Your marketing is generating leads and your inbound sales team is primed to close the deal. The only problem is that customer success is an afterthought in your sales cycle. In this presentation you’ll learn: - How to operationalize your sales workflow to increase revenue; - The signals to help you identify at-risk customers ; and, - How to build engagement before churn.

1. Investing in Customer
Success
Heavybit
July 21, 2015

2. • What is the purpose of the Customer Success role?
• Customer Success 101: early warning signs and incident
response
• Customer Success 201
• Resources
What we’ll talk about today

3. The person whose job is to ensure adoption
“Customer Success” job defined
3

4. Customer Success 101: the “firefighter” first hire
Everybody has decided that fighting customer fires
is not their job. “Who can we give this to?”

5. 5
Customer Success 101: finding the “Red Flag” customers
To start, measure the
effects
• Usage
• Satisfaction
• Retention
Later, measure the
causes
• Product issues
• Selling / targeting
• Onboarding

6. 6
Customer Success 101: managing customer escalations
Define your playbooks; a team sport

7. 7
Customer Success 201: three steps to getting ahead of churn
1. Master the
onboarding & first-
use experience
2. Listen to your signals
(e.g. usage) and set
threshold triggers
3. Use other events to
trigger action (e.g.
bad review)

8. 8
Customer Success 201: clarifying team purpose
Revenue Service

9. Customer Success 201: tiering your customers
TIER 1 CUSTOMERS
Dedicated CSM’s for high-value
accounts
TIER 2 and 3 CUSTOMERS
Limited to no CSM coverage
Programmatic engagement

10. The benefits of investing in Customer Success are powerful
Maximize
Renewals
Expand Revenue
Through Upsells
Better Satisfaction,
More Advocates
Boost Team
Productivity

11. • www.bluenose.com/resources for lots of blogs, e-books, white
papers, online community
• Bloggers we love
– Joel York
– Tomasz Tunguz
– David Skok
– Nello Franco
– OpenView Labs
• Customer Success meetup
Resources
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12. 12
BUILDING THE
FOUNDATION
STAYING AHEAD OF
RED FLAGS
MAXIMIZING
REVENUE
DEVELOPING
CUSTOMERS FOR
LIFE
1. One View of the Customer
2. Early Warning System
3. Escalations
4. Onboarding
5. Training
6. Business Reviews
7. Renewals
8. Up-Sell / Cross-Sell
9. Voice of the Customer
10. Customer Advocacy
11. Lifecycle Marketing

13. Shameless product plug: Bluenose for Proactive
Customer Success
Engagement Data
Purchase Data
Usage Data
Demographics
NPS / Surveys
Analytics Engine
Proactive Account
Management
End User
Campaigns

14. Some of our customers
14Proprietary & Confidential