For any SaaS company focused on customer success, the customer journey needs to make customers feel comfortable, confident and excited about being successful with your product. By focusing on helping make customers successful each step along the way, you will keep your customers happy, loyal and buying more. Success for both you and your customers! In this webinar, Kia Puhm will cover: - Top renewal challenges - Biggest challenges & threats to renewals - Using benchmarking to demonstrate value - Being strategic partner

1. KIA CX Consulting
Improving Customer Retention by
Managing the Customer Journey
Kia Puhm
Principal, Kia CX Consulting
@kiapuhm
www.kiacx.com

2. KIA CX ConsultingKIA CX Consulting
Tweet us and join the conversation
#CustomerLifecycle
@GetAmity @KiaPuhm
We’ll send slides and the recording
Q&A at the end - ask them in the questions box!
(If we run out of time, tweet or email us!)

3. KIA CX ConsultingKIA CX Consulting
About Kia Puhm
• Customer Experience Pioneer
• 21 years experience leading extremely fast growing software
companies (> 2x YOY growth)
• Computer Engineer University of Toronto
• Licensed Professional Engineer (PEO)
• Top 50 highest ranking business women in Switzerland
• Successful exits (Adobe & Oracle), IPO's (NASDAQ, SIX Swiss
Exchange) & venture funding rounds
• Principal, Kia CX Consulting

4. KIA CX ConsultingKIA CX Consulting
the key to customer retention is knowing why your
customers bought from you &
ensuring that you deliver on your commitment to
provide what you sold

5. KIA CX ConsultingKIA CX Consulting

6. KIA CX ConsultingKIA CX Consulting
Improving Customer Retention

7. KIA CX ConsultingKIA CX Consulting
Improving Customer Retention

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+1% = $10 million

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Improving Customer Retention
1. Understand Renewal Challenges
2. Demonstrate Value
3. Make Customer Successful

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Understand Renewal Challenges

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Top Renewal Challenges
"Our renewals are 65-70% for
year 1 customers. We are above
88% once we get past year 1."
“We were losing a lot due to lack of
adoption. Seat vacancies and re-
purposed licenses became a
leading indicator for defections.”
“We weren’t delivering on what we
promised during our sales campaigns.
The customers grew frustrated and left
after their first year was finished.”

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Year 1 Challenge

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Year 1 Objectives
• Get customers using the product
• Focus on quick wins
• Establish trust

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Year 1 Tips
• Welcome Call
• Smart Start
• Success Coach Program

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Year 1
Goal Focus on quick wins & adoption to establish confidence
Threats • Customer still questioning whether they made the right decision
• Have not yet seen value from the product
• Trust has not been established
Actions • Get customers using the product quickly
• Provide early successes for the customer
• Show customers how to get value from your product
Results Renewal rates can be up to 10-20% higher past year 1

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User Adoption Challenge

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User Adoption Objectives
• Manage to journey
• Regular touch points
• Quantify value delivered

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User Adoption Tips
• Success Program
• Proactive Check-Ins
• Metrics & Benchmarking

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User Adoption
Goal Manage to your customer journey; focus on objectives
Threats • Customer objectives unclear or changing
• Journey to achieve goal not being followed
• Customer not seeing/recognizing value delivered
Actions • Manage customer through journey
• Quantify value delivered regularly
• Use metrics & benchmarking to help customers win
Results QBR's improve retention
Success rate is 2.5x higher for customers that follow success program

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Didn't Deliver Challenge

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Didn't Deliver Objectives
• Level set on why bought
• Get in sync early
• Bring in sales if need be

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Didn't Deliver Tips
• Warm transition call with sales
• Level set meeting
• Reconfirm objectives

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Didn't Deliver
Goal Level set on why bought
Threats • Product is not a fit for customer
• Sales over-promised
• Customer veers off course
Actions • Include level setting as part of onboarding
• Understand expected results, confirm with customer
• Manage customer to those results
Results Recognize immediately if product is not a fit and part ways or
Re-set expectations to level set on what is achieveable

