How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews

How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice
#QBRSuccess
How to Deliver Value and
Avoid Frustration in Your
Quarterly Business Reviews
James Scott, @ukjamesscott
Executive Strategy Consultant, CSM Practice

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Housekeeping!
Get your tweet on and join the conversation!
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@GetAmity @CSMPractice
Q&A at the end – ask your questions in the chat box!
(if we run out of time, tweet or email us)

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Tell me!
Have you ever done a QBR?

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Were you happy with the IMPACT
it had on adoption, upsell, overall
client success and advocacy?

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Today’s Agenda
• What is a QBR?
• Top 8 Things That Go Wrong in QBRs
• The Roadtrip Analogy
• 4-Phase QBR Playbook and the 3 Magical Slides
• QBR Golden Rules
• Key Takeaways & Resources

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You are in the right webinar if…
You want to create a highly engaging
QBR session where the decision makers
hang on every value-soaked word that
spills from your lips.

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What is a QBR?

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What is a QBR?
• Quarterly Business Review
• Scheduled on a regular basis (not always quarterly…)
• Meeting, often in person
• Strategic focus
• Key stakeholders present

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What could possibly go wrong?

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Top 8 Things That Go Wrong in QBRs
1. Key customer stakeholder doesn’t show up
2. No clear agenda
3. Customer presents list of technical issues and wants to work through them
4. Customer asks for update on recent ticket and CSM doesn’t know about it
5. Too much of the meeting is taken up with admin topics
6. Lack of engagement during meeting
7. Lack of agreed next steps
8. Follow-up doesn’t take place

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How should you be thinking about a QBR?
What is the goal?

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The Roadtrip Analogy

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San
Francisco
Philadelphia

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San
Francisco
Philadelphia4 Things You Should Know
a) Current location
b) Next major city on your route
c) Direction you’re heading (important!)
d) What will you need to do to ensure you make it to the next major city?
e.g. get gas, visit restrooms, check tires, etc.
DISCUSS THE ABOVE AT EACH PITSTOP

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Your Customer’s Roadtrip (Journey)
Start of
Relationship
Desired Outcome

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Your Customer’s Roadtrip (Journey)
Start of
Relationship
Desired Outcome
4 Things You Should Know
a) Where are they on their journey?
b) What is their next major milestone?
c) Are they doing the right things to get to that milestone? SUCCESS VECTOR
d) What will they need from you to help them reach their next milestone?
DISCUSS THE ABOVE AT EACH QBR

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Be their Goose!
or
Wingman Boiler Man

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How do we make QBRs great again?

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STOP CALLING THEM
QBRs AND START CALLING
THEM EBRs!
Seriously! These are Executive-level
meetings - so let’s make that abundantly
clear in our language to customers.

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EBRs DO NOT BECOME
GREAT ON THEIR OWN.
To get great results from EBRs,
the secret is to turn your one-off great
EBRs into a repeatable playbook.

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4 Phase
TRIED-AND-TESTED
EBR
PLAYBOOK
► The PLANNING phase
► The PRE-EBR phase
► The LIVE-EBR phase
► The POST-EBR phase

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► The PLANNING phase
How to create an EBR that promotes value like crazy
(The 3 magical slides you MUST include)
►The PRE-EBR phase
How to fill up your EBR with ATL stakeholders
► The LIVE-EBR phase
How to skyrocket the client engagement to create trust and affinity
► The POST-EBR phase
How to get your client to realize more value
(AFTER your EBR has ended)
EBR PLAYBOOK

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Designing an EBR slide deck
that promotes value like crazy
Planning Phase

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SWEETEN THE
EXPERIENCE
Tell them something that they don’t
know, which can help them either
SAVE money or MAKE money.
1 SLIDE

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Create a sense of
accountability
Give them a score. Develop a
sense of customer responsibility for
outcomes.
2 SLIDE
Source:http://zafin.com/blog/customer-engagement-score/

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Show them what
else can they get!
• Current situation
• Challenges
• Top priorities
• Impact / KPIs
• Benefits
Lay the foundation for a
Success Plan
3 SLIDE
Work Your Champion to complete this slide

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How to fill up your EBR with
ATL stakeholders
Pre-EBR Phase

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Define
WIIFM
Send a powerful email invitation
explaining ‘what’s in it for me?’
1) Executive alignment
2) Business benefits / value
3) Clear agenda

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How to skyrocket stakeholder interest and level of
engagement and create TRUST and AFFINITY
Live EBR Phase

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“No matter whether they buy into
everything you discuss or not, make
sure they walk away feeling inspired,
excited and driven to take action”

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ENGAGE: MAKE IT EFFORTLESS
(create a 2-way conversation)
Current situation Challenges The Impact Priorities
The Ideal
Solution
Perceived Value
Up / Cross-sell
Opportunities

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BE CURIOUS
Discovery Questions Perception of value Value
realization

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How to DOUBLE your customer’s engagement
(AFTER THE EBR HAS ENDED)
Post-EBR Phase

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The power of email: ACTIONABLE FOLLOW-UP
Lead with clarity to maximize results

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Start with a
Meeting
Summary
 Meeting Details
 Key Points / Decisions
 Meeting Recording

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Lead with
CLARITY
Create a detailed action items list.
Follow up on this list until you’re
ready to present a revised success
plan.

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Update the Success Plan

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What do you think?

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Nothing I’ve shared with you today is theory.
Every single one of these strategies is used by
other Customer Success teams to maximize the
lifetime value of their customer base.

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An effective EBR playbook will...
• Increase adoption, upsell and expansion revenue
• Increase in customer advocacy
• Reduce rate of churn
• Provide consistency in how EBRs are delivered across the team

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Now it’s time for you to
create / update your own
EBR playbook!

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#EBRGoldenRules
• Take Time to Prepare
• Focus On The Journey
• Set Clear Expectations
• Create Meaningful Engagement
• Agree Clear Actions
• Share Accountability for Follow-up
Alignment Trust Confidence Progress Desired Outcomes
Doing these…..
Will lead to these…..

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Key Takeaways
• EBRs are a powerful ‘pitstop’ on the customer’s
journey towards their desired outcome(s).
• A poor EBR will cause client frustration and
disruption.
• Create your own 4-Phase Playbook and
remember the #EBRGoldenRules

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Take Action Today!
• Go to www.csmpractice.com/blog and download our QBR checklist.
• If you need help creating your own EBR Playbook, or have more questions,
email us at - info@csmpractice.com
• Follow us on Twitter @CSMpractice
CSM Software
Services
Customer Success
Workshops
Customer Success Strategy

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Q & A

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Thank you for being here!
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How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews

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