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DRIVE CUSTOMER SUCCESS WITH
VOICE OF THE CUSTOMER
Ganesh
Subramanian
Director, Product Marketing
Domenico
Batteate
Program Manager, New Customer Experience
Introductions
Customer Success is at the intersection of…
Drive Growth and
Advocate
Renew Contracts but
Don’t Expand
Are at Risk
for Churn
Churn and
Detract
CX
CO
Successful Custom...
Our Mission
Partner with you to deliver
predictable outcomes and
experiences for your
customers and sustainable
growth for...
Platform Expertise Community
In B2B, The Biggest Gap is Taking
Action on the Right Signals
95%
Gather
Feedback
10%
Implement
Improvements
5%
Tell Custo...
Empowers Service Organizations to drive the customer journey, from
sales, through onboarding, to adoption, for long-term s...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Sign – VoC Through C-SAT
Domenico Battea...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
About me…
 11 years in Client Success industr...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
VOC – why Adobe cares
Top 3 Reasons
(1) Well h...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Customer Segmentation - Designing the Experien...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
C-SAT How we use it in the real world
 Survey...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Survey Questions
Link to Survey Questions
1. I...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Survey Follow Up’s
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Response Rate
Initial C-SAT
Survey
2nd C-SAT
S...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Taking C-SAT’s to a meaningful level
Not
Respo...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CSAT – What we Utilize
 CSAT is the most easi...
Q&A
Ganesh
Subramanian
Director, Product Marketing
gsubramanian@gainsight.com
Domenico
Batteate
Program Manager, New Custo...
Customer Success Showcase: Inside Adobe’s Best Practices Implementation Feedback System
Customer Success Showcase: Inside Adobe’s Best Practices Implementation Feedback System
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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.

Veröffentlicht in: Business
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Customer Success Showcase: Inside Adobe’s Best Practices Implementation Feedback System

  1. 1. DRIVE CUSTOMER SUCCESS WITH VOICE OF THE CUSTOMER
  2. 2. Ganesh Subramanian Director, Product Marketing Domenico Batteate Program Manager, New Customer Experience Introductions
  3. 3. Customer Success is at the intersection of…
  4. 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. 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
  6. 6. Platform Expertise Community
  7. 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
  8. 8. 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
  9. 9. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Sign – VoC Through C-SAT Domenico Batteate – Adobe Sign Onboarding Programs
  10. 10. © 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.
  11. 11. © 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
  12. 12. © 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
  13. 13. © 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
  14. 14. © 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.
  15. 15. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Survey Follow Up’s
  16. 16. © 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
  17. 17. © 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
  18. 18. © 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.
  19. 19. Q&A Ganesh Subramanian Director, Product Marketing gsubramanian@gainsight.com Domenico Batteate Program Manager, New Customer Experience batteate@adobe.com

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