Promoting a Customer Success Culture
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Transcript of Promoting a Customer Success Culture
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Promoting a Customer Success Culture
Today’s Host: Nichole Lemieux
Partner Experience Architect, Global Customer Success Cisco Systems, Inc.
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2© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
#successtalk
Customer Success Methodology#successtalk
People
Automation
Process Analytics
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https://impact.cisco.com/resources/
Visit SuccessHub
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#successtalk
@Schell_Shocked
@CiscoImpact
Let us know what you think!
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Promoting a Customer Success Culture
Angel Rogers
Director, Customer Success ServiceSource
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Create a Charter
Organize for Success
KPIs & Compensatio
n
Continuous Process
Optimization
Data-Driven Customer Journey
Customer Success is a Journey…Not a Destination
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Customer Success Culture Tip #1
Create a charter to establish the importance of Customer Success and communicate the vision and mission internally and externally.
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What is the charter statement?
An introduction to the charter that provides context for all stakeholders, including:
• Why a Revenue Lifecycle Management initiative is needed?
• Problem(s) that will be solved
• Alignment to business strategy
• Expected business impact
• Cost not to solve
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Example Charter Statement
A Revenue Lifecycle Management transformation initiative is being formed to organize our business around the customer to maximize customer lifetime value and grow recurring revenue. The historic approach has undermined the company’s ability to cost-effectively deliver on our brand promise to our customers. This is resulting in high customer churn (over 15%), low renewal yield due to heavy discounting, CAC over 6k, CRC over 3k, and a CEC of 3k per upsell and 1k per cross-sell. Execution of a new customer success charter will result in significant operational efficiencies that will lower our cost to serve by 20% and increase recurring revenue by 15%. This initiative will help us achieve our 2016 revenue goals, as well as improve the roll-out of new mobile services to our customers. If we do not move forward with this initiative, then we will continue to lose $500,000 a year due to inefficient processes, customer churn and missed revenue opportunities.
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What are the mission and vision statements?
These statements will be used across the company to communicate what you are going to achieve.
Vision statementOutlines the desired future state • Inspirational “north star”
Mission Statement Succinct overview of the charter, defining:• What it does?• Who it does it for?• How it does what it does?
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Example mission and vision statement.
VisionWe lead the global educational services industry through innovation, expertise and by providing a seamless
customer experience that delivers measureable business results and exceeds the expectations of our customers.
MissionWe deliver high-quality educational content that provides measurable business results to colleges and
universities worldwide. We orchestrate customer success across all teams to provide a seamless customer experience that results in long-term and profitable customer relationships.
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Customer Success Culture Tip #2
Organize for success by establishing executive sponsors and leadership,
as well as defining roles and responsibilities across teams.
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Function
Role/Organization
Components of Customer Success
Component Activities
Activity Metrics
Customer Success
Customer Success Manager (CSM)
Land/Onboard
Service Enablement and Deployment to
Users
Customer Activation and Usage
Adopt
Usage Analysis & Optimization
Recommendations
Utilization Patterns
Expand
Identify Opportunities for Upsell/Cross-sell
Lead Generation
Renew
Proactive Renewal Management
Renewal % and Churn $
The Customer Success Function Defined
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Strategic Customer Care Framework
Customer SuccessThis 7-pillar framework guides our project and program focus and keeps all teams and regions aligned.
Customer and Partners
Information and Profiling
Segmentation: Build, Scale,
Globalize Delivery & Support
Customer and Partners Research
Technology Investment
Drive Tools & Automation
Customer & Partner Mgmt -
Optimize Loyalty,
Renewals, Retention &
Adoption
Standards & Metrics
Excellence
Grow & Retain Talent
Enabled through the Strategic Customer Care Framework and supported by the Consumption Economics model
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Customers are assigned a Customer Success Manager (CSM) who is focused on the customer experience and success for the duration of the relationship which leads to customer achieved
Return on Investment (ROI), upsell and renewal.
Customer Lifecycle Account Management Internal Focus
Pre Sales
•CSM as competitive differentiator
Onboard / Land
•Training, (feature Review, use cases), Reporting, etc.
Adopt
•Monitor consumption & consults on expanded use of collaboration
Expand
•Monitor Consumption, Account reviews, Ensuring ROI, etc.
Renew
•Consulting for Growth potential based on consumption
Promote Day 2 Services
Service Enablement
Usage Optimization Revenue Growth Proactive Renewal Management
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Day 2 Support Overview
EvaluateUser Community Enablement
PlanDeploy Adoption Framework
ImplementUsage Analysis and Business
MonitorOptimizationConsultation
Optimize
Customer Lifecycle Account Management Customer Focus
Customers are assigned a Customer Success Manager (CSM) who is focused on the customer experience and success for the duration of the relationship which leads
to customer achieved Return on Investment (ROI), upsell and renewal.
