The document discusses strategies for integrating data to enhance customer success in various SaaS companies, focusing on case studies from Cornerstone OnDemand, Citrix, and Box. Key themes include the importance of customer retention, data exploration, and proactive versus reactive customer engagement. The document emphasizes the need for accessible data and disciplined testing to improve customer experiences and drive retention.

1. How to Integrate Data to
Drive Customer Success
Alia Zaharudin
Cornerstone
OnDemand
Monica Adractas
Box
Brian Anfinsen
Citrix

2. Alia Zaharudin
Cornerstone OnDemand
Alia Zaharudin heads up Global Business Operations
for Cornerstone OnDemand (NASDAQ:CSOD).
Cornerstone is a global leader of cloud-based talent
management software solutions. Cornerstone has
had 14 years of consecutive growth and a 95%
customer retention rate.
Head of Global
Business Operations

3. Client Success at Cornerstone
Customer
Retention is a
key metric
Engage Enable Excite

4. SaaS makes it easy to add systems.
• Multiple systems. Multiple data
sources.
• How do we make sense of the
data?
Scaling vs. Getting things done

5. Making Business Data Work for You
Client Retention
Client Engagement
Client Transactions
Client Traffic

6. Brian Anfinsen
Citrix – SaaS Division (GoToMeeting, GoToAssist, Sharefile, etc.)
I run a small Data & Analytics team within the Customer Care department
of the SaaS Division of Citrix.
The Care team’s priority is to inspire customer love by solving their biggest
problems and creating great experiences. We have five primary functions:
• Inbound
• Outbound
• Majors & Enterprise
• Self-Service
• Data & Analytics
Director, Data & Analytics
Customer Care
Citrix

7. 2014 Focus Areas
Data exploration to derive meaning from:
• What they tell us
• What they are doing
• What is happening to them
Customer Listening
& Observation
Empower with Tools, Insight, and focus:
• Trigger Actions with Key Insights
• Monitor Important Behaviors
• Accessible to Employees & Customers
Data Empowerment
Disciplined Testing
• Test management platform
• Educate on why we test
• Grounding in proper A/B (controlled) experiments
Test & Learn

8. What we have learned.
 A focus on lagging indicators means you are always
late to the party.
 Hiding complexity can breed distrust.
 If it’s not in their workflow, CSMs will never adopt it.

9. Monica Adractas
Box
• Known as the “Churn Czar” at Box
• Formerly McKinsey & Company
• Cross industry perspective: Starbucks,
Holiday Inn Express, financial services
Head of
Customer Retention

10. Share, manage and access your
content from any device, anywhere
25MM+
USERS
99%
FORTUNE 500
225K+
BUSINESSES

11. Things we‘re thinking about
• Company wide focus on retention
• Balancing proactive and reactive
• CS = CSMs + Customer Advisory + Support + Professional Services
• Customer Success, at scale with smaller customers

12. Using data
It’s never perfect
1. One overall metric
2. Performance management
(scoreboards vs. incentives)
3. Daily data
4. Experiments / Explanatory

13. Q & A