Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA Tel: +1 617.613.6000 | Fax: +1 617.613.5000 | www.forrester.com For: Application Development & Delivery Professionals Market Overview: Customer Success Solutions by Kate Leggett, October 31, 2014 KEY TAKEAWAYS Subscription Companies Must Actively Manage Relationships To Ensure Success Customer success management is an emerging discipline for subscription-based companies; it uses processes and vendor solutions to actively manage customer relationships to ensure their success. Why? In a subscription economy, the economic value of a customer is realized over time, instead of upfront. Actively Managing Customers Increases Revenue Actively managing subscription-based customers to ensure their success reduces churn, increases revenue, and influences new sales. Firms use an array of CRM, finance, support, and customer feedback data to create a composite health score; monitoring this is at the heart of understanding and managing customer satisfaction and propensity to churn. Vendors Operationalize Customer Success Management Customer success management vendors are emerging. A small number of companies offer tools and processes to actively collect and synthesize data to monitor customer health and act on changes in health scores. Closely investigate vendor capabilities to pinpoint one that matches your company’s needs and process maturity.
Transcript
Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA
For: Application Development & Delivery Professionals
Market Overview: Customer Success Solutionsby Kate Leggett, October 31, 2014
Key TaKeaways
subscription Companies Must actively Manage Relationships To ensure successCustomer success management is an emerging discipline for subscription-based companies; it uses processes and vendor solutions to actively manage customer relationships to ensure their success. Why? In a subscription economy, the economic value of a customer is realized over time, instead of upfront.
actively Managing Customers Increases RevenueActively managing subscription-based customers to ensure their success reduces churn, increases revenue, and influences new sales. Firms use an array of CRM, finance, support, and customer feedback data to create a composite health score; monitoring this is at the heart of understanding and managing customer satisfaction and propensity to churn.
Vendors Operationalize Customer success ManagementCustomer success management vendors are emerging. A small number of companies offer tools and processes to actively collect and synthesize data to monitor customer health and act on changes in health scores. Closely investigate vendor capabilities to pinpoint one that matches your company’s needs and process maturity.
The Internet and cloud-based computing enable companies to offer their products as services, instead of physical objects, moving the economy away from capital expenditures to a “subscription” model. For subscription-based companies, the duration of the customer relationship has an economic impact on the company’s financial health, as the value of the purchase is realized over time. Companies must actively manage their customers to ensure their success in order to decrease churn and increase revenue and advocacy. Vendors in the emerging category of customer success management offer technologies and processes to actively monitor customer health and intervene when health scores dip. This report spotlights the capabilities of eight customer success vendors and offers application development and delivery (AD&D) professionals a decision framework on how to choose the right vendor for their needs.
Market Overview: Customer success solutionsrealize the economic value Of subscription servicesby Kate Leggettwith stephen powers, Lori Wizdo, and victoria Boutan
Today, the Internet and cloud-based computing enable companies to offer their products as services, instead of physical objects, moving the economy away from capital expenditures to a “subscription” model. Industries like media, entertainment, and telecommunications have fully embraced a subscription software model, while others, such as publishing, computer storage, financial services, healthcare services, transportation, and business-to-business (B2B) software, are moving in this direction.1 In parallel with the uptake of the subscription business model is the arrival of the “age of the customer.”2 Customers have become more demanding, staying loyal to companies only when they deliver value. AD&D professionals can help their companies actively manage customer relationships to ensure their satisfaction and ongoing patronage, which has become a critical step in:
■ Preserving revenue. Managing customer churn becomes increasingly important as companies move out of an early-stage, high-growth mode. This is because their focus shifts from rapidly expanding the customer base to ensuring more steady growth, with customer retention becoming a significant metric for financial success.
■ Expanding revenue. If a customer is obtaining value from their purchase, renewal and upsell conversations become easier. For example, companies can collect data on how a customer is using a product to realize their business goals and use it to present the appropriate cross-sells and upsells to the customer.
