How to Align Customer Success Management with Services / Support / Training

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The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale.

In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success.

This presentation - How to Align Customer Success Management with Services/Support/Training - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Five9, Zendesk, Ooyala, ServiceRocket

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  • Introductory Slide: What is Zendesk – elevator pitchCait & Sary to each spend 30 seconds introducing themselvesMap out our agenda for our 6-7 min preso
  • Touch on the evolution of CS at ZendeskSales grew out of the support function at ZendeskWe recognized the importance of continuing to invest in areas of the business that drove customer success – sales to aid in more complex sales cycle, account management to drive success, sales from within the install base & services to give customers more options for set up, optimization & supportAs you grow, specialization is required to continue to properly service customersOriginal CAM team has evolved into a OAM, CAM, EAM team+ CS team (launch & programmatic success initiatives and Elite)In introducing Customer Success, maintaining one account owner was a critical component to ensuring a successful model. Account Manager owns the business relationship and ultimately owns the renewalMapping out the desired experience for the various customers you support makes it easier to determine where to put resources and whether or not those resources should come at a cost
  • Sary to populate slides & touch upon her plans for global alignment across a very segmented customer base
  • Bio:Todd Eby has over 20 years of experience helping companies and customers, from the Fortune 100 Enterprise to the small business, to implement solutions and strategies that drive customer acquisition, enhance retention, deliver revenue growth and produce customer delight.At Five9, we’re obsessed with Customer Success so that our Customers don’t have to be…
  • We believe in empowering our Customers to achieve success. We do this by understanding what success means to them and focusing on delivering the support, services and education that enables them to achieve their definition of success.Understanding the Why – Our obsession is successful Customers by their definitionCustomer Centric – Customer centricity is not just a saying, it’s a core value - Our Customers are at the center of everything we doRelationship-driven – Software, by it’s very nature, isn’t perfect, the customer experience shouldn’t be
  • MissionAlignmentPlanRelentlessly focus on:Success: Understanding our Customers definition of Success and delivering it; Our Customer success is our successService: Being of service is a core value that we live everyday; no Customer need goes unmetGrowth: Helping our Customers to solve business problems and grow; we grow through our Customers success
  • How to Align Customer Success Management with Services / Support / Training

    1. 1. How to Align CSM and Services/Support/Training Todd Eby, Five9 Caitlin Henahan, Zendesk Dave Hare, Ooyala Rob Castaneda, ServiceRocketSary Stefanki, Zendesk
    2. 2. Dave Hare Ooyala Ooyala harnesses the power of big data to help broadcasters, operators and media companies build more engaged audiences and earn more money with personalized, interactive video experiences for every screen. Ooyala’s comprehensive, data-driven software and productized services combine best-of-breed technologies with industry-leading video analytics to help customers optimize and automate video programming, video streaming and distribution. SVP Client Service Group, Ooyala
    3. 3. Integrated Customer Experience TrainingTAMTSCSMPSG Customer Success Customer for Life
    4. 4. Integrated Teams • Premium Support • Problem management • Issue resolution • Technical account configuration • Customer Education • Training Webinars • Partner Certifications • Account development • Business Escalation management • Customized implementat ions • Optimization
    5. 5. Customer Lifecycle Selection RenewalImplementation Adoption Optimization Churn PSG CSM TS TAM CSM TAM Training CSM
    6. 6. Caitlin Henehan & Sary Stefanki Zendesk brings organizations and their customers closer together with software for better customer service. Customer Success helps make that happen. - Evolution of Customer Success at Zendesk - Optimizing for happy customers across different customer segments - Driving it home with data Director, Account Management Zendesk Director, Global Customer Success Zendesk
    7. 7. Evolution of Customer Success at Zendesk It started with our product and its design From there we focused on our support That customer experience drove revenue and customer loyalty and multiplied Now we invest in teams of customer-centric rockstars across Success, Services and Sales Key drivers : Customer experience: Our top driver Retention: Loyal customers don’t just choose you, they tell others to do the same Volume: Rapid growth demands broad and segmented success
    8. 8. Global Alignment at Zendesk Align to our customer journey - Their moments, not ours - 40,000 customers across 141 countries, multiple time zones - Small, medium, large Success plans for each with an associated level of onboarding, account management, services, support, and product feedback Use global data to define where we invest and expand and continually optimize for the relationship
    9. 9. At Five9 we are driven by a passion to transform contact centers into customer engagement centers of excellence. We believe that companies of every size should have the ability to create powerful connections with their customers. Creating a contact center hasn’t always been cost- effective—or easy, the cloud changes all that. Todd C. Eby Vice President, Professional Services at Five9
    10. 10. Five9 Customer Success Manifesto We believe in empowering our Customers to achieve success. We do this by understanding what success means to them and then obsessively focusing on delivering the support, services and education that enables them to achieve their definition of success. Only through our Customers success are we successful.
    11. 11. Creating a Partnership-based Success Team 1. Start with a MAP 2. Align around the Journey 3. Segment to Scale 4. Model Engagement 5. Invest in Tools 6. Incent Behavior 6 Keys to Success when working cross- functionally to deliver a seamless Customer Experience
    12. 12. Rob Castaneda ServiceRocket Happy customers consume more software. ServiceRocket partners with fast growing software companies to deliver quality training and support that delights their enterprise customers. Founder/CEO, ServiceRocket
    13. 13. Do You Need Training? ”..Our product is so intuitive, it doesn’t need training…” http://servicerocket.com/17ways
    14. 14. Where does your Training Capability fit? • It’s a fire drill every time a customer requests training. • Single point sensitve Reacting • Courses are running, a schedule is published, customers can register online, courses are repeatable. • You have 2-3 courses the cover 80% of what your customers need. Performing • The capability and infrastructure in place to support large audiences across time zones, and geographies. • Training Partner network, eLearning, … Scaling • Training accountable to a number and the training function is integrated with other business functions to grow revenue. Optimizing
    15. 15. Q & A

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