Building Customer Education Focused On Customer Success
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http://learndot.servicerocket.com/building-customer-education-focused-on-customer-success Building Customer Education focused on Customer Success Proper customer education is required to drive the correct use of your product, and ultimately, the level of adoption that is required for a customer to achieve the goals they identified during your sales cycle with them. Although optimizing customer training and education processes is not the only component required to make a customer successful, it is a critical piece to the puzzle, without which delivering desired customer outcomes would not be achievable. Customer Success managers know customer training plays a crucial role in a successful customer engagement. Gainsight Head of Training Dave Derington and Learndot Product Manager Jesse Miller discuss Customer Success approaches to Customer Education, with practical tips for leaders who need to build and scale training programs to enable Customer Success.
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Building Customer Education Focused On Customer Success
- 1. BUILDING CUSTOMER EDUCATION FOCUSED ON CUSTOMER SUCCESS
- 2. 2 © ServiceRocket SPEAKER CO-HOSTS Dave Derington Head of Training Gainsight Sarah E. Brown Marketing ServiceRocket Jesse Miller Product Manager ServiceRocket
- 4. 4 © ServiceRocket ABOUT SERVICEROCKET Implementation SupportTraining ServiceRocket is a trusted partner that fulfills the whole product imperative by helping enterprise customers realize the value of their software investments.
- 5. 5 © ServiceRocket Learndot Education Platform • Learndot learning platform provides scalable education delivery • Multiple education modalities to address various customer delivery models • Lead generation capabilities targeted at interested learners • Advanced analytics and reporting capabilities • Customer branding, beautiful UX 5 © ServiceRocket 2017
- 6. Software Companies Using Learndot 6© ServiceRocket 2017
- 7. 7 © ServiceRocket The Business of Customer Education (BOCE) At Pulse servicerocket.com/boce
- 9. From Reactive Funnel to Proactive Hourglass 1 SALES ADOPT $ $ $ $ Reactive customer service model optimized to reduce cost-to-serve Proactive customer success model optimized to increase revenue per customer TRANSACTION ECONOMY FUNNEL RELATIONSHIP ECONOMY HOURGLASS EXPAND RENEW SALES $ SUPPORT SUCCESS
- 10. 6 of top 12 software companies* 43% of publicly traded cloud companies** Powering Customer Success Leaders * PWC Global 100 software study; ** Bessemer Cloud Index ***Deloitte 2016 Fast 500 North America Customers375+ YoY User Growth2X 7th Fastest Growing Tech Company***
- 11. Drive ROI with Gainsight Higher Retention 102% Gainsight Customer Avg Net Retention Rate vs. 98% Non-Gainsight Customer Avg Net Retention Rate Faster Growth 30% Gainsight Customer Average YOY Growth vs. 25% Non-Gainsight Customer Average YOY Growth Time saved per person per week Less time to process renewals70% Time saved reviewing accounts50% 25% Increased Efficiency Source: Study conducted by Bessemer Venture Partners and Pac Crest, 2015
- 12. 12 © ServiceRocket AGENDA • Education as a Part of Customer Success • Use Cases • #1 - Onboarding New Customers • #2 - Improving NPS • Questions
- 13. Education As A Part Of Customer Success
- 14. 14 © ServiceRocket 5 Pillars of Customer Success
- 15. 15 © ServiceRocket Demonstrate the value you deliver to your customers to promote adoption, advocacy, and growth DEMONSTRATE Value 5 Pillars of Customer Success Build a consistent, effective customer journey through one-to-many strategies and high-impact, timely one-on-one interactions OPERATIONALIZE Customer Lifecycle Build a customer-focused organization by improving cross-functional coordination and measuring impact ENABLE Cross-functional Visibility Make it easy to spot and act on opportunities for growth and candidates for advocacy DRIVE Expansion & Advocacy Proactively identify signs of customer risk and collaborate cross-functionally to address issues MANAGE Customer Risk
