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What is Customer Success?
- 2. Redefined Customer Success occurs when your clients achieve their business goals by using your product offering. Understand customers usage trends Harness data analytics Assess customers health Prevent churn Foster key business partnerships CUSTOMER SUCCESS Customer Success Automation
- 3. HOW DOES CUSTOMER SUCCESS WORK? CUSTOMER SUCCESS MANAGER Proactively help customers reach their goals Encourage customers to renew their subscription, and upgrade their contract Sales Support CS Team: A key factor in maintaining accounts in the post-sales ecosystem & liaison between Sales and Support teams When your customers succeed, your business succeeds.
- 4. ROLE COMPARISON Customer Account Managers Proactive in their approach Regarded as the trusted advisor within the company with a holistic view of the customers Relationship oriented Reactive in their approach Manage escalations and renewals Financially driven
- 5. Customer Success Managers Customer Support Managers Proactive in their approach Reactive in their approach Manage individual tickets Day-to-day support ROLE COMPARISON Help customers achieve their desired outcomes Monitor tickets & keep count of performance of the customer
- 6. Why Do You Need A Customer Success Team? 1 2 Customer Success teams achieve and elevate the expectations of your new customers by fulfilling the promises made by your Marketing and Sales teams. Your customers will feel valued when they have someone to turn to who is willing to work with them closely to solve any issues. With an increasing number of your competitors applying Customer Success management techniques in their companies, they will be eager to capture your lost leads. A CS team will help prevent customer poaching by monitoring where your customers are in terms of sentiment, usage, and renewals.
- 7. 3 4 Software can be complex. If your product has multiple use case scenarios, you need someone to work with your customers right from the start to make sure they get off on the right foot. A CS team provides the enduring relationship based service that Support teams cannot. A good Customer Success process reduces churn and increases your revenue. This is extremely beneficial for you - a churn reduction of 4% can double your MMR. Having a clear view of the customers definition of success, a mutually agreed success plan, and a process to execute at scale puts your CSM team on a path that is very likely to yield positive results. Why Do You Need A Customer Success Team?
- 8. CUSTOMER SUCCESS JOURNEY Having a collaborative relationship between Customer Success and Sales is helps avoid customers with misaligned needs that result in a poor fit. In a high-touch model, onboarding is handled through a personal interaction between the CSM and customer. In a high volume environment, technology is used to create content, reusable templates, and clickable walk-throughs. In order to maximize customer value, it is crucial to expand the number of active users, and increase the feature usage of your product. Upon successful onboarding and adoption with full license and feature usage, an increase in revenue opportunities can follow. In order to hit your milestones, take the opportunity to seek advocacy in the form of expansion. Subscription renewal is the ultimate goal of Customer Success. Customers with full license utilization and high feature usage are excellent candidates for upsells during the renewal process. Customer Acquisition User Onboarding Product Adoption Account Expansion Subscription Renewal
- 9. CUSTOMER HEALTH INPUTS These questions are some of the important aspects to think about when constructing your Customer Health formula. Throughout the process, this list of questions will expand to include additional criteria you would like to emphasize. Can the score be used as a prediction of renewal/churn? Should it be? What is the frequency of油fluctuation (Red one day, Green the next)? Which values are taken into account? Is it quantifiable, or qualitative? What are the various elements that make up the overall score? Should any of those elements be subjective, or do they all need to be objective and concrete? Are all the elements equally important? How do you change weightage allocations? 1 2 3 4 5 6 Scoring Customer Health
- 10. CUSTOMER HEALTH INPUTS Product usage Depth of usage - % of product used Breadth of usage - # of licenses Usage of the stickiest features of your product Growth of the account in terms of revenue or licenses Customer lifetime # of renewals completed # of upsells completed How often do they call support? % of spend that is non- recurring # of support tickets Potential churn level Discount level Survey results Marketing participation Product feedback Community involvement Invoice history Length of time between end of onboarding & first renewal Executive relationship Overall relationship Are C-level execs users of your solution?
- 11. USING CUSTOMER SUCCESS AUTOMATION Track User Behavior Analyze & Score ≒ Understand the areas of the SaaS application that are frequently used together with areas that users struggle with in order to determine both their propensity to buy or upgrade ≒ Identify usage patterns that indicate the customer is receiving limited value correlating with a high likelihood of churn ≒ Big Data techniques are used to take large amounts of usage data and correlate the behaviors with sales opportunities and revenue risks for specific segments of the user base ≒ likelihood of purchase ≒ likelihood of success of trial use ≒ likelihood of conversion from free to paid ≒ likelihood of upgrade potential ≒ likelihood of churn ≒ likelihood of recommendation to others ≒ likelihood of success using product ≒ measure of influence within company ≒ measure of influence outside of their company
- 12. USING CUSTOMER SUCCESS AUTOMATION Message Analyze & Score ≒ In-app messaging - gives help in the use of the product ≒ Direct chat with a company representative ≒ An invitation to a webinar or company event ≒ An email giving recommendation for use of the product or additional product information ≒ Actions can trigger the companys sales and support system through the CRM system which can perform the role as a central repository for the customer data ≒ Customer Data Platform - contains a current insight into customer and prospect behavior ≒ Sales Force Automation systems and Customer Service systems will initiate sales or customer actions based on the information collected from the prior steps in the cycle ≒ The sales and services personnel will be well informed of the successes and issues the prospects and customers have by having intelligence into their actions and the automated steps already taken by these systems.
- 13. CS ADOPTION TRENDS Chief Experience Officer Chief Client Officer Chief Customer Officer # of open jobs etc. 250K + job openings in the US 80/20 Rule 20% Established user baseRevenue % of Customer Related Exec Jobs Customer Retention Rates Profit
- 14. Manage programmatic account escalations. WHAT SHOULD YOU LOOK FOR IN A CSM? Own overall relationship with assigned clients, which includes: increasing adoption, ensuring retention, and maxing satisfaction. Establish a trusted/strategic advisor relationship with each assigned client, and drive continued value of our products and services. Develop, prepare, and nurture customers for advocacy. Work with clients to establish critical goals, or other key performance indicators and aid the customer in achieving their goals. Work to identify and/or develop upsell opportunities. Advocate customer needs/issues cross-departmentally. A CSM should possess the best customer management and business consultancy skills. They should have a strong passion for customer engagement and expansion of customer use cases, impeccable relational skills and the ability to create a win/win environment for everyone. Be an information source for customers to find out about the product.