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Incorporating the Voice of the Customer into Your CS Program


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There’s a good reason that the very first tool many nascent Customer Success teams invest in is some sort of survey or customer feedback platform. Without a reliable and insightful way to derive information from your customers and take action in a continuous loop, you don’t have a Customer Success organization. In this session, you’ll learn how to build and best practices VoC feedback loop.

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Incorporating the Voice of the Customer into Your CS Program

  1. 1. ©2017 Gainsight CX MEETS CS INCORPORATING VOC IN CUSTOMER SUCCESS NICOLE GEMMER Customer Programs and Analytics Workday GANESH SUBRAMANIAN Director, Product Marketing Gainsight ®2017 Gainsight. HELEN VALENTINE Sr Director, Field Enablement Workday STEVE BERNSTEIN Author & Principal Consultant Waypoint Group
  2. 2. ©2017 Gainsight Key Topics • Customer Success and Customer Experience • The Role of Voice of the Customer in Customer Success • Where to Start and How to Mature • Measuring the ROI for your Program
  3. 3. ©2017 Gainsight Customer Success is at the intersection of…
  4. 4. ©2017 Gainsight The Goal is to Drive Outcomes AND Sentiment Happy and Outcomes Achieved Outcomes Achieved but Unhappy Happy but Outcomes Not Achieved Outcomes Not Achieved and Unhappy
  5. 5. ©2017 Gainsight Retention Correlates with Experience % “Top Box” Experience %“TopBox”Success Focus on Experience Engage! Expand! Focus on KPIs
  6. 6. ©2017 Gainsight Manage Expectations on Segmentation AND Readiness Fix Poor Customer Journeys Improve Customer Experiences Drive Mutual Success Requires: Impact: O -- O O $ O O O $ $ $ $
  7. 7. ©2017 Gainsight Seek Coverage At All Levels Strategic Accounts “Growth” Accounts Small Accounts More Contacts More Accounts • Deep relationships with all members of the buying committee(s) • Focus on mutual success • Strengthen relationships with “champions” • Enable their “journey” • Smooth experiences for all “transactors” Smooth experiences for all “transactors”
  8. 8. TM
  9. 9. ©2017 Gainsight Proven Services Success 3 certifications/consultant 99.5% uptime guarantee 4.5 Hours to deliver latest update 327 go-lives in 2016 70% customers in production 21 Billion transactions in production/year 13 Million integrations run/year 17,000 certifications across the ecosystem
  10. 10. ©2017 Gainsight D I S C O V E R D E L I V E R I N C R E A S E V A L U E Continue Learning and Optimization to Drive Success
  11. 11. ©2017 Gainsight
  12. 12. ©2017 Gainsight ROI Obtained 1:1 vs. 1:Many
  13. 13. ©2017 Gainsight Q&A ®2017 Gainsight.
  14. 14. ©2017 Gainsight THANK YOU ®2017 Gainsight.
  15. 15. ©2017 Gainsight Next Steps 1:1 q Are you engaging decision makers & influencers? q Do you have role-based questionnaire(s) that ask the right questions of the right people? q Do your CSMs know how to follow-up appropriately on feedback? q Do you have a “Joint Success Planning” process with the buying committees at “strategic” accounts? 1:Many q Do you have a coalition that wants to act on customer feedback? q Are you providing actionable and prioritized insights to your coalition?
  16. 16. ©2017 Gainsight “Land and Expand” is the Hallmark of Today’s Successful Businesses Net Bookings New Bookings Expansion Bookings (Negative Churn) Churn Impact on Overall Growth in MRR with 2.5% Account Growth Expansion Each Month Courtesy David Skok
  17. 17. ©2017 Gainsight Representative Voice-of-Customer Can Optimize All Parts of the Business, So Build A “Coalition of the Willing” Retention & Expansion Employee Effectiveness Products & ServicesBiz Model Market Strategy Voice of Customer
  18. 18. ©2017 Gainsight VoC Initiatives Grow Alongside CS Maturity Act on Feedback Improve experience by closing the loop on customer feedback Proactively Impact Take a holistic view to solve challenges before they become problems Consistently Deliver Value Leverage insights to improve products and services Predictively Drive Success Install and improve best-practices across all segments and functions