CRM, Billing and Lifecycle Management: Optimizing Your Customer Experience

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While billing systems were once banished to the back office, they now play a pivotal role in customer lifecycle management for subscription businesses. Your recurring billing system can be tightly integrated to a CRM system like Salesforce; loosely coupled, or actually be used as your subscription CRM.

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  • Steve who is the CEO of Fusebill has over 20 years of experience in leading high-technology and software companies, most recently as VP and General Manager with j2 Global. His expertise in subscription billing comes from years of building and extending large scale billing systems for SaaS companies. For example he helped propel Protus into one of the fastest growing companies in Canada, with over 555,000 subscribers, before it was acquired by J2 Global in 2010. Steve also worked at Spotwave Wireless, CrossKeys Systems Corporation, Corel and Nortel and is a graduate of the University of Waterloo and the Ivey School of Business.
  • What happens when your client claims (rightly or wrongly) not to have received an email? Or has lost the important information contained in the welcome email? Misplaced an invoice?Implement account status tied to payments: distinguish customers in good standing from delinquent payers and defaulted accounts, and ensure that this status is used by all service delivery systems. Once implemented make sure you set up alerts so both you and your customers are notified when an account status changes, this will significantly increase efficiencies across accounts.
  • The key point is to recognize that the lifecycle defines an ongoing relationship and continuous dialogue.Forrester defines the customer lifecycle as follows: "The customers' relationship with a brand as they continue to discover new options, explore their needs, make purchases, and engage with the product experience and their peers.What happens when your client claims (rightly or wrongly) not to have received an email? Or has lost the important information contained in the welcome email? Misplaced an invoice?Implement account status tied to payments: distinguish customers in good standing from delinquent payers and defaulted accounts, and ensure that this status is used by all service delivery systems. Once implemented make sure you set up alerts so both you and your customers are notified when an account status changes, this will significantly increase efficiencies across accounts.5)     Manage customers through their subscription lifecycle.  Automate welcome emails, renewal notifications, and payment reminders. This will prevent billing errors, and save time and money.
  • Typical scenario in web-driven businesses. Customers signup online (either for a free trial
  • Offline subscription business, or where fulfillment is offline.Example:Subscriptions to physical productsMemberships (gyms, professional organizations)AAA type programs
  • This dashboard provides real time monitoring of key business metrics – customer acquisition, revenues, product mix, ARPU, MRR.is intended to be used daily by managers and executives that want an overall view of the health of the business. The reports are concise and easy to understand, and complement the portfolio of detailed reporting on customers, products, revenues and other financial metrics. Fusebill is built not just to be a billing system but to help make some of the data talked about more accessible. The executive dashboard is for executives really shows year to date progress in terms of new customers, revenues, what products are being sold, how monthly recurring revenue and average revenue per user are increasing but also lets you drill in to looking at the lifetime value for customers seeing how that changes over time. This can be segmented, looking at different products or customer sources . You can also see signups and cancellations by product, churn but it’s important these metrics, are intrinsic metrics in the system and are brought up in a way that makes them accessible to marketing people – and that’s separate from the whole “how do I go and collect money from my customers” point of the system. We really wanted to make a point of making a service where you can get data out of the system to make it usable an actionable.
  • CRM, Billing and Lifecycle Management: Optimizing Your Customer Experience

