Moving beyond account management to customer success
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Moving beyond account management to customer success

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Customer Success Play by Mark Fordham, VP Services at Central Desktop, at the 2014 Customer Success Summit.

Customer Success Play by Mark Fordham, VP Services at Central Desktop, at the 2014 Customer Success Summit.

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    Moving beyond account management to customer success Moving beyond account management to customer success Presentation Transcript

    • Produced by Customer Success Summit 2014 Customer Success Summit 2014 Title: Moving beyond account management to customer success Presenter: Mark Fordham, VP services at Central Desktop Email / Twitter mfordham@centraldesktop.com @cd_support @itsmark74
    • Produced by Customer Success Summit 2014 Won Ralph’s “Bagboy of the Year” award with the motto - “cans on the bottom, eggs on top” Lived in South Africa for 2 years Can flawlessly belt out the high notes of the popular 80s song “Take on Me” by the band A-HA at local karaoke bars Founders came up with the idea of Central Desktop because of a flash drive Our system is used to save coal miner’s lives, feed yogurt to the masses, track cow inventories, entertain children and adults, and run much of MLB.com Winner of “Stevie” award last three years 2   About me About Central Desktop About me and my company
    • Produced by Customer Success Summit 2014 •  15+ years in service related industries – CPG, agency account services, SaaS •  4 years with Central Desktop as VP services •  Built out Support, Implementation, Training and Professional Services disciplines •  Annual renewal rate at around 101% •  Consistently hit or exceed average of 45 NPS •  The perfect cocktail for great service - add ingredients in this order: •  First, add great people •  Then design the process •  Then acquire the right tools 3   What led me to Customer Success
    • Produced by Customer Success Summit 2014 Over time, our customers have changed in size, complexity and expectations. We needed to pursue continual transformation to stay ahead (and catch up). 2006 2009 2011 2013 support client services acct. mgmt renewals cust success A C C O U N T C O M P L E X I T Y OPPORTUNITYSIZE Our customer evolution
    • Produced by Customer Success Summit 20145   Increasing customer complexity outpaced our available resources and expertise Customers were more disposed to a transactional relationship than we expected Every year, our customers were evaluating whether to ‘re’ buy us. We needed to be front and center in that discussion Strong usage was NO guarantee for a happy or renewable customer No system or tool was ever going to replace the need to develop strong, durable relationships with our customers Our early leanings
    • Produced by Customer Success Summit 20146   People •  Acquired senior talent •  Trained existing talent •  Developed user community •  Rolled out CSM and Renewals Manager Process •  Developed SLA •  Built repeatable onboarding methodology •  Operationalized NPS •  Prioritized and tiered service coverage Productivity Tools •  Salesforce •  ZenDesk •  CD University •  JIRA •  Totango Our response
    • Produced by Customer Success Summit 2014 The engagement team - a dedicated team by tier responsible for: •  Unlocking an accounts full potential (land/expand) •  Securing the renewal (renewal accountability) •  Creating value (user adoption) 7 A C C O U N T M A N A G E R E N G A G E M E N T M A N A G E R Our next adventure
    • Produced by Customer Success Summit 2014 Shared customer goals: 8   Renewals Upsell Expansion Adoption A C C O U N T M A N A G E R E N G A G E M E N T M A N A G E R The engagement team
    • Produced by Customer Success Summit 20149   P R O V I S I O N I N G T O O L     Customer issue tracking     Customer risk abatement + Opportunity harvesting Using technology Relationship history
    • Produced by Customer Success Summit 2014 •  4 month learning curve to “fine tune” risk factors •  Defining common use cases critical to tuning risk factors •  Customers segmented by: •  Tier •  Size •  Customer lifecycle •  Renewal date •  Totango now prioritizes risk and team’s efforts 10   Using Totango
    • Produced by Customer Success Summit 201411   Winning in 2014! Think  Big  Start  Small  Move>>Fast!