Post Usage ROI? Justifying a renewal or upsell using actual customer usage data. Ariel Utnik, VP Customer Success, Panaya

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Where is the ROI?
Justifying a Renewal or Upsell Using
Actual Customer Usage Data
VP Customer Success
Ariel Utnik

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About Panaya & Me
About Panaya:
• Panaya is the market leader in
change analytic and cloud-based software
testing, tailored for ERP.
• Acquired by InfoSys for $230M
About me:
• In love with the Customer Success mission,
with special focus on churn reduction and
prevention

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Build more value faster for
your company and ours—
and we can prove it.
The Mission of a Customer Success Team
PANAYA
“
“Customer success association
http://www.customersuccessassociation.com/definition-customer-success-management/

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Have you heard from your
customers that the tool costs
too much vs the value they
get?

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Are you able to justify
renewal price increase or
upsell for customers that are
“heavily” using your system?

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Do you have any idea what is
the $ saving your customer
gets from your tool?
Are you able to prove it?

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So how can we prove it?
Show me the money..

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1. Build a post usage ROI tool
2. Validate the tool
3. Update your customer journey to collect
relevant data for the post ROI
4. Manage the post usage ROI meeting
The steps for your own post usage ROI

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• Start with your pre-sale ROI tool
Remember the promise and language…
• Think from the customer ROI meeting backward
What points you want to make
What story do you want to tell
• Quantify the saving per activity / event
Refer to activities that customer understand and value
• Use industry standard, cost surveys and past experience
Use reference that customer accepts and trusts
Build a post usage ROI tool

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• Build the calculation based on formulas with simple
ability to update the parameters
Parameters may be different for every customer
• Generate the data from your application / totango
Is your customer aware of their level of usage?
• Don’t overshoot, customer should trust this ROI after
he understands the details
Data must be trusted
Build a post usage ROI tool

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• Start with your organization
CSM, Sales, Product must buy it first
• Industry peer validation
e.g. VP Global business application from Ness
• Customers validation
“The Fact Sheet with the numbers in front of my eyes are a very good picture”
“This is a proof that indeed we’re having benefits using your tool”
“This is encouraging… This brings us to focus more on testing”
• Is a CFO convinced to buy the product when he gets
this data?
Numbers must talk
Validate the tool

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• Collect the data from day 1
Highest customer attention is during the onboarding
• Incorporate those parameters into your customer
journey process
There is no “post usage ROI” step in your onboarding
Collect data from customers

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• Make it simple, talk in savings ($, Hr, Mo to ROI)
Must be based on the customer KPIs
• Define in advance what is the desired outcome of
the meeting (renewal? Upsell?)
This will dictate your meeting strategy
• Make sure your champion is involved and aligned
with the ROI preparation
The best you can ask for is that the champion will present part of it
• A good meeting should be with the executive sponsor
and the champion
Don’t hold the meeting with the wrong audience
Manage the post usage ROI meeting

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• Don’t get into the details if not needed
Less is more
• Better to use excel format and not fancy
presentations
Keep the engineering look and feel
• Before you leave the room confirm your desired
outcome
A.B.C – Always Be Closing
Manage the post usage ROI meeting

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Summary
“
PANAYA
Customer Success - build value fast, and
prove it!
Prove it in a way the customer can quantify
and understand

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PANAYA WORKSHOP
17
Questions?