    1. 1. CRM Billing and Lifecycle Management:Optimizing Your Customer ExperienceMay-30-2013 1
    2. 2. Speaker IntroductionSteve Adams, CEOFriday, May 31, 2013 2www.fusebill.comCall Us at: 1-888-519-1425 Copyright Fusebill Inc. 2013. All rights reservedstevea@fusebill.com
    3. 3. Agenda Billing as part of the customer experience Integrating Systems – 3 models Fusebill Introduction Lifecycle Emails Salesforce Integration3www.fusebill.comCall Us at: 1-888-519-1425 Copyright Fusebill Inc. 2013. All rights reserved
    4. 4. BILLING IS PART OF THEEXPERIENCEMay 31, 2013 4
    5. 5. Customer Lifecycle is KeyMay 31, 2013 5UpsellCross-sellRetainInitial SalesHow do we keep customers longer?Which customers are most valuable?Are there signals of cancelations?What programs and channels deliver the mostvaluable clients?How do we move customer from free-to-paid?Who is most likely to upgrade? Buy anotherproduct?Support
    6. 6. Tools often focus on first saleMay 31, 2013 6• Salesforce (CRM)• Eloqua (Inbound Marketing)• Web Analytics• Email Marketing• Excel, SQL• Reports &Statistics• Trial and error• PeopleUpsellCross-sellRetainInitial SalesPre-sales tools and platforms Lifecycle ToolsSupport• Zendesk• Live chat• Call centers
    7. 7. Billing Interactions are Overlooked• Order Confirmations• Invoices• Receipts• Renewal Notice• Credit card expiry• Disputes• Dunning (aka ‘hey deadbeat’)• Upgrades7May 31, 2013Self Service Needs• Manage account• View old charges• Download receipts andinvoicesUp to 40% of customer calls are billing relatedRoughly 50% of customer churn relates to failed payments
    8. 8. How? New customer “welcome” emails Successful payment notifications Failed payment notifications Alerts about expiring credit cards Statements and invoices Collection warnings, dunning emailsand account status changes.8May 31, 2013www.fusebill.comCall Us at: 1-888-519-1425 Copyright Fusebill Inc. 2013. All rights reservedAutomate customers throughtheir subscription lifecycle:
    9. 9. INTEGRATING SYSTEMS3 ModelsMay 31, 2013 10
    10. 10. Three Core SystemsSales ForceAutomationWeb / ServiceDeliveryBillingFinancialsPresalesWhat you sell!SupportWhere is the system of record?
    11. 11. Model 1 – Sales DominantSales ForceAutomationWeb / ServiceDeliveryBillingKeep sales reps & agents in SFAOrders originate from SFA1231 – Rep enters order. Push tobilling2 – Billing approves (creditcheck, payment)Pushes to Service Delivery3 – Billing updates status &entitlements Trials Non-payment Upgrades etc. Renewals
    12. 12. Model 2– Web DominantSales ForceAutomationWeb / ServiceDeliveryBillingWeb drives leads / trialsPush to SFA1231 – Customer creates accountonline – pushed to billing2 – Billing approves (creditcheck, payment)Pushes to SFA3 – Billing updates status &entitlements Trials Non-payment Upgrades etc. Renewals
    13. 13. Model 3– Billing DominantServiceAgentsBillingOffline service or subscriptionNo Salesforce per se1a1b3 (Optional)1 – Customer creates account1a – online1b – via service agents2 – Agents use billing system forstatus, payments, entitlements3 – Data exports for fulfilment2Implication• Billing drivescommunications• Self Service Tools• Notes and comments
    14. 14. Typical Issues Not managing the billing interactions as part of the lifecycle Lost opportunity Often buried in a back office somewhere Integrations don’t match business processes ‘we do everything in Salesforce. Except for …’ No clear system of record No linking or synchronization of systems Can’t adapt to changing models15May 31, 2013
    15. 15. Use the data to drive insightsMay 31, 2013 16UpsellCross-sellRetainInitial SalesHow do we keep customers longer?Which customers are most valuable?Are there signals of cancelations?What programs and channels deliver the mostvaluable clients?How do we move customer from free-to-paid?Who is most likely to upgrade? Buy anotherproduct?Support
    16. 16. Implications for billing systems Proper management of billing communications Customer Self-Service tools: Online signups, orders, renewals Billing and payment history, payment management Integration options: Bi-directional integration to Salesforce Webhooks notifications of customer status and lifecycle events Open API for tight integration to proprietary systems17May 31, 2013
    17. 17. FUSEBILL INTRODUCTIONAutomate billing for subscription companiesMay 31, 2013 18www.fusebill.comCall Us at: 1-888-519-1425 Copyright Fusebill Inc. 2013. All rights reserved
    18. 18. Fusebill Executive DashboardMay 31, 2013 19www.fusebill.comCall Us at: 1-888-519-1425 Copyright Fusebill Inc. 2013. All rights reserved
    19. 19. 2 Way Salesforce IntegrationMay 31, 2013 20 Define pricing plans Invoicing, Collections AccountingOrdersUpdatesStatusWeb orders Sales teams work in Salesforce Covert Opportunities – Sales Access leads and trials
    20. 20. Notifications via Webhooks Webhooks are an easy to use integration point Publish key events to notify external systems Account created Account status changes Etc. Used to determine whether service needs to be started orstopped21May 31, 2013
    21. 21. Fusebill Platform OverviewMay 31, 2013 22Scalable Multi-Tenant PCI Compliant SecurityAPI Layer – Customers, Subscriptions, TransactionsPricingProductsPrice PlansUsage TiersDiscountsCouponsAccountsSubscriptionsInvoicesLedgersResellerTrackingPaymentsAdjustmentsBillingRatingUsage VolumesPro-ratingTaxationCouponsCurrencyAdjustmentsPaymentsCredit CardACHStorage VaultGatewaysDunningRetriesOnlineCheckoutSelf-ServicePortalAgentInterfaceAnalyticsExternal Payment ProcessingInvoicingPaymentTerms DateControlReview, EditAgingAdjustmentsSwipe &SubscribeLifecycleManagementwww.fusebill.comCall Us at: 1-888-519-1425 Copyright Fusebill Inc. 2013. All rights reserved
    22. 22. 23Try Fusebill Free for 30 days.No contracts, credit card, or surprises.Sign up at www.fusebill.comThankYou!www.fusebill.com1-888-519-1425support@fusebill.comTwitter: @fusebillwww.fusebill.comCall Us at: 1-888-519-1425 Copyright Fusebill Inc. 2013. All rights reserved

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