Reduce Churn with Adoption All-stars

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Your adoption team is important to the overall health of your customers because their relationship directly affects customer satisfaction. Discover who you will need on your Smart Net Total Care adoption team and the role that they play with your customers.

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  • Hi everyone and thank you for joining us for today’s Customer Success Talk session. As you may know, the Customer Success Talk webinar series is designed to help you understand and develop your own Customer Success practice by providing ways to address key, customer success fundamentals.

    In order to help you create a winning customer success strategy, we will focus our efforts on topics in four main areas.
    People – Who do you need on your team, what will they do and how can you influence change?
    Process – What activities will be required to support a customer success strategy?
    Automation – Which tools will enable you to scale your customer success practice?
    Analytics – What information will you need on your customers to create a targeted program?

    [NEXT SLIDE]
  • We are very lucky to have Pete Davis joining us today. He is a regular on this series and is responsible for the partner strategy for Services in the Americas. His organization designs and develops the partner delivery engagement plan to orchestrate partner delivery resources for Cisco Services. He is going to chat with us today about building your Smart Net Total Care adoption team – who are the players and what do they do?
  • Thanks Scott and welcome everyone to today’ s session. At the end of this session, you should be able to answer three, main questions about building a Smart Net Total Care adoption team:

    Why is adoption important?
    What roles are on an adoption team and what characteristics should they have?
    What does the adoption journey look like and how does each role play a part?


    Let's start with the basic concept of adoption - When you look at the customer lifecycle, the longest, most difficult part is going to be in the time between contract signing and renewal. This is what is known as the adoption stage in the customer journey. Basically, adoption is what happens between the initial sale and renewal. Our goal is to make renewals what we like to call a non-event and in order to do that, we have to actively manage customer adoption of our solutions to meet or hopefully exceed their expectations and deliver on their business outcomes.
  • For Smart Net Total Care, the importance of adoption in overall customer health is the same as any other subscription based solution.
  • We all want to lower costs and developing a successful adoption strategy with your customers can deliver savings to your business.
  • Adoption is critical to providing customers with a positive experience. It enables you to hold on to your existing business and any new business acquired thereby reducing churn and stabilizing your revenue flow.
  • The best part of an adoption practice when it works well is that you have a captive audience for expand selling opportunities. If you have successfully converted your customers to advocates and believers of the results you deliver, they are much more likely to purchase additional services because they know you are committed to their success.
  • Before we go into adoption team roles and responsibilities, I just wanted to see how many of you already have adoption resources in place to support your business. So please take a second and respond to this poll question.

    [Scott] Question for Pete – In your experience with the partner community, what do the see as the biggest area of opportunity when it comes to Smart Net Total Care adoption?
  • Any adoption team should be comprised of four, main roles – Client Services, Onboarding, Training and Customer Success. At your organization, the titles may be slightly different or some of the functions may be combined.

    Think of your Customer Success Manager as leaders of the adoption team in that they coordinate efforts in order to deliver on customer expectations. They will bring in the resources necessary to achieve your customer’s desired outcomes. They are going to be with your customer throughout the entire customer lifecycle and will hopefully achieve a trusted advisor status.

    Client Services and Onboarding will generally play a larger role in the initial phase of the customer’s adoption journey. They are primarily responsible for customer activation and making sure everything is functional from a technical perspective. Your Training Specialist will be brought in initially to make sure your customer has a basic understanding of how to use the solution and may also continue to assist the Customer Success Manager if there are challenges in product usage or if new customer employees require training.
  • Your customer success manager will help your customers use the features of your solutions and help them realize the full benefit of their investment. In turn, they will help drive customer retention and prevent churn. Your customer success managers provides value by monitoring customer activities, conducting quarterly business reviews, identifying expand opportunities and improving retention by making sure that your customers are achieving their desired outcomes.
  • Once a customer has purchased your service, your client services manager will facilitate the transition of your customer from purchase to project delivery execution and adoption. They will act as the point of contact for understanding the purchased solution and next steps for implementation.
  • Depending on your customer’s solution, onboarding can last from several days to several months. Your onboarding specialist will guide your customer through the process to ensure they achieve a successful onboarding, installation and configuration of their solution, so they can start to benefit from the features available.
  • After a customer has access to their solution, make sure they know how to use it. Your training specialist will give them the training they need to learn how to use their solution and help them overcome their technological challenges, so they can start realizing value. This can come in a variety of forms – whether it’s direct to customer interaction, webinars, videos or useful guides.
  • So, what kind of personality or character traits would successful members of your adoption team have? Well, the list is pretty long, but here are what I think are the top four qualities to look for –

