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How to Build a Customer Journey That's Outside-In not Inside-Out

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Here's how most companies used to map a customer journey: They'd start with their initial marketing outreach, advance down the funnel to the signed contract, and then onboard the customer. There would be training, a quarterly or six-month outreach, and finally, renewal or upsell. But think about it: how many of those milestones does the customer care about or even think about? From their perspective, a journey map would look very different. Innovative companies are abandoning this "inside-out" model. Why? Because it doesn't map to how customers actually think or behave. Learn the difference between the old way of thinking and the new "outside-in" way of customer lifecycle management.

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How to Build a Customer Journey That's Outside-In not Inside-Out

  1. 1. 201 8 How to Build a Customer Journey That’s Outside-In Not Inside-Out Gabe Petersen Customer Advisory Manager
  2. 2. © Copyright 2017, Gainsight, Inc., All rights reserved Lifecycle Management Execute meaningful lifecycle events throughout the customer journey Solution: • Define the optimal journey for each customer segment from pre-sales through expansion and advocacy • Collaborate effectively across functions by sharing notes and aligning on best-practice playbooks • Track progress towards outcomes by leveraging data driven milestones, reports, and advanced analytics KPI: Retention, Efficiency Current Challenge: Our customers have a fragmented experience with our company across our disparate organizations Required: Insights & Actions Suggested Add-ons: Journey OrchestratorLm 2 Lifecycle Management
  3. 3. 3 Platforms that Connect the World • Our mission is to connect everyone and everything. Calix platforms empower our customers to build new business models, rapidly deploy new services and make the promise of a smart home and business a reality.
  4. 4. 201 8
  5. 5. 201 8
  6. 6. 6 What if you could leverage insights from your network to optimize your business?
  7. 7. 7 What if you could leverage insights from your network to optimize your business? Analyze Engage Grow
  8. 8. 8 What if you could leverage insights from your network to optimize your business?
  9. 9. 9 Objective • 18 months ago recognized the need for a Success organization at Calix • New set of solutions coming to market • Legacy set of products that needed to be supported with success@scale best practice • Build a Success program from scratch • Knew we needed technology (NOT Excel) • Had the opportunity to invest in technology early to ensure we built processes out correctly Fuel Growth with Customer Success
  10. 10. Opportunity Fuel Growth with Customer Success • Lack of meaningful touchpoints with customers • Did not have a defined journey map • No automation around touchpoints • No understanding of business objectives • Needed to build trust and get details on customer KPI’s • “Value delivered” primary focus of Success Team • Transition customers
  11. 11. 201 8 Journey Map Process
  12. 12. 201 8 Success team involved as customers move through the funnel to ensure soft handover CTA’s fire for Success Manager to engage – primary goal is understand and document business objectives Regular meetings with Executive sponsor to ensure alignment CTA’s fire once implementation complete for CSM to ensure users are onboarded and specific actions are being taken by customer Regular meetings with high tough customers, webinars for low touch, monitoring of usage data, analysis of business objective achievement CTA’s fire at 90, 30, 0 days to renewal date New Product Implement Launch Optimize Renew Plan
  13. 13. 201 8 • 60% growth in total customer case • Growth in new higher touch solutions • Base of legacy products • Limited resources (people) Opportunity
  14. 14. 201 8 • 60% growth in total customer case • Growth in new higher touch solutions • Base of legacy products • Limited resources (people) Opportunity
  15. 15. 201 8 Journey Orchestrator
  16. 16. 201 8 Email Engagement • Operational emails (best practice content, webinar invites, welcome emails) • 32% open rate, 58% click-through-rate • Renewal emails • 66% open rate, 35% click-through-rate
  17. 17. 201 8 Programs
  18. 18. 201 8 Programs
  19. 19. 201 8 Email Engagement – Admins Email Engagement – Individual Users
  20. 20. 201 8 Usage Change
  21. 21. 201 8 Usage Change
  22. 22. 201 8 Usage Data • Push link to weekly reports via Share360 on how customers are using our solution(s) • Topic of discussion in every sync call with customer • Leveraged for coaching and best practice sessions • Helps managers identify risks and issues with their team • Unbelievable feedback from customers
  23. 23. 201 8 New Service Revenue • Pushed email to contacts we thought would be interested in extended warranty service • Overwhelmed our sales team with leads • Generated as many leads in a week as the sales team had previously generated in a year • Resulted in 66% growth in revenue for this service • Received first PO’s within a week • Provided context to customers using Share360 reports embedded in emails
  24. 24. 201 8 “The Calix Success team’s custom training, best practice resources, and coaching resulted in immediate adoption of the Support Cloud accelerating the benefit to our business.” “The combination of Marketing Cloud and the Success service from Calix allowed us to reduce our marketing expense by 50% year over year, while maintaining the same number of subscriber upgrades.” Bethany Chinadle, VP of Customer Operations Triangle Communications What our Customers are Saying
  25. 25. Key Takeaways/Next Steps • Journey orchestrator allows us to scale • Don’t be scared to take a shot • Health scores

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