Building Customer Education Focused On Customer Success
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BUILDING CUSTOMER EDUCATION FOCUSED ON CUSTOMER SUCCESS
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Transcript of Building Customer Education Focused On Customer Success
BUILDING CUSTOMER EDUCATION FOCUSED ON CUSTOMER SUCCESS
2© ServiceRocket
SPEAKER CO-HOSTS
Dave Derington
Head of TrainingGainsight
Sarah E. BrownMarketingServiceRocket
Jesse MillerProduct ManagerServiceRocket
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ABOUT SERVICEROCKET
Implementation Support Training
ServiceRocket is a trusted partner that fulfills the whole product imperative by helping enterprise customers realize the value of their software investments.
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Learndot Education Platform
• Learndot learning platform provides scalable education delivery
• Multiple education modalities to address various customer delivery models
• Lead generation capabilities targeted at interested learners
• Advanced analytics and reporting capabilities
• Customer branding, beautiful UX
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Software Companies Using Learndot
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The Business of Customer Education (BOCE) At Pulse
servicerocket.com/boce
Platform
Best Practices
CommunityExpertise
About Gainsight
From Reactive Funnel to Proactive Hourglass
1
SALES
ADOPT
$ $ $
$
Reactive customer service model optimized to reduce cost-to-serve
Proactive customer success model optimized to increase revenue per customer
TRANSACTION ECONOMY FUNNEL RELATIONSHIP ECONOMY HOURGLASS
EXPAND RENEW
SALES
$
SUPPORT SUCCESS
6 of top 12 software
companies*
43% of publicly traded cloud companies**
Powering Customer Success Leaders
* PWC Global 100 software study; ** Bessemer Cloud Index ***Deloitte 2016 Fast 500 North America
Customers375+
YoY User Growth2X
7th Fastest Growing Tech
Company***
Drive ROI with Gainsight
Higher Retention
102%Gainsight Customer
Avg Net Retention Rate
vs.
98%Non-Gainsight Customer Avg Net Retention Rate
Faster Growth
30%Gainsight Customer
Average YOY Growth
vs.
25%Non-Gainsight Customer
Average YOY Growth
Time saved per person per week
Less time to process renewals70%
Time saved reviewing accounts50%
25%
Increased Efficiency
Source: Study conducted by Bessemer Venture Partners and Pac Crest, 2015
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AGENDA
• Education as a Part of Customer Success• Use Cases
• #1 - Onboarding New Customers• #2 - Improving NPS
• Questions
Education As A Part Of Customer Success
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5 Pillars of Customer Success
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Demonstrate the value you deliver to your customers to promote adoption,
advocacy, and growth
DEMONSTRATE
Value
5 Pillars of Customer Success
Build a consistent, effective customer journey through one-to-many strategies and
high-impact, timely one-on-one interactions
OPERATIONALIZE
Customer Lifecycle
Build a customer-focused organization by improving cross-functional coordination
and measuring impact
ENABLE
Cross-functional Visibility
Make it easy to spot and act on opportunities for growth and candidates for
advocacy
DRIVE
Expansion & Advocacy
Proactively identify signs of customer risk and collaborate
cross-functionally to address issues
MANAGE
Customer Risk
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Con
trac
t S
igna
ture
Contract E
xpiryP
roac
tive
Rea
ctiv
e
Welcome Call
User Training
Go Live
Low User-Level Adoption
Detractor NPS Survey
New Feature Demo
One-to-one Training
QBR
CSAT Survey
New Feature Demo
QBR
Renewal Preparation
Renewal Negotiation
Multiple Support Tickets
Competitive Threat
Competitive Threat
Positive NPS Survey
Usage @ 70%
Usage @ 95%
Retention / Expansion RenewalAdoptionOnboarding
Customer Lifecycle (General)
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How Does Education Map To Customer Success?
● We need to measure our impact on Customer Success metrics:○ Decreasing churn○ Increasing revenue
● Decreasing Churn○ If customers don’t know how to use the product you sold them, they’re
likely to churn● Increasing Revenue
○ SaaS products add new features - teaching customers how to use them helps sell more product
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What do we need to do?
● We need to provide training ● We need to provide good training ● We need to get the right people into that training, and at the right
time● We need to confirm that our customers consume our training ● We need to be on the lookout for problems that training can obviate
(call deflection)● We need to consistently measure our impact on Customer Success
metrics: Decreasing churn, increasing revenue
Use Case #1:Onboarding New Customers
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Onboarding - Who Needs Training?
● Train Key Resources ○ Administrator○ Adoption Champion
● Train Users○ Either “Train the Trainer” - or - End-User Training
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Admin Training
Con
trac
t S
igna
ture
Pro
activ
eR
eact
ive
User Training
Webinars
Low User-Level Adoption
Detractor NPS Survey
from Training
New Feature Demo
One-to-one Training
New Admin /
User
Training-RelatedSupport Tickets
Training Not Being
Consumed
AdoptionOnboarding
Customer Lifecycle (Training / Education)
Reports and Dashboards
NPS Promoter
from Training
Low Scores from Admin
Welcome Email
(Training)
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Onboarding - Data-Driven Education Goals
● Deliver○ Training to End Users○ Documentation / Knowledge Base / Community (Measure
consumption)○ “Micro-Training” ○ Implement quizzes/tests/certification (particularly for key users)
● Analyze○ Survey your Trainees○ Report Training Outcomes against Goals
● Monitor Progress and Risks○ Monitor Usage/Adoption○ Monitor Support○ Summarize Impact
Use Case #2:Improving NPS
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How Can Training Impact NPS
● Customer Satisfaction● Customer Support● Low NPS specific to Training Material
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Low NPS: Customer Satisfaction
Training could be a problem here - particularly if your training is deficient in some way or doesn’t address certain customer needs.
● Your team can then coordinate with your Training function and address this in multiple ways:
○ Custom training engagements○ Smaller trainings around key features○ More on-demand material
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Low NPS: Customer Support Issues
Your customer is unhappy and your NPS seem related to a high volume of Support Tickets which:
● Are not about bugs● Seem to be about basic product functionality
In other words - your Support staff is providing “Just in Time” training that your program lacks!
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Low NPS: Evaluation of Training Content
Trainers have a hard job! Synthesizing material from many different (and busy) team members who are more expert than they are and making this high-quality and digestible content.
Are you surveying your learners? Surveys should:● Find weak spots in your material● Uncover gaps - missing content that you should add● Make sure you’re getting the right people in appropriate courses
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JOIN OUR NEXT WEBINAR IN THE SERIES
[Upcoming Webinar]BUILDING AND LEVERAGING YOUR CUSTOMER
EDUCATION TECHNOLOGY STACK
http://bit.ly/2mSoVss
MORE INFO ABOUT BOCE AT PULSEhttps://www.servicerocket.com/boce
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Dave Derington
Head of TrainingGainsight
Sarah E. BrownMarketingServiceRocket
Jesse MillerProduct ManagerServiceRocket
QUESTIONS
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