■ Boosting customer advocacy. Good customer relationships lead to client referrals and advocacy. Brand advocates serve as a powerful virtual sales force for a company, helping bring new customers to the company. Their spending on the company’s products and services is typically twice that of a non-advocate. In addition, brand advocates bring economic value to the company by increasing new business bookings, which can exceed three times their average lifetime value.3
CusTOMeR suCCess MaNageMeNT RelIes ON a CusTOMeR’s “HealTH sCORe”
Customer success management is an emerging organizational role for companies that offer products and services as subscriptions. Its mission is to proactively engage with their customers to ensure that they are realizing the economic benefit of their purchase. Customer success organizations use an array of company and customer data to create a “health score.” The behavior of the health score at the company, subscription, and user level — its raw number, trends, and sudden changes — is at the heart of understanding and managing customer success (see Figure 1).
For ApplicAtion Development & Delivery proFessionAls
Source: Forrester Research, Inc. Unauthorized reproduction or distribution prohibited.117981
Data type Description Bene�t
Financial data Includes purchased products; numberof seats purchased; contract length;sale price; discount levels; invoices;payments
To understand the breadth and depth of acustomer’s deployment and contract terms
CRM data Includes marketing and sales activitiesleading to sale; product buyer;organizational hierarchy; onboardingactivities
To understand the organizational relationshipswithin a company to better engage withstakeholders, as well as the history andresults of customer interactions
Product usage data Includes number of users provisioned;number of active users; features andfunctions currently used by user andat the aggregate level
To quantify the product’s stickiness and valueto an organization based on the depth andbreadth of usage; also used to track whetherproduct use is beyond contracted terms
Support cases Includes type, number, severity, andresolution of support tickets
To ensure that there are no critical barriersor poor customer experiences preventingcustomers from achieving value fromtheir purchase
To indicate the satisfaction of an account.Any changes to upward trends should be anearly warning indicator.
CusTOMeR suCCess sOluTIONs eMeRge as a POweRFul New CaTegORy
Customer success management vendor solutions are fairly new — all the solutions have been on the market less than five years, and some are only a couple of years old. AD&D professionals investigating these solutions should be aware that despite their newness, they all share common attributes:
■ Straightforward data collection. Customer success management solutions have standard integrations and application programming interfaces (APIs) to a broad set of customer relationship management (CRM), enterprise resource planning (ERP), billing, and customer survey solutions. Solutions collect data from disparate systems, including tagged product pages, in real time within a data hub, where they deduplicate the data and run data integrity checks to ensure quality.
■ Configurable reports. Reports track subscription information and product usage at the user and account level. Typical reports include account health, onboarding status, product usage, renewal opportunities, revenue expansion opportunities, customer success management team performance, upcoming account management tasks, and more. Rich visualizations display data in a user-friendly way, and users can drill down to any data element, slice and dice reports, and track report attributes over time for trend analysis.
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■ Analytics. Analytics allow users to explore the collected data and identify key performance indicators (KPIs) that are critical to their business. Some vendor solutions include predictive models to help identify key elements for churn; customers more likely to churn; customers more likely to purchase additional products; customers more likely to convert from a free trial to a paid subscription; or the next best action to take with an account. These insights allow customer success teams to focus their efforts on the right customers — those whose actions will have an impact on business outcomes.
■ Triggers and alerts. Triggers alert customer success organizations to a change in a user’s or account’s condition, such as a drop in a health score, a high number of support tickets, or poor survey results. Triggers can also be date-driven to warn of an impending change to the customer status, such as an account renewal. Business users configure triggers based on changes in conditions or dates and define the workflows that these triggers should initiate.
■ Playbooks. Workflows, organized into playbooks, standardize and optimize customer-facing actions and incorporate best practices that allow business users to improve the scale and efficiency of their customer engagement processes. Users can also create or modify additional workflows via visual editors geared to the business user. For example, workflows can leverage integrations with CRM systems to kick off an email campaign to nurture inactive product users.