24. KIA CX ConsultingKIA CX Consulting
Poll
Which of the following is the top renewal challenge for your
organization?
1. Year 1: we have significantly more churn in year 1 than following years
2. User Adoption: lack of adoption is a leading reason for defections
3. Didn't deliver: product fails to deliver on sales promise
4. Other

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Demonstrate Value

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Demonstrate Value
Use data with customers to demonstrate tangible business value
1. Metrics are valuable, use them!
2. Benchmark customer against best practice & relevant peer group

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Metrics are valuable, use them!
Use metrics to help your customers win & provide advanced warning
when they don’t.
• Identify jeopardy accounts
• Develop leading indicators
• Build risk profiles

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Benchmark customers
Use objective data to give customers the ability to measure themselves
against their peers.
• Provide performance metrics
• Provide gap analysis
• Deliver recommendations

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Poll
How mature is your organization's use of data in demonstrating value
to the customer?
1. Missing: We don't use data
2. Ad-hoc: CS uses data when necessary to "save" accounts
3. Repeatable: CS uses data regularly to identify jeopardy accounts & react accordingly
4. Systemic: CS uses data regularly to demonstrate value & provides proactive recommendations

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Make Customer Successful

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Make Customer Successful
Create opportunities for the customer to be successful
1. Be a strategic partner
2. Deploy strategic messaging

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Be a Strategic Partner
Collaborate on the customer roadmap.
• Be a strategic partner
• Provide "long-term" view for revenue
• Create success opportunities
• Show future roadmap for continued
value generation

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Deploy Strategic Messaging
Target content based on role, not customer.
• Message to individual
• Segment events based on roles
• Use metrics to determine communication

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Poll
How advanced would you say your organization is in deploying strategic
partnering & messaging?
1. We are rather reactive with our customers & communicate when need be.
2. We provide customers with a success plan for the year & communicate accordingly to move them along in their
journey.
3. We collaborate with our customers on their long-term roadmap and use communication strategically to help them
achieve their goals.

35. KIA CX ConsultingKIA CX Consulting
the key to customer retention is knowing why your
customers bought from you &
ensuring that you deliver on your commitment to
provide what you sold

36. KIA CX ConsultingKIA CX Consulting
the key to customer retention is knowing why your
customers bought from you &
ensuring that you deliver on your commitment to
provide what you sold
1. Use Customer Journey to navigate top renewal challenges
2. Use data to demonstrate value
3. Be a strategic partner & deploy strategic messaging

37. KIA CX ConsultingKIA CX Consulting
How to Get Started: 4 Questions to Answer Now…
Do you know why your customers are your customers?
Do you have a process in place to make first year customers successful?
Do you know the leading indicators that cause customers to defect?
Do your customers know how they compare to their biggest competitors?

38. KIA CX ConsultingKIA CX Consulting
About Kia CX Consulting
KIA CX Consulting accelerates business growth through Customer
Experience innovation.
Kia provides the leading methodology to establish a disciplined and
sustainable CX framework that drives revenue, retention and scale.
kia@kiacx.com
647.588.1447
@kiapuhm
www.kiacx.com

39. KIA CX ConsultingKIA CX Consulting
Meet Our Host
Paul Philp
Founder & CEO
paul@getamity.com
@pphilp
www.getamity.com

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Q&A

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Join Kia on April 26 for the next webinar
in the Defining & Managing Your Customer Lifecycle
Visit getamity.com/resources to register!

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Many Thanks To Our Presenter!
KIA CX Consulting accelerates business growth through Customer
Experience innovation. Kia provides the leading methodology to
establish a disciplined and sustainable CX framework that drives
revenue, retention, and scale.
kia@kiacx.com
647.588.1447
@kiapuhm
www.kiacx.com

43. KIA CX ConsultingKIA CX Consulting
Thank you for being here!