Презентация на тему Customer Success Strategy

Презентация на тему Презентация на тему Customer Success Strategy, предмет презентации: Бизнес и предпринимательство. Этот материал содержит 14 слайдов. Красочные слайды и илюстрации помогут Вам заинтересовать свою аудиторию. Для просмотра воспользуйтесь проигрывателем, если материал оказался полезным для Вас - поделитесь им с друзьями с помощью социальных кнопок и добавьте наш сайт презентаций ThePresentation.ru в закладки!

Слайды и текст этой презентации

Слайд 1
Текст слайда:


CUSTOMER SUCCESS
STRATEGY

CUSTOMER SUCCESS
STRATEGY

Rincon Company
John Pittman, VP Customer Success
January 20, 2015



Слайд 2
Текст слайда:


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
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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.


Слайд 4
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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
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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


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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
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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
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CAC & CRC MODEL

Customer Acquisition Cost (CAC)
$1.00 to get $1.15

Customer Retention Cost
(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
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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
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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 11
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NEEDS 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
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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

“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
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BARRIERS TO CUSTOMER SUCCESS

“Oriented”

Customer Challenges
None

Our Issues
Confusing reports module

“Progress”

Customer Challenges
Showing slow growth

Our Issues
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
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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


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