Lessons Learned Transforming Eloqua into a Customer-Centric Organization

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From Customer Success Summit 2017 - Kia Puhm, Principal, K!A CX Consulting, discusses "Lessons Learned: Transforming Eloqua into a Customer-Centric Organization". Learn more about Customer Success Summit: http://customersuccesssummit.com Totango is the leading enterprise- grade customer success platform that helps recurring revenue businesses proactively impact business outcomes with customer success. With solutions to empower Customer Success Teams or entire companies, Totango enables everyone to participate in customer success. Learn more at www.totango.com.

Software

PRODUCED BY
The Journey Towards a Customer
Centric Organization
or, Going on a Road Trip

PRODUCED BYPRODUCED BY
About Me
Kia Puhm has extensive experience building world-class
practices that accelerate business growth. Kia leads
businesses through the transition to customer-centric
organizations. Her proprietary methodology provides
clients with a disciplined and sustainable approach to
increasing customer value and long term loyalty.
Prior to K!A CX, Kia held chief positions at Oracle, Eloqua,
Day Software (Adobe), Intelex Technologies, and Blueprint
Software Systems.

PRODUCED BYPRODUCED BY
By the end of this session you will…
Know what it means to be a
customer centric
organization
Recognize that a customer
centric business approach is
vital to your company’s success
Know the three key tenets to
become customer centric

PRODUCED BY
Eloqua Story: Cracks in the Foundation
2x revenue year-over-year
Defined the market and was the market leader
Loved its customers and customers loved
Eloqua

PRODUCED BY
KIA CX Consul,ng
Eloqua Story: Compelling Argument for Change
+1% = $10 million

PRODUCED BY
Eloqua Story: Voice of the Customer

PRODUCED BY
Eloqua Story: Innovate the Customer Experience
Customer
Journey
Segmentation
Model
Account Coverage
Model
1
2
3

PRODUCED BY
we launched…
Eloqua Story: Launch

PRODUCED BY
Eloqua Story: Innovate & Launch Take 2
Customer’s Actual Journey
Roles & Responsibilities
Engaged Entire Organization
1
2
3

PRODUCED BY
Eloqua Story: Results
+6%* *remember 1%=$10M
$60million -> $90million
Customer centric
$871m
acquisition

PRODUCED BYPRODUCED BY
Customer Centric Businesses Outperform
Research conducted by Forrester in 2016 found that
companies focused on customer experience grow
revenue 14% faster than their competitors.

PRODUCED BYPRODUCED BY
The New Customer Centric Business Model
A customer centric organization understands its
customer’s objectives, designs business operations to
support the customer journey and thinks from the
customer’s perspective to drive desired outcomes
that will ultimately increase revenue.

PRODUCED BYPRODUCED BY
Three Tenets of Customer Centricity
Customer Thinking Business Alignment Objectives
Alignment

PRODUCED BYPRODUCED BY
Customer Centric Thinking
or, Know the Passenger and the Route

PRODUCED BYPRODUCED BY
Understand Your Customer’s Thinking
• Why did they buy? What are they trying to accomplish?
• What business value are they looking to gain?
• What motivates them to execute?

PRODUCED BYPRODUCED BY
Capture Your Successful Customer Journey

PRODUCED BYPRODUCED BY
Business Model Alignment
or, Performant Driver and Vehicle

PRODUCED BYPRODUCED BY
Align Roles and Responsibilities to Support
Customer Needs

PRODUCED BYPRODUCED BY
Align Process to Support Customers Through
Journey (Playbook)

PRODUCED BYPRODUCED BY
Measure and Monitor Customer Health Through the
Customer Journey

PRODUCED BYPRODUCED BY
Objectives Alignment
or Everyone Going to the Same Destination

PRODUCED BYPRODUCED BY
Align Company Through Customer KPI’s
• Great CX is a cross functional responsibility, ensure
everyone understands the customer journey (success path)
• Align departments through CX objectives
• Tie bonuses of all employees to customer metrics such as
Net Promoter Score, Customer Satisfaction, Net
Customer Retention Rate, Net Dollar Renewal Rate
• Align compensation to account coverage model