    Empathetic, attentive listeners - An excellent listener who creates a positive environment, where customers feel comfortable expressing their concerns.
    Excellent communicators - A clear communicator who is able to relate to customers and internal support teams by speaking the same language to solve problems. .
    Committed team players - A team player who is willing to go the extra mile for his customers, advising them on the best solutions to meet their goals and how industry changes could affect their business.
    Passionate customer champions - A dedicated customer champion who sees problems clearly and is able to help customers identify areas of improvement needed to achieve their business objectives.

    Scott recently published a blog on the Impact website that includes a more comprehensive list and if you would like to get it, you can visit the link included on this slide.

  • Here is also a useful virtual handout to help you select the right team members for your customer success adoption team and create a job description. If you would to take a more in-depth look at how to create job descriptions and qualify candidates, you can watch the on demand session – Anatomy of a Customer Success Team featuring Vicki Halsey (Hallsi) from the Ken Blanchard Companies. Total run time for the on demand webinar is about 43 minutes.

    All of you will get a copy of the slides in the follow up email.
  • Before we move into to process of Smart Net Total Care adoption, I want to ask all of you how long it typically takes to implement the solution for your customers.

    While onboarding timelines can vary for each Smart Net Total Care implementation, it is important to remember that the faster the customer is up and running, the sooner you can deliver time-to-value. This is why completing implementation as quickly as possible is a priority for any adoption team.

    We all know that the strategic priority of Smart Net Total Care for the customer generally determines how long the process will take, but it is important to remind customers of their desired business outcomes and create a sense of urgency.

    [Scott] Question for Pete – In your experience with Smart Net Total Care implementation, on average, how long would you say it takes to get a customer up and running and what are some dependencies that hold the process up?
  • Importance of the adoption team’s function. Feeding professional services – CSMs are the lead generators for professional services. Scott covered this in his Expand Selling webinar in March. The customer experience is driven by partner engagement with the customer that leads to delivery of outcomes which leads to professional services. It is about staffing people who will own the customer experience.
  • What does the adoption team do? At the heart of their charter are these five, core actions that are taken by the adoption team with each customers and the actions are cyclical in nature. The process of planning, delivering, monitoring, assessing and engaging are repeated throughout the life of the Smart Net Total Care service contract.
  • During the kickoff meeting, your adoption team will work with you to help outline next steps and critical success factors, gather information and priorities, and confirm roles and responsibilities. They will also introduce customers to the ways that different roles in their company can use the portal to achieve their business goals.
  • In planning a kickoff meeting with your customers, you should make sure they have identified and invited the key contributors listed here to facilitate a productive discussion.

    As a reminder, you will get a copy of the slides.
  • Customers in this phase will start by setting up a User Profile to access the Smart Net Total Care portal. They should select a delegated administrator, who is responsible for managing access to Cisco Services, including the Smart Net Total Care portal, and assigning user roles. It is recommended that customers also designate at least one backup delegated administrator.

    Whether it’s IP addresses or rack space, customers will have to make sure that all necessary steps are in place within their organization to allow Smart Net Total Care read-only access.

    After they have selected and registered a delegated admin, you must make sure that any required network changes to firewalls and access control lists (ACLs) are in place before the deployment starts to make sure the collector is able to access all desired devices.



  • Smart Net Total Care onboarding begins with an inventory of devices on your network through a collector. If you choose to use the Common Services Platform Collector, you will receive assistance to configure the collector and make sure it is functioning properly. As part of the process, a Onboarding Specialist will schedule a series of short training and troubleshooting meetings throughout the deployment phase.

    Customer site preparation ahead of the collector installation will accelerate the deployment process. It is recommended that they place the collector on their network management subnet. The collector should be in a secure location behind the firewall and DMZ.

