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SaaS Customer Satisfaction Measurement

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An Integrated Framework and Principles.

An Integrated Framework and Principles.

Published in: Business, Technology

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  • 1. Value-Driven Marketing: A Best-in-Class Approach MEASURING SAAS CUSTOMER SATISFACTION An Integrated Framework and Principles. Joseph Schwartz 914-414-9935 | joe@jschwartzny.com www.linkedin.com/in/josephschwartz 1
  • 2. Value-Driven Marketing: A Best-in-Class Approach Agenda   2 §  Mission  Statement   §  Scope  of  Work   §  The  Framework   §  Key  Milestones   §  Team  Roles     §  Execu=on  Plan   §  Implementa=on   Timeline  
  • 3. Value-Driven Marketing: A Best-in-Class Approach 3   •  Align  our  client  sat  measurement  to     Mission  Statement   internal  opera=onal  goals  and   metrics  to  ensure  that  ALL  relevant   func=onal  teams  are  receiving   meaningful  AND  ac=onable  data   •  Define  an  integrated  approach  so   that  client  sat  measurement  is   “built”  into  all  relevant  customer   facing  processes  and  tools,  e.g.,   purchase-­‐>implementa=on-­‐ >ongoing  services   •  Implement  the  approach  in  a   prac=cal  and  phased  manner,  with   priori=es  driven  by  the  highest  value   metrics  
  • 4. Value-Driven Marketing: A Best-in-Class Approach 4 Scope of Work •  Applied to customers to align with their needs •  Align Product/Operations, Revenue, Services, Finance/Legal to functionally grouped sat metrics to drive visibility / continuous improvement •  Focus initial definition and implementation where greatest opportunity exists for actionable data •  Define and integrated approach so that client sat measurement is built into our customer facing processes, software products and implementation services •  Once target model defined, develop gap analysis against our current baseline for measuring, create roadmap for phased delivery, including any transition requirements in the event that specific tools or assets must be created to achieve the target •  Dedicated resources from each functional area to focus on definition of goals, metrics and sat targets, data gathering for the baselining, gap analysis, etc. •  Define and implement an integrated dashboard •  To be validated •  Applicability to all functions •  Integrated reporting (with executive dashboard)
  • 5. Value-Driven Marketing: A Best-in-Class Approach 5 Customer Sat Measurement Framework (Survey Questions) Subjective Measurement Approach Objective Emotional • Accuracy Rate (Operational-MS) • SLA attainment % (MS) • Turn Around Time (MS) • Customer Experience (SW) • Transition Consistency (S) • Error Resolution - MTTR, Accuracy, Communication (MS) • # of Case Escalations @ go live • # of Qtrly Case Escalations from go live • Changing Go Live Dates • Median kick off to launch (# of days) • % Support Cases MTTR compliant w/ SLAs • Integration Manager monitoring for all integrations • Data feed delivery, etl and reporting monitoring Loyalty Types Behavioral • Churn rate • Contract renewal rate • % Bookings from Cross-Sell / Upsell • Utilization Metric (SW) Advocacy Retention Purchasing Legend In Scope for Phase 1 Unverified for Phase 1 (but possible) Advocacy Retention Purchasing In Scope for Phase 2 • Likelihood to renew contract • Likelihood to leave • Go Live (Implementation) Sat • 90 Day Sat • Behavioral Sat Survey (12 mo from go live - repeated annually) • Likelihood to buy different/ additional products • Likelihood to expand usage
  • 6. Value-Driven Marketing: A Best-in-Class Approach 6 Capturing Sat Information •  SaaS  best  prac=ces  (checklist):   •  monitor  customer  sa=sfac=on  through  their  on-­‐going  connec=on   •  through  quan=ta=ve  surveys   •  through  focus  groups   •  observing  customer  behavior   •  close  review  of  support  call  
  • 7. Value-Driven Marketing: A Best-in-Class Approach 7 Customer Sat Measurement Framework Phasing Detail
  • 8. Value-Driven Marketing: A Best-in-Class Approach 8 Key Milestones •  Design •  Initial draft completed and reviewed with working team •  Gather – Complete •  Initial input gathered from all functional leads •  Build / test – target draft to start internal validation •  Validate with functional execution teams •  Limited rollout •  Implement •  Full rollout (phased)
  • 9. Value-Driven Marketing: A Best-in-Class Approach 9 Team Roles Working Team (Doers) •  Team Lead •  Process Manager •  Team Members (Functions): Extended Team (Approvers) •  CEO •  CRO •  CPO •  Marketing •  CFO •  CTO •  CSO •  Engineering •  Sales/Sales Ops •  Account Management •  Services/Support •  Product Management •  Chief Council
  • 10. Value-Driven Marketing: A Best-in-Class Approach 10 Execution Plan •  Define: complete •  Initial plan and working team identified, draft completed 4/29 •  Reviewed with extended team 5/6 •  Design: complete 5/20 •  Sat measurement model, implementation approach, phasing •  Gather: complete 6/7 •  Definition of artifacts needed to complete and support sat measurement model •  Build/Test: draft by 6/14 •  Measurement model, metrics/targets, implementation plan, costs, risks, dependencies •  Validate: starting 6/7 completing 6/21 •  Review the material with LT •  Limited rollout Phase 1: End of Q2 •  Review with execution teams •  Implement: Based on final roadmap •  Awareness/ Enablement End of Q2
  • 11. Value-Driven Marketing: A Best-in-Class Approach 11 Customer Sat Measurement Dashboard Implementation Timeline - Delivery Phases June WS2 P1 Collaborative Design Complete | July | Aug Implementation Trail Markers Extended Team Review Input Ownership Agreed Phase 2 Deployed Phase 2 Prototype Delivered for Review Phase 2 Design Complete Phase 1 Deployed Phase 1 Prototype Delivered for Review Phase 1 Inputs Agreed Core Customer Sat Measurement Data Model Complete