Defining the Customer Journey

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Customer Success Play by Stephanie Schatz, SVP Sales and Customer Success at Xamarin at the 2014 Customer Success Summit.

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  • Add in animations
  • Animate, pic first, then the 3 points.
  • Animate how I see customer success
  • Talk through Nat and Miguel and their initiatives around delighting developers. It’s very personal for them. Xamarin succeeds only by exceeding developers expectations. Xamarin’s focus on customer success is deeply rooted in our company’s culture.Talk about mission of the teamInvolved in customers projects and act as advisersCustomer’s success is directly tied to Xam successSpecific point of conversion (app launch)They bought licenses to develop a mobile appOnce they deploy an app successfully they’re hooked
  • Follow the customer lifecycleCritical to understand what needs to accomplished for customer to be successful – Get specifics about project and companyCSE’s are genuinely interested in mobile projects. Like building apps and are incented to collect case studies/references Have taken the prescriptive approach. We know the steps our customers should take to be successfulReview each step of the life cycle Highlight path for customers who prefer a hands off approach (we’re still getting them to release an app, just using a different method)
  • Plays are generalized rules that are applicable in a certain use case. These are not strategies but rather tactics that you can generalize and share with the audience based on your experienceFeel free to recommend more than one play
  • Defining the Customer Journey

    1. 1. Produced byCustomer Success Summit 2014 Winning in 2014! Think  Big  Start  Small   Move  Fast!  
    2. 2. Produced byCustomer Success Summit 2014 2   Stephanie Schatz SVP Sales and Customer Success Xamarin Inc. stephanie@xamarin.com @she_travels Delight Developers Defining The Customer Journey
    3. 3. Produced byCustomer Success Summit 2014 About Me 3   150+     Sharks     15  months       of  Travel   1     Horse  
    4. 4. Produced byCustomer Success Summit 2014 Xamarin: Explosive Growth in 2.5 years 4   550,000+     Registered   Developers   30,000+     Added  per   Month   120+     Countries  with     Customers  
    5. 5. Produced byCustomer Success Summit 2014 What led me to Customer Success 5   My  Background   How  I  see  Customer  Success   15  Years  in  Enterprise  SoIware  Sales  and  Success    Fluent  in  5  Languages    Have  Lived  and  Worked  in  7  Countries   …
    6. 6. Produced byCustomer Success Summit 2014 Xamarin’s Mission –Delight Developers 6  
    7. 7. Produced byCustomer Success Summit 2014 7   Xamarin’s Customer Journey
    8. 8. Produced byCustomer Success Summit 2014 Recommended Customer Success Play Defining  the  customer’s  conversion  point     Onboarding  new  paying  customers       No  restricBons     Clearly  define  your  customer’s  conversion  point   and  measure  your  CS  team  on  clearly  defined     conversion  metrics  –  based  on  customer   segmentaBon.       Example:  Xamarin  mid-­‐market  customer  has   launched  /  published  an  app  within  3  months  aOer   purchase.  Using  this  play  we  are  able  to   dramaBcally  increase  the  sBckiness  of  our  product   and  significantly  decrease  the  risk  of  churn.   8   Play  Name:     When  to  use:     RestricBons:     Play  Anatomy:           Comments:      
    9. 9. Produced byCustomer Success Summit 2014 Lesson #1 9   Start by defining and documenting your customer success process and metrics. Assign a project manager and make sure to train the entire project team. Define success criteria and deadlines. Over-communicate results. A  Customer  Success  Tool  Rollout  is  a   Classic  Enterprise  SoIware   implementaRon  Project  
    10. 10. Produced byCustomer Success Summit 2014 Lesson #2 10   Think about Customer Success on day 1 of your company – not after year 1. Keeping your CRM data clean needs to be an ongoing effort – every month. To start, focus on your key metrics only – and incorporate them in your company’s cadence. Customer  Success  Tools  Are  Only     As  Good  As  Your  CRM  Data     Allows  Them  To  Be    
    11. 11. Produced byCustomer Success Summit 2014 Lesson #3 11   Choose  a  Great  Company  to   Work  with  as  a  Business  Partner   They need to supply you with prescriptive guidelines and industry best practices. They are smart, competent and give you reliable ongoing support. They  are     fun  to   work  with!    
    12. 12. Produced byCustomer Success Summit 2014 My Recommendations 12   There is no ‘one size fits all’ in Customer Success. Stay up to date! Customer Success is a fast changing industry – dedicate a set amount of time every week to read recent articles and blog posts published by Customer Success though leaders. Implement à Iterate à Evolve
    13. 13. Produced byCustomer Success Summit 2014 We’re Hiring –Come join an awesome team! 13   Open Positions o  VP, Customer Success o  Customer Success Manager o  Account Manager o  Enterprise Success Manager o  Partner Manager o  And many more…
    14. 14. Produced byCustomer Success Summit 2014 14   Thank  You!  

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