    Customers will need to create an initial list of devices for data collection. A complete and accurate discovery will be dependent on the collector’s ability to access all the chosen Cisco devices in
    customer network. Information about each device, such as the SNMP read-only community string, device username, and password for accessing device data is needed. The onboarding specialist should work with customers to initiate a discovery of their Cisco devices.
  • At this point, customers may need help in specific areas that are key to delivering their business outcomes. If live training is necessary, the Customer Success Manager will work with the Training Specialist to coordinate the sessions. Customers will also have access to the online training courses featuring information about Smart Net Total Care onboarding, portal usage, and administration. This training is comprehensive and is highly recommended.
  • At this stage in the adoption process, it is important to verify initial use of the solution and determine what the customer may need to get started including: best practices, tips and tricks, how to guides, training, etc.
  • When a customer reaches this stage, they are fully onboard and ready for a more advanced adoption strategy. It is during this phase where your Customer Success Manager will begin proactively monitoring the health of your customer and engage where it is beneficial for the customer’s business. The Customer Success Manager will drive use of your solution in such a way as to deliver customer outcomes. They will also meet with your customers regularly to revisit priorities, establish new goals, share successes and review key learnings.
  • In summary, to get a Smart Net Total Care adoption practice started or any adoption practice started, you should first develop a plan that works for your business and your customers, get the right people on your team to deliver success and execute your strategy.
  • Invest in learning. Join us by register for upcoming sessions to learn more about building a winning Customer Success practice.
  • I would also like to take this time to ask for your feedback on the topics and evolution of the series.
  • Reduce Churn with Adoption All-stars

