaign to change organizational expectations
Tools
Reorganized
CSM Team
Gainsight
POC
Gainsight
Pilot
Gainsight
Production
(Mail)
Co-Pilot
(Verse)
Jan Feb Apr Jun Feb Mar
Gainsight
Production
(Social)
2016
What Changes We Made
11. IBM Success 360 Gainsight
Getting data into Gainsight
Sales
Support Ticketing
Entitled/Provisioned
Cloud Usage
Early Challenges - Hills to Climb
Our IBM Collaboration Solutions Experience
IBM Systems
12. • No Complex Customer Relationships capability
• Gainsight listened to our needs and then addressed in their Cloud in ~6 weeks
This did not exist when we first started… It does now!
Early Challenges - Complex Customer Relationships
13. Complete - True Customer Success Organization
• Clear definition of role and success
• Clear focused actions
• Assignment based on Market Segmentation
• Objective Customer Health Scores
Complete - World Class Tooling
• Integrated Solution based on multiple Systems
• Automated CTAs and Dashboards
• Understand and Drive of Customer Usage/Adoption
• Ability to measure success
Collaboration CSM Team – Results
17. • Target Customers
• Entitled to Verse
• More than 1K Mail Seats Provisioned
• Less than 90% Verse usage
• Play (started during Pilot phase in April)
1. Make Customer Aware
2. Host Remote Adoption Clinic - Key Value Points + Demo
3. Provide materials - including enablement to help the customer drive adoption
4. Monitor, Report, Update (on new capabilities), Follow Through
Why run this play?
1. Data Available 2. Unlocks expansion areas of cloud. 3. Tests system 4. Proves value of CSM mission
Core Play – Drive IBM Verse Adoption
18. Our Philosophy
• Start small, Go fast, Learn fast, Adjust and Expand
• Continue to Refine/Revise and “share what’s working!”
Sample Customer - from virtually no users to 7,200+ in 4 months
IBM Verse Adoption Play Considerations
20. January 21, 2017 - February 10, 2017
Global Verse Customer Usage (without IBM)
139 per day
Verse Page Access
Avg per Business Day Per User
Verse Page Access
Avg per Business Hour Per User
17 per hour
Sanity Checks are Important!
21. Customers are interested. CSMs have traction with the CTAs/
playbooks and and can see measured increased adoption
Actively Moving
Customers are somewhat interested. CSMs are running plays to
drive additional interest, show Verse value and seeing additional
adoption. We also have email campaigns to reinforce value.
Piloting/Evaluating
Customers who think Verse lacks features (or are worried about
other issues- not Verse specific). CSMs are still working with
them and are feeding feature gaps to OM. Note: some of the
feature gaps are historical and we have CTAs to cover when that
feature gap is closed. We also have email campaigns to re-
establish value.
Not Sure
Customers are not interested in Verse at all. In many cases,
these customers do not want to change from our Notes and
browser client. We will only "pry the Notes client from their cold,
dead hands".
Not Interested
Customer Insights Based on Adoption Play
23. Hi xxxx
Have you ever missed an important email? Never again. Verse has you
covered with the "Important to Me" bar.
Add people who are important to you. From then on, Verse alerts you on your
desktop and on your phone. You won't miss a beat!
It's fast and easy. Try it now and spread the word!
Your friends at IBM Collaboration Solutions
For more info, click here:
For more info, click here: "Important to Me" bar
Hi xxxx,
Have you ever received an email, read it, but were just too busy at that time to
respond or take action? The email just dies in your inbox until someone
reminds you about it... Let's face it... It happened to all of us, and frankly, it's
embarrassing.
Verse to the rescue! One click, pick a date and you're all set. Verse will
remind you to respond to that note. In addition, you can save time by making a
quick comment on the e-mail with your intended next step.
With Verse, email is no longer where the information goes to die. It's where
action happens!
Get into the action now and see the difference! Spread the word!
Your friends at IBM Collaboration Solutions
For more insight on action items, visit Eight things you can do with Verse
Hi xxx,
The days of having an administrative assistant schedule meeting are long gone. We
are now left with the time consuming tasks of having to schedule them ourselves... A
tasks that takes quite a bit of time considering everyone's busy schedule.
Stop spending time finding a open slot for a meeting. Verse helps you save time by
allowing you to schedule meetings on the fly.
