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SaaS.City 2017 Customer Success Bootcamp

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During the SaaS.City Customer Success bootcamp on Monday the 18th of September 2017, attendees at SaaStock 2017 found out how to manage customer risk, map customer health scores, justify the expense of Customer Success, and so much more.

The Customer Success Bootcamp mentors include Dan Steinman, GM of Gainsight EMEA; David Apple, VP of Customer Success at Typeform; and Cristina Georgoulaki, Head of Customer Success at Typeform. This event was exclusively for SaaStock conference ticket holders.

Veröffentlicht in: Software
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SaaS.City 2017 Customer Success Bootcamp

  1. 1. #SaaStock17 SaaS.City Customer Success Bootcamp General Manager Gainsight EMEA DAN STEINMAN VP of Customer Success Typeform DAVID APPLE Head of Customer Success Management Typeform CRISTINA GEORGOULAKI
  2. 2. Transformation
  3. 3. A Brief History of Business Computing
  4. 4. New Org - Information Systems (IS) • Primarily operations • Building data centers • Managing data centers • Running compute jobs • Doing tape backups • Knowing IBM’s phone # Generation #1 - Mainframes
  5. 5. New Org - Information Tech (IT) • Security • Asset Management • Systems/Data Integration • Company standards • BYOD Generation #2 – Distributed Computing
  6. 6. Generation #3 – Cloud Computing New Org - Customer Success • Customer Health • Renewals • Expansion • Advocacy • Outcomes
  7. 7. Ch- Ch- Ch- Ch- Changes THAT WAS THEN Hardware On-Premise Install/CD IT Perpetual Licenses Long Few Customer Product THIS IS NOW Software Cloud Web Business Dept. Subscription Short(er) More Vendor Services PLATFORM LOCATION DELIVERY BUYER PRICING ASSUMED LENGTH OF RELATIONSHIP # OF VENDORS WHO TAKES RISK PRODUCT
  8. 8. What Has Changed?
  9. 9. The Power Shift
  10. 10. VENDOR CUSTOMER Power Shift #1
  11. 11. Power Shift #2
  12. 12. Where do the bookings come from? Installed Base New Business
  13. 13. Post-SalesPre-Sales
  14. 14. Post-SalesPre-Sales
  15. 15. In a world where the Sales motion never ends, there’s no such thing as post-Sales Words of Wisdom
  16. 16. Customer Success In the Age of the Customer
  17. 17. Transactional Economy Subscription Economy Vendor Success Customer Success Vendor Success Customer Success A MASSIVE CHANGE
  18. 18. From Reactive Funnel to Proactive Hourglass SALES A D O P T $ $ $ $ Reactive customer service model optimized to reduce cost-to-serve Proactive customer success model optimized to increase revenue per customer TRANSACTION ECONOMY FUNNEL SUBSCRIPTION ECONOMY HOURGLASS E X P A N D R E N E W SALES $ SUPPORT SUCCESS
  19. 19. Subscriptions Are Only the Beginning Transactional Economy Vendor Success Customer Success If they use more, who cares?
  20. 20. Subscriptions Are Only the Beginning Subscription Economy Vendor Success Customer Success If they use more, they are more likely to renew.
  21. 21. Subscriptions Are Only the Beginning Consumption Economy Vendor /Customer Success If they use more, they pay more!
  22. 22. Subscriptions Are Only the Beginning Outcome Economy Success If you deliver on their outcomes, they continue to pay you.
  23. 23. Vendors Deliver Products Vendors Deliver Success
  24. 24. Customer Success is no longer just for SaaS companies trying to reduce churn Words of Wisdom
  25. 25. SaaS Company Type Focus Churn
  26. 26. Company Type Upsell/Cross-sell Tech SaaS Focus Churn
  27. 27. Source: Linkedin, (for at least one product line / department) 13 of the top 20 largest technology companies in the world have established a Customer Success Organization
  28. 28. B2B Company Type Tech SaaS Focus Upsell/Cross-sell Churn Maximize the Value of Your Customer Base
  29. 29. Tech and Beyond
  30. 30. The Impact Is Real and Measurable
  31. 31. RETENTION First-order Value David Skok Matrix Partners http://www.forentrepreneurs.com/why-churn-is-critical-in-saas/ Bookings Versus Churn
  32. 32. ADVOCACY– Second-order Value Source: Jason Lemkin
  33. 33. Source: Altimeter and FactSet 10/2014 VALUATION– Third-order Value
  34. 34. 1 2 3 CAC CEC CRC $1.07 $0.14 $0.09 Why Do/Should CEOs Love Customer Success?
