Get Smart About Your Customer Robert Lamb, Clickability, Inc. Kristen Chase, Optimus Solutions Jay Thayer, salesforce.com ...
Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This pr...
What We Will Cover <ul><li>Capturing the most relevant information for the success of your customer </li></ul><ul><li>Impl...
Rob Lamb Director, Customer and Partner Development [email_address]
<ul><ul><li>INDUSTRY : Media/Marketing/Software </li></ul></ul><ul><ul><li>EMPLOYEES : 40 </li></ul></ul><ul><ul><li>GEOGR...
Customer Success Program and Manager <ul><li>A customer success program is effectively an account management and customer ...
Why Should I Care <ul><li>Attrition </li></ul><ul><ul><li>It’s easier to keep a customer than find a new one. </li></ul></...
Step 1: Define the value proposition  <ul><li>Remember it’s not yours, it’s theirs </li></ul><ul><ul><li>Value Proposition...
Step 2:  Organize and Prioritize <ul><li>Document </li></ul><ul><ul><li>Capture top 5 elements of customer success in Sale...
Step 3: Communicate and Leverage <ul><li>Introduce the effort </li></ul><ul><ul><li>Internally / Externally </li></ul></ul...
Measuring Success at salesforce.com <ul><li>Success Plan </li></ul><ul><ul><li>Account Overview – Primary Business Benefit...
Salesforce.com Success Plan
Kristen Chase Salesforce.com Administrator [email_address]
<ul><ul><li>INDUSTRY : Information Technology </li></ul></ul><ul><ul><li>EMPLOYEES : 450 </li></ul></ul><ul><ul><li>GEOGRA...
Case Study: Optimus Solutions <ul><li>Business Challenges </li></ul><ul><ul><li>Lack of visibility, knowledge of the custo...
Case Study: Optimus Solutions <ul><li>The Solution </li></ul><ul><ul><li>Creation of a customer development plan within Sa...
Case Study: Optimus Solutions <ul><li>We weren’t capturing the  customer’s  goals/initiatives </li></ul><ul><ul><li>Create...
 
Case Study: Optimus Solutions <ul><li>We were acting  reactively , rather than  proactively </li></ul><ul><ul><li>Created ...
Case Study: Optimus Solutions <ul><li>We weren’t sharing our success </li></ul><ul><ul><li>Created a Success Stories/Case ...
Case Study: Optimus Solutions <ul><li>Where are we now? </li></ul><ul><ul><li>Increased our ability to provide a full IT s...
Session Feedback Let us know how we’re doing! <ul><li>Please score the session from 5 to 1 (5=excellent,1=needs improvemen...
ROB LAMB Director, Customer Development [email_address] Kristen Chase Salesforce.com Administrator [email_address] Jay Tha...
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B P S008 Thayer 091907

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B P S008 Thayer 091907

  1. 1. Get Smart About Your Customer Robert Lamb, Clickability, Inc. Kristen Chase, Optimus Solutions Jay Thayer, salesforce.com Track: Best Practices: SMB
  2. 2. Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make. </li></ul><ul><li>The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates. </li></ul><ul><li>Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com /investor . Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law. </li></ul>
  3. 3. What We Will Cover <ul><li>Capturing the most relevant information for the success of your customer </li></ul><ul><li>Implementing a strategy that can be leveraged throughout the entire customer life cycle </li></ul><ul><li>Techniques to make sure that you and your customer are getting the most out of your CRM </li></ul><ul><li>Overview of the salesforce.com Customer Success Object </li></ul><ul><li>Case Study: Optimus Solutions </li></ul>
  4. 4. Rob Lamb Director, Customer and Partner Development [email_address]
  5. 5. <ul><ul><li>INDUSTRY : Media/Marketing/Software </li></ul></ul><ul><ul><li>EMPLOYEES : 40 </li></ul></ul><ul><ul><li>GEOGRAPHY : US / EMEA </li></ul></ul><ul><ul><li># USERS : 38 (100% Login Rate) </li></ul></ul><ul><ul><li>PRODUCT(S) USED : Salesforce SFA & Call Center, AppExchange Recruiting, Echosign </li></ul></ul>Clickability is a SaaS provider of Content Management Solutions to large media and enterprise marketing customers.
