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How to Build a Customer Journey That's Outside-In not Inside-Out
The document outlines strategies for building a customer journey that emphasizes customer experience by utilizing data-driven insights and collaborative practices across departments. It highlights key challenges such as fragmented customer interactions and the absence of automation while showcasing the success of implementing a customer success program and technology. Additionally, it emphasizes the importance of maintaining regular engagement with customers to foster trust and measure the effectiveness of solutions.
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How to Build a Customer Journey That's Outside-In not Inside-Out
- 1. 201 8 How to Builda Customer Journey That’s Outside-In Not Inside-Out Gabe Petersen Customer Advisory Manager
- 2. © Copyright 2017,Gainsight, Inc., All rights reserved Lifecycle Management Execute meaningful lifecycle events throughout the customer journey Solution: • Define the optimal journey for each customer segment from pre-sales through expansion and advocacy • Collaborate effectively across functions by sharing notes and aligning on best-practice playbooks • Track progress towards outcomes by leveraging data driven milestones, reports, and advanced analytics KPI: Retention, Efficiency Current Challenge: Our customers have a fragmented experience with our company across our disparate organizations Required: Insights & Actions Suggested Add-ons: Journey OrchestratorLm 2 Lifecycle Management
- 3. 3 Platforms that Connectthe World • Our mission is to connect everyone and everything. Calix platforms empower our customers to build new business models, rapidly deploy new services and make the promise of a smart home and business a reality.
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- 6. 6 What if youcould leverage insights from your network to optimize your business?
- 7. 7 What if youcould leverage insights from your network to optimize your business? Analyze Engage Grow
- 8. 8 What if youcould leverage insights from your network to optimize your business?
- 9. 9 Objective • 18 monthsago recognized the need for a Success organization at Calix • New set of solutions coming to market • Legacy set of products that needed to be supported with success@scale best practice • Build a Success program from scratch • Knew we needed technology (NOT Excel) • Had the opportunity to invest in technology early to ensure we built processes out correctly Fuel Growth with Customer Success
- 10. Opportunity Fuel Growth withCustomer Success • Lack of meaningful touchpoints with customers • Did not have a defined journey map • No automation around touchpoints • No understanding of business objectives • Needed to build trust and get details on customer KPI’s • “Value delivered” primary focus of Success Team • Transition customers
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- 12. 201 8 Success team involvedas customers move through the funnel to ensure soft handover CTA’s fire for Success Manager to engage – primary goal is understand and document business objectives Regular meetings with Executive sponsor to ensure alignment CTA’s fire once implementation complete for CSM to ensure users are onboarded and specific actions are being taken by customer Regular meetings with high tough customers, webinars for low touch, monitoring of usage data, analysis of business objective achievement CTA’s fire at 90, 30, 0 days to renewal date New Product Implement Launch Optimize Renew Plan
- 13. 201 8 • 60% growthin total customer case • Growth in new higher touch solutions • Base of legacy products • Limited resources (people) Opportunity
- 14. 201 8 • 60% growthin total customer case • Growth in new higher touch solutions • Base of legacy products • Limited resources (people) Opportunity
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- 16. 201 8 Email Engagement • Operationalemails (best practice content, webinar invites, welcome emails) • 32% open rate, 58% click-through-rate • Renewal emails • 66% open rate, 35% click-through-rate
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- 19. 201 8 Email Engagement –Admins Email Engagement – Individual Users
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- 22. 201 8 Usage Data • Pushlink to weekly reports via Share360 on how customers are using our solution(s) • Topic of discussion in every sync call with customer • Leveraged for coaching and best practice sessions • Helps managers identify risks and issues with their team • Unbelievable feedback from customers
- 23. 201 8 New Service Revenue •Pushed email to contacts we thought would be interested in extended warranty service • Overwhelmed our sales team with leads • Generated as many leads in a week as the sales team had previously generated in a year • Resulted in 66% growth in revenue for this service • Received first PO’s within a week • Provided context to customers using Share360 reports embedded in emails
- 24. 201 8 “The Calix Successteam’s custom training, best practice resources, and coaching resulted in immediate adoption of the Support Cloud accelerating the benefit to our business.” “The combination of Marketing Cloud and the Success service from Calix allowed us to reduce our marketing expense by 50% year over year, while maintaining the same number of subscriber upgrades.” Bethany Chinadle, VP of Customer Operations Triangle Communications What our Customers are Saying
- 25. Key Takeaways/Next Steps •Journey orchestrator allows us to scale • Don’t be scared to take a shot • Health scores