  35. 35. 1 2 3 CAC CEC CRC $1.07 $0.14 $0.09 Why Do/Should CEOs Love Customer Success?
  36. 36. Measuring a Recurring Revenue Business
  37. 37. • Sales growth • Cash flow • CAC • Sales/Marketing efficiency • Services utilization • Revenue per employee • Churn Measurements Galore!
  38. 38. In the age of the customer, net retention is the most important metric in your business Words of Wisdom
  39. 39. Guaranteed Success – Rule of 130 Net Revenue Retention Free Cash Flow TOTAL >= 110% >= 20% >= 130% +
  40. 40. The Recurring Revenue Waterfall 100% -9% -11% +13% +18% 111% Starting Churn Downsell Upsell Cross- Sell Net Retention
  41. 41. Can Technology Help?
  42. 42. CustomerLifecycle Impact Marketing Automation PROSPECTS CUSTOMERS Impact CRM Customer Support CUSTOMER SUCCESS
  43. 43. Customer Success Maturity Curve Reactive Informed Proactive Predictive
  44. 44. Moving Up The Maturity Curve Impacts Net Retention 80% 89% 94% 95% 13% 15% 15% 23%92% 101% 108% 118% Reactive Informed Proactive Predictive Avg. Gross Retention % Avg. Expansion Rate % Avg. Net Retention % Performance Benchmarks By Maturity Stage Current Stage Target Stage
  45. 45. Single View of Customer and Health Score
  46. 46. Automation Drives Actionable Insights Risk Criteria Opportunity Criteria Event Criteria Implementation Milestone Date Missed Implementation Completed Early Post Implementation Survey Product Usage No Logins > 1 Week Drop in logins > 25% > 90% of Allocated Users Deployed Increase in logins > 25% Annual Health Check NPS Detractor Response Identified Promoter Response Identified Semi-Annual Survey Support P1 Ticket Unresolved > 1 Week > 5 Tickets Logged in 1 Month Positive Support Survey Periodic Support Review Last Contact > 2 Weeks No Contact < 2 Weeks No Contact = =
  47. 47. • Everything is changing • Power is shifting externally and internally • Customer Success is key • The impact is measurable • Key metric is net retention • Technology can help Summary
  48. 48. Resources dsteinman@gainsight.com @dantsteinman CommunityExpertise dsteinman@gainsight.com @dantsteinman
  49. 49. #SaaStock17 Questions?
  50. 50. #SaaStock17 SaaS.City Customer Success Bootcamp General Manager Gainsight EMEA DAN STEINMAN VP of Customer Success Typeform DAVID APPLE Head of Customer Success Management Typeform CRISTINA GEORGOULAKI
  51. 51. Customer Success David Apple | VP Customer Success
  52. 52. Why Customer Success at Typeform?
  53. 53. Retention Why focus on Customer Success?
  54. 54. Retention Why focus on Customer Success? Virality
  55. 55. How did the Customer Success team evolve?
  56. 56. Customer Support Team structure evolution
  57. 57. Support Education Customer Success Team structure evolution
  58. 58. Support Customer ExperienceEducation Customer Success Team structure evolution
  59. 59. Support Customer ExperienceEducation Account Management Customer Success Team structure evolution
  60. 60. Support Customer Experience Education Account Management Customer Success Sales Team structure evolution
  61. 61. Support Customer Experience Education Account Management Customer Success Customer Care CS Operations Customer Engagement Sales Team structure evolution
  62. 62. Customer Support Customer Experience CS Operations Empathically solve our customers’ problems Understand our customers’ needs to deliver more value and inspire them to achieve more than they had anticipated Empower the CS team through data, tools, and processes PillarsMission 1st response time 1st resolution time C-Sat Cost to serve Net MRR Churn NPS Hours saved Rotating quarterly metric KPIs Sales Sell the best solution to the right customers New Biz MRR LTV ARR / CAC Pillar missions and KPIs Account Management Build relationships with our largest customers to ensure they get the value they signed up for… and more Net MRR Churn Expansion MRR NPS Education Empower our customers to help themselves achieve their goals Ticket deflection Behaviors post edu consumption
  63. 63. BUSINESS Leading & lagging KPIs COST Efficiency & estimated ROI CULTURE Team happiness index Triple bottom line
  64. 64. ¡Gracias! Questions? Suggestions? Hate mail? david.apple@typeform.com @davidcapple
  65. 65. #SaaStock17 Questions?