  6. 6. Customer Success Program and Manager <ul><li>A customer success program is effectively an account management and customer development effort to increase the value proposition delivered by your product or service. </li></ul><ul><li>A customer success manager serves as an advocate for the customer becoming an extended employee of the customer within your organization. </li></ul><ul><li>Everyone is involved </li></ul>
  7. 7. Why Should I Care <ul><li>Attrition </li></ul><ul><ul><li>It’s easier to keep a customer than find a new one. </li></ul></ul><ul><ul><li>Especially important in recurring revenue model </li></ul></ul><ul><li>Referrals / Word of Mouth </li></ul><ul><ul><li>Customers are salespeople in the marketplace. </li></ul></ul><ul><ul><li>95% of salesforce.com customers would recommend </li></ul></ul><ul><li>Growing the Business </li></ul><ul><ul><li>Upgrades, Upsells, CrossSells </li></ul></ul><ul><ul><li>Customers are your best prospects </li></ul></ul><ul><li>Become a Strategic Business Partner </li></ul><ul><ul><li>Customer loyalty by necessity </li></ul></ul>
  8. 8. Step 1: Define the value proposition <ul><li>Remember it’s not yours, it’s theirs </li></ul><ul><ul><li>Value Proposition is subjective and needs to be understood </li></ul></ul><ul><ul><li>Strategic Direction / Executive Sponsorship </li></ul></ul><ul><li>Polls, Surveys, Interviews </li></ul><ul><ul><li>Customers have answers waiting for your questions </li></ul></ul><ul><ul><li>Why we bought, why we would buy again. </li></ul></ul><ul><li>What is your best customer? </li></ul><ul><ul><li>How do they use the product? </li></ul></ul><ul><ul><li>How do they define your value? </li></ul></ul><ul><li>Pick your top 5 </li></ul>
  9. 9. Step 2: Organize and Prioritize <ul><li>Document </li></ul><ul><ul><li>Capture top 5 elements of customer success in Salesforce </li></ul></ul><ul><ul><ul><li>Account or Custom Object </li></ul></ul></ul><ul><ul><ul><li>Calculated Fields </li></ul></ul></ul><ul><ul><li>Other information </li></ul></ul><ul><ul><ul><li>Reference </li></ul></ul></ul><ul><ul><ul><li>Renewal Risk </li></ul></ul></ul><ul><li>Customer Segmentation </li></ul><ul><ul><li>Proactive </li></ul></ul><ul><ul><li>Reactive </li></ul></ul><ul><ul><li>Inactive </li></ul></ul>
  10. 10. Step 3: Communicate and Leverage <ul><li>Introduce the effort </li></ul><ul><ul><li>Internally / Externally </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Conversation </li></ul></ul><ul><li>Integrate the Messaging </li></ul><ul><ul><li>Sales Process </li></ul></ul><ul><ul><li>Customer Support vs. Customer Success </li></ul></ul><ul><li>Show the Results – Generate Customer Envy </li></ul><ul><ul><li>Case Studies </li></ul></ul><ul><ul><li>Success Stories </li></ul></ul><ul><ul><ul><li>Value Generated </li></ul></ul></ul><ul><ul><li>Success Site </li></ul></ul><ul><ul><ul><li>Best Practices </li></ul></ul></ul><ul><ul><ul><li>Community (http://fanclub.wd40.com/) </li></ul></ul></ul>
  11. 11. Measuring Success at salesforce.com <ul><li>Success Plan </li></ul><ul><ul><li>Account Overview – Primary Business Benefit </li></ul></ul><ul><ul><li>Success Ratings </li></ul></ul><ul><ul><ul><li>Executive Sponsorship </li></ul></ul></ul><ul><ul><ul><li>Process Definition </li></ul></ul></ul><ul><ul><ul><li>Implementation </li></ul></ul></ul><ul><ul><ul><li>Data Quality </li></ul></ul></ul><ul><ul><ul><li>Training </li></ul></ul></ul><ul><ul><li>Success Goals </li></ul></ul><ul><ul><li>Recommendations </li></ul></ul>
  12. 12. Salesforce.com Success Plan
  13. 13. Kristen Chase Salesforce.com Administrator [email_address]
  14. 14. <ul><ul><li>INDUSTRY : Information Technology </li></ul></ul><ul><ul><li>EMPLOYEES : 450 </li></ul></ul><ul><ul><li>GEOGRAPHY : US / EMEA </li></ul></ul><ul><ul><li># USERS : 250 (over 90% Login Rate) </li></ul></ul><ul><ul><li>PRODUCT(S) USED : Salesforce SFA & Call Center, Service Entitlements, Info Center, Print Anything </li></ul></ul>Optimus Solutions provides comprehensive IT solutions though a range of integration and consulting services, as well as hardware, software and storage product offerings.
