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The 5 Must Have Customer Success Processes

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The 5 Must Have Customer Success Processes presented by Anaal Patel, Director of Product Marketing at Totango.

Published in: Technology

The 5 Must Have Customer Success Processes

  1. 1. THE 5 MUST HAVE CUSTOMER SUCCESS PROCESSES Anaal Patel Director, Product Marketing
  2. 2. CUSTOMER SUCCESS TECHNOLOGY REIMAGINED
  3. 3. Download the definitive guide to buying a CSP
  4. 4. 1. Map the customer’s journey with your product 2. Create a comprehensive health score 3. Build a customer success coach into your technology solution 4. Set up a customer nurturing program 5. Implement a feedback loop – measure your results!
  5. 5. Map the customer’s journey with your product
  6. 6. ONBOARDING
  7. 7. ONBOARDING ONBOARDING EXAMPLES: • Is the customer fully utilizing their subscription? • Administrator completed system setup • New users have been added to the account • 20% of license have been used • Implementation not completed in set time period • No activity since purchase
  8. 8. ADOPTION
  9. 9. ADOPTION ADOPTION EXAMPLES: • Consistent and frequent user logins • More users have been added to the account • Administrators are viewing reports daily • Use of advanced features has increased • Decline of use by champion user • Adoption of a new module
  10. 10. PRE-PURCHASE ONBOARDING ADOPTION
  11. 11. 1. Define the customer lifecycle stages for your business 2. Identify milestones and events that require attention at each stage 3. Download the “How to Map the Customer Journey” whitepaper from Totango.com KEY TAKEAWAYS
  12. 12. Create a comprehensive health score
  13. 13. PRODUCT ENGAGEMENT Are users logging in and using the application in the way they are supposed to? What is the intensity and duration of their engagement? What does the usage or lack of usage indicate? SERVICE UTILIZATION Is the customer fully utilizing their subscription? How much of the purchased capacity is actually being used? CUSTOMER SATISFACTION What is the feedback from customers and CSMs? SUPPORT & OPERATIONS What are the outstanding support, SLA and/or invoicing issues? 1. 2. 3. 4. 5. PRIMARY INDICATORS: BUSINESS OUTCOMES Do the product’s end results meet the customer’s initial purchase expectations? SECONDARY INDICATORS: • Application based • Leading • Objective • Full customer coverage • CRM based • Lagging • Subjective • Partial customer coverage COMPREHENSIVE CUSTOMER HEALTH SCORES CONSIST OF:
  14. 14. Get granular and create health scores for every stage in the customer journey
  15. 15. Get granular and create health scores for every stage in the customer journey
  16. 16. 1. Start with a foundation of primary or proactive indicators 2. Create health scores customized to each journey stage 3. Collect data and refine as you go along 4. Download the “How to Build an Early Warning System” White Paper from Totango.com KEY TAKEAWAYS
  17. 17. Build a customer success coach into your technology solution
  18. 18. EVENT BASED • Drop in health • New product release • Renewal date is approaching • New team members PERIODIC • Business review • Monthly training session JOURNEY BASED • Onboarding • Adoption TYPES OF AUTOMATED COACHING/PLAYS
  19. 19. 1. Identify the most important milestones in each stage of the customer journey 2. Define key customer success plays for each stage 3. Set up automatic alerts and associated tasks for those milestones 4. Report on outcomes KEY TAKEAWAYS
  20. 20. Set up a customer nurturing program
  21. 21. Associate clear goals with all automatic outreach [Onboarding] Low Usage/Inactive shortly after Onboarding. Goal: admin set up complete and # of users in app up by 50% [Feature Introduction] Introduce “campaigns” to all paying accounts and users. Goal: # of active “campaigns” is greater than 1 [Feature Training] Accounts that have not configured the new “campaigns”. Goal: configured campaign = true [Re-Engage] "We miss you" to all inactive users. Goal: increase # of logins.
  22. 22. 1. Segment your user base by journey stages 2. Create content to drive adoption based on clear goals 3. Trigger automatic emails based on actions 4. Track progress for each segment KEY TAKEAWAYS
  23. 23. Implement a feedback loop - Measure your results!
  24. 24. Start and end with your goals Trials – decrease time to close by 15% Poor health accounts – reduce churn rate by 10% by EOY. Cross sell - see adoption of upper tier plan up by 25% by EOY Renewals - 95% of annual accounts renew every month
  25. 25. 1. Start with a set of measurable goals on your key initiatives 2. Map out all processes to meet those goals 3. Measure and refine! 4. Download the “Your 90-day plan as the new VP of Customer Success” White Paper from Totango.com KEY TAKEAWAYS
  26. 26. THANK YOU!

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