How to Automate Low Touch Customer Success

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The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale.

In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success.

This presentation - How to Automate Low Touch Customer Success - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Blackbaud, Huddle, New Relic

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How to Automate Low Touch Customer Success

  1. 1. How to Automate “Low-Touch” Customer Success Kevin Knight, Blackbaud Chris Boorman, Huddle Dennis Reno, New Relic
  2. 2. Kevin Knight VP Customer Success Blackbaud is the leading provider of nonprofit technology solutions in the world. Our solutions include Analytics, digital marketing, finance, CRM, online marketing, ticketing, merchant services, grant management, and education. We serve almost every type of nonprofit: animal welfare, arts & cultural, faith- based, foundations, healthcare, higher ed, human services, K-12 schools, and public broadcasting.
  3. 3. Overview • $500M, 33 year old, public company • 29,000 customers in over 100 countries • CRM, Financial, Web products for nonprofits • Customers range from very large to very small
  4. 4. Problem to Solve • Shifting from a traditional on premise model to the cloud • Seeing lower retention for cloud-based customers (~5% points lower than on prem) • Public for 10 years, margins established – little room for investment in CS • High volume of small customers requires low touch model
  5. 5. Customer Success at Blackbaud • In place for one year • Currently 65 people, targeting to be at 80 by year end • High, medium, low touch models in place • High = 50:1 customers:csm • Medium = 200:1 • Low = 1000:1
  6. 6. Low Touch Model • Focus heavily on two areas: onboarding , renewal, and automation • Onboarding • First time adoption • 1:many • Automation (internal and outbound) • Marketo, Gainsight, SFDC working together • Mix of usage, threshold, seasonal data • Renewal • Only touch med-high risk accounts • Engage 6 months before renewal
  7. 7. Our Results • Overall retention improved 6 points in 2013 • Targeting 4 points of improvement in 2014
  8. 8. Dennis Reno New Relic • New Relic is a software analytics company that makes sense of billions of metrics about millions of applications in real time. • Defining the market in Software Analytics • Superhero to the ObamaCare website Vice President, Customer Success New Relic
  9. 9. Automating Low-Touch Customer Success • Digital channels have become the preferred source for product and service information. Digital strategy includes: • E-chat • Forum • FAQ • Virtual Assistant • Social Media • Relevant blog content • White papers • Videos • Webinars • Digital channels should augment more traditional channels such as phone, email, click to call, and service requests • McKinsey study (2010-2011): Consumers increased their use of social media by 17% while SMS, texting, email, mobile phones, and landline use decreased by 8%. • Digital channels the preferred source for product and service information like consumer ratings, reviews, and websites, far exceeding consumer’s use of call centers or live chat
  10. 10. Consumers excited to lend a helping hand to others when they love the brand and product • 38-48% of consumers want to proactively help others: “I want to help other customers with problems or questions about the brands I love and use.” • In increasing numbers, customers are responding to customer queries and providing customer service • Two different levels exist of this peer-to-peer consumer interaction: ad hoc (forums ,blogs, social networks), communities (crowd-sourced q&a, brand promotors)
  11. 11. Dr. Chris Boorman Huddle • New Relic is a software analytics company that makes sense of billions of metrics about millions of applications in real time. • Defining the market in Software Analytics • Superhero to the ObamaCare website Chief Customer & Marketing Officer
  12. 12. © Copyright 2000-2012 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information. Company Overview Huddle – the company • Founded in 1997 • Private Company • Offices in London, SFO, NYC and DC • Clients in 30 countries • 100,000 customers • 150 employees • Foundation – over 1,500 not-for-profits Huddle – the service • Secure external collaboration • Intelligent Recommendation Engine • Government grade security • Managing people, tasks and projects • SharePoint co-existence or replacement • Adoption Guarantee
  13. 13. Our Customer Success Vision To inspire our customers to transform how they get their work done by evangelizing Huddle and driving adoption with the aim of ensuring that they become a Huddle customer for life.
  14. 14. Tiering of Accounts Self Service (accounts < 100 employees) Quick Start Success Guarantee (Accounts > 1,000 emp) Growth Accounts All accounts receive online support services Zendesk WalkMe Knowedgebase
  15. 15. Number of Accounts Level of Activity Upselling Accounts HIGH TOUCH Onboarding and stopping churn LOW TOUCH & AUTOMATION Account Focus by CSM 505 20% 80%
  16. 16. Driving automation [Functional & Operational work streams] In App capabilities Huddle Champions Workspace Best Practices Standard Electronic Communications Gainsight Customer Satisfaction Surveys Function Data & Integration Framework
  17. 17. Q & A

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