During the SaaS.City Customer Success bootcamp on Monday the 18th of September 2017, attendees at SaaStock 2017 found out how to manage customer risk, map customer health scores, justify the expense of Customer Success, and so much more.
The Customer Success Bootcamp mentors include Dan Steinman, GM of Gainsight EMEA; David Apple, VP of Customer Success at Typeform; and Cristina Georgoulaki, Head of Customer Success at Typeform. This event was exclusively for SaaStock conference ticket holders.
4. New Org - Information Systems (IS)
• Primarily operations
• Building data centers
• Managing data centers
• Running compute jobs
• Doing tape backups
• Knowing IBM’s phone #
Generation #1 - Mainframes
5. New Org - Information Tech (IT)
• Security
• Asset Management
• Systems/Data Integration
• Company standards
• BYOD
Generation #2 – Distributed Computing
7. Ch- Ch- Ch- Ch- Changes
THAT WAS THEN
Hardware
On-Premise
Install/CD
IT
Perpetual Licenses
Long
Few
Customer
Product
THIS IS NOW
Software
Cloud
Web
Business Dept.
Subscription
Short(er)
More
Vendor
Services
PLATFORM
LOCATION
DELIVERY
BUYER
PRICING
ASSUMED LENGTH
OF RELATIONSHIP
# OF VENDORS
WHO TAKES RISK
PRODUCT
20. From Reactive Funnel to Proactive Hourglass
SALES
A D O P T
$ $ $
$
Reactive customer service model
optimized to reduce cost-to-serve Proactive customer success model
optimized to increase revenue per customer
TRANSACTION ECONOMY FUNNEL SUBSCRIPTION ECONOMY HOURGLASS
E X P A N D R E N E W
SALES
$
SUPPORT SUCCESS
21. Subscriptions Are Only the Beginning
Transactional
Economy
Vendor
Success
Customer
Success
If they use more,
who cares?
22. Subscriptions Are Only the Beginning
Subscription
Economy
Vendor
Success
Customer
Success
If they use more,
they are more likely to renew.
23. Subscriptions Are Only the Beginning
Consumption
Economy
Vendor
/Customer
Success
If they use more,
they pay more!
24. Subscriptions Are Only the Beginning
Outcome
Economy
Success
If you deliver on their outcomes,
they continue to pay you.
30. Source: Linkedin, (for at least one product line / department)
13 of the top 20 largest technology companies in the world have
established a Customer Success Organization
49. Automation Drives Actionable Insights
Risk Criteria Opportunity Criteria Event Criteria
Implementation
Milestone Date Missed Implementation Completed Early Post Implementation Survey
Product Usage
No Logins > 1 Week
Drop in logins > 25%
> 90% of Allocated Users Deployed
Increase in logins > 25%
Annual Health Check
NPS Detractor Response Identified Promoter Response Identified Semi-Annual Survey
Support
P1 Ticket Unresolved > 1 Week
> 5 Tickets Logged in 1 Month
Positive Support Survey Periodic Support Review
Last Contact > 2 Weeks No Contact < 2 Weeks No Contact = =
50. • Everything is changing
• Power is shifting externally and
internally
• Customer Success is key
• The impact is measurable
• Key metric is net retention
• Technology can help
Summary
66. Customer
Support
Customer
Experience
CS Operations
Empathically solve
our customers’
problems
Understand our
customers’ needs
to deliver more
value and inspire
them to achieve
more than they had
anticipated
Empower the CS
team through
data, tools, and
processes
PillarsMission
1st response time
1st resolution time
C-Sat
Cost to serve
Net MRR Churn
NPS
Hours saved
Rotating quarterly
metric
KPIs
Sales
Sell the best
solution to the
right
customers
New Biz MRR
LTV
ARR / CAC
Pillar missions and KPIs
Account
Management
Build relationships
with our largest
customers to
ensure they get the
value they signed
up for… and more
Net MRR Churn
Expansion MRR
NPS
Education
Empower our
customers to help
themselves achieve
their goals
Ticket deflection
Behaviors post edu
consumption
67. BUSINESS
Leading & lagging KPIs
COST
Efficiency & estimated ROI
CULTURE
Team happiness index
Triple bottom line
90. Customer lifecycle
helps organizations understand what
to do
Customer Journey
describes how to deliver the right experience
to each individual customer
Say what? Still not getting it (link)
100. Customize the experience for each segment
Determine most valuable customers
Why segment your customers?