CusTOMeR suCCess MaNageMeNT VeNDOR PROFIles
As customer success management is a new discipline, most customer success management vendors are young, with a small but rapidly growing customer base. For this report, we surveyed eight key vendors that offer a comprehensive solution. In addition to delving deep into product capabilities, AD&D professionals choosing a vendor must ask questions about its vertical focus, the size of deployment that the vendor supports, and the extent of the professional services available to make you successful — and request customer references.
amity Helps Companies scale Customer success
Amity, founded in 2012, offers a business process automation tool for customer success. Amity tracks customer and software-as-a-service (SaaS) product usage data through the customer life cycle — from conversions to renewals — and proactively identifies bottlenecks. The Amity platform comprises six applications powered by its Relationship Insight Engine. The Portfolio application presents a unified view of customer, customer health, and financial data. The Lifecycle application tracks customers through adoption and standardizes customer success workflows. The Plan application helps customer-facing teams focus on important customer issues and high-value tasks. The Radar application presents a real-time snapshot of all activities between customers and team members. The Reporting application offers configurable portfolio health, summary, and team activity reports. The Playbook application is an administration console used to customize playbooks, rules, insights, and health scores.
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All applications use a health score that is a synthesis of product usage, engagement level, support resolution, subscription milestones, Net Promoter Score, and qualitative account attributes, such as risk level.4 Amity offers a Quick Success Program to onboard customers and personalized customer success coaching. Typical buyers of Amity are small teams that want to track customers closely through their product adoption and usage journey and scale their customer success processes as they grow (see Figure 2).
Figure 2 Amity Company Profile
Source: Forrester Research, Inc. Unauthorized reproduction or distribution prohibited.117981
Number of customers 19
Vertical focus B2B SaaS companies
Average deployment size Eight
Representative customers Ember Metrics, Nulogy, The Money Finder, Foundersuite, Trainerize, Traackr, Opal, HotSpot Parking
Pricing model Per user/per month
Average annual cost $2,400 to $40,000 per year
Average implementation cost $2,500
Organizational buyer CEO or customer success executive
Product description Amity offers a solution to manage the success of customer onboarding,retention, and expansion.
Time-to-value Customers can be using Amity within 48 hours, depending on the complexityof the customer’s environment and customization.
Bluenose Helps subscription Companies Develop Their Customer success Policies
Bluenose Analytics, founded in 2013, is a new entrant to the customer success management vendor landscape. The core product continuously monitors customer data sources. The product includes a configurable health score that organizes customers into red, yellow, or green tiers; reports; alerts; and a collection of playbooks that standardize onboarding, escalations, account reviews, and renewal processes. Analytics track usage data by feature for every user. Predictive analytics are bundled into the health index and are used to uncover key parameters affecting a customer’s propensity to churn. For companies that use Salesforce, Bluenose also provides a customer health index within the Salesforce instance.
Bluenose also provides a strategic onboarding service that helps customers monitor the health of accounts within 30 days. Typical buyers of these solutions are growing SaaS companies looking for rapid time-to-value; they leverage the best-practice playbooks and take advantage of the large social community offering to develop their customer success policies (see Figure 3).
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Pricing model Feature-based and value-based pricing
Average annual cost $24,000 to > $100,000
Average implementation cost Bluenose currently does not charge separately for implementation.
Organizational buyer Customer success executive
Product description Bluenose is a customer success solution for SaaS businesses to increaserevenue; it uses predictive analytics to engage at-risk customers and identifydrivers of churn.
Time-to-value 4 weeks
Frontleaf Offers a Customer success solution That adapts To Client Inputs
Frontleaf, founded in 2013, offers a customer success solution that analyzes customer activities and adapts to client inputs. Frontleaf scores customer health in two ways: 1) An engagement score, based on product usage, adoption milestones, customer feedback, customer-specific KPIs, and support experience, places customers on a scale of 0 to 100 compared with others in their tier or life-cycle stage; 2) a predictive churn model, which is tuned for each client, provides real-time customer risk alerts and indicates which prospects are most likely to convert.
