Customer success is not a one night stand
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How should you start thinking about customer success TechWeek NY Customer Success presentation
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Customer success is not a one night stand
- 1. 1 The End of the One Night Stand How to Build Long-Lasting Relationships with Your Customers? Guy Nirpaz, CEO & Co-Founder
- 2. 2 Not this one…
- 3. 3 The End of the One Night Stand How to Build Long-Lasting Relationships with Your Customers? Guy Nirpaz, CEO & Co-Founder
- 4. about.me 4 name Guy Nirpaz role CEO & Co-Founder, Totango location Palo Alto, CA email guy@totango.com twitter @guynirpaz years in startups 10 background engineering & product management
- 5. Leader in Customer Success for SaaS Companies: hundreds of customers 10 million accounts | 500 million users
- 6. 6346members +100 new members 10,000 5,000 every week 0 Source: LinkedIn Customer Success Form
- 7. 7 Keep the promise, or…
- 8. 8
- 10. The Customer Success VALUE over customer management CUSTOMER ACTIONS over words REAL-TIME SENSORS over historical snapshots CONTEXTUAL ENGAGEMENT over periodic check-ins ALL CUSTOMERS over high-value customers ALL USERS over buyers and decision makers Manifesto
- 11. What does your company do in between? Acquisition Renewal
- 12. Drive Recurring Value DECREASE VALUE DECREASE VALUE CHURN CHURN GROW VALUE FIRST VALUE START INCREASE USERS INCREASE USAGE EXPAND FUNCTIONALITY CHURN ONGOING VALUE Onboarding Adoption Renewal & Upsell
- 13. 90% of churn is preceded by poor product usage
- 14. Increase product engagement at all levels Product engagement varies across job levels (frontline, management, execs) Creating passionate users is key to preventing churn Best-in-class companies focus on creating value for every user
- 15. Net Promoter Scores don’t give an accurate picture of customer happiness Forrester analyst Richard Evensen NPS is being positioned as a cure to all business ills and a way to understand everything you need to know about your customers… with just one question. It feels like selling snake oil and is likely one of the drivers for the view that researchers hate this metric.
- 16. Accurately gauge your customers’ happiness Monitor each customer’s individualized health score Based on facts, not opinions and anecdotes Predictive Adaptive
- 17. What should a “true” health score include? THE PRIMARY VITAL SIGNS OF CUSTOMER HEALTH User Engagement Business Outcomes Service Utilization Customer Satisfaction
- 18. Create multiple health profiles - By customer segment - By customer journey stage Define which accounts fit each profile Totango will automatically adapt the right scorecard for each customer
- 19. Portfolio approach for customer success: Making health actionable
- 20. Smart customer interactions pay off 81% of consumers are willing to pay more for a better customer experience
- 21. What is smart customer engagement? You proactively engage You contact them at the right moment You send intelligent messages that align with the customer’s current needs You deliver reliable, consistent experiences
- 22. Rethink customer engagement We pursue continual transformation (in customer engagement) to stay ahead… and catch up.
- 23. Research by Aberdeen Group shows that companies which built a centralized customer intelligence database and incorporated customer insights into customer facing actions achieved:
- 24. Make “customer success” a part of every team
- 25. CustomerSuccessNews.co m The front page of Customer Success
- 26. Q & A San Francisco | October 2, 2014
- 28. • Customer Success Managers • Customer Success Engineers • Technical Customer Support Ninjas Apply at: www.totango.com/jobs
Notes de l'éditeur
- 23-24-25 Great slides
- Use lifecycle marketing Enjoy the successes with your customers Share best practices Say thank you Measure and drive recurring value
- Use lifecycle marketing Enjoy the successes with your customers Share best practices Say thank you Measure and drive recurring value
- Source Right way to write it
- Need image Product usage varies thruout journey, by job levels,
- What you need: ____ How Totango helps
- Need image Product usage varies thruout journey, by job levels,
- Secondly, it’s pretty clear – there is a lot of data out there and your health score needs to be Comprehensive in that regard The entire premis of Totango is that you need to focus on the actions customers take more than anything. And we divide that roughly into three buckets: User engagement: how frequently users login, the time they spend with your application, specific actions they take while using your product Business results: which looks at what results they’ve been able to achieve with your product. If they purchased an email automation platform, how many campaigns have they launched, how many emails did they send and so forth And finalize what we call utilization. Which looks at what the customer has purchased and compares that to what they have done. If the customer has liceses for 10 seats, how many are they actually using? Are they above or below the quota they purchased and so forth. Finally you want to also include secondary operational parameters like outstanding support tickets or invoices which also can factor into the customer’s overall health. But then, when we look at the reality of a online web-business, we see just how clever health score algorithm needs to be to provide its true value. Secondly, it’s pretty clear – there is a lot of data to consider if you want a health score to do a good job at measuring customer-health. Metrics on user-engagement: how frequently users login, what parts of the product do they use and for how long, Metrics on business results: how many emails were sent, how many campaigns launched, new users acquired, Utilization levels: how many seats are in use? How much of the allocated budget ? Customer relationships: Do we have executive sponsorship? Public endorsements & advocaty? Operational status: Are we having support issues? Outstanding invoices? There is a lot to consider and you want a solution that can look deeply into usage-patterns as granular as an the individual actions of end-users and turn that into true insights. Totango is not afraid of data, we live it and breath it and love it.
- What you need: ____ How Totango helps
- What you need: ____ How Totango helps
- What you need: ____ How Totango helps
- What you need: ____ How Totango helps
- What you need: ____ How Totango helps