From Customer Success Summit 2017 - Michael Connery, Director of Customer Success at BetterCloud, discusses "After at risk - implementing a save process".
Learn more about Customer Success Summit: http://customersuccesssummit.com
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About Me
• Michael Connery, Dir. Customer Success
• BetterCloud is the first-ever unified SaaS
management platform.
• We empower IT to manage and scale best-
in-breed SaaS application environments.
• 3,000 customers, 7 member CSM team.
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How it all began...
• Churn is the fear and paranoia we all share.
• There are countless ways to pinpoint an at-risk
customer.
• What can we accomplish with limited
resources to improve our identification and
remediation of risk customers?
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The Save Process
• Create a measured, low barrier, white glove
process to recapture at-risk customers.
• Get buy in early from your C-Suite
• Prepare to iterate!
• Don’t expect everything to be perfect at
once
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Story Time!
• Customer which we will call “The
Company”
• Middle-Market tech company looking to
cancel their account mid-term.
• One of our first to go through the
process!
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Step 1Flag for Tracking
Data is king. To ensure anything you are about
to do is effective, you need to measure it. We
utilize custom stages in Salesforce to track as
soon as a customer is at-risk.
Escalation
Get the key players involved internally as soon
as possible. You can’t help with what you don’t
know, and risk accounts need to be known.
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SYMPTOMS
Step 2
INFORM THE FAMILY
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Kickoff Call
Reach out to the customer and conduct a
“kickoff call”. The goal of this is to identify
exactly why they customer is at-risk. By
knowing the why you can prescribe the how to
get them back on track.
Upfront Contract
You need to have the customer’s buy in and
commitment to become re-engaged in your
product. Without this, you need to dig deeper
into their reasons for being at-risk to find out
why they are no longer engaged.
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Step 3
DIAGNOSIS
Step 4
AGREEMENT TO TREAT
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Engagement Plan
Guide your customer through a series of
training sessions, best practice reviews, etc. to
recapture their enthusiasm towards your
product.
Celebrate Wins
Throughout the entire save process, you need to
celebrate wins both internally and externally to
show both sides that this investment of time has
been worthwhile and the new tools your
customer now understands.
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Step 5
TREATMENT
Step 6
ROAD TO RECOVERY
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Final Wrap-up Call
After you have gone through your engagement
plan, it is time to recap all that has been learned
with a focus on ROI. Turn a doubter into a
champion.
Ongoing Love
Make sure you do your due diligence to keep
the customer out-of-risk through normal CSM
operations.
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Step 7
BILL OF GOOD HEALTH
Step 8
FOLLOWUP
APPOINTMENTS
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Results
• In our story “The Company” renewed!
• Customers appreciate honesty and openness.
• They want to get their money’s worth and tend to appreciate when you level with them about what
can be done to right the ship
• Don’t force it!
• This process won’t work for everyone. Some people have their mind up and everyone has their own
series of priorities, ideas, concerns, outside of how they play into your world.
• Be ready to adapt or sometimes, let it go.
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What’s next for you?
• Track everything!
• Without measuring you can’t tangibly
improve.
• Don’t fear escalation
• Make sure your team’s culture is not
averse to churn discussions.
• Celebrate wins
• Show your customers what they have
accomplished and show your team the
results of their efforts.