    1. 1. Reduce Churn with Adoption All-stars Today’s Host: Scott Schell @Schell_Shocked Senior Manager, Global Customer Success Cisco Systems, Inc.
    2. 2. 2© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Customer Success Methodology #successtalk People Automation Process Analytics
    3. 3. 3© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk On demand webinars, videos, infographics, blogs, whitepapers and much more! Visit SuccessHub Visit Success Hub
    4. 4. Reduce Churn with Adoption All-stars Guest Presenter: Pete Davis @pjdavis71 Director, Technical Services Americas Cisco Systems, Inc.
    5. 5. 5© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Adoption teams accelerate time-to-value thorough timely, relevant interactions with your customers. Adoption is delivering on promised value.
    6. 6. 6© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Adoption is critical to satisfaction. Customers’ expectations must be met in a subscription-based economy. Customers want your commitment to helping them achieve outcomes. Focusing your efforts on adoption will reduce churn and increase renewal rates.
    7. 7. 7© 2016 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%.” Reduce Cost
    8. 8. 8© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Bain & Company “A customer is 4 times more likely to defect to a competitor if the problem is service-related than price- or product-related.” Retain Customers
    9. 9. 9© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Marketing Metrics “The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20%.” Sell More
    10. 10. 10© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Audience Poll 10 Does your company currently have an adoption team or resource in place to support your customer success practice?
    11. 11. 11© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Meet your adoption all-stars. Client Services Manager Onboarding Specialist Training Specialist Customer Success Manager Get Your Winning Team infographic
    12. 12. 12© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Your customer’s trusted advisor. Customer Success Manager Function: Customer Advocate Priorities: • Track usage metrics • Monitor engagement • Accelerate time-to-value • Coordinate customer support
    13. 13. 13© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Your customer’s guide for getting started. Client Services Manager Function: Customer Enablement Priorities: • Product delivery • Onboarding coordination • Timely execution
    14. 14. 14© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Your customer’s technical resource. Onboarding Specialist Function: Technical Performance Priorities: • Collector deployment • Data upload • System access
    15. 15. 15© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Your customer’s teacher. Training Specialist Function: Solutions Education Priorities: • Basic understanding • Stickiest features • Advanced functionality
    16. 16. 16© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Get the Infographic Get to know your customer success team. Empathetic, Attentive Listeners Excellent Communicators Committed Team Players Passionate Customer Champions
    17. 17. 17© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Tips for Building an Effective Team Sometimes assembling a new team can be challenging. You can use these tips to guide your recruitment process and assist you in selecting candidates that will embrace your customer success goals. Virtual Handout Watch Anatomy of a Customer Success Team
    18. 18. 18© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk 0 – 30 Days 31 – 60 Days 61 – 90 Days 91+ Days Audience Poll In your experience with Smart Net Total Care implementations, how long does it generally take to get a customer activated?
    19. 19. 19© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Your adoption team’s primary mission is to accelerate implementation.! ! Watch Expand Selling Practices in Action
    20. 20. 20© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Engaged Customers = Revenue Opportunities. Plan Deliver Monitor Assess Engage
    21. 21. 21© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk • Define and agree on customer expectations (desired business outcomes) • Assess current state of network • Outline deliverables • Develop implementation timelines • Assign responsibilities • Establish communication cadence Kickoff Client Services Manager Onboarding Specialist Training Specialist Customer Success Manager Plan | Engage
    22. 22. 22© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Role Function Delegated Administrator Manages access to Cisco Services and for assigning user roles. Cisco recommends having at least one backup delegated administrator. Smart Net Total Care Administrator Oversees role-based access control capabilities in the Smart Net Total Care portal to grant and revoke permissions (such as access to configuration data, product alerts, and letter of authorization). IT Management Identifies primary priorities and goals and sponsors the network integration. They are major users of Smart Net Total Care. Network Operations/ Engineers Works directly with you for technical integration. It is critical to assign a single point of contact to be responsible for effective deployment and maintenance of the solution, expertise in the network infrastructure and starting the inventory collection process. Purchasing/Contract Managers Uses data and reports accessible through the portal that can help them proactively plan and budget for future purchases as well as better manage Cisco Services contracts and renewal processes. Data Center Operations/ Engineers Uses the portal to get visibility into data center equipment to help confirm proper coverage on business- critical devices as well as security alerts to help identify any vulnerabilities in the data center network. Information Security Officer Facilitates the installation of a common services platform collector (CSPC) and will need visibility into the security alerts affecting the network to assess potential threats/vulnerabilities. Customer Stakeholders Attendee Checklist Virtual Handout
    23. 23. 23© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Deliver | Engage • Enable system access • Create a Cisco user profile • Appoint a delegated administrator • Submit change management requests • Open ACLs and firewalls Onboarding Client Services Manager Onboarding Specialist Customer Success Manager
    24. 24. 24© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk • Deploy collector • Assemble initial device list • Complete device discovery • Confirm managed device coverage • Verify collector configuration Technical Implementation Client Services Manager Onboarding Specialist Customer Success Manager Deliver | Engage
    25. 25. 25© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk • Schedule a basic product training • Review online training courses • Determine any advanced training requirements • Schedule live training sessions as required Training Training Specialist Customer Success Manager Deliver | Monitor | Engage
    26. 26. 26© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk • Verify customer activity • Monitor report usage • Schedule necessary trainings • Provide helpful “getting started” materials Initial Usage Customer Success Manager Monitor | Engage
    27. 27. 27© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk • Perform customer health checks • Track product usage (reports/downloads) • Monitor TAC cases • Identify professional services opportunities • Promote milestone achievements • Measure Key Performance Indicators (KPI) tracking • Conduct ongoing training • Complete quarterly business reviews (QRBs) Monitoring & Engagement Training Specialist Customer Success Manager Monitor | Assess | Engage
    28. 28. 28© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Getting started. Create an adoption strategy Recruit qualified candidates Execute your adoption plan
    29. 29. 29© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk Upcoming Sessions #successtalk Protect your recurring revenue by building a comprehensive customer adoption journey that is engaging and relevant for your customers. Learn more about how to create a successful Smart Net Total Care adoption practice. Design a Winning Customer Adoption Strategy May 31, 2016 Automation tools can lower your cost to serve customers while improving their experience with your Smart Net Total Care services. Find out how to save time and money with an automated adoption journey. Low-Touch Tactics to Grow Customer Adoption June 14, 2016 Sign up for a webinar
    30. 30. 30© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential #successtalk nlemieux@cisco.com scschell@cisco.com @Schell_Shocked @CiscoImpact Let us know what you think!
    31. 31. Thank you. #successtalk

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