  15. 15. Case Study: Optimus Solutions <ul><li>Business Challenges </li></ul><ul><ul><li>Lack of visibility, knowledge of the customer across the organization </li></ul></ul><ul><ul><li>Couldn’t provide the best solution to the customer because not all of the relevant data was located in one place </li></ul></ul>
  16. 16. Case Study: Optimus Solutions <ul><li>The Solution </li></ul><ul><ul><li>Creation of a customer development plan within Salesforce </li></ul></ul><ul><li>Development Plan Details </li></ul><ul><ul><li>Custom Objects </li></ul></ul><ul><ul><li>Custom Fields </li></ul></ul><ul><ul><li>Success Stories </li></ul></ul><ul><ul><li>Reports </li></ul></ul><ul><ul><li>Dashboards </li></ul></ul>
  17. 17. Case Study: Optimus Solutions <ul><li>We weren’t capturing the customer’s goals/initiatives </li></ul><ul><ul><li>Created a Custom Object: Account Plan </li></ul></ul><ul><ul><li>Created Custom Fields on the Account level to capture key data related to the customer </li></ul></ul><ul><ul><ul><li>i.e.- Fields to capture Infrastructure and Procurement details </li></ul></ul></ul>
  18. 19. Case Study: Optimus Solutions <ul><li>We were acting reactively , rather than proactively </li></ul><ul><ul><li>Created Key Reports for our Business Development managers to track opportunities in their own and related product lines </li></ul></ul><ul><ul><li>Created Reports around the Infrastructure and Procurement Fields on the Account to better target customers from both the Marketing and Sales departments </li></ul></ul>
  19. 20. Case Study: Optimus Solutions <ul><li>We weren’t sharing our success </li></ul><ul><ul><li>Created a Success Stories/Case Studies database </li></ul></ul><ul><ul><ul><li>Both Internally and Externally published </li></ul></ul></ul>
  20. 21. Case Study: Optimus Solutions <ul><li>Where are we now? </li></ul><ul><ul><li>Increased our ability to provide a full IT solution to the customer </li></ul></ul><ul><ul><li>Increased our customer’s view of our sales rep as a Strategic Partner in their IT initiatives </li></ul></ul><ul><ul><li>We are better able to act proactively to drive business with our customers </li></ul></ul>
  21. 22. Session Feedback Let us know how we’re doing! <ul><li>Please score the session from 5 to 1 (5=excellent,1=needs improvement) in the following categories: </li></ul><ul><ul><li>Overall rating of the session </li></ul></ul><ul><ul><li>Quality of content </li></ul></ul><ul><ul><li>Strength of presentation delivery </li></ul></ul><ul><ul><li>Relevance of the session to your organization </li></ul></ul>We strive to improve, t hank you for filling out our survey. <ul><li>Additionally, please score each individual speaker on: </li></ul><ul><ul><li>Overall delivery of session </li></ul></ul>
  22. 23. ROB LAMB Director, Customer Development [email_address] Kristen Chase Salesforce.com Administrator [email_address] Jay Thayer Principal Consultant [email_address] QUESTION & ANSWER SESSION

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