There’s a good reason that the very first tool many nascent Customer Success teams invest in is some sort of survey or customer feedback platform. Without a reliable and insightful way to derive information from your customers and take action in a continuous loop, you don’t have a Customer Success organization. In this session, you’ll learn how to build and best practices VoC feedback loop.

1. ©2017 Gainsight
CX MEETS CS
INCORPORATING VOC IN
CUSTOMER SUCCESS
NICOLE GEMMER
Customer Programs
and Analytics
Workday
GANESH SUBRAMANIAN
Director, Product Marketing
Gainsight
®2017 Gainsight.
HELEN VALENTINE
Sr Director, Field
Enablement
Workday
STEVE BERNSTEIN
Author &
Principal Consultant
Waypoint Group

2. ©2017 Gainsight
Key Topics
• Customer Success and Customer Experience
• The Role of Voice of the Customer in Customer Success
• Where to Start and How to Mature
• Measuring the ROI for your Program

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Customer Success is at the intersection of…

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The Goal is to Drive Outcomes AND Sentiment
Happy and Outcomes
Achieved
Outcomes Achieved
but Unhappy
Happy but
Outcomes Not Achieved
Outcomes Not Achieved
and Unhappy

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Retention Correlates with Experience
% “Top Box” Experience
%“TopBox”Success
Focus on
Experience
Engage!
Expand!
Focus on
KPIs

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Manage Expectations on Segmentation AND Readiness
Fix Poor Customer
Journeys
Improve Customer
Experiences
Drive Mutual
Success
Requires:
Impact:
O
--
O O
$
O O O
$ $ $ $

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Seek Coverage At All Levels
Strategic
Accounts
“Growth”
Accounts
Small Accounts
More Contacts
More
Accounts
• Deep relationships with all members of the
buying committee(s)
• Focus on mutual success
• Strengthen relationships with
“champions”
• Enable their “journey”
• Smooth experiences for all
“transactors”
Smooth experiences for all
“transactors”

8. TM

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Proven Services Success
3
certifications/consultant
99.5%
uptime guarantee
4.5 Hours
to deliver latest update
327
go-lives in 2016
70%
customers in
production
21 Billion
transactions in production/year
13 Million
integrations run/year
17,000
certifications across
the ecosystem

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D I S C O V E R D E L I V E R I N C R E A S E V A L U E
Continue Learning and Optimization to Drive Success

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ROI Obtained 1:1 vs. 1:Many

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Q&A
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THANK YOU
®2017 Gainsight.

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Next Steps
1:1
q Are you engaging decision makers & influencers?
q Do you have role-based questionnaire(s) that ask the right questions
of the right people?
q Do your CSMs know how to follow-up appropriately on feedback?
q Do you have a “Joint Success Planning” process with the buying
committees at “strategic” accounts?
1:Many
q Do you have a coalition that wants to act on customer feedback?
q Are you providing actionable and prioritized insights to your
coalition?

16. ©2017 Gainsight
“Land and Expand” is the Hallmark of Today’s Successful
Businesses
Net Bookings
New Bookings
Expansion Bookings
(Negative Churn)
Churn
Impact on Overall Growth in MRR with 2.5%
Account Growth Expansion Each Month
Courtesy David Skok

17. ©2017 Gainsight
Representative Voice-of-Customer Can Optimize All Parts
of the Business, So Build A “Coalition of the Willing”
Retention &
Expansion
Employee
Effectiveness
Products &
ServicesBiz Model
Market
Strategy
Voice of
Customer

18. ©2017 Gainsight
VoC Initiatives Grow Alongside CS Maturity
Act on
Feedback
Improve experience
by closing the loop
on customer
feedback
Proactively
Impact
Take a holistic view
to solve challenges
before they
become problems
Consistently
Deliver Value
Leverage insights to
improve products
and services
Predictively
Drive Success
Install and improve
best-practices
across all segments
and functions