Before the arrival of the Subscription Economy, Customer Support was often viewed as a necessary evil - the more incidents, the more problems you had. Silence was bliss. In today’s subscription economy, this paradigm has shifted. When a subscription customer is not engaging, they could be a potential churn risk. Marlene Summers, Director of Zuora Global Support, will demonstrate how you can re-define your approach to Customer Support to cultivate long-term customer relationships, which enabled Zuora to support over 500 customers with a 95% satisfaction rate.

1. Support Me, Please!
Delivering Customer Satisfaction in the Subscription Economy
Marlene Lee Summers
Director, Zuora Global Support

2. Support
Me,
Please
• Introduc)on
• Customer
Support
Paradigm
• Our
Top
4
Essen)als
1. Nurturing
Rela)onships
2. Gauging
Engagement
3. Success
Formula
and
Key
Metrics
4. Scaling
the
Enterprise
• How
Zuora
Can
Help
You
• Lessons
Learned
• Q
&
A
A g e n d a

3. About
The
Presenter
Background
@Zuora
15+
years
experience
in
Cloud
based
applica)ons
and
solu)on
at
enterprise
companies
such
as
MicrosoR,
IBM
and
VMware.
Academic
focus
in
Computer
Science
&
Applied
Mathema)cs.
3
patents
in
database
modeling.
Career
path:
SoRware
Engineer
-­‐>
Project
Manager
-­‐>
Client
Manager
-­‐>
Global
Support
Director
Joined
Zuora
in
2010
to
build
out
the
Customer
Success
organiza)on.
I
love
this
job!
hap://www.linkedin.com/in/marlene
Exper=se
M a r l e n e
S u m m e r s

4. Zuora
Global
Support
Quick
Facts
• Provides
technical
support
to
500+
customers
• 35,269
total
)ckets
solved
since
2007
• 95%
all-­‐)me
customer
sa)sfac)on
(96%
in
2013)
• Daily
(M-­‐F)
New
Tickets
Created:
~60
-­‐
80,
300-­‐400
weekly
• 40%
)ckets
solved
in
one-­‐touch
• 30%
)ckets
from
Zuora
employees
(on
behalf
of
customers)
• 70%
new
)ckets
created
weekdays
6AM
–
6PM
Pacific
)me
• 13
members
between
Zuora
HQ
and
Zuora
Beijing
• 24x7x365
–
Follow
the
Sun
model

5. Customer
Support
Paradigm

6. SeDng
the
Stage
Legacy
Before
the
arrival
of
the
Subscrip)on
Economy,
Customer
Support
was
oRen
viewed
as
a
necessary
evil
–
it
was
a
cost
center
required
to
deal
with
problems.
Support
)cket
were
viewed
as
detractors
-­‐
reports
of
broken
items
and
incidents.
Silence
was
bliss.
All
tradi)onal
support
metrics
focus
around
reduc)on
of
total
)ckets,
)cket
deflec)on
and
fast
resolu)on
)me.
Percep=on
Judgment

7. The
ShiH
Point
1:
Point
2:
Point
3:
The
Subscrip)on
Economy
has
flipped
the
tradi)onal
Support
paradigm.
Lack
of
engagement
by
a
subscriber
is
not
an
indicator
of
happiness.
When
a
subscrip)on
customer
is
not
engaging:
• Customer
may
not
be
using
your
latest
features.
• You
are
not
able
to
upsell.
• Customer
could
be
a
poten)al
churn
risk.

8. Adapt
Subscrip)on
companies
need
a
new
aqtude
and
approach
to
Customer
Support,
cul)va)ng
rela)onships
with
the
base.
Customer
Support
is
the
front
line
for
fostering
this
rela)onship
with
your
current
customer
base.
Subscrip)on
companies
need
repor)ng
and
metrics
designed
with
subscrip)on
success
in
mind.
Point
1:
Point
2:
Point
3:

9. Customer
Success
is
our
#1
corporate
priority
–
our
success
depends
on
the
success
of
our
customers.
Not
all
customer
requests
should
be
viewed
equally.
Smart
and
sensible
growth
plans
that
align
with
corporate
priori?es.
Define
our
success
formula
and
key
metrics
to
baseline,
benchmark,
trend
and
share.
Nurturing
Rela=onships
Gauging
Engagement
Success
Formula
&
Key
Metrics
Scaling
the
Enterprise
R E D E F I N I N G
C U S T O M E R
S U P P O R T
Top
4
Essen=als

10. Nurturing
Rela=onships
Point
1:
Point
2:
“Mission
Moments”
Mul)ple
channels:
In-­‐Applica)on,
Chat,
Voice,
Email,
Support
Portal,
Screencas)ng
W H A T
W E
D O

