Customer Success; accelerating user adoption by rapidly creating product experts.

• Specific strategies and tactics to: Increase customer renewal and upsell Increase new customer acquisition Lower support costs Improve your products

• New growth hacking technique

• Fastest method of improving Net Promoter Score Drives revenue

• Specific live examples

• Provide research and data to back it up CEB, HBR, Forrester, Gartner and MindTouch

What To Expect

Business and Project Planning

MindTouch is cloud based software that creates customer success for large brands in technology,

manufacturing and services.

And hundreds of emerging technology brands too.

Customer service and customer effort principal factors.Source: October 2013 “Technology Management In The Age Of The Customer”

*

Increasing Shareholder Value

Defining Customer Success

Customer success is accelerating user adoption by rapidly creating product experts.

This improves customer retention and lifetime customer value. Creates brand advocates. Lowers support costs

Defining Customer Success

Most Common Customer Success Goals

1. Increase revenue• Drive new buyers, accelerate sales and lower costs

2. Seize the market! • Create product experts and brand advocates

3. Understand customers and buyers better• Improve customer renewal; identify and create upsell• Improve product experience

Resulting Measurement: Happy Customers

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Net Promoter Score (NPS) helps calculate how likely a customer would recommend you to a friend or colleague. You can use it to define and drive business metrics like:

• Customer Retention Rate

• Average Spend

• Customer Lifetime Value

Measuring Your Customer Success Efficacy

“Answering the Ultimate Question”, Richard Owen and Dr. Laura Brooks of Satmetrix -- 2003

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Best Practice: Contact customers who score anything other than a 1 at any point in their journey.

Customer effort is the amount of time and

energy a customer needs to exert in order to accomplish a task.

Improving Net Promoter Systematically

From The Trenches

Two proven approaches for impacting Customer Effort and Net Promoter thereby driving customer success

• Overarching Customer Success program and departmentLaborious and expensive – lots of human capital and change management

• Deliver a self-service success experienceOur focus today and the fastest time-to-value

Customer Success Program Tips

• Start in Sales with a Success Blueprint– Challenges, Objectives and Metrics– Hand-off tool to Customer Success team– Helpful tool for the buyer

• Proactive, not reactive– Gather best practices

• Onboarding and training– Launch and best practices checklists– Share Success Blueprint and training vids

• Regular check-ins that refer back to Success Blueprint– Best practices checklists

Focus on creating generative value

– revenue is side effect

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Reduce Customer Effort Through Self

Service

Quickest Time to Value: Self-Service

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Customer Support Drives Disloyalty

Customers Requiring Agent Interaction

4 times more likely to leave disloyal than loyal

Harvard Business Review July 2010 CEB 2013

More Loyal

More Disloyal

1.00x

3.97x

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Benefits of Decreasing Customer Effort

Low Effort:

• 94% of customers who exert low effort will repurchase

• 88% of customers who exert low effort will spend more (increased wallet share)

High Effort:

• 81% of customers who exert high effort will say something negative about your company (Negative WOM – Word of Mouth)

• 96% of customers who exert high effort will be disloyal.

94%

4%

Low Effort High Effort

Low Effort High Effort

Low Effort High Effort

Low Effort High Effort

Experience Experience

88%

4%

1%

81%

96%

9%

Repurchase

Increased Spend

Negative WOM(Word of Mouth)

Overall Disloyalty

Source: CEB analysis

A CEB study of more than 1,400 B2B customers across many industries revealed that:

57% of a typical purchase decision is made before a customer even talks to a supplier.

2005: 30% of buyers report educating online before buying

2013: 80% of buyers report educating online before buying

$Customer Due Dili-

gence Begins

Customer’s First Contact with Sup-

plier

Customer Pur-chase Decision

57%

Self-Service Customer Success Impacts Buyers

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Stages Of Maturation: Customer Success Cycle

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Initiate Phase

Product Stages Departments Content Types

Create orPackage

• Engineering• Product management• Subject matter experts• Technical communication

• Product manuals • In-product contextual help• Editorials – best practices• Specifications• Release notes• Product announcements • Known issues

Market• Product management• Product marketing

• Product videos• Technical sales sheets and marketing• Competitive differentiators

Sell

• Sales engineer• Technical sales reps

• Samples created during sales cycle to validate product• Customer configurations• Workflows and technical use cases

Execute• Client services• Partners• Integrators

• Implementation documentation• Partner information • Customer configurations and samples

Train

• Customer success• Subject matter experts• eLearning• Training

• Training materials• Best practices• How-tos and tutorials

Support• Customer support • Closed cases

• Knowledge base

Renew / Sell• Account management • Customer Insights – product usage and customer value