Customers can define criteria for monitoring the usage patterns, characteristics, and accomplishments of their accounts and users, based on criteria unique to their business, including changes in health scores. When those criteria are met, Frontleaf kicks off workflow tasks for customer-facing personnel via integration with its CRM solution; it can also trigger customer-facing emails or in-app messages via integrations with other communications platforms. Frontleaf also offers a range of professional services, including customer success program evaluation and tuning, implementation services, and data analysis and predictive modeling. Typical buyers of Frontleaf are companies needing a straightforward customer success solution with rapid time-to-value and the flexibility to configure inputs (see Figure 4).
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Pricing model Based on number of customer accounts and Frontleaf user licenses
Average annual cost $10,000 to $50,000
Average implementation cost $2,500 to $7,500
Organizational buyer VP of customer success, COO, or CEO at a SaaS company
Product description Frontleaf’s customer success solution helps benchmark a client’s successagainst its peers and across each life-cycle stage as well as uncover hidden signs of risk and opportunity.
Time-to-value Three to four weeks
gainsight leverages The salesforce ecosystem For ease Of use
Gainsight, founded in 2009, offers three products called Retain, Grow and Transform, which are separate bundles of its core solution. The product is a native force.com application, which means that all data is stored in Salesforce and it leverages Salesforce security, privacy, and permission structures. Gainsight also has a solution independent of the force.com platform. Gainsight integrates natively to Salesforce Sales Cloud and Service Cloud, and it includes prebuilt connecters to a variety of other SaaS and on-premises applications. The core of Gainsight’s solution is its Customer360 view that tracks configurable metrics and milestones in the life cycle of an account. It also captures customer feedback and social sentiment. Gainsight’s Lifecycle Cockpit shows customer success managers growth opportunities and risks, allows collaboration with other internal stakeholders, and automates customer outreach. Gainsight also contains reports for various organizational stakeholders.
Gainsight provides professional services for onboarding and change management, including best practices, data integration, and customer health score development. Gainsight also provides data science services to determine the exact rules that predict churn risk or upsell opportunity. Gainsight has invested in evangelizing the role of the customer success manager (CSM). To this end, it has built a large library of CSM best-practice content, created a CSM job board, launched a CSM online curriculum, and hosts an annual vendor-neutral, industry conference on customer success. Typical buyers of Gainsight are large recurring-revenue businesses that use Salesforce and value a unified ecosystem based on the force.com platform and that are looking to leverage Gainsight’s operational best-practice knowledge on customer success (see Figure 5).
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Pricing model Per user/per month + scoped implementation
Average annual cost Growth-stage private companies: $30,000 to $100,000 per yearMid-cap public companies: $100,000 to $250,000 per yearLarge public companies: $250,000 to $1 million per year+
Average implementation cost Implementation typically costs 15% to 25% of the annual subscription cost.
Organizational buyer Chief customer of�cer, VP of customer success, VP of sales, CMO
Preact analyzes Product usage and Operational Data For life-Cycle Management
Preact, founded in 2012, offers two products: The Revenue Maximizer provides real-time customer health insights for revenue retention and expansion activities; the Support Optimizer monitors product usage in real time and automatically submits support tickets to a help desk in the event of an error. Preact aggregates application activity data; nonapplication activity data, such as server activity; and operational CRM and finance data in real time. Preact uses KPIs to monitor customers; a health score to benchmark a customer’s behavior; an activity score based on product usage and seat utilization; a configurable risk metric; customer value; and NPS. Machine learning automatically adjusts health metrics as product usage patterns change.
Preact’s reports allow users to explore correlations between customer health, activity metrics, and specific feature usage to understand which users are likely to churn as well as which product features correlate with retention, upsell, and churn events. They use models and visualizations to uncover usage patterns that correlate with customer success and failure as well as unexpected and problematic usage that points to product problems. Triggers kick off a workflow that assigns tasks, creates alerts, and sends emails when an account’s health or usage changes. Preact has designated CSMs who onboard customers. Typical buyers of Preact are B2B and B2C SaaS companies that view customer success as a cross-functional discipline within an organization (see Figure 6).
