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Play by Play: Your customer success strategy

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Building relationships with your customers creates a competitive advantage. It is crucial to long-term relationship management to have a proactive plan in place that responds to your customer’s needs. Learn how to build success plans and playbooks to help your customers address opportunities and challenges throughout their journey.

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Play by Play: Your customer success strategy

  1. 1. Play by Play:Your Customer Success Strategy Today’s host Nichole Lemieux Senior Digital Experience Manager GlobalVirtualSales & Customer Success Cisco
  2. 2. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Customer success methodology People Process Platforms Content Analytics
  3. 3. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential© 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Cisco SuccessHub On demand webinars, videos, infographics, blogs, whitepapers and much more! Visit SuccessHub
  4. 4. Play by Play:Your Customer Success Strategy Today’s presenter Phil Nanus VP Research, Customer Success TSIA phil.nanus@tsia.comCisco
  5. 5. 23% Create playbooks that align to the journey Source: TSIA Customer Success Benchmark data
  6. 6. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Answering key questions of customer success What How When Why Who Customer Success is the intersection between the promise of a suppliers' technology and the customers’ desired business outcome. Customer Success is delivered through time, event, and value based interactions between the customer, the supplier, and the suppliers’ technology. Customer Success requires prescriptive customer engagement throughout the lifecycle between the supplier and the customer to ensure the promises of the suppliers’ technology are realized. Customer Success organizations and/or initiatives are focused on effective technology Adoption that leads to increased Renewal Rates and Expansion opportunities. The people that are executing against all of the above are members of Customer Success organizations and are commonly referred to as Customer Success Managers (CSMs).
  7. 7. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Answering key questions of customer success What Customer Success is the intersection between the promise of a suppliers' technology and the customers’ desired business outcome.
  8. 8. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential The promise Product management Product development Sales Customer success
  9. 9. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Real business outcomes: Retail Source: Microsoft
  10. 10. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Real business outcomes: Energy Source: CDW
  11. 11. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Success plan and playbook framework Business outcomes (lower costs, higher growth) Prescriptive motions (Time, event, value) Supplier outcomes (Renewal, expansion)
  12. 12. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Success plan and playbook framework What are the business objectives my customer is trying to achieve?Business outcomes What are the financial results that come from achieving my business outcome?Financial results What are the key performance indicators and metrics that the customer and I will be tracking as we progress towards achieving the business outcome? KPIs What practices and capabilities are needed by my customers to achieve their business outcomes? Practices Who has responsibility for the outcome?Roles How does my company’s technology and services help the people that support the practice, move the KPI’s, improve the financial results, and achieve the outcome? Technology
  13. 13. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Success plan and playbook framework Customer business outcomes (reduce nurse turnover) Prescriptive motions (time, event, value) Supplier outcomes (renewal, expansion)
  14. 14. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
  15. 15. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
  16. 16. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
  17. 17. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
  18. 18. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
  19. 19. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
  20. 20. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Answering key questions of customer success How When Customer Success is delivered through time, event, and value based interactions between the customer, the supplier, and the suppliers’ technology. Customer Success requires prescriptive customer engagement throughout the lifecycle between the supplier and the customer to ensure the promises of the suppliers’ technology are realized.
  21. 21. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Success plan and playbook framework Customer business outcomes (reduce nurse turnover) Prescriptive motions (time, event, value) Supplier outcomes (subscription renewal, cross sell)
  22. 22. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential© 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Playbook framework: workforce management Prescriptive motions Local nurse turnover rate compared to state and national average Understand current nurse scheduling practices used to improve turnover rate Provide guidance in scheduling best practices Quantify key metrics over time
  23. 23. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Help hospital administration calibrate behavioral traits through talent acquisition technology Compare job descriptions against desired profiles Quantify number of applicants hired and track turnover rate over time Prescriptive motions Playbook framework:Talent acquisition
  24. 24. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Success plan and playbook framework Customer business outcomes (Remote infrastructure management) Prescriptive motions (time, event, value) Supplier outcomes (subscription renewal, cross sell)
  25. 25. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Prescriptive motions Playbook framework: Infrastructure management Document existing hardware, software, and other costs Retire existing costs as infrastructure project proceeds – don’t renew software maintenance on OS, Database, etc. Recapture other opportunity costs – reuse of real estate, reuse of IT labor
  26. 26. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Quantify business outcomes Source: TSIA
  27. 27. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Use third party validation: IBM Source: IBM Data Breach Calculator
  28. 28. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Compare with customer benchmarking Source: Zendesk
  29. 29. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Quantify, validate and compare Quantify the business outcomes Validate by using third-party resources Compare baseline performance and track progress through customer benchmarking
  30. 30. @CiscoSuccessHub Let us know what you think! customersuccesstalk@external.cisco.com © 2018 Cisco and/or affiliates. All rights reserved. Cisco public.
  31. 31. © 2018 Cisco and/or its affiliates. All rights reserved. Cisco Confidential© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Upcoming sessions TheValue of Storytelling July, 2018 Learn effective storytelling strategies to better connect with prospects and customers, and ultimately, create high- value, long-lasting business relationships. Sign up for a webinar© 2018 Cisco and/or affiliates. All rights reserved. Cisco public.

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