101. Use Case Organization Industry Revenue
Customer
Journey
Product or
Solution
Size Persona Territory
How to segment your customers?
102. Tier 1
Tier 2
Tier 3
Segmentation
dividing customers into groups based on common characteristics
103. Workshop: Segmentation
Time for this workshop
10 minutes
Definition
Dividing customers into groups based on common characteristics
Why
- Customize the customer experience
- Prioritize most valuable customers
How
Base on the most relevant characteristics for your business
Examples
● Revenue
● Persona
● Company size
● Country
● Language
● Culture
● Proximity
● Product
● Function
116. Workshop: Stages
Time for this workshop
10 minutes
Definition
Stages are the different periods of the Customer Lifecycle
Why
Allows you to focus on your customer’s needs at each stage
of their lifecycle
How
1. Think of your customer’s journey
2. Break it into stages
3. Write clear definitions
4. Define time periods
Examples
● Trial
● New customer
● Implementation
● Onboarding
● Renewal
● Advocate
● Reactivation
117. Onboard Adopt Renew Established Champion
Month 1 Months 2 → 8 Months 9 → 12 12+ months +2 years
122. Customer centric
Based on customer’s desired outcomes
Product centric
Data-based events that lead to customer success and product stickiness
Types of milestones
126. Your customer’s desired outcome
The moments your product delivers the most value
What to keep in mind...
127. Your customer’s desired outcome
The moments your product delivers the most value
What to keep in mind...
Behaviours that make your customers more sticky
128. Stage 1 Stage 2
Timeline
Stage definition
Desired outcomes
Milestones
(customer & product centric)
are steps or events a customer must achieve in order to use your product
successfully
Stage 3 Stage 4 Stage 5
129. Workshop: Milestones
Time for this workshop
10 minutes
Definition
Steps or events a customer must achieve in order to use
your product successfully
Why
To ensure that your customers are on the right track and
getting the most value
How
1. Think of what you’d like your ideal customer to
experience at each stage
2. Identify both customer & product centric milestones
Examples
● Technical setup complete
● Team members trained
● First project launched
● 60% of licenses have been used
● QBR
130. 0 - 30 days
This is an important time to build a strong
relationship with the customer and get them off
the ground by being proactive whenever possible
to help with training, integrations, etc.
Milestones
(customer & product centric)
are steps or events a customer must achieve in order to use your product
successfully
1. Kick-off call complete
1. Created 1st typeform
1. 70% of team capacity
1. Workspaces setup for project launch
1. Has collected 10 responses
Desired outcomes
● Understand customer’s desired outcomes
● Activate
● “Aha” moment
● 1st project off the ground
● Build trust
Onboard Adopt Renew Established Champion
133. Touchpoints are opportunistic in that the customer's experience, opinions, and
relationship with a company and a brand are affected at every touchpoint in a
positive, neutral, or negative way.
Why plan your toucpoints?
142. What to keep in mind...
Complement desired outcomes & milestones
143. What to keep in mind...
Anticipate when your customers might need a helping hand
Complement desired outcomes & milestones
144. Always focus on delivering value - avoid coming across as spammy or
salesy
What to keep in mind...
Anticipate when your customers might need a helping hand
Complement desired outcomes & milestones
145. Always focus on delivering value - avoid coming across as spammy or
salesy
What to keep in mind...
Anticipate when your customers might need a helping hand
Complement desired outcomes & milestones
Be specific about target, channel, trigger, driver, timing, owner, etc.
146. Workshop: Touchpoints
Time for this workshop
10 minutes
Definition
Any customer interactions with your brand
Why
To proactively engage with customers to drive them to
value and to prevent churn.
How
1. Think of your milestones and desired outcomes
2. Identify critical moments and moments to delight
3. Have a mix of scheduled and behavioral
Examples
● Change of sponsor
● Kick-off call
● Seat limit is reached
● Support ticket