  66. 66. #SaaStock17 SaaS.City Customer Success Bootcamp General Manager Gainsight EMEA DAN STEINMAN VP of Customer Success Typeform DAVID APPLE Head of Customer Success Management Typeform CRISTINA GEORGOULAKI
  67. 67. Mapping the Customer Lifecycle Cristina Georgoulaki Head of Customer Success Management Workshop
  68. 68. Why the Customer Lifecycle?
  69. 69. Why focus on the Customer Lifecycle? Have a plan
  70. 70. Why focus on the Customer Lifecycle? Have a plan Retain
  71. 71. Why focus on the Customer Lifecycle? Have a plan Retain Expand
  72. 72. How are we going to do it?
  73. 73. How are we going to do it? Concepts (5 min)
  74. 74. How are we going to do it? Concepts (5 min) Workshops (60 min)
  75. 75. How are we going to do it? Concepts (5 min) Workshops (60 min) Close + Q&A (15 min)
  76. 76. What will you walk away with?
  77. 77. Customer lifecycle helps organisations understand what to do
  78. 78. Tier 1 Tier 2 Tier 3 Start with segmentation
  79. 79. Define stages
  80. 80. Define key milestones
  81. 81. Define touchpoints
  82. 82. Iterative process Always iterating
  83. 83. Iterative process Always iterating Rome wasn’t built in a day
  84. 84. Terminology
  85. 85. Terminology Customer Journey Customer Lifecycle Segmentation Stages Milestones Touchpoints (scheduled, behavioral) Desired Outcomes
  86. 86. Customer lifecycle helps organizations understand what to do Customer Journey describes how to deliver the right experience to each individual customer Say what? Still not getting it (link)
  87. 87. Segmentation dividing customers into groups based on common characteristics
  88. 88. Stages are the different periods of the Customer Lifecycle
  89. 89. Milestones are steps or events a customer must achieve in order to use your product successfully
  90. 90. Touchpoints are any customer interaction with your brand
  91. 91. Desired outcomes are your customer needs to achieve
  92. 92. Workshop 1 Segmentation
  93. 93. Segmentation dividing customers into groups based on common characteristics
  94. 94. Why segment your customers?
  95. 95. Customize the experience for each segment Why segment your customers?
  96. 96. Customize the experience for each segment Determine most valuable customers Why segment your customers?
  97. 97. Use Case Organization Industry Revenue Customer Journey Product or Solution Size Persona Territory How to segment your customers?
  98. 98. Tier 1 Tier 2 Tier 3 Segmentation dividing customers into groups based on common characteristics
  99. 99. Workshop: Segmentation Time for this workshop 10 minutes Definition Dividing customers into groups based on common characteristics Why - Customize the customer experience - Prioritize most valuable customers How Base on the most relevant characteristics for your business Examples ● Revenue ● Persona ● Company size ● Country ● Language ● Culture ● Proximity ● Product ● Function
  100. 100. Customer Experience team (Tech-touch) Over $2k Strategic Under $2k CSM team (High-touch) CSMs strategically engage (Low-touch)
  101. 101. Workshop 2 Stages
  102. 102. Stages are the different periods of the Customer Lifecycle
  103. 103. Depending where your customers are in their lifecycle their needs will be different Why define stages?
  104. 104. How to define stages?
  105. 105. How to define stages?
  106. 106. What to keep in mind...
  107. 107. Your customer’s journey What to keep in mind...
  108. 108. Your customer’s journey The goals of each stage What to keep in mind...
  109. 109. Your customer’s journey Determining the time period The goals of each stage What to keep in mind...
  110. 110. Your customer’s journey Writing a clear definition for each stage Determining the time period The goals of each stage What to keep in mind...
  111. 111. Stages are the different periods of the Customer Lifecycle
  112. 112. Workshop: Stages Time for this workshop 10 minutes Definition Stages are the different periods of the Customer Lifecycle Why Allows you to focus on your customer’s needs at each stage of their lifecycle How 1. Think of your customer’s journey 2. Break it into stages 3. Write clear definitions 4. Define time periods Examples ● Trial ● New customer ● Implementation ● Onboarding ● Renewal ● Advocate ● Reactivation
  113. 113. Onboard Adopt Renew Established Champion Month 1 Months 2 → 8 Months 9 → 12 12+ months +2 years
  114. 114. Workshop 3 Milestones
  115. 115. Milestones are steps or events a customer must achieve in order to use your product successfully
  116. 116. Check if customers are getting value along the way, and take action accordingly Why have milestones?