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Pricing model Unlimited site license, which includes unlimited users/seats, tracked events,and data feeds
Average annual cost $25,000 to $75,000
Average implementation cost Preact does not charge an implementation fee.
Organizational buyer VP of customer success, CMO/VP of marketing, CRO/VP of sales
Product description Preact analyzes existing users for account retention, upgrade, upsell, andconversion opportunities and risks.
Time-to-value Four days
25 users
servicesource Provides life-Cycle Management solutions To Maximize Customer Value
ServiceSource was founded in 1999 as a provider of recurring revenue management solutions. The company acquired Scout Analytics in 2014 and further expanded its customer success offering with the release of ServiceSource Customer Success. The solution comprises a usage and enterprise data repository, predictive analytics, and a native force.com application that provides the workbench for customer success and account management teams to manage the full customer life cycle. It includes success plans, dynamic multidimensional health scorecards, and next-best-action customer success plays, enabling customer success organizations to drive customer retention and deliver successful customer renewal and expansion sales cycles. The solution contains prebuilt integration connectors to CRM, marketing automation, and billing systems, along with data services to manage, cleanse, and archive data. It enables businesses to define health scores by customer, subscription, and user for granular customer monitoring and tailored playbooks. The solution also includes a range of standard KPIs and predictive models to identify customer propensity to convert from a free trial to a paid subscriber; to churn; to renew; and to purchase upsell and cross-sell products.
ServiceSource includes Revenue Advisory services with the purchase of ServiceSource Customer Success; these provide domain expertise, industry best-practice templates, configuration assistance, change management support, and ongoing coaching. Typical buyers of ServiceSource Customer Success are midsize to large companies looking to extend the power of customer life-cycle management to a number of customer-facing organizations (see Figure 7).
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Source: Forrester Research, Inc. Unauthorized reproduction or distribution prohibited.117981
Number of customers 150
Vertical focus Information services and software-as-a-service
50 usersAverage deployment size
Representative customers The Financial Times, Thunderhead.com, Prezi
Pricing model Subscription-based
Average annual cost Variable based on revenue under management and number of users. The �rst tier of the rate plan starts at $18,000 per year.
Average implementation cost Starts at $5,000
Organizational buyer Chief customer of�cer, VP of sales, or VP of customer success
Product description ServiceSource Customer Success is a CSM solution that enables subscription businesses to de�ne and monitor success for each customer, prioritize the key accounts and activities to focus on, and proactively engage customers with personalized interactions throughout the customer life cycle to increase retention and grow renewal and expansion revenues.
Time-to-value Eight weeks
sparked Focuses On Customer success Via Retention Marketing
Sparked, founded in 2009, offers Customer Radar for B2C and high-volume B2B companies to reduce customer churn, increase trial conversions, and cross-sell to loyal customers. It uses machine learning and analytics to predict a customer’s likelihood to purchase or to churn and to uncover the patterns that drive these actions. At the heart of Sparked is a dashboard that provides real-time alerts and KPIs to measure customer success. Predictive models identify the drivers for sales and churn, correlations between drivers, and the customer lifetime value associated with each driver. It tracks new customer behavior, allowing for early intervention efforts. Sparked also provides propensity modeling where users can run “what-if ” scenarios to determine how changes in specific drivers, such as pricing, affect sales and churn. Sparked enables marketers to set up automated rule-based and segment-based sales and retention actions that can trigger third-party marketing automation systems. Sparked’s Customer Radar includes a complementary tool, Customer Community, which allows companies to proactively engage customers and prevent them from becoming “at-risk,” as detected by Radar. Radar uses information gathered from each customer in Community to enhance predictive analysis of the customer’s future behavior.
Sparked offers both strategic consulting services and data analytics services to help customers develop and operationalize the machine learning models specifically for their business. Typical buyers of Sparked are B2C companies with high volumes of customer data that need advanced customer segmentation and customer outreach automation to manage and boost sales and retention (see Figure 8).
