Disrupting the Traditional Approach to Customer Centricity, Featuring Forrester Research
Transcript of Disrupting the Traditional Approach to Customer Centricity, Featuring Forrester Research
MEET ZOE Disrupting The Traditional Approach To Customer Centricity
Kate Leggett, Vice President, Principal Analyst - Forrester
Guy Nirpaz, Co-Founder & CEO -Totango
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Source: September 12, 2014 “The CIO’s Blueprint For Strategy In The Age Of The Customer” Forrester report
Customers Control the Conversation That They Have with Businesses
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Source: June 27, 2014 “What Drives A Profitable Customer Experience” Forrester report
Good Customer Experiences are Good for Business
Retention loyalty
Enrichment loyalty
Advocacy loyalty
The likelihood that a customer will keep existing business with the company
The likelihood that a customer will buy additional products and services from the company
The likelihood that a customer will recommend the company to others
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Good Customer Experience Impacts Shareholder Value
Source: “The US Customer Experience Index, Q1 2015” Forrester report
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Customers Are Willing To Pay A Premium For Good Customer Experiences
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Forrester finds a willingness to pay a price premium increases exponentially with higher CX index™ scores
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Onboarding
Driving adoption
Recognizing expansion opportunities
Companies Must Support The Customer’s Journey With Your Product During Their Life Cycle
Converting trials
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Customer success is about proac/vely managing customer rela/onships to impact churn, increase exis/ng revenue, and influence new sales.
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CUSTOMER SUCCESS STRATEGY
CUSTOMER SUCCESS
DATA
CUSTOMER SUCCESS
PROCESSES
CUSTOMER SUCCESS
MANAGERS
Customer Success Takes Coordinated Effort Across Four Dimensions
DNA-CXTM
Dynamic No-Schema Active - Customer IndeX
Product Usage
Service Requests
Touch points Users
Customer Feedback
Financial
Customer Success Centric Data Model
Customer Success Center
Alert for customers that need attention
EARLY WARNING SYSTEM
PROCESS & WORKFLOW
CAMPAIGNS ANALYTICS
Drive user and account behavior, adoption and
upsell
Analytics to predict churn and upsell
Planning, execution, and tracking of the key business processes
DNA-CXTM
Totango is the only complete product in the market
Engagement
Sensors
• Enables core customer success Engagements
• For customer success teams • Best Customer Success Platform
CUSTOMER SUCCESS CENTER
DNA-CXTM Powered by
CS CORE: Onboarding, Adoption, Retention & Expansion
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CUSTOMER SUCCESS STRATEGY
CUSTOMER SUCCESS
DATA
CUSTOMER SUCCESS
PROCESSES
CUSTOMER SUCCESS
MANAGERS
Many Organizations Have Invested In Customer Success Managers
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The workforce is changing…And so is the nature of the work
Millennials will form 44% of the workforce by 2025
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Employees Touch Customers At All Stages Of Their Journey
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Employees Must Be Connected To Their Customers To Deliver Positive Experiences…But Few Are
1
2 3
Access
Participate
Impact
democratize customer data;
make accessible to anyone when
they need it
cross-functional teams can self organize and participate in
customer needs
initiatives and customer causes are created and
customer impact is made
Zoe responds immediately to your requests
@zoe, tell me about client-X
Here you go, @guy
Account: CLIENT-X Status: Paying Subscription: $100K Renewal Date: Next quarter Health: Good Usage: Trending up Support Tickets: 3 Success Manager: Jim More Info…
ACCESS
Sales example: they need references to close
business
@zoe, show me referenceable customers
Here you go, @guy
Name: Reference customers Count: 25 Value: $1.2M
MORE…
ACCESS REFERENCE CUSTMOERS
The entire company makes an impact on the customer experience. Organically swarm around the customer, forming teams oriented around a cause.
Team, I’ve got training tomorrow morning. Can I get resolution on the bug ASAP?
@jake, I can help. @zoe I will fix the bug today.
GOAL: Deliver on-site training by fixing a bug ACCOUNT: CYBERDYNE SYSTEMS DUE: Tomorrow
Sign me up
PARTICIPATION
NEW IMPACT REQUEST
Thanks @noah for signing up!
CSM JAKE
Engineer NOAH
• Enables core customer success engagements
• For customer success teams • Best Customer Success Platform
• Total Customer Success • Access, Participation and Impact • Enlist the entire company to
Customer Success
CUSTOMER SUCCESS CENTER ZOE
DNA-CXTM Totango Solutions Run on on
Complete, Enterprise-Wide, Customer Success
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Pre-purchase sales journey
Post-purchase customer success journey
All Employees Must Be Empowered With Customer Information
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Source: June 27, 2014 “What Drives A Profitable Customer Experience” Forrester report
Good Customer Experiences are Good for Business
Retention loyalty
Enrichment loyalty
Advocacy loyalty
The likelihood that a customer will keep existing business with the company
The likelihood that a customer will buy additional products and services from the company
The likelihood that a customer will recommend the company to others
Questions?
[email protected] Twitter: @kateleggett
[email protected] Twitter: @guynirpaz
Kate Leggett Vice President, Principal Analyst
Guy Nirpaz CEO & Co-founder