Customer Success: The Key To SaaS Company Profitability


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“Customer Success: The Key to SaaS Compoany Profitability” - a webinar presented by OpSource & Mikael Blaisdell & Associates, Inc.

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Customer Success: The Key To SaaS Company Profitability

  1. 1. Customer Success:      The Key to SaaS Company Profitability Mikael Blaisdell Mikael Blaisdell & Associates, Inc. Alameda, California (510) 865-4515 Presentation © 2010 Mikael Blaisdell – All rights reserved 1
  2. 2. If your prospects could spend a day in your Customer Support Center… would they still be prospects?An easy “exit” button will be offered to your current customers… how many will consider using it? 2
  3. 3. Who in your company is responsible for the ongoing customer relationships? Who “owns” those relationships?How, specifically, is their performance measured? 3
  4. 4. Who is responsible for ensuring that yourcustomer gets maximum value from their SaaS subscription? The customer? Someone in your company? 4
  5. 5. • Challenge• Data and concepts• Begin some conversations• The start of a journey 5
  6. 6. The Pieces of the Puzzle • Product & Profitability • The Constant of Support • The Knowledge Inventory Operation • The Elements 6
  7. 7. Product & Profitability Product as Technology • The Profits-realization strategy SaaS & Product As A Relationship Income streams & incremental profitability“Software is -a- way of monetizing your expertise” 7
  8. 8. The Constant of Customer Support “Every powerful tool inherently carries a support burden, from the necessity that the customer/user must make an investment in learning in order to realize the benefits from their purchase.” Company Customer Proactive Reactive Development – Marketing – Sales – Professional Services -- Support Design – Testing – Documentation – Training – Phone/Email/Web Support Prevention Support Management $$$ $$$$$$$$$$ 8
  9. 9. The Knowledge Inventory OperationAccess Channels Knowledge RepositoriesEmbedded in app Application HelpTelephone Customer Support Reps Case Mgmt SystemsEmail KnowledgebasesIM/Chat Forum posts & RepliesWebsite Case Mgmt Customers Knowledgebase Forums Other employeesOther Social media Webinars Fax White Papers 9
  10. 10. “Nobody is really winning at  Support.We’re all doing the same things to try  to keep up… (but) to get to the next  level, we’re going to have to do  something new.” ‐‐ (Ken Shevock) 10
  11. 11. The “Something New” The End of Customer Support Will the last rep please remember to turn  out the lights?The Beginning of Customer Success: A new profession 11
  12. 12. The Elements of Customer Success • Strategy • Process • People • Technology Increased Strategy Process People Profitability Metrics Increased Customer Technolog Retention y 12
  13. 13. Strategy Defining the Right Strategy for Your Company & Customer From Break/Fix to Increasing Productivity / ProfitabilityFrom: Customer Support: “We’ll Fix it for you and hope to make you very happy in the process.”To: Customer Success: “We directly contribute to making more sustainable profitability faster/better for our company and yours – and we can prove it!” 13
  14. 14. Process The Right Access Channels The Right MetricsDesired outcome?• Resolved difficulty• Up-Sell – Cross-Sell• Market research• Other? Profitability Customer Retention Rate 14
  15. 15. People The Right Roles The Right Structure Chief Customer  Success OfficerImplementation Professional Services Training Customer Contact Center Documentation Quality: User Testing 15
  16. 16. 16Technology The Right Tools The Right Data The Right Usage
  17. 17. StrategyProcessPeopleTechnology 17
  18. 18. Questions? Mikael Blaisdell Mikael Blaisdell & Associates, Inc. Alameda, California (510) 865-4515 Presentation © 2010 Mikael Blaisdell – All rights 18