How to Automate Low Touch Customer Success
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How to Automate “Low- Touch” Customer Success Kevin Knight, Blackbaud Chris Boorman, Huddle Dennis Reno, New Relic
description
The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale. In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success. This presentation - How to Automate Low Touch Customer Success - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Blackbaud, Huddle, New Relic
Transcript of How to Automate Low Touch Customer Success
How to Automate “Low-Touch” Customer Success
Kevin Knight, Blackbaud Chris Boorman,
Huddle
Dennis Reno, New Relic
Kevin Knight
VP Customer Success
Blackbaud is the leading provider of nonprofit
technology solutions in the world. Our solutions include Analytics, digital marketing, finance, CRM, online marketing, ticketing, merchant services, grant management, and education. We serve almost every type of nonprofit: animal welfare, arts & cultural, faith-based, foundations, healthcare, higher ed, human services, K-12 schools, and public broadcasting.
Overview
• $500M, 33 year old, public company
• 29,000 customers in over 100 countries
• CRM, Financial, Web products for nonprofits
• Customers range from very large to very small
Problem to Solve
• Shifting from a traditional on premise model to the cloud
• Seeing lower retention for cloud-based customers (~5% points lower
than on prem)
• Public for 10 years, margins established – little room for investment
in CS
• High volume of small customers requires low touch model
Customer Success at Blackbaud
• In place for one year
• Currently 65 people, targeting to be at 80 by year end
• High, medium, low touch models in place• High = 50:1 customers:csm• Medium = 200:1• Low = 1000:1
Low Touch Model
• Focus heavily on two areas: onboarding , renewal, and
automation
• Onboarding • First time adoption• 1:many
• Automation (internal and outbound)• Marketo, Gainsight, SFDC working together• Mix of usage, threshold, seasonal data
• Renewal• Only touch med-high risk accounts• Engage 6 months before renewal
Our Results
• Overall retention improved 6 points in 2013
• Targeting 4 points of improvement in 2014
Dennis Reno New Relic
• New Relic is a software analytics company that makes sense of billions of metrics about millions of applications in real time.
• Defining the market in Software Analytics
• Superhero to the ObamaCare website
Vice President, Customer Success
New Relic
Automating Low-Touch Customer Success
• Digital channels have become the preferred
source for product and service information.
Digital strategy includes:
• E-chat
• Forum
• FAQ
• Virtual Assistant
• Social Media
• Relevant blog content
• White papers
• Videos
• Webinars
• Digital channels should augment more
traditional channels such as phone, email, click
to call, and service requests
• McKinsey study (2010-2011): Consumers
increased their use of social media by 17%
while SMS, texting, email, mobile phones, and
landline use decreased by 8%.
• Digital channels the preferred source for
product and service information like consumer
ratings, reviews, and websites, far exceeding
consumer’s use of call centers or live chat
Consumers excited to lend a helping hand to others
when they love the brand and product
• 38-48% of consumers want to proactively help
others: “I want to help other customers with
problems or questions about the brands I love
and use.”
• In increasing numbers, customers are
responding to customer queries and providing
customer service
• Two different levels exist of this peer-to-peer
consumer interaction: ad hoc (forums ,blogs,
social networks), communities (crowd-sourced
q&a, brand promotors)
Dr. Chris BoormanHuddle
• New Relic is a software analytics company that makes sense of billions of metrics about millions of applications in real time.
• Defining the market in Software Analytics
• Superhero to the ObamaCare website
Chief Customer & Marketing Officer
© Copyright 2000-2012 TIBCO Software Inc. All rights reserved. TIBCO Confidential & Proprietary Information.
Company Overview
Huddle – the company• Founded in 1997• Private Company• Offices in London, SFO, NYC and DC• Clients in 30 countries• 100,000 customers• 150 employees• Foundation – over 1,500 not-for-profits
Huddle – the service• Secure external collaboration• Intelligent Recommendation Engine• Government grade security• Managing people, tasks and projects• SharePoint co-existence or replacement
• Adoption Guarantee
Our Customer Success Vision
To inspire our customers to transform how they get their work done by evangelizing Huddle and driving adoption with the aim of ensuring that
they become a Huddle customer for life.
Tiering of Accounts
Self Service(accounts < 100 employees)
Quick Start
SuccessGuarantee
(Accounts > 1,000 emp)
GrowthAccounts
All accounts receive online
support services
ZendeskWalkMe
Knowedgebase
Number ofAccounts
Level ofActivity
Upselling Accounts
HIGH TOUCH
Onboarding and stopping churnLOW TOUCH & AUTOMATION
Account Focus by CSM
505
20%
80%
Driving automation[Functional & Operational work streams]
In App capabilities
Huddle Champions Workspace
Best Practices
Standard Electronic Communications
Gainsight
Customer Satisfaction SurveysFunction
Data & Integration Framework
Q & A
