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Creating a Customer Success Program to Boost ROI While Scaling Support - Josh Magsam SDX Portland 2018

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Quick guide to scaling up customer support teams through data and metrics, and understanding the relationship between ROI and efficient support processes.

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Creating a Customer Success Program to Boost ROI While Scaling Support - Josh Magsam SDX Portland 2018

  1. 1. Creating a Customer Success Program to Boost ROI While Scaling Support Josh Magsam
  2. 2. From Start to Finish… Scaling Up Support – Supporting a Legacy Platform Launching a Success Program – Lessons Learned Connecting the Dots to ROI – Profitability Starts with Support
  3. 3. 1. Scaling Up Support “What is measured, improves!”
  4. 4. Scaling Up – Work Smarter, Not Harder We had to go from “all hands on deck, all the time” to a managed, measured workflow (sound familiar?). But when we went to look at data - there wasn’t much to work with.
  5. 5. Scaling Up – You Get What You Pay For We needed to move beyond basic tracking to full reports and analysis. The more data we uncovered, the more we realized that we couldn’t scale up with the tools we had.
  6. 6. Scaling Up – You Can Only Have One Priority Growth had been outpacing projections and was only going up. We couldn’t keep up the “all hands on deck” approach – it was time for a different plan.
  7. 7. Scaling Up – Seeing the Full Picture 1. Our largest support segment would be just as happy with self-service options. 2. Our largest customers needed more help growing. 3. Support data would help Product and Engineering prioritize roadmaps.
  8. 8. Scaling Up – Pivoting to Success 1. We had to change the conversation. 2. We needed to engage the full team. 3. We should test, measure, and test again.
  9. 9. 2. Launching a Success Program From First Questions to Launch and Review in 90 Days
  10. 10. Launching – First Questions 1. Who should we target at launch? 2. How should we allocate resources? 3. What should we deliver at launch? 4. How would we measure what we delivered?
  11. 11. Launching – The Four Point Plan 1. Build a Customer Segment List 2. Build a Customer Journey Map 3. Learn More About the Customer’s Needs 4. Gather Feedback and Iterate
  12. 12. Step 1: Build a Customer Segment List Data from CS projects and Product team research gave us an extensive revenue-based B2B segment list. How the data helped: • Marketing and Product data provided clear, focused segments. • CS data highlighted high-engagement customers in segments. Would have been helpful if: • Revenue had not been the primary criteria for initial segments. • Revenue projections were matched with historical reports.
  13. 13. Step 2: Build a Customer Journey Map Working with high-volume legacy customers would help us build a feature adoption map retroactively. What we mapped well: • Unique use-cases benefitting from the program • Correlation between specific features and rapid growth. Would have been helpful if: • Outliers and false positives were filtered out. • Historical data referenced to ID feature abandonment vs adoption.
  14. 14. Step 3: Learn the Customer’s Needs Sent out a targeted survey asking what customers wanted out of a success-based program. Helpful data points: • Customers wanted a closer relationship with the CS team. • Customers wanted direct assistance from the Product team. Would have been helpful if: • Questions identified why customers wanted this. • Messaging established reasonable expectations for early program outcomes.
  15. 15. Step 4: Gather Feedback After Launch We launched in the U.S. at 30 days and in select parts of the E.U. in 60 days. Follow-up surveys went out at 90 days. Helpful data points: • Customers were happy with increased Support levels. • Customers were optimistic about future growth through the program. Would have been helpful if: • Some options were left off the initial menu. • Different criteria were used to segment customers.
  16. 16. If we had to do it again… (Lessons Learned) 1. Know what the customer’s desired outcome was from the start. 2. Map feature use based on desired outcome and historical revenue. 3. Build segments based on desired outcome and ability to grow. 4. Gather feedback between launch phases.
  17. 17. 3. Connecting the Dots to ROI Surprise! It’s Not (Only) About Retention and Loyalty
  18. 18. ROI - Sharpen Your Tools Your helpdesk reporting tools should help you determine: • Your highest value support category; • Your highest cost support category; • Where your team is losing time; • Areas where small feature or product adjustments will reduce contacts.
  19. 19. ROI - Deflect, Deflect, Deflect Personalized support is marketable, friendly, and delights customers! Or so the story goes… But it’s also slow, expensive, and ties up resources that can be focused elsewhere… …and the results of a Customer Effort Survey may confirm that your customers will be happiest with the simplest solution.
  20. 20. ROI - Use All of Your Resources You took the time to hire smart and creative people for your team – so tap into that creative energy! Scaling up processes through better tools and deflection + self-service options can give your team breathing room to experiment or use customer feedback to pitch updates to your product team.
  21. 21. ROI - Know the Customer’s Desired Outcome Everyone has an eye on customer retention – it’s no secret that churn has a negative impact on ROI. But too often, both Support and Success programs overlook the customer’s desired outcome as a critical factor in growing ROI. To really target efficiency and deliver revenue-boosting value to your customers, you need to know what they want from your company in order to succeed.
  22. 22. Overview I. Scaling Up Support II. Launching a Success Program III.Connecting the Dots to ROI
  23. 23. Plug for Favorite Resources
  24. 24. Thank You! Thoughts? Questions? Just want to say hello? Email: josh.magsam@gmail.com LinkedIn: https://www.linkedin.com/in/joshmagsam

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