Growing Customer Lifetime Value with Best in Class Data Management Practices

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Sometimes sorting through customer data to identify the most valuable way to engage your customers can feel overwhelming. Discover useful tips and tricks for developing a data management strategy can improve customer retention by joining this Customer Success Talk webinar.

Published in: Data & Analytics, Technology
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Growing Customer Lifetime Value with Best in Class Data Management Practices

  1. 1. Growing Customer Lifetime Value with Best in Class Data Management Practices Today’s Host: Scott Schell @Schell_Shocked Senior Manager, Global Customer Success Cisco Systems, Inc.
  2. 2. 2© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Customer Success Methodology #successtalk People Automation Process Analytics
  3. 3. 3© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential - Leading on the Edge of Chaos, Emmet Murphy & Mark Murphy “A 2% increase in customer retention has the same effect as decreasing costs by 10%”
  4. 4. Growing Customer Lifetime Value with Best in Class Data Management Practices Guest Presenter: Scott Drost Solutions Architect for Implementations Gainsight Guest Panelist: Sanjiv Patel Director, Customer Success Analytics Cisco Systems, Inc.
  5. 5. 5© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Data supports process and automation Analytics Process Automation Data
  6. 6. 6© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Big data can be overwhelming
  7. 7. 7© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Developing data for customer success Product Sales & Marketing Finance Operations Customer Success
  8. 8. 8© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Data in the adoption journey
  9. 9. 9© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Measuring health over time and sudden changes
  10. 10. 10© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Immediate needs for customer success Necessary Data Customer Success Platform
  11. 11. 11© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Begin with your customer list…  Does your customer ‘list of record’ match what your customer success managers see as THEIR customer list?  Do you have a definitive, unique, controlled Customer ID for each customer?
  12. 12. 12© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Would the list your customer success managers give as “their” customers match other customer lists in the company? Cisco Confidential© 2015 Cisco and/or its affiliates. All rights reserved. Audience Poll
  13. 13. 13© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Event (1st login) User Instance Customer 999 ABC Sports Company 999 01 Basketball Division 999 01 01 User 1 999 01 01 011 999 01 02 User 2 999 01 02 011 999 02 Golf Division 999 02 02 User 2 999 02 02 011 999 02 03 User 3 999 02 03 011 Unique ID tracking illustration
  14. 14. 14© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Phase 1 Needed at their fingertips Sales/CS – who are the contacts? Their roles? Finance - renewal dates at least, or tiers How is the customer using your product? Active? Operations/Support- marker of engagement (0 tickets almost as bad as too many Sev1) Finance Product Usage Operations/ Support/Sales Phase 2 Building the Longer Term Trends User community posters? Newsletter readers? Social Media interaction? Successfully-closed CS Team Risks and Opps? And of course, ‘Other’ Marketing Customer Success Customer Success teams are monitors and creators of customer health
  15. 15. 15© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Audience Poll Do you think your company has unique customer IDs that can already be found in different data sources? Yes No #successtalk
  16. 16. 16© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Establish unique customer IDs Develop instance IDs Generate user IDs Create event trackers Identify decision points for each data source Do you need to…
  17. 17. 17© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Acting on data compared to previous trends Training Needed? Upsell Opportunity? Downsell Risk? Training Successful
  18. 18. 18© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Feeding your data machine Data Machine External Data Customer Success Platform Data
  19. 19. 19© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Getting started Execute what you can now Develop and implement a unique customer identifier Evaluate your current customer tracking process Investigate customer success platforms
  20. 20. 20© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Discover how strategic automation practices can lower your cost to serve customers. Using Technology to Automate Your Customer Lifecycle Management Strategy March 29, 2016 Upcoming Sessions #successtalk Learn how transforming values through thought leadership protects recurring revenue. Promoting a Customer Success Culture April 12, 2016 Find out how to increase your average revenue per customer with valuable upsell opportunities. Expand Selling Practices in Action March 15, 2016
  21. 21. Thank you.

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