introduction to customer success by guy nirpaz @ totango
TRANSCRIPT
Introduction to Customer Success Guy Nirpaz | Co-founder & CEO | Totango
[email protected] | @guynirpaz | guynirpaz.com
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2010 2011 2012 2013 2014 2015
Customer Success Jobs on
The Demand for Customer Success is Rapidly Growing
DECREASE VALUE
DECREASE VALUE CHURN
CHURN
GROW VALUE
FIRST VALUE
START
INCREASE USERS INCREASE
USAGE
EXPAND FUNCTIONALITY
CHURN
ONGOING VALUE
ONBOARDING ADOPTION RENEWAL & UPSELL
ADOPTION
The Customer Success Charter Is to Maximize Customer Lifetime Value for a Technology as a Service business
Trial
Onboarding
Adoption
Retention
Expansion
CAC, Trial Conversion
Time to Value
Customer Engagement
Churn & Retention Rates
ACV / Customer
What is your maturity level?
FIRE FIGHTING DRIVING VALUE PROACTIVELY
REDUCING CHURN PERFORMING CPR
STAGE 0 STAGE 3 STAGE 2 STAGE 1
PERFORMING CPR No Customer Success Team
No formal success plans
HOW DO YOU IMPROVE?
Get organizational buy-in to make customer success a priority
Develop system and process for handling emergency accounts
Build a Customer Success team!
FIRE FIGHTING Focus is on at-risk accounts
Limited team resources
HOW DO YOU IMPROVE?
Develop system and process for handling emergency accounts
Map your customer journey
Ensure company-wide understanding of the role of customer success
What is a customer health score?
PRODUCT USAGE – Are users logging in and using the application regularly?
BUSINESS OUTCOMES – Is the customer getting the end result they purchased the product for?
SERVICE UTILIZATION – Is the customer fully utilizing their subscription?
CUSTOMER SATISFACTION – Feedback from customers and CSMs
SUPPORT & OPERATIONS – Outstanding support, SLA or invoicing issues
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LEADING INDICATORS
OBJECTIVE DATA
100% COVERAGE
LAGGING INDICATORS
SUBJECTIVE DATA
LIMITED COVERAGE
PROACTIVELY REDUCING CHURN Basic account monitoring in place
HOW DO YOU IMPROVE?
Segment customers based on their stage in the customer journey
Develop engagement and action plans for both healthy and at risk customers
Ensure that your system can scale by adding in automation
Customer accounts have health scores
DRIVING VALUE Proactively engage with customers
Focus on growth and innovation
HOW DO YOU IMPROVE?
Continually fine tune your processes using data from churned and renewed customers
Use delivery of business value and account expertise to renew and cross sell
You provide best practices, share data insights and, encourage use of the full product