Post on 14-Jan-2017
transcript
Using your subscriber data to gain focus, achieve results, and scale for success
Jason Hubbard | VP Marketing, Cirrus InsightKevin Suer | Product Director, Zuora InsightsRachel English | Director, Customer Success, Zuora Insights
Do You Really Know Your Customers?
Using your subscriber data to gain focus, achieve results, and scale for success
Jason Hubbard | VP Marketing, Cirrus Insight
Kevin Suer | Product Director, Zuora Insights
Rachel English | Director, Customer Success, Zuora Insights
agendado you really know your customers?
page03
achieve results
bring your customers into
focus
scale across your whole
team
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Kevin SuerProduct DirectorZuora
Rachel EnglishDirector, Customer SuccessZuora
Jason HubbardVP, MarketingCirrus Insight
meet today’s speakers
cirrus insightyour inbox perfectly integrated with salesforce
cirrus insightin two numbers
page06Based on average Cirrus Insight customers’ Salesforce organizations.
roi based on 3.5 hours saved per weekper user of cirrus insight
700%
boost in salesforce adoptionwhen using cirrus insight10x
Zuora Insights was built for the Subscription Economy, where enduring relationships with customers are the key
to success.
zuora insightswhy it’s important
Bring your customers into focus
the challenge, part 1:customer data lives everywhere
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CRMYour team is profiling and interacting with prospects
and customers
AnalyticsYour customers are visiting your sites, searching for you, and consuming your social media
SpreadsheetsYour team is analyzing your
subscribers
MarketingYou’re promoting your brand and products
ProductYour customers are
engaging with your product every day
ZuoraYour customers are signing up and paying for subscriptions
Data WarehouseYou’re storing lots of
detailed information about your customers
Customer SupportYour customers are getting help from your customer care team
how do you determine healthy customer behavior?
how does it differ from at-risk customers?what should you do about all of it?
the challenge, part 2:the right customer focus
how to: put your data together in a pipeline
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pull together customer data from all of your systems on a regular
schedule
ingestcreate a place to
permanently store all raw data for future-proof
analysis
storematch and blend your
data sources and create meaningful metrics that
connect the dots
transformsurface engaging
visualizations and trends, segment your customers,
and enable alerts and triggers
use
how to: look at data with the most leverage
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Subscriptions, products, rate plans
Subscription data
Invoices, paymentsPayment data
Application usage, website visits
Usage data
Profile, interactions, tasks, campaigns
CRM data
Cases, tickets, ratings, escalations
Support data
Email, social, adsMarketing data
Name
Address
TRADITIONAL CUSTOMER RECORD
SUBSCRIBER IDENTITY RECORD
Engagement
Behaviors
Interactions
Trends
Metrics
Orders
Invoices
Payments
how to:deepen the “subscriber identity”
Profiles
Subscriptions
Lifecycle
Personas
Comparisons
Dynamic membershipTimeseries visualizations
track segment trends
Flexible query toolMultiple data sources
draw from rich criteria set
how to:broaden perspective with segments
how to:insights product demo
Achieve results
cirrus insightwe lacked visibility into customer data
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Customer data was siloed in Salesforce Our usage data was siloed in MixpanelOur silos made it difficult for us to be proactive
zuora insightshas helped us get the visibility we need
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Insights segments have helped us group customers based on behavior.
Segments
Account dashboards pull together key information in a single place.
Account Dashboard
Insights models offer reliable measures of account engagement.
Accurate Models
Our sales reps can access data about accounts right from Salesforce.
Salesforce Access
cirrus insightwe wanted to optimize trial conversions
High volume of trialsWe were experiencing a very high volume of new trial accounts for our product.
Prioritize sales team focusWe wanted a way to help prioritize which trial account sign-ups we should have our sales team focus on.
“As a boot strapped startup we had to find ways to sell smarter that allowed us to scale with limited resources”
trial accounts thatconverted to paid49%
new trial accountsin last year14,00
0
account executivesmanaging all trial accounts7
cirrus insightresults
cirrus insightwe wanted to retain more customers
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annual contractsOur company was 2.5 years old when we adopted Insights and with annual contracts, preventing churn was becoming a bigger focus for our organization.
smart operationsWith limited resources we couldn’t build out a success team big enough to touch all accounts.
customer targetingWhen we launched Insights, we had no Customer Success team, we didn’t have a good way to identify accounts to target.
grew csm team members in last year
3training sessions conducted
400+ additional
revenue from add-ons & upsells
$500K
cirrus insightresults
unified complianceresults
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bizlibraryresults
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Scale across your whole team
Customer Success - Prioritization“Can you help me identify the customers at risk of churn so I can save them?”
your teamshave different questions
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Marketing - Engagement & Targeting“Can you tell me who my most engaged customers are?”
Sales - Upsell Identification“Can you help me identify my expansion opportunities?”
Product - Optimization“Can you tell me what parts of the product customers use the most?”
Finance - Planning & Analysis“What do we need to do to hit our corporate objectives?”
putsubscribers
at the center
you work with customersin many ways; meet them where they work
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EmailYour team is interacting with your customers over email.
SocialYour customers are interacting with you on social media.
PhoneYour team is having phone conversations with your customers.
In PersonYour team is meeting in person with your customers.
your logo
cirrus insightautomating the csm team
check up emails sent automatically to at risk accounts.
automatic emails01
alerts and Salesforce tasks automatically assigned to success managers.
instant alerts03
dashboards utilized to assess health of account and review with organization’s admin.
health dashboards
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after implementing, success plan results are measured and reviewed.
measureable results
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demo:insights in your team’s workflow
introducingcirrus insight inbox apps
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final takeaways
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01
Put your data together in a data pipeline
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Broaden perspective with segments
02
Look at data with the most leverage 0
5Have customer data meet your team where they work
03
Deepen the “subscriber identity” 0
6Insights can help
how toget insights
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contact your zuora account executiveYour Zuora account executive will walk you through the process of exploring Insights for your organization.
email our product specialist, amanda.olsen@zuora.com Amanda will connect you with the appropriate contacts to start the process of exploring Insights.
or,
Check out Zuora Academy for more great info and actionable advice.
All the info you need to build and run an amazing subscription business.
https://www.zuora.com/academy/