- 16. 16 © ServiceRocket Contract Signature Contract Expiry ProactiveReactive Welcome Call User Training Go Live Low User-Level Adoption Detractor NPS Survey New Feature Demo One-to-one Training QBR CSAT Survey New Feature Demo QBR Renewal Preparation Renewal Negotiation Multiple Support Tickets Competitive Threat Competitive Threat Positive NPS Survey Usage @ 70% Usage @ 95% Retention / Expansion RenewalAdoptionOnboarding Customer Lifecycle (General)
- 17. 17 © ServiceRocket How Does Education Map To Customer Success? ● We need to measure our impact on Customer Success metrics: ○ Decreasing churn ○ Increasing revenue ● Decreasing Churn ○ If customers don’t know how to use the product you sold them, they’re likely to churn ● Increasing Revenue ○ SaaS products add new features - teaching customers how to use them helps sell more product
- 18. 18 © ServiceRocket What do we need to do? ● We need to provide training ● We need to provide good training ● We need to get the right people into that training, and at the right time ● We need to confirm that our customers consume our training ● We need to be on the lookout for problems that training can obviate (call deflection) ● We need to consistently measure our impact on Customer Success metrics: Decreasing churn, increasing revenue
- 19. Use Case #1: Onboarding New Customers
- 20. 20 © ServiceRocket Onboarding - Who Needs Training? ● Train Key Resources ○ Administrator ○ Adoption Champion ● Train Users ○ Either “Train the Trainer” - or - End-User Training
- 21. 21 © ServiceRocket Admin Training Contract Signature ProactiveReactive User Training Webinars Low User-Level Adoption Detractor NPS Survey from Training New Feature Demo One-to-one Training New Admin / User Training-Related Support Tickets Training Not Being Consumed AdoptionOnboarding Customer Lifecycle (Training / Education) Reports and Dashboards NPS Promoter from Training Low Scores from Admin Welcome Email (Training)
- 22. 22 © ServiceRocket Onboarding - Data-Driven Education Goals ● Deliver ○ Training to End Users ○ Documentation / Knowledge Base / Community (Measure consumption) ○ “Micro-Training” ○ Implement quizzes/tests/certification (particularly for key users) ● Analyze ○ Survey your Trainees ○ Report Training Outcomes against Goals ● Monitor Progress and Risks ○ Monitor Usage/Adoption ○ Monitor Support ○ Summarize Impact
- 23. Use Case #2: Improving NPS
- 24. 24 © ServiceRocket How Can Training Impact NPS ● Customer Satisfaction ● Customer Support ● Low NPS specific to Training Material
- 25. 25 © ServiceRocket Low NPS: Customer Satisfaction Training could be a problem here - particularly if your training is deficient in some way or doesn’t address certain customer needs. ● Your team can then coordinate with your Training function and address this in multiple ways: ○ Custom training engagements ○ Smaller trainings around key features ○ More on-demand material
- 26. 26 © ServiceRocket Low NPS: Customer Support Issues Your customer is unhappy and your NPS seem related to a high volume of Support Tickets which: ● Are not about bugs ● Seem to be about basic product functionality In other words - your Support staff is providing “Just in Time” training that your program lacks!
- 27. 27 © ServiceRocket Low NPS: Evaluation of Training Content Trainers have a hard job! Synthesizing material from many different (and busy) team members who are more expert than they are and making this high-quality and digestible content. Are you surveying your learners? Surveys should: ● Find weak spots in your material ● Uncover gaps - missing content that you should add ● Make sure you’re getting the right people in appropriate courses
- 29. 29 © ServiceRocket The Challenge Want to see your Use Case implemented? Email marketing@servicerocket.com
- 30. 30 © ServiceRocket JOIN OUR NEXT WEBINAR IN THE SERIES [Upcoming Webinar] BUILDING AND LEVERAGING YOUR CUSTOMER EDUCATION TECHNOLOGY STACK http://bit.ly/2mSoVss MORE INFO ABOUT BOCE AT PULSE https://www.servicerocket.com/boce
- 31. 31 © ServiceRocket Dave Derington Head of Training Gainsight Sarah E. Brown Marketing ServiceRocket Jesse Miller Product Manager ServiceRocket QUESTIONS