Customer Success Showcase: Inside Adobe’s Best Practices Implementation Feedback System
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Adobe has leveraged Gainsight for VoC to improve implementation CSAT from 8 to 9, as well as leveraging data generated through customer feedback to launch a fully automated onboarding segment that retains a high CSAT score. Join Adobe's Program Manager for New Customer Experiences, Domenico Batteate, and Ganesh Subramanian, Director of Product Marketing at Gainsight, as they go behind the scenes of a highly effective implementation workflow fueled by a best-in-class VoC process and toolset.
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Customer Success Showcase: Inside Adobe’s Best Practices Implementation Feedback System
- 1. DRIVE CUSTOMER SUCCESS WITH VOICE OF THE CUSTOMER
- 2. Ganesh Subramanian Director, Product Marketing Domenico Batteate Program Manager, New Customer Experience Introductions
- 3. Customer Success is at the intersection of…
- 4. Drive Growth and Advocate Renew Contracts but Don’t Expand Are at Risk for Churn Churn and Detract CX CO Successful Customers Unhappy Customers Not Realizing Outcomes Unsuccessful Customers Successful Customers Drive Growth
- 5. Our Mission Partner with you to deliver predictable outcomes and experiences for your customers and sustainable growth for your business Our Impact +5%Net Retention & Growth Source: Bessemer Venture Partners Public Cloud Index
- 7. In B2B, The Biggest Gap is Taking Action on the Right Signals 95% Gather Feedback 10% Implement Improvements 5% Tell Customers What They Did 35% Take Action % of Companies “Companies that fail take action aren't using feedback to its fullest potential. In effect, they are throwing away the opportunity to create more satisfied and loyal customers.” Gartner, 2017
- 9. Empowers Service Organizations to drive the customer journey, from sales, through onboarding, to adoption, for long-term success. Gainsight for Services Success Execute Projects to Deliver Outcomes Enable Smoother Handoffs Scale Onboarding Improve the Project Experience Sell Services across the Lifecycle Deliver and Demonstrate Outcomes
- 10. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Sign – VoC Through C-SAT Domenico Batteate – Adobe Sign Onboarding Programs
- 11. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. About me… 11 years in Client Success industry 5 years with Adobe Sign Previously Manager of Enterprise Customer Success for Adobe Sign Now running global onboarding programs for Adobe Sign Favorite city outside of Bay Area: Paris….Tokyo is a close second Industry Observation: It is my belief that the Onboarding organization is experiencing the same uncertainty and upside that CSM’s experienced 5-10 years ago. I am expecting an explosion in Onboarding centric offerings and technologies.
- 12. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. VOC – why Adobe cares Top 3 Reasons (1) Well heard customers are happier customers (2) The Adobe product(s) will align with market demands (3) The customers voice informs us about where we can learn more to empower customers and employees
- 13. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Segmentation - Designing the Experience for Scale SB Segment MM Segment ENT Segment Standard Offering Customers onboarding experience defined by Employee Count Tech touch / self serve Technology lead, manual follow ups High touch/White Glove
- 14. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. C-SAT How we use it in the real world Surveys sent via Gainsight Surveys sent when customers have completed onboarding CSAT is measured on a 1-10 scale CTA’s triggered and assigned to either OB Mgr or CSM, dependent on which question received 8 or less OB Mgr has opportunity to re-engage with customer to shore up sub optimal feedback or escalate to me for outreach If we are able to fix the customers issue we ask if they would be willing to fill out a new CSAT survey. C-SAT scores is a core component to quarter bonus structure
- 15. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Survey Questions Link to Survey Questions 1. I am satisfied with my Adobe Sign onboarding experience. 2. I found the person who helped with my Sign onboarding was skilled and helpful. 3. I can successfully utilize the Adobe Sign service for my business needs. 4. I am satisfied with Adobe Sign services as my esignature platform.
- 16. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Survey Follow Up’s
- 17. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Response Rate Initial C-SAT Survey 2nd C-SAT Survey after initial poor feedback and issue resolution
- 18. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Taking C-SAT’s to a meaningful level Not Responsive Responsive Totals Percent of Accounts 42% 58% 100% Avg Days with OB 42 days 57 days 50 days ARR Not as much A lot more $- CSAT 9.48 - Sample Data for Enterprise Segment accounts Count of Upsells Count of Upsells that had OB-X OB Influenced ARR FY17 - - $- A data informed strategy to incrementally improve the business value impact during the customers onboarding experience
- 19. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CSAT – What we Utilize CSAT is the most easily accessible metric available that can be cross departmentally aligned Small Business Segment C-SAT feedback validated our increased dependence on the self-serve onboarding experience… no significant drop off in CSAT when 1:1 outreaches were removed from the process We know customers who engage with us have a quality experience (CSAT feedback) but not all customers are ready to engage right away. We will enhance our nurture efforts on the cohort of customers who are not ready now but might be ready later.
- 20. Q&A Ganesh Subramanian Director, Product Marketing gsubramanian@gainsight.com Domenico Batteate Program Manager, New Customer Experience batteate@adobe.com
Editor's Notes
- Introductions. Values at the bottom. Feel free to speak to them, or highlight which value resonates for you.
- To kick things off, I wanted to share a quick framework. Customer Success and Customer Experience at the intersection of happy and successful.
- We can think of it as a 2x2 where your happy successful customers are renewing, expanding, providing references – all the things we aspire for all our clients. Successful clients may renew but if not happy, won’t be advocates. And happy clients may provide references, but are always as risk to renew if they aren’t deriving value. And the path to getting customers up and to the right is about driving outcomes via CS strategies and increasing sentiment, through CX initiatives. Steve, I wanted to kick things off to you first – in your experience consulting with clients, how do you typically see the role of Customer Success interact with Customer Experience?
- Our mission at Gainsight is ultimately to enable our clients to deliver outcomes and exceptional experiences for their customers. We believe that driving successful customers is foundational to driving growth. As a result of partnering with Gainsight to drive client outcomes, our clients have seen a 5% improvement in net retention and growth of their client base.
- We do this through our industry leading technology platform, [CLICK] our expertise in working with enterprises across every industry, [CLICK] and we’ve built the largest community of people focused on customer success. We lead the premier customer success event along with Online community CCO Connect and CCO Summit Pulse Local, Pulse Europe, Pulse Tel Aviv This is a community of leaders across the globe coming together to push the thought leadership
- Our mission at Gainsight is ultimately to enable our clients to drive success for their customers. In working with Cisco, IBM, GE and other large enterprises, Gainsight has been helping companies rethink and operationalize how they deliver the outcomes that their customers desire.
- Initiatives designed to capture customer insights, close the loop on feedback, and prioritize improvements to drive happy and successful clients
- Next, it is more easy than ever for customers to switch between vendors. The move to the cloud, subscription and try-and-buy models, and CapEx to OnDemand models of delivery allow customers to switch nearly effortlessly between vendors. And as shown here, the decision to switch between web conferencing tools, what once was a heavy investment in technology and implementation, today is determined by millimeters on our smart phones.
- Segmentation for Standard Offering is defined by employee count: SB = less or equal 100 MM = between 101 – 999 ENT = >1000 Boxes are color coded by level degree of touch. Dark blue = 1:1 white glove and Light blue = tech touch. The segment the customer resides in defines their onboarding experience. The experience is defined by how many headcount we have available to engage with the customer.
- PIC? Why VoC? Why do we care? It’s not just about getting them live. We want them really happy. Do you want ot link out? Would you consider setting follow up CTAs for positive response? Reference / case study? CTAs for “non-response”?