11. Nurturing
Rela=onships
Point
3:
Live
support
when
you
are
working:
Monday
–
Friday
in
all
)me
zones!
On-­‐call
and
launch
coverage
on
weekends.
W H A T
W E
D O

12. Classify
support
requests
into
two
main
categories
• Ques)ons
&
Tasks
–
Good
(Posi)ve)
• Problem
&
Incidents
–
Bad
(Nega)ve)
Goal
seqng
based
on
type:
• Reduce
percentage
of
Problem
and
Incident
type
)ckets
• Improve
resolu)on
speed
on
Ques)on
and
Task
type
)ckets
Type
Tickets
2013
Resolu=on
Time
Ques)on
39%
2
days
Problem
35%
3.5
days
Task
22%
1.5
days
Incident
4%
1
day
Gauging
Engagement
Point
1:
Point
2:
W H A T
W E
D O

13. Use
dashboards
with
real-­‐)me
analy)cs,
baselines
and
trends
Success
Formula
&
Key
Metrics
Point
1:
Point
2:
W H A T
W E
D O
Make
adjustments
to
business
processes
based
on
your
data.

14. Success
Formula
&
Key
Metrics
W H A T
W E
D O
Point
3:
Decide
what
maaers
and
priori)ze
being
successful
in
those
areas.

15. Scaling
The
Enterprise
Exponen)al
customer
acquisi)on
and
support
request
volume
requires
insighuul
transforma)on.
W H A T
W E
D O
Point
1:

16. Define
and
iterate
on
key
internal
processes
to
maximize
efficiency.
Invest
in
agent
knowledge
and
career
development.
Integra)ons
connect
us,
powering
rapid
response,
informa)on
access,
change
control
and
repor)ng/analy)cs.
W H A T
W E
D O
Scaling
The
Enterprise
Point
2:
Point
3:
Point
4:

17. How
Zuora
Helps
You

18. Nurturing
Customers
Tip
#1
Tip
#2
Tip
#3
Create
Accurate
and
Intui)ve
Invoices
• Deflect
call-­‐center
traffic
from
confused
customers
No)fica)ons
&
Callouts
with
Communica)on
Profiles
• Renewals
(reduce
chargebacks)
• Payment
method
expira)on
• Payment
Method
Account
Updater
service
• Automa)c
Retry
Logic
Customer
Self-­‐Service
Portal
• Allow
customer
to
subscribe,
upgrade,
change
payment
method,
etc.
• Payment
op)ons
(monthly,
quarterly,
yearly)
T I P S
&
H O W
Z U O R A
C A N
H E L P

19. Gauging
Engagement
Tip
#1:
T I P S
&
H O W
Z U O R A
C A N
H E L P
Zuora
transac)ons
define
your
engagement
and
sen)ment.
Type
Zuora
En=ty
Posi)ve
Engagement
Successful
Payment,
Renewal,
Upgrade,
Usage
Nega)ve
Engagement
Failed
Payment,
Expired
Payment
Method,
Cancella)on,
Downgrade

20. Success
Formula
Tip
#1
Tip
#2
Tip
#3
Z-­‐Repor)ng:
Insight
into
the
health
of
your
customer
base.
T I P S
&
H O W
Z U O R A
C A N
H E L P
Knowledge
is
power.
Learn
from
others.
Support
Portal,
Knowledge
Center,
User
Groups.
Compare
best
prac)ces
and
share
ideas.

21. Scaling
the
Enterprise
Tip
#1
Tip
#2
Tip
#3
Our
infrastructure
is
mission
cri)cal,
reliable
and
scalable.
15X
improvement
in
concurrent
subscribe
calls.
Integra)ons
are
cri)cal
to
a
healthy
eco-­‐system.
Zuora
SOAP
and
REST
API
enabling
your
best
of
bread
applica)ons
to
interact
and
run
your
end-­‐to-­‐end
business.
Monthly
new
feature
releases.
Zuora
listens
to
customer
feedback,
enhancing
our
product
every
month.
T I P S
&
H O W
Z U O R A
C A N
H E L P

22. Lessons
Learned

23. Lessons Learned
Point
1:
B E S T
P R A C T I C E S
Point
2:
Point
3:
Embrace
the
shiR.
Educate
your
organiza)on,
set
proper
expecta)ons.
Vendor
selec)on
and
cross-­‐func)onal
buy-­‐in
are
cri)cal
to
your
success.
Experiment,
measure,
iterate.
Best
Prac)ce:
Be
data
driven.

24. Q&A
Thank
You!