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Pricing model Based on number of customers and volume of customer data to be analyzed
Average annual cost $20,000 to $80,000+
Average implementation cost $2,000
Organizational buyer CMO, VP of marketing, VP business of intelligence
Product description Sparked helps discover attributes and behaviors that are highly correlatedwith customer churn and retention.
Time-to-value One day to four weeks
Totango Monitors Customer Health For early Indicators Of Churn Risk
Totango, founded in 2010, is a veteran in a young market; it focuses on driving customer value throughout the customer journey. Totango operationalizes customer behavior and engagement data, along with satisfaction scores and other health signals, to address three scenarios: 1) account management — to monitor an account’s health and identify at-risk customers and those with upside potential and then manage follow-up actions and campaigns; 2) marketing targeted at the installed base — to create product usage segments and to create retention or advocacy campaigns for each segment; and 3) user onboarding — to track the setup and usage of product features or modules for early intervention activities and to correlate product changes to onboarding rates. Totango integrates with Salesforce, allowing users to access its customer success insights and metrics inside the CRM platform.
Totango uses a common framework for all products. Users create health scores, calculated using business rules and predictive analytics, for different customer segments as well as for different stages of the customer life cycle. Totango also calculates an engagement score to track the volume and intensity of user engagement with a product. Totango provides technical and business implementation services, including setup, data collection, customer journey mapping, and health model development. In addition, Totango provides data science as a service to help discover the signals that predict poor health, churn, upsell, and other business drivers. Typical buyers of Totango are larger companies that want to monitor customer behavior and uncover user insights so that they can proactively engage with customers for their success (see Figure 9).
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Pricing model Combination of per-seat pricing and number of accounts managed
Average annual cost $20,000 to $200,000
Average implementation cost $5,000 to $10,000
Organizational buyer CEO, chief customer of�cer, VP of customer success, VP of product or technology
Product description Totango is a customer monitoring and intelligence solution that uncoversmeaningful insights and vital signs on customer health in order to helpcompanies predict at-risk customers and proactively drive positive customerexperiences.
Time-to-value Two to �ve weeks
W h at I t M e a n s
BuIlD a CusTOMeR suCCess PRaCTICe wITH a VIew TO THe FuTuRe
Subscription-based companies that want to preserve and expand their revenue stream must actively manage their customer relationships — and they’re only just realizing the importance of this new customer success management function. Forward-thinking companies will invest in customer success by: 1) articulating a customer success strategy and high-level measures of success; 2) forming customer success teams that have clear revenue goals for accounts under management; 3) defining and standardizing customer engagement processes for all tiers of customers; and 4) adopting solutions to help manage the disparate data used to monitor a customer’s health. AD&D professionals have a crucial role to play in identifying the right customer success management solution for their company.
suPPleMeNTal MaTeRIal
Companies Interviewed For This Report
Amity
Bluenose Analytics
Frontleaf
Gainsight
Preact
ServiceSource
Sparked
Totango
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endnotes1 The market for SaaS deployments is here to stay — and remains poised for tremendous growth. According
to Forrester’s Forrsights Software Survey, Q4 2013, SaaS adoption overall is now reported by close to 66% of North American and European software decision-makers with 20 or more employees, with adopters using a median of eight SaaS applications. SaaS application software subscription revenue, at $60 billion today, is projected to double in the next five years. See the January 7, 2014, “TechRadar™: Software-As-A-Service, Q1 2014” report.
2 Forrester defines the age of the customer as a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers.
3 Zuberance’s analysis shows that brand advocates are worth at least five times more than average customers based on two key facts: 1) Brand advocates spend at least twice as much as average customers; 2) unlike average customers, brand advocates go out of their way to recommend their favorite brands and products. These recommendations drive sales. Source: “Exclusive Report: What’s a Brand Advocate Worth?” Zuberance (http://www.zuberance.com/value/).
4 Net Promoter, Net Promoter Score, and NPS are registered trademarks of Bain, Fred Reichheld, and Satmetrix Systems. Source: Bain (http://www.bain.com/search.aspx?q=Net+Promoter); Satmetrix Systems (http://www.satmetrix.com/).
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