PRODUCED BYPRODUCED BY
Now that it’s the end of this session do you…
Know what it means to be a
customer centric
organization
Recognize that a customer
centric business approach is
vital to your company’s success
Know the three key tenets to
become customer centric

PRODUCED BY
THANK YOU
kia@kiacx.com
+1.647.588.1447
www.kiacx.com
@kiapuhm

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Lessons Learned Transforming Eloqua into a Customer-Centric Organization

1. PRODUCED BY The Journey Towards a Customer Centric Organization or, Going on a Road Trip

2. PRODUCED BYPRODUCED BY About Me Kia Puhm has extensive experience building world-class practices that accelerate business growth. Kia leads businesses through the transition to customer-centric organizations. Her proprietary methodology provides clients with a disciplined and sustainable approach to increasing customer value and long term loyalty. Prior to K!A CX, Kia held chief positions at Oracle, Eloqua, Day Software (Adobe), Intelex Technologies, and Blueprint Software Systems.

3. PRODUCED BYPRODUCED BY By the end of this session you will… Know what it means to be a customer centric organization Recognize that a customer centric business approach is vital to your company’s success Know the three key tenets to become customer centric

4. PRODUCED BYPRODUCED BY Eloqua Story

5. PRODUCED BY Eloqua Story: Cracks in the Foundation 2x revenue year-over-year Defined the market and was the market leader Loved its customers and customers loved Eloqua

6. PRODUCED BY KIA CX Consul,ng Eloqua Story: Compelling Argument for Change +1% = $10 million

7. PRODUCED BY Eloqua Story: Voice of the Customer

8. PRODUCED BY Eloqua Story: Innovate the Customer Experience Customer Journey Segmentation Model Account Coverage Model 1 2 3

9. PRODUCED BY we launched… Eloqua Story: Launch

10. PRODUCED BY Eloqua Story: Innovate & Launch Take 2 Customer’s Actual Journey Roles & Responsibilities Engaged Entire Organization 1 2 3

11. PRODUCED BY Eloqua Story: Results +6%* *remember 1%=$10M $60million -> $90million Customer centric $871m acquisition

12. PRODUCED BYPRODUCED BY Customer Centric Businesses Outperform Research conducted by Forrester in 2016 found that companies focused on customer experience grow revenue 14% faster than their competitors.

13. PRODUCED BYPRODUCED BY The New Customer Centric Business Model A customer centric organization understands its customer’s objectives, designs business operations to support the customer journey and thinks from the customer’s perspective to drive desired outcomes that will ultimately increase revenue.

14. PRODUCED BYPRODUCED BY Three Tenets of Customer Centricity Customer Thinking Business Alignment Objectives Alignment

15. PRODUCED BYPRODUCED BY Customer Centric Thinking or, Know the Passenger and the Route

16. PRODUCED BYPRODUCED BY Understand Your Customer’s Thinking • Why did they buy? What are they trying to accomplish? • What business value are they looking to gain? • What motivates them to execute?

17. PRODUCED BYPRODUCED BY Capture Your Successful Customer Journey

18. PRODUCED BYPRODUCED BY Business Model Alignment or, Performant Driver and Vehicle

19. PRODUCED BYPRODUCED BY Align Roles and Responsibilities to Support Customer Needs

20. PRODUCED BYPRODUCED BY Align Process to Support Customers Through Journey (Playbook)

21. PRODUCED BYPRODUCED BY Measure and Monitor Customer Health Through the Customer Journey

22. PRODUCED BYPRODUCED BY Objectives Alignment or Everyone Going to the Same Destination

23. PRODUCED BYPRODUCED BY Align Company Through Customer KPI’s • Great CX is a cross functional responsibility, ensure everyone understands the customer journey (success path) • Align departments through CX objectives • Tie bonuses of all employees to customer metrics such as Net Promoter Score, Customer Satisfaction, Net Customer Retention Rate, Net Dollar Renewal Rate • Align compensation to account coverage model

24. PRODUCED BYPRODUCED BY Now that it’s the end of this session do you… Know what it means to be a customer centric organization Recognize that a customer centric business approach is vital to your company’s success Know the three key tenets to become customer centric

25. PRODUCED BY THANK YOU kia@kiacx.com +1.647.588.1447 www.kiacx.com @kiapuhm

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