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Customer Success Culture Tip #3
Use the right Key Performance Indicators (KPIs) to measure program
effectiveness and create compensation models to drive results.
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Measuring success should include a combination of Individual Management Based Objectives (MBOs) and/or team goals, based on role.
Metrics & Key Performance Indicators (KPIs)
Protect Defend Grow
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EXAMPLEPredicting Risk to Increase Save Plays & Efficiency
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Team Goals & Individual Targets
• Team Renewal Rate• Churn Target• Key Revenue Initiatives• Number of onsites• Number of account
reviews/consultations
Management Based Objectives (MBOs)
• Outcome of strategic business reviews
• Adoption campaigns for targeted growth
• New process / product implementation
• On site success metrics
Performance Measurement
Reactive Strategic & Proactive
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EXAMPLECustomer Success Manager (CSM) Scorecard
Customer Management: “WHAT they do”
Desired Behaviors: “HOW they do it”
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Customer Success Manager (CSM) Compensation Model Comparison
Lower Base + Higher Bonus
Higher Base + Lower Bonus
Rewards &
Incentives
CSM $ $Senior CSM $ $ $
Strategic CSM $ $
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EXAMPLECSM Cockpit: Tailored KPIs Drive Performance
Opportunity Quota Churn Goal Churn To Date Churn Gap Pending Cancel EOQ Churn Bank
Rep 1 $ 1,000,000 $900,000 $100,000 $50,000 $50,000 $20,000 $30,000
Rep 2 $ 2,000,000 $1,800,000 $200,000 $140,000 $60,000 $80,000 $(20,000)
Consults Utilization
Account Reviews Weak Investigate Strong
Rep 1 45 29% 26% 45%
Rep 2 22 40% 32% 28%
Rep Dashboard for Goal Tracking and “Churn Bank”
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Customer Success Culture Tip #4
Utilize a Revenue Lifecycle Management framework and maturity model to drive continuous innovation.
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#successtalk
Assessing your revenue lifecycle maturity
Opportunistic“Our successes are accidental.”
Emerging“We’re starting to design the process for how customer engagement should work.”
Disciplined“We have a consistent but rigid process that we are trying to follow cross-functionally.”
Optimized“We’ve optimized our processes and are tracking them using industry KPIs.
We manage our business according to customer success KPIs.”
Strategic“We have clear visibility into the health of our customer base—that’s available real time
We make our strategic decisions based on the insights we’re getting through customer engagement.”
12
34
5
HIGHER RENEWAL REVENUELOWER RENEWAL REVENUE
Revenue Lifecycle Management Whitepaper: http://cs.co/RLM
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Customer Success Culture Tip #5
Lower your cost to serve by utilizing data to drive the customer journey
and outcomes.
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#successtalk
Map the entire
customer lifecycle
Create a customer journey map
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143
15 days 30 days 45 days 60 days 75 days 90 daysPoint of Sale
First Automated System Backup
Actio
ns /
Mile
ston
es
Milestone 4: Run Disaster Recover plan printout2
5 6
Milestone 3: Training on Optimization and KPIs
Milestone 1: Subscribeto XYZ Company
Milestone 2: All usersprovisioned and system configured
Milestone 5: Meet with CTO to present plan
Milestone 6: Print out cost analysis report and present to board
How to Achieve Efficient and Consistent System Back-ups with ‘XYZ Company’
100%increase in productivity
57%reduction in hardware costs
30%average savings in IT spending
ACCELERATE YOUR SUCCESS!Disaster Recovery Diagnostics
Available
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Things like usage data (TLUs)Available customer engagement data will depend on industry and maturity.
Web-based products can directly track usage data
Call home data
Customer surveys and NPS data
Webinar attendance
Email responses
Information access tracking
Support plan usage
Registration data
Machine usage data
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#successtalk
The result: Outcome-based customer interactions that proactively drive the customer experience and ultimately increase customer lifetime value (CLV).
3 steps to create a data-driven revenue lifecycle
Centralize disparate data sources
Galvanize with data science techniques
Operationalize data to drive the right customer interaction, by the
right team, at the right time
1 2 3
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Learn more about how to build a first-class Smart Net Total Care adoption team.
Design a Winning Customer Adoption StrategyMay 31, 2016
Upcoming Sessions#successtalk
Discover who the players are on your adoption team and what makes them critical to your future success.
Reduce Churn with Adoption All-starsMay 17, 2016
Find out how to improve the conversation to strengthen customer relationships.
Creating a Customer Value Exchange April 26, 2016
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Thank you.
#successtalk