This document discusses scaling customer success activities for mid-market accounts. It proposes implementing a remote customer advocacy program with centralized teams to personally engage mid-market customers via phone based on data-driven risk factors. Lessons learned include analyzing customer segments, gathering comprehensive customer data, facilitating collaboration between advocates and sales teams, and defining processes while also retaining advocates through training and career opportunities. The goal is to proactively monitor at-risk customers and identify expansion opportunities to maintain high renewal rates across the large installed base.

1. Scaling Customer Success Activities
for the Mid-Market Segment
Considerations and tips for
implementing Customer Advocacy in
“Not-So-Top” Accounts
Victoria Spencer | HP Software Support

2. What is Customer Advocacy @ HPSW

3. Customer Advocacy
GOAL
• Protect and grow (support) revenues
OBJECTIVES
• Proactively monitor customer lifecycle health
• Detect and mitigate risks to renewals
early in the cycle
• Identify account expansion opportunities
• Coordinate all relevant stakeholders within
HP Software organization to address any issues
above and beyond standard processes
SCOPE
• Non-sales, non-technical role
• SPOC for the customer
• Covers the entire customer install base (Business Unit - agnostic)
• 2 models: Top vs. Mid-Market Accounts
Customer
Lifecycle
Software
Acquisition
Installation
Integration
DeploymentMaturity
Innovation

4. Mid Market Accounts
Customer Advocates (CA)
• 4500 customers and
expanding
• 38 CA WW (1 CA : 200
accounts)
• Located centrally, per region
• Phone approach
Top Accounts
Customer Advocacy Managers
(CAM)
• 500 Customers
• 46 CAMs WW (1 CAM : 12 Accounts)
• Located in country
• Face-2-face approach
Stability
• Does the solution work?
• Does the customer have the
right level of support to achieve
operational objectives?
Maturity
• Does the customer use all
available features, functions
and the entitlement?
Innovation
• What else can we do to/provide to
the customer to help them
achieve their business
outcomes?
Measuring
Customer Success
Customer Advocacy – Route to Market

5. Let’s Focus On “Not-So-Top” Accounts…
Framing the Issue….

6. Framing the issue…Part 1
• > 4bn annual revenue, of which appx 50%
support and maintenance
~ 70% - Top accounts
~ 30% - the rest
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High Renewal Rate
Not-So-High Renewal Rate

7. Framing the issue…Part 2
• > 4bn annual revenue, of which appx 50%
support and maintenance
~ 70% - Top accounts
~ 30% - the rest
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500
35,000+
High Renewal Rate
Not-So-High Renewal Rate

8. Framing the issue…Part 3
• > 4bn annual revenue, of which appx 50%
support and maintenance
~ 70% - Top accounts
~ 30% - the rest
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500
35,000+

9. Let’s Focus On “Not-So-Top” Accounts…
Tackling the Issue….

10. The Approach
• Remote, phone-based customer advocacy teams
• Centralized per region (EMEA, AMS, APJ)
• Speaking all major languages
• Mass-personalized relationship building
• 1 : 200 account assignment, e2e installed based coverage
• Data-driven calling prioritization, based on:
– Renewal event horizon (6-9 months)
– Contract size
– Known risk factors
– New contracts (< 2 weeks old)
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11. Risk Factors
• First Year Mortality (FYM)
• No calls to support in the last 100 days
• High amount of support cases in last 100 days
• Overall, more than average support cases as compared WW for the
version in use
• Sev 1 cases in the last 100 days
• Poor Version Upgrade History
• Old version is use
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12. New Contracts (< 2 weeks old)
• Personal Onboarding mitigates FYM risk
– Deployment Plan discussion
– Deployment timeframe notes
– Call back at the end of the time period
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13. Lessons Learned… Part 1
• Analyze customer segment for:
– Geographical location
– Languages needed
– Restrictions (top secret, “do not call”, etc)
– Cultural factors
– Partner roles
• Pick a low-cost location for the teams
– Ensure required languages can be sourced
– Ensure needed profiles can be found
– Ensure excellent IT Infrastructure
– Consider using a delivery partner
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14. Lessons Learned… Part 2
• Gather and format data to support Customer Advocate
(CA) activities
– Goal is to minimize admin work for CA’s
– Contracts / Renewal Events / Customer Contacts
– Total Install Base Report
– Case History Analysis
– Risk Factors - flags
– Account team names (esp. Renewal Rep)
– Useful links at their fingertips
• Customer facing (support and sales) collateral
• Obsolescence and Migration
• Licensing
• All relevant internal contacts
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15. Lessons Learned… Part 3
• Facilitate collaboration (CA Renewal rep)
– Essential for success !!!
– Bi-directional information flow
– Early risk identification and mitigation
• Define simple processes to
– Log risks to renewals
– Log sales leads
• Invest in Customer Advocates to reduce attrition
– Enablement
– Recognition
– Support and attention
– Career path
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16. Thank you! Questions, please…

17. Contact Information
Name: Victoria Spencer
Title: Director, WW Product Management and
Customer Advocacy, HP Software
Email: victoria.spencer@hp.com
Phone Number: +31 6 5373 4634
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