• Same as Sell and Implement phases

Assets Span All Departments

Product Stages Departments Content Types

Create orPackage

• Engineering• Product management• Subject matter experts• Technical communication

• Product manuals • In-product contextual help• Editorials – best practices• Specifications• Release notes• Product announcements • Known issues

Market• Product management• Product marketing

• Product videos• Technical sales sheets and marketing• Competitive differentiators

Sell

• Sales engineer• Technical sales reps

• Samples created during sales cycle to validate product• Customer configurations• Workflows and technical use cases

Execute• Client services• Partners• Integrators

• Implementation documentation• Partner information • Customer configurations and samples

Train

• Customer success• Subject matter experts• eLearning• Training

• Training materials• Best practices• How-tos and tutorials

Support

Renew / Sell• Account management • Customer Insights – product usage and customer value

• Same as Sell and Implement phases

Knowledge BaseKnowledge Management

Tools Are Pre-Internet, Pre-Social

Product Stages

Create orPackage

Market

Sell

Execute

Train

Support

Renew / Sell

Capture, Organize and Serve Blended Content

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Initiate Phase – Web Ready, Blended Content

! TIP:• Cornerstone content: 10-20% -- (examine support

categories and web search traffic, talk to trainers and customers)

• Web native and centralized• Easy to update and collaborate• Searchable and discoverable repository• Expose as a service (omni-channel)

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Launch Phase

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Launch Phase – Deliver to Customers

Customers

Customer Self-Service

Value

Rea

ch

Initi

ate

! TIP:• Branded• Single-sign-on• Knowledge analytics

• Newsletter – drive adoptionWhat’s newActive usersMost usedBest ratedActivity metrics

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Launch Phase – Deliver to Customers

! TIP:• Branded• Single-sign-on• Knowledge analytics

• Newsletter – drive adoptionWhat’s newActive usersMost usedBest ratedActivity metrics

Customers

! TIP:• Serve prospective buyers as

self-education resource• Increase organic site traffic

(SEO)• Web analytics and Google

Webmaster

• Train Sales Engineers• Add lead scoring

Customer Self-Service

Value

Rea

ch

Initi

ate

Buyers

Self-Service and Buyer Education

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Integrate Phase

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Integrate Phase – Low Effort, High Value

! TIP:• Use contextual rec-

ommendations to drive self-service be-fore:

Phone, Chat, Ticket

• Track deflection

Deflection

Value

Rea

ch

Initi

ate

Laun

ch

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Integrate Phase – Enriching Self-improving Cycle

Deflection

Value

Rea

ch

Initi

ate

Laun

ch! TIP:• Contextual re-

sources for agents: CRM, call center, chat

• KCS methodologyAgent participation

• Customer insights User activity

Agent Empowerment

! TIP:• Use contextual rec-

ommendations to drive self-service be-fore:

Phone, Chat, Ticket

• Track deflection

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Integrate Phase – The “Last Mile”

Deflection

Value

Rea

ch

Initi

ate

Laun

ch

Agent Empowerment

! TIP:• “The Last Mile”

in-product assistance • Behavioral and cus-

tomer insights to inform product

• User experience in-sights

Most popularMost requestedMost shared…

Contextual In-Product

! TIP:• Contextual re-

sources for agents: CRM, call center, chat

• KCS methodologyAgent participation

• Customer insights User activity

! TIP:• Use contextual rec-

ommendations to drive self-service be-fore:

Phone, Chat, Ticket

• Track deflection

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Optimize Phase

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Optimize – Capture, Analyze and Improve

! TIP:

Improve Account Management:• Customer Success Management Analytics

Frontleaf, Gainsight, Totango…

Content, Agent and Web Analytics• Find gaps in content and quality, always be tuning

Search and Quality reports• Track agent participation and CRM stats

Increase lead generation: • Search Engine Optimization

Report and tune keywords

Close deals faster: • Virtual Sales Engineer – which articles accelerate / decelerate• Lead Scoring tuning – top Closed:Won – what did they review

Value

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Laun

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Inte

grat

e

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Expected Maturation Curve

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Expected Timeline

1-14 Days

Most Common Customer Success Goals

1. Increase revenue• Drive new buyers, accelerate sales and lower costs

2. Seize the market! • Create product experts and brand advocates

3. Understand customers and buyers; improve• Improve customer renewal; identify and create upsell• Improve product experience

1. Provide us feedback about this webinar so we can get better

2. Get a free evaluation from a MindTouch Customer Success expert

3. Attend Customer Success Program Webinar

4. Learn more about MindTouch by receiving a product tour

Webinars@MindTouch.com

Next Steps

Find more helpful content on

Twitter: @MindTouch

and at

www.MindTouch.com/Blog