1. Salesforce's Red Account Program aims to identify and manage their most serious customer-impacting issues to drive effective resolution and ensure renewal and healthy relationships. It provides visibility across teams and leverages executive support. 2. The program has key elements like defined processes, cross-functional team support, roles and responsibilities, communication, analytics, and root cause analysis. It aims to create a culture where escalations are handled properly. 3. There are four types of Red Accounts: precautionary, core, Marketing Cloud, and incident outreach. The program looks to resolve issues threatening renewals, risking executive escalations, delaying go-lives, or needing multi-team involvement. Customer escalations

1. How Salesforce Drives
Escalations to Success
​ Red Account Process

2. Forward-Looking Statements
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3. Quick Poll
Partner Type?
Length of Partnership?

4. 1. Red Account Program Overview
2. Defining an Escalation Program
3. Success Stories
4. Program Feedback
Agenda

5. ​ A Global Program to identify and manage our most
serious customer-impacting issues, to drive effective
resolution and ensure renewal and relationship.
​ Provides visibility across relevant teams, and leverages
cross-functional and Executive Level Support.
Escalation Management using Red Accounts

6. ​Program Sponsor
​Defined Process
​Cross-functional Team Support &
Engagement
​Roles & Responsibilities
​Communication & Team Collaboration
​Business Insight & Analytics
​Root Cause Analysis & Trends
Key Elements for Success
“Create a culture where escalations are a good thing and anyone can create one”

7. Quick Poll
How often are you pulled into
escalation issues?

8. Precautionary Red Account
Core Red Account
Marketing Cloud Red Account
Incident Outreach Red Account
Four types of Red Accounts

9. Guest Speaker
​ Anika Keswani

10. “We are approachable thought leaders in risk management who add value
by providing guidance and driving resolution for customer success.”

11. Red Account Program Overview
Dedicated Escalation Managers...
​ Drive fast, effective resolution to our most serious customer impacting
issues.
​ Enable cross-company collaboration to manage risk situations.
​ Improve internal processes by uncovering trends seen across the
business.

12. Red Accounts look like this
• If upcoming renewal is at risk AND there are near-term actions to take to prevent attrition (regardless of AOV at risk)
…Existing AOV / Renewal is at risk
• If customer threatens to escalate to senior executives, or go social, AND the risk cannot be mitigated by an outreach
…Customer escalates to SF executive (EVP+)
• If go-live is delayed causing critical business impact AND multiple teams’ involvement and actions are required to resolve
…Go-live is at risk
• When cross-functional involvement is needed to address a critical customer risk situation (Alliances, Sales, CFL, Support,
Product, Services, etc) AND the risk cannot be promptly mitigated with relevant outreach or attention through other escalation
channels
…Critical issue involves multiple teams
For additional resources: Red Account Program: Training & Feedback Chatter group

13. Customer Escalations are not always Red Accounts
1. Precautionary Red: No Escalation Manager Involved.
2. Escalate a Support Case: Raise higher up within support management.
3. Escalate an Implementation: Alert project leadership of go-live risks.
4. Involve Sales Operations: For a contract re-negotiation, go straight to
SOps
​ Consider other channels for help with a customer escalation

14. Persisting at CUSTOMER ABC (FinServ)
“A little more persistence... and what seemed hopeless failure may turn to glorious success”
- Elbert Hubbard
Implemented vetting process for support agents
Developed MCS proposal to match compliance needs
5-year, 9.5M€ TCV agreement closed upon resolution
Resolved after
96 days open
Stronger
customer
relationship
Renewal closed
+ 275K€ upside
97% License
Utilization 77% Total Login
Percentage
Very strict compliance requirements
Premier customer, in their 6th year with Salesforce
$1.7M AOV at risk, ongoing pricing concern

15. Persisting at CUSTOMER XYZ (CPG)
​ Lack of trust in SI’s SaaS expertise
​ Very negative customer sentiment
​ Risk of decommissioning current solution too soon
Weekly mediation meeting between Salesforce & SI
Customer sentiment trending positive & engaging
Business Architect engaged, timeline back on track
Resolved after
126 days open
Stronger
customer
relationship
Go-live achieved
Pilot Country go-live delivered!
“Alone we are smart. Together we are brilliant”
- Steven Anderson

16. “...after 5 years at Salesforce, I can
say this process has made time and
time again a difference in rescuing
and putting on the right path many
challenging situations - keeping
trust at the heart of it all!”
- Customer Success Director,
EMEA Central
“The Red Account Program
provides an amazing platform to
focus teams on customer success.
Account teams and customers
truly see the value in this
engagement, which goes to the
heart of our of trust, customer
success, alignment, and ohana.”
​ SVP, CBU Sales APAC
Program Feedback!

17. Use this simple Escalations custom app as
a baseline business process for managing
escalations - sensitive internal or customer
issues that need executive visibility,
complete collaboration, and dedicated
project management to effectively resolve.
https://appexchange.salesforce.com/listingDetail?listingId=a0N3000000CTL49EAH
appexchange alert: Escalation Management

18. Key Takeaways of Red Account process
• Create a Red Account when there is a clear and urgent risk present.
• Refer to the Training and Feedback Chatter group for how-to’s.
• Maintain your Red Account weekly, with the “executive reader” in mind.
• Focus on Issue Summary, Action Plan, and ECOMM headline fields.
• Ask your leadership and regional Escalations team for guidance anytime.
• Complete lessons learned on closure.

19. Any Questions?

20. Final Poll
How many of you have access to
Partner Community?