With quick calendar creation, you can schedule a meeting in seconds. Just click on a
free time slot in your calendar time line, pick your attendees and Verse will suggest
the time slots when everyone is available. Choose the time and you're done. Back to
getting work done!
Try quick calendar creation right now and see for yourself!
Spread the word! Everybody needs this tip!
Your friends at IBM Collaboration Solutions
For more info, click here: Quick calendar creation
Hello xxxx,
How would you like to be guided through your day?
Verse's calendar time line scrolls as the day progresses and informs you of
your next appointment. Your eyes don't have to wander around a calendar, nor
scroll through screens to find what your next commitment is. It's right there
under your eyes.
Check it out now!
Spread the news!
Your friends at IBM Collaboration Solutions
For more info, click here: Up-to-the-moment calendar awareness
Hello xxx,
Your important contacts change through business cycles, with projects or
through assignments. Rather than worrying about adjusting your preferences
to keep an eye on them, let Verse adjust your "Important to Me" bar
dynamically!
All you have to decide is which suggestions you want to pin down, at least, for
a while!
You automatically get instant access to mail that involves them and a visual
alert about any new incoming message from them!
Give Verse a shot and discover how helpful this is!
Spread the word!
Your friends at IBM Collaboration Solutions
For more info, click here: Important to Me bar
Hi xxx,
Verse makes a difference between NEW mail and IMPORTANT mail! Some
communications are more critical or more time sensitive than others. When you
designate an IMPORTANT contact, you instruct Verse to raise the flag when
IMPORTANT mail arrives. It won't bother you with just any mail!
That's how Verse understands priorities and supports your focus.
Give Verse a shot and see the difference!
Spread the word!
Your friends at IBM Collaboration Solutions
Good morning xxx or is it good afternoon?
Time zones can be a challenge for workers that collaborate globally.
By presenting the local time on the business card of your correspondents, Verse
takes this worry out of your way. No calculation needed: their local time is right there.
You can also see the status of the person and initiate a chat.
Check out one of your contacts and see the difference.
Share this tip with your peers across the planet!
Your friends at IBM Collaboration Solutions
Tell me xxxx,
Does catching up with your inbox feel like a punishment?
Catch up with Verse in half the time you can with Notes or SmartCloud Notes thanks
to the convenient positioning of the most often used action buttons on the screen.
Verse helps you get back quicker into the beat.
Give Verse a shot right now.
Share this tip for more happier returns!
Your friends at IBM Collaboration Solutions
Hi xxxx,
Are you having a hard time keeping track of the todo's flooding your inbox?
Verse helps you easily turn e-Mails in action items and organize them in two lists:
yours and what others owe you. A count of due actions for each list is flagged to your
attention at all times.
All you have to do is apply your tact in due time to get these action items closed by
their due date.
Check out how Verse can help deliver on time!
Spread the news!
Your friends at IBM Collaboration Solutions
How are you doing xxxx?
Would you like to get back 10% of the time you spend administering your mail to
instead devote it to real work? Or perhaps to do less overtime?
With Verse, filing is optional. You can continue to file but only if you anticipate added
value for this effort. Our powerful search engine makes finding an email just as fast
as retrieving it from an meticulously maintained folder structure.
Give Verse a shot right now and save valuable time!
Share the news!
Your friends at IBM Collaboration Solutions
CoPilot Verse Adoption Email Campaign
24. Email 1
Email 2
Email 3
Email 4
0 23 45 68 90
Total Contacts (companies) Unique Open Total Opens Clicked Link Total Clicks
25%
42%
30%
20%
32%
45%
29%
42%
Total vs Unique Opens
Unique Opens = number of our contacts that
opened the email
Total Opens include:
-Reopens
-Shared mailboxes
-Opened by others to whom the email was
forwarded
Email Marketing
Averages Q4 2016
per
Unique Open 17%
Clicked Link 11%
(Click-to-Open)
Results in First Month
26. Adoption:
11x adoption growth in 13 months
Leading Satisfaction indicators:
Health Score - 33% better Score for Verse users!
NPS - Not enough data yet. Early data is positive though
Lagging Satisfaction Indicators:
Renewals - Too soon to tell - need 6-12 months
Verse Play Impact