How Salesforce Drives Escalations to Success

Red Account Process

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Quick Poll

Partner Type?Length of Partnership?

1. Red Account Program Overview

2. Defining an Escalation Program

3. Success Stories

4. Program Feedback

Agenda

A Global Program to identify and manage our most serious customer-impacting issues, to drive effective

resolution and ensure renewal and relationship.

Provides visibility across relevant teams, and leverages cross-functional and Executive Level Support.

Escalation Management using Red Accounts

Program Sponsor

Defined Process

Cross-functional Team Support &

Engagement

Roles & Responsibilities

Communication & Team Collaboration

Business Insight & Analytics

Root Cause Analysis & Trends

Key Elements for Success

“Create a culture where escalations are a good thing and anyone can create one”

Quick Poll

How often are you pulled into escalation issues?

Precautionary Red Account

Core Red Account

Marketing Cloud Red Account

Incident Outreach Red Account

Four types of Red Accounts

Guest Speaker

Anika Keswani

“We are approachable thought leaders in risk management who add value by providing guidance and driving resolution for customer success.”

Red Account Program Overview

Dedicated Escalation Managers...

Drive fast, effective resolution to our most serious customer impacting issues.

Enable cross-company collaboration to manage risk situations.

Improve internal processes by uncovering trends seen across the business.

Red Accounts look like this

• If upcoming renewal is at risk AND there are near-term actions to take to prevent attrition (regardless of AOV at risk)

…Existing AOV / Renewal is at risk

• If customer threatens to escalate to senior executives, or go social, AND the risk cannot be mitigated by an outreach

…Customer escalates to SF executive (EVP+)

• If go-live is delayed causing critical business impact AND multiple teams’ involvement and actions are required to resolve

…Go-live is at risk

• When cross-functional involvement is needed to address a critical customer risk situation (Alliances, Sales, CFL, Support, Product, Services, etc) AND the risk cannot be promptly mitigated with relevant outreach or attention through other escalation channels

…Critical issue involves multiple teams

For additional resources: Red Account Program: Training & Feedback Chatter group

Customer Escalations are not always Red Accounts

1. Precautionary Red: No Escalation Manager Involved.

2. Escalate a Support Case: Raise higher up within support management.

3. Escalate an Implementation: Alert project leadership of go-live risks.

4. Involve Sales Operations: For a contract re-negotiation, go straight to

SOps

Consider other channels for help with a customer escalation

Persisting at CUSTOMER ABC (FinServ)“A little more persistence... and what seemed hopeless failure may turn to glorious success”

- Elbert Hubbard

Implemented vetting process for support agents

Developed MCS proposal to match compliance needs

5-year, 9.5M€ TCV agreement closed upon resolution

Resolved after 96 days open

Stronger customer

relationship

Renewal closed + 275K€ upside

97% License Utilization 77% Total Login

Percentage

Very strict compliance requirements

Premier customer, in their 6th year with Salesforce

$1.7M AOV at risk, ongoing pricing concern

Persisting at CUSTOMER XYZ (CPG)

Lack of trust in SI’s SaaS expertise

Very negative customer sentiment

Risk of decommissioning current solution too soon

Weekly mediation meeting between Salesforce & SI

Customer sentiment trending positive & engaging

Business Architect engaged, timeline back on track

Resolved after 126 days open

Stronger customer

relationship

Go-live achieved

Pilot Country go-live delivered!

“Alone we are smart. Together we are brilliant” - Steven Anderson

“...after 5 years at Salesforce, I can say this process has made time and time again a difference in rescuing and putting on the right path many

challenging situations - keeping trust at the heart of it all!”

- Customer Success Director, EMEA Central

“The Red Account Program provides an amazing platform to

focus teams on customer success. Account teams and customers

truly see the value in this engagement, which goes to the heart of our of trust, customer

success, alignment, and ohana.” SVP, CBU Sales APAC

Program Feedback!

Use this simple Escalations custom app as a baseline business process for managing escalations - sensitive internal or customer issues that need executive visibility, complete collaboration, and dedicated project management to effectively resolve.

https://appexchange.salesforce.com/listingDetail?listingId=a0N3000000CTL49EAH

appexchange alert: Escalation Management

Key Takeaways of Red Account process

• Create a Red Account when there is a clear and urgent risk present.

• Refer to the Training and Feedback Chatter group for how-to’s.

• Maintain your Red Account weekly, with the “executive reader” in mind.• Focus on Issue Summary, Action Plan, and ECOMM headline fields.

• Ask your leadership and regional Escalations team for guidance anytime.

• Complete lessons learned on closure.

Any Questions?

Final Poll

How many of you have access to Partner Community?