What Are Your Next Steps in Customer Success?
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Totango CMO, Jill Rubin, and PwC Head of Service & Customer Success Practice, Dave Yoffie, discuss how you can set up programs to maximize value and impact for your customers.
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What Are Your Next Steps in Customer Success?
- 1. What Are Your Next Steps in Customer Success?
- 2. Jill Rubin Chief Marketing Officer Totango David Yoffie Managing Director PwC Service Practice Leader Todayâs Speakers
- 3. The Objective of Customer Success Effectively manage the customer lifecycle Proper Lifecycle Management is done to assure the Customer achieves their Desired Outcome Retention, upsell and cross-sell will come from that Proper Lifecycle Management is not done to prevent churn
- 4. Defining success in the customersâ eyes Customers are defining what they want from your product based on their own motivations REVENUE ENHANCEMENT RENEWAL RATES TIME-TO-MARKET COST REDUCTION REFERRAL RATES EXPAND SALES OPTIMAL PRICING
- 6. What do we do next? 6 Year 1 Results: Improved Renewal Rates Customer Satisfaction Uplift Created a Customer Success Organization and Strategy Improved Onboarding YOU ARE HERE NOW WHAT? Resolved common early life usage issues
- 7. #1) Improve on what youâve built 7 Improved Onboarding â˘âŻ Continue to improve with new customers â˘âŻ âYear 1â re-onboarding â˘âŻ Incorporate data from last year and using analytics to do so CS Organization â˘âŻ Assess skills: do you still need the same skillsets as when creating the org? â˘âŻ How have interactions with Marketing / Sales changed resource needs? â˘âŻ Do you have the right analytical capabilities? Created a Customer Success Organization and Strategy Improved Onboarding
- 8. #2) Confirm your customerâs motivations (and how those can change) 8 Motivation Importance, 1 Year Ago Importance, Today Trend Cost Reduction High High Speed of Service High High Improved Customer Experience High Medium Increased Staff Satisfaction Low High Better Research Low Medium Faster Product Time to Market Low Medium Representative Customer and Feedback on Motivations
- 9. #3) Focus on the moments the matter and the corresponding playbooks 9 Initial Onboarding Submit Existing Research Claims Access Performance Reporting Enroll New Products Receive Credit (Quickly) Note: representative moments that matter Renew / Refresh Product Licenses Relative Importanceto Customer Low High Moments that Matter on the Customer Journey Speed of ServiceImproved Customer ExperienceCustomer Segments, by Motivation Improved Employee Experience Playbooks should be organized by motivation and align to moments that matter
- 10. #4) Apply metering and analytical techniques to drive customer insights 10 Moments that Matter Potential Analytical Activities Potential Insights Submit Existing Research Claims â˘âŻ Time-in-motion study with Claim Submittal â˘âŻ Correlation Analysis of Claims Submittal and Contact Frequency â˘âŻ Proactive outreach by customer success, aimed at user satisfaction Access Reporting â˘âŻ Frequency of reporting requests post claim submittal â˘âŻ Proactive reports sent to customer Onboard New Employees â˘âŻ New onboarding analysis across customer population by month of year â˘âŻ Revised onboarding communications, tailored for new employees (with an existing customer) NOTE: Receive Credit, Enroll New Products, and Product Renewal typically have analytical techniques applied to those areas as well Increased Staff Satisfaction Playbook (High Important Moments Only)
- 11. #5) Align support and professional services offerings to playbooks 11 Moments that Matter Support and Professional Services Alignment Submit Existing Research Claims â˘âŻ Baseline: Self-Service w/ Chat â˘âŻ Value Add Support: Agent Aided Entry Access Reporting â˘âŻ Baseline: Standard Self Service Reports and Customer Created Reports â˘âŻ Value Add Service: API to Integrate into Nifty Grants into Financial Reporting System Onboard New Employees â˘âŻ Baseline: Tutorial and Self Service Materials â˘âŻ Value Add Education: One-on-One Session at Onboarding Increased Staff Satisfaction Customer Playbook (High Important Moments Only)
- 12. #5) Align support and professional services offerings to playbooks, cont. 12 Initial Onboarding Submit Existing Research Claims Access Performance Reporting Enroll New Products Receive Credit (Quickly) Note: representative moments that matter Renew / Refresh Product Licenses Relative Importanceto Customer Low High Moments that Matter on this Customer Journey Support: Agent Aided Entry Service: API Integration Education: One-on-One Onboarding
- 13. Moving up the analytics maturity curve: correlation analytics 13 Writeback / Data Collection Reporting Analytics Core Analytic Functional Capabilities â˘âŻ Data Collection: quantitative, qualitative â˘âŻ Consolidation functions â˘âŻ Workflows: process related â˘âŻ Planning: data / observation based â˘âŻ Simulations: driver based â˘âŻ Web Reporting: for all stakeholders â˘âŻ Ad-hoc: reporting and data analysis (typically through a portal) â˘âŻ Self-service and discovery â˘âŻ Channels: Print, Push, Alerts â˘âŻ Statistical: correlation, regression analysis, etc⌠â˘âŻ Optimization: prescriptive modeling â˘âŻ Machine learning / AI: decision tree analysis, classification
- 14. Engage marketing and sales for new opportunities based on customer segments 14 Customer Success Sales Marketing Increased Staff SatisfactionCustomer Segment Focus â˘âŻ Data on usage patterns â˘âŻ Triggers for considering purchasing services â˘âŻ Renewals insights â˘âŻ Improved sales tactics for NEW staff satisfaction customers â˘âŻ Revised discounting approach for segments â˘âŻ Revised marketing materials (e.g., testimonials) â˘âŻ Revised promotions
- 15. Next Steps 15 Align offerings to moments that matter and help the customer achieve their outcomes Examine segmentation by customer outlook and key in on those moments that matter using what analytics you have Assess your capabilities (honestly) and hire strategically for what you will need
- 16. What Are Your Next Steps in Customer Success?
- 17. Accelerate the Impact of Customer Success Visit www.customersuccesssummit.com to learn more! Save 20% with code PWCWEB through Sunday 2/11 Produced By
- 18. 1000+ Attendees 65+ Speakers 50+ Sessions March 5-6, San FranciscoSave 20% with code PWCWEB
- 19. Questions? www.totango.com hi@totango.com Jill Rubin Chief Marketing Officer David Yoffie Managing Director, Service & Success Group www.pwc.com david.yoffie@pwc.com