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Customer Success Strategy презентация
Содержание
- 1. Customer Success Strategy
- 2. HIGH-LEVEL CUSTOMER SUCCESS STRATEGY 1. Maximize
- 3. CUSTOMER SUCCESS LENS Target Customer
- 4. CUSTOMER CHURN LEVERS Onboarding
- 5. Onboarding has been our focus.
- 6. ADOPTION METRIC = HEALTH SCORE HIGH
- 7. STRATEGIC METRICS Our CLV Calculation 75%
- 8. CAC & CRC MODEL Customer Acquisition
- 9. CUSTOMER SEGMENTS We have two distinct
- 10. NEEDS ANALYSIS – PROFESSIONAL EDITION Smaller
- 11. NEEDS ANALYSIS – PROFESSIONAL EDITION Enterprise customers
- 12. CUSTOMERS’ SHOES – CRITICAL PATH “Oriented”
- 13. BARRIERS TO CUSTOMER SUCCESS “Oriented”
- 14. CUSTOMER SUCCESS TEAM VP Client Services
HIGH-LEVEL CUSTOMER SUCCESS STRATEGY 1. Maximize CLV 2. Segment & treat customers by lifecycle and persona 3. Build cross-department customer engagement plan
Слайд 1
CUSTOMER SUCCESS
STRATEGY
CUSTOMER SUCCESS
STRATEGY
Rincon Company
John Pittman, VP Customer Success
January 20,
2015
Слайд 2
HIGH-LEVEL CUSTOMER SUCCESS STRATEGY
1. Maximize CLV
2. Segment & treat customers by
lifecycle and persona
3. Build cross-department customer engagement plan
Слайд 3
CUSTOMER SUCCESS LENS
Target Customer
Influence
Direct Impact
Acquisition
Free Trial
Pipeline
Onboarding
Engagement
Adoption
Customer Feedback
Renewal
Expansion
We will focus on the
latter stages of the customer lifecycle.
And exert influence over the early stages.
And exert influence over the early stages.
Слайд 4
CUSTOMER CHURN LEVERS
Onboarding
Engagement
Adoption
Customer Feedback
Renewal
Expansion
We are focused on improvements to our onboarding,
ongoing engagement and renewal process.
Q2 Focus
Слайд 5
Onboarding has been our focus.
Shift focus to deeper in the
customer lifecycle.
Onboarding
GOING BEYOND ONBOARDING
Customer ROI more than onboarding time and technical deployment.
What happens after onboarding (adoption) really matters.
Adoption
Historically sales has “owned” renewal.
Customer success will now run renewals.
New process initiates renewals 90 days out
Renewal
Слайд 6
ADOPTION METRIC = HEALTH SCORE
HIGH ACTIVITY
GOOD HEALTH
Health vs. Activity
Customer Health scores
measure effectiveness of our adoption efforts at the portfolio and individual CSM level.
POOR HEALTH
LOW ACTIVITY
Decrease unhealthy customer count from 34% to 25%.
Слайд 7
STRATEGIC METRICS
Our CLV Calculation
75% x $500 / 1% = $37,500
$20,000 /
$2,000,000 = 1%
We Measure “Eligible Churn”
Gross Margin %
Average MRR per account
Monthly churn %
Revenue Lost During Period
Total Revenue Due For Renewal During Period
Many CLV & Churn calculation methods exist. The ones below best fit our business model. We will standardize on these.
Слайд 8
CAC & CRC MODEL
Customer Acquisition Cost
(CAC)
$1.00 to get $1.15
Customer
Retention Cost
(CRC)
$0.12 to retain $1.00
(CRC)
$0.12 to retain $1.00
Spend
New ACV
Spend
ACV
Customer success will spend 12% of ACV to retain existing customers.
Слайд 9
CUSTOMER SEGMENTS
We have two distinct customer segments. We will develop tailored
customer success playbooks for each.
Self-service
Professional Services
Professional Edition
Enterprise Edition
Слайд 10
NEEDS ANALYSIS – PROFESSIONAL EDITION
Smaller professional edition customers need UI to
drive adoption, self-serve customer portal and marketing for nurture.
Customer
Success
Product
Customer
Marketing
Automated Customer Nurture
Customer Success to drive content, Marketing to own execution.
Product Experience
Customer Success & Product jointly to interpret usage analytics for self-serve. Product to implement UI changes.
Customer Portal
Customer Success to refresh self-serve content in customer portal.
1.
2.
3.
Слайд 11NEEDS ANALYSIS – PROFESSIONAL EDITION
Enterprise customers need high-touch treatment from Customer
Success and additional product features to fill gaps.
Customer
Success
Product
Customer
Marketing
Product Customization
Product team to dedicate share of each 2-week sprint to enterprise customer customizations.
Professional Services
Scale professional services staffing levels to match targeted new customer and up-sell volume.
NEEDS ANALYSIS – ENTERPRISE EDITION
1.
2.
Слайд 12
CUSTOMERS’ SHOES – CRITICAL PATH
“Oriented”
[week 2]
Understand functionality
Comfortable with interface
Internal plan composed
“Progress”
[week
6]
% increase in visitors
% increase in leads
Lead-to-sales % increase
% increase in visitors
% increase in leads
Lead-to-sales % increase
“Active”
[week 4]
New leads flowing
1st workflow live
1st blog post live
Technical Set-up
[week 1]
Blog migrated
CRM integrated
Website code deployed
“Initial Value”
[week 8]
Build attribution report
Complete month of stats
“Full Speed”
[week 10]
Email campaign sent
Lead nurture active
Social monitoring active
“Achievement”
[weeks 12-52]
% lead goal achieved
% new sales goal achieved
Level of effort required
Renewal
[week 52]
Слайд 13
BARRIERS TO CUSTOMER SUCCESS
“Oriented”
Customer Challenges
None
Our Issues
Confusing reports module
“Progress”
Customer Challenges
Showing slow growth
Our
Issues
None
None
“Active”
Customer Challenges
Website Form tech skills
Our Issues
None
Technical Set-up
Customer Challenges
Subdomain takes time
Our Issues
Blog migration is slow
“Initial Value”
Customer Challenges
Alignment on attribution
Our Issues
None
“Full Speed”
Customer Challenges
Create enough content
Our Issues
None
“Achievement”
Customer Challenges
Missed quarterly lead goal
Our Issues
None
Renewal
Customer Challenges
None
Our Issues
Waiting too long to renew
Слайд 14
CUSTOMER SUCCESS TEAM
VP
Client Services
Sr. Consultant
Sr. Consultant
Sr. Consultant
Assoc. Consultant
Assoc. Consultant
Chief Customer Officer
Director,
Customer
Support
VP
Customer Success
Sr. Support Manager
Support Manager
Customer Advocate
Customer Advocate
Director, Customer Success
Customer Success Manager
Customer Success Manager
Customer Success Engineer
Focus on enterprise customers
Make feature/integration requests of Product team
Onboarding focus
Handle all inbound product support requests
Interact with Client Services or Customer Success as needed
Monitor & take action on customer health
Manage customer portal
Work with marketing on nurture programs
Work with Product on self-serve features
