How to Integrate Data to Drive Customer Success


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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 Integrate Data to Drive Customer Success - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Cornerstone OnDemand, Citrix, Box

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How to Integrate Data to Drive Customer Success

  1. 1. How to Integrate Data to Drive Customer Success Alia Zaharudin Cornerstone OnDemand Monica Adractas Box Brian Anfinsen Citrix
  2. 2. Alia Zaharudin Cornerstone OnDemand Alia Zaharudin heads up Global Business Operations for Cornerstone OnDemand (NASDAQ:CSOD). Cornerstone is a global leader of cloud-based talent management software solutions. Cornerstone has had 14 years of consecutive growth and a 95% customer retention rate. Head of Global Business Operations
  3. 3. Client Success at Cornerstone Customer Retention is a key metric Engage Enable Excite
  4. 4. SaaS makes it easy to add systems. • Multiple systems. Multiple data sources. • How do we make sense of the data? Scaling vs. Getting things done
  5. 5. Making Business Data Work for You Client Retention Client Engagement Client Transactions Client Traffic
  6. 6. Brian Anfinsen Citrix – SaaS Division (GoToMeeting, GoToAssist, Sharefile, etc.) I run a small Data & Analytics team within the Customer Care department of the SaaS Division of Citrix. The Care team’s priority is to inspire customer love by solving their biggest problems and creating great experiences. We have five primary functions: • Inbound • Outbound • Majors & Enterprise • Self-Service • Data & Analytics Director, Data & Analytics Customer Care Citrix
  7. 7. 2014 Focus Areas Data exploration to derive meaning from: • What they tell us • What they are doing • What is happening to them Customer Listening & Observation Empower with Tools, Insight, and focus: • Trigger Actions with Key Insights • Monitor Important Behaviors • Accessible to Employees & Customers Data Empowerment Disciplined Testing • Test management platform • Educate on why we test • Grounding in proper A/B (controlled) experiments Test & Learn
  8. 8. What we have learned.  A focus on lagging indicators means you are always late to the party.  Hiding complexity can breed distrust.  If it’s not in their workflow, CSMs will never adopt it.
  9. 9. Monica Adractas Box • Known as the “Churn Czar” at Box • Formerly McKinsey & Company • Cross industry perspective: Starbucks, Holiday Inn Express, financial services Head of Customer Retention
  10. 10. Share, manage and access your content from any device, anywhere 25MM+ USERS 99% FORTUNE 500 225K+ BUSINESSES
  11. 11. Things we‘re thinking about • Company wide focus on retention • Balancing proactive and reactive • CS = CSMs + Customer Advisory + Support + Professional Services • Customer Success, at scale with smaller customers
  12. 12. Using data It’s never perfect 1. One overall metric 2. Performance management (scoreboards vs. incentives) 3. Daily data 4. Experiments / Explanatory
  13. 13. Q & A