Customer Experience, Growth and Segmentation
Customer Success Summit 2015 breakout session: Presented by: Joel Knight, Senior Director, Customer Experience, WP Engine Managing a growing customer base presents several challenges, especially if you have a wide range of customer size, scope and revenue. One common strategy is to divide that customer base into distinct segments, each with its own profile of needs, activities and metrics. In this session, we will talk about some best practices for a segmentation strategy to make it successful for you and your customers. Key takeaways: 1. How do you delight each customer with the right level of service and support? 2. How do you create internal alignment across people, process and technology for each customer segment? 3. How do you scale it all to meet your business and financial metrics?
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Customer Experience, Growth and Segmentation
- 1. Produced by Art & Science: Customer Experience, Growth and Segmentation Joel Knight Senior Director, Customer Experience WP Engine
- 2. A Bit About My Background
- 3. • Founded in 2010 • Headquartered in Austin, TX • Over 25,000 customers • Over 200 employees A Bit About WP Engine
- 4. x One Way to Segment: Pricing & Packaging • US, EMEA, APAC • Retail, Manufacturing, Fin Serv, Auto, etc. • SMB, Mid Market, Enterprise • One Size Fits Now Other Options Include:
- 5. What’s in a Segment? x x NEEDS PRIORITIES ACTIVITIES METRICS
- 6. Aligning Activities to Customer Lifecycle Closed/Won Implementation Live Renewal Segment 1 Segment 2 Segment 3 Time-Based Event-Based
- 7. Top 10 Lessons Learned 10 Ensure SLAs are shared organization-wide.
- 8. Top 10 Lessons Learned 9 Account Managers are an “AND” not an “OR.”
- 9. Top 10 Lessons Learned 8 Focus on your Product Roadmap.
- 10. Top 10 Lessons Learned 7 Focus on Sales Alignment.
- 11. Top 10 Lessons Learned 6 Risk & Opportunity can be measured, managed, and forecasted differently across segments.
- 12. Top 10 Lessons Learned 5 Invest in a good capacity model to plan for scale.
- 13. Top 10 Lessons Learned 4 Capacity needs to reflect # and $ of customers.
- 14. Top 10 Lessons Learned 3 Make your org structure invisible to customers.
- 15. Top 10 Lessons Learned 2 Define clear roles and responsibilities in your playbooks for each segment.
- 16. Top 10 Lessons Learned 1 Set clear expectations with customers.
- 17. Q&A