  117. 117. Customer centric Based on customer’s desired outcomes Types of milestones
  118. 118. Customer centric Based on customer’s desired outcomes Product centric Data-based events that lead to customer success and product stickiness Types of milestones
  119. 119. Examples of milestones
  120. 120. What to keep in mind...
  121. 121. Your customer’s desired outcome What to keep in mind...
  122. 122. Your customer’s desired outcome The moments your product delivers the most value What to keep in mind...
  123. 123. Your customer’s desired outcome The moments your product delivers the most value What to keep in mind... Behaviours that make your customers more sticky
  124. 124. Stage 1 Stage 2 Timeline Stage definition Desired outcomes Milestones (customer & product centric) are steps or events a customer must achieve in order to use your product successfully Stage 3 Stage 4 Stage 5
  125. 125. Workshop: Milestones Time for this workshop 10 minutes Definition Steps or events a customer must achieve in order to use your product successfully Why To ensure that your customers are on the right track and getting the most value How 1. Think of what you’d like your ideal customer to experience at each stage 2. Identify both customer & product centric milestones Examples ● Technical setup complete ● Team members trained ● First project launched ● 60% of licenses have been used ● QBR
  126. 126. 0 - 30 days This is an important time to build a strong relationship with the customer and get them off the ground by being proactive whenever possible to help with training, integrations, etc. Milestones (customer & product centric) are steps or events a customer must achieve in order to use your product successfully 1. Kick-off call complete 1. Created 1st typeform 1. 70% of team capacity 1. Workspaces setup for project launch 1. Has collected 10 responses Desired outcomes ● Understand customer’s desired outcomes ● Activate ● “Aha” moment ● 1st project off the ground ● Build trust Onboard Adopt Renew Established Champion
  127. 127. Workshop 4 Touchpoints
  128. 128. Touchpoints are any customer interactions with your brand
  129. 129. Touchpoints are opportunistic in that the customer's experience, opinions, and relationship with a company and a brand are affected at every touchpoint in a positive, neutral, or negative way. Why plan your toucpoints?
  130. 130. Types of touchpoints Scheduled
  131. 131. Types of touchpoints BehavioralScheduled
  132. 132. Drivers of touchpoints Critical moments
  133. 133. Drivers of touchpoints Moments to delight Critical moments
  134. 134. Examples of touchpoints Reached Limit Kick-off call No activity in 30 days Renewal in 30 days Change of sponsor
  135. 135. Examples of touchpoints Reached Limit Kick-off call No activity in 30 days Renewal in 30 days Change of sponsor
  136. 136. Examples of touchpoints Reached Limit Kick-off call No activity in 30 days Renewal in 30 days Change of sponsor
  137. 137. What to keep in mind...
  138. 138. What to keep in mind... Complement desired outcomes & milestones
  139. 139. What to keep in mind... Anticipate when your customers might need a helping hand Complement desired outcomes & milestones
  140. 140. Always focus on delivering value - avoid coming across as spammy or salesy What to keep in mind... Anticipate when your customers might need a helping hand Complement desired outcomes & milestones
  141. 141. Always focus on delivering value - avoid coming across as spammy or salesy What to keep in mind... Anticipate when your customers might need a helping hand Complement desired outcomes & milestones Be specific about target, channel, trigger, driver, timing, owner, etc.
  142. 142. Workshop: Touchpoints Time for this workshop 10 minutes Definition Any customer interactions with your brand Why To proactively engage with customers to drive them to value and to prevent churn. How 1. Think of your milestones and desired outcomes 2. Identify critical moments and moments to delight 3. Have a mix of scheduled and behavioral Examples ● Change of sponsor ● Kick-off call ● Seat limit is reached ● Support ticket
  143. 143. Onboarding Welcome email Kick-off call Follow-up on account setup No team members added No Typeforms created
  144. 144. Recap & next steps
  145. 145. Tier 1 Tier 2 Tier 3 Started with segmentation
  146. 146. Defined stages
  147. 147. Defined key milestones
  148. 148. Defined touchpoints
  149. 149. Now it’s up to you and your team :)
  150. 150. Goal of the session Have a plan
  151. 151. Goal of the session Have a plan Retain
  152. 152. Goal of the session Have a plan Retain Expand
  153. 153. Gracias! Questions? Suggestions? Cristina@typeform.com @Cris_Laki
  154. 154. #SaaStock17 Questions?
  155. 155. #SaaStock17 THANK YOU SaaS.City Customer Success Bootcamp General Manager Gainsight EMEA DAN STEINMAN VP of Customer Success Typeform DAVID APPLE Head of Customer Success Management Typeform CRISTINA GEORGOULAKI

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