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How to use Customer Success to Predict and Drive Up-Sell


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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 use Customer Success to Predict and Drive Up-Sell - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Dell Boomi, Tableau, Marketo

Published in: Sales, Business, Technology
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How to use Customer Success to Predict and Drive Up-Sell

  1. 1. How to Predict Customer Risk and Upsell Kimberly Gress, Dell Boomi Mike Stocker, Marketo Tracy Bush, Tableau
  2. 2. Kimberly Gress Dell Boomi • Founded - March 2000 • Acquired by Dell – November 2010 • Industry‟s first and leading Integration Cloud • A leader in Gartner‟s 1st Magic Quadrant for iPaaS • 2000+ named customers • 70+ ISV and SI partners • 500+ million integration processes per month • Patent for Predictive Assistance, an innovation for improving customer success Director, Dell Boomi
  3. 3. “Can you predict churn?“.....“Yes we can!“ What we found….intially • Valuable customer usage data in the platform • Rules that indicated non-active customers and potential churn • 68% of customers = Green What we did ….initially • Categorized customers • Green = active • Yellow = "at risk" • Red = churn • Developed predictive report indicating "at risk" customers • Developed Customer Success Team to focus on proactive outreach to "at risk" customers • Evolved predictive report into automated Predictive Assistance
  4. 4. Predictive Assistance • Integrates near-real-time customer usage metrics with Dell Boomi‟s CRM • Customer success cases are created • Customer success advisors proactively reach out to customers to optimize their use of the platform Predictive Analytics Customer Success Case Creation Customer Engagement & Outreach Successful Outcome Automated Efficient outreach
  5. 5. Results & Lessons Learned Results • 83% of customers are Green • Dell Boomi renewal rate 94% • 41% increase upsell QoQ Lessons Learned • Proactive outreach improved customer experience, provided valuable insights and upsell opportunities • Evolve Predictive Assistance to include valuable data that exists outside the platform; CRM and Social Networks • Investment in Customer Success Programs are a requirement for a subscription business • Generates growth • Reduces churn • Earn customers business every day!
  6. 6. Mike Stocker Marketo Marketo (NASDAQ: MKTO) provides the leading marketing software for companies of all sizes to build and sustain engaging customer relationships. Spanning today‟s digital, social, mobile and offline channels, Marketo‟s® customer engagement platform powers a set of breakthrough applications to help marketers tackle all aspects of digital marketing from the planning and orchestration of marketing activities to the delivery of personalized interactions that can be optimized in real-time. Marketo‟s applications are known for their ease-of-use, and are complemented by the Marketing Nation™, a thriving network of more than 250 third-party solutions through our LaunchPoint™ ecosystem and over 40,000 marketers who share and learn from each other to grow their collective marketing expertise. The result for modern marketers is unprecedented agility and superior results. Headquartered in San Mateo, CA with offices in Europe, Australia and a joint-venture in Japan, Marketo serves as a strategic marketing partner to more than 3,000 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit Sr. Consumer Marketing Strategist, Marketo
  7. 7. Usage Data isn„t Everything! • “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.” -John Russell, President, Harley Davidson What does Harley Davidson have to do with Customer Success?
  8. 8. 6 Practical “Early Warning” Signs of Customer Risk/Churn 1. Survey Responses (NPS, CSAT etc.) • Low Score • Comments • No Response 2. Support Cases/Issues • High Velocity • Long term/Outstanding 3. Marketing • Customer stops being “reference” • Customer frustration on forums, social channels. 4. Relationship • Main contact leaves • New exec arrives 5. Slow Adoption • Customer not ramping on trajectory of success (slow starter) • Customer requiring extensive hand- holding 6. “Zombie” Customer • Usage continues but customer goes completely unresponsive *Not ordered by importance
  9. 9. Identifying Upsell/Cross-sell Opportunities through common questions 1. Pro-Services • “Can you do this for me?” • “Can you advise me” 2. Support Upgrades • “I need faster responses from support” • “Didn‟t fully resolve my issue” 3. Install Base/Sales (New Product) • “I‟m interested in new product X” • “Do you have capability Y?” 4. Account Management/CSM • “I‟m planning rapid growth…” • “Our renewal is coming soon…” 5. Training/Education • “How to ?” • “I‟m new to your product” • “I want to learn more…” 6. Partners (Services or Application Partners) • “I don‟t have enough resources…” • “Do you recommend a XYZ application for use case?”
  10. 10. Tracy Bush Tableau Software Director, Global Customer Success
  11. 11. Culture of Contribution
  12. 12. Challenges License Registration Never had a Conversation No Engagement -Training -Services -Support
  13. 13. Customer Journey
  14. 14. What„s Next?
  15. 15. Q & A