The Value of Customer Data
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Presented by Christine Bensen, Senior Director of Product Management at CA Technologies, at Customer Success Summit 2018, Track 1. Moving to SaaS is a huge transformation. Hear how CA managed this change, the impact it had inside and outside their organization, and how the whole company, from Product, Marketing, Finance, Sales, Support, Services, Partners, UX, all needed the single source of truth to succeed.
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The Value of Customer Data
- 1. Getting to the Truth: The Value of Customer Data
- 2. Three things • Product changes are more than product changes. • Data is not a luxury. • Everyone in the org can *and should* be using that data.
- 3. CA: Global, Enterprise Focused, Trusted Advisor Serving the largest, most demanding companies around the world.
- 4. The CEO Challenge: SaaS Transformation! Ok! My group
- 5. The Product: Continuous Delivery Director
- 6. Change Impacts Everyone, Everywhere • Product transformation impacts how your product lives inside and outside the organization. Full stop. • PM, Marketing, Finance, Sales, Support, Services, Partners, UX, etc. “This is not insignificant.”
- 7. We had all new things to think about… SaaS is a different animal – with special capabilities… Ecommerce (try and buy online, converting) New personas Anticipating “care abouts” Onboarding Churn Journey and health scores
- 8. And none of this could be addressed without engagement data Can’t you use other tools? Why can’t you use the logs?
- 9. And…. We never had any of this before? Can’t we do this later after we get some traction?
- 10. So we persisted…. • Stood our ground on: Actionable analytics Real-time, behavior-based (not just time-triggered) touches, CSM model Frictionless sign up This form is too long.
- 11. We don’t even have a form.
- 12. Painted the Vision - One System, Total Value • Our BU • Global Services • Sales • UX • Marketing
- 13. Sales & Marketing • Customize every contact • Art of the possible • Champions
- 14. CSM Speed Dating • CSM starts immediately • Renewals are a non-event
- 15. UX Understanding
- 16. But wait, there’s more…. Support, Documentation, Education, PM/PO/SE
- 17. Executive-Level Reporting on Success Ease of reporting + clear data earned visibility at the highest levels.
- 18. Key Stats New signups, accounts, users, aha moments & sticky features. Fast Track Success Adoption and health in first 30 days. Data Drives Decisions Data informs ongoing investment and prioritization of work. Data to Live By
- 19. And none of this would be possible without customer data • All teams are using this data. • Because data drives what we do. • Data is not an option.
- 20. The internal roadshow • “You never had this before” has changed to “we all need this now.” • Ease of implementation & use is key, time and resources are tight.
- 21. Three things • Product changes are more than product changes. • Data is not a luxury. • Everyone in the org can *and should* be using that data.
- 22. Thank you!
Editor's Notes
- Who is CA? We are a large, enterprise technology company with large, enterprise focused solutions, delivered mostly on-prem and even mainframe solutions. These products are typically sold and delivered with lots of personalized services, customizations, extensive support… the traditional enterprise model.
- By 2020, he asked for our company to evolve so that a significant portion of our revenue would come from SaaS/ARR products. CDD was one of the first on-prem products to accept the challenge to also provide a SaaaS delivery model – both in the company and in its marketspace. Gartner Predicts: By 2020, 25% of enterprise software sales will be completed through buyer self-service, up from less than 10% in 2017
- Continuous Delivery Director is designed to help agile devops teams plan, orchestrate and analyze their continuous delivery toolchain. All teams along the lifecycle use CDD for “mission control” to manage releases from their perspective, and to get an overall picture of where the release is, and how it is progressing, in the big picture and in the context of all the workstreams in the organization. This visibility and shared management capability is a big challenge for organizations that have lots of releases, especially microservices or complex organizations, and it’s a real game changer for companies with teams in different locations, in different time zones, and different ways of working. The idea behind DevOps is to bring together Dev and Ops – and CDD is a big part of that. The product had been delivered in an on-prem model with services, support, and change consulting, and now we are going to change it to SaaS.
- Product change was one part, but there were lots of other considerations, and a lot of systems were only accessible to paid, enterprise customers. What to do…. ?
- The reason I have a Cheshire cat on this slide is because SaaS is like an animal you know, but it’s a little different. It has some special capabilities, and can be magical, but also a little scary if it’s not what you’re used to.
- I can’t even tell you how many people said “why can’t you just use – insert product name here” instead of what we were asking for. These ranged from GA to Marketo to SFDC.
- Self-driven onboarding is supported by customized outreach Churn should not be a concern if you work all year to engage your customers
- https://www.linkedin.com/pulse/systems-engagement-user-experience-design-geoffrey-moore/ Data does the heavy lifting! Easily see sticky points Quickly understand if fixes are “fixing” Identify power users & users of specific functionality
- The Big Picture Understand usage, environment, integrations, NPS score, any account tags, recent touches, etc. The “Amex” warm handoff model bc each client has a “profile” of usage and engagement. Data feeds both versions of the product, feature adoption, power users, champions, beta users, forecast product and feature success, ideation.
- The ability to report on this data easily and reliably has made it easy to demonstrate the traction and success off CDD, which has led to recognition both inside and outside the company. This is a great honor in an organization as large as ours, to be singled out as a product that is adding so much value to the organization.