Growing Customer Lifetime Value with Best in Class Data Management Practices

Growing Customer Lifetime Value with Best in Class Data Management Practices

Today’s Host: Scott Schell@Schell_ShockedSenior Manager, Global Customer Success Cisco Systems, Inc.

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Customer Success Methodology#successtalk

People

Automation

Process Analytics

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- Leading on the Edge of Chaos, Emmet Murphy & Mark Murphy

“A 2% increase in customer retention has the same effect as decreasing costs by 10%”

Growing Customer Lifetime Value with Best in Class Data Management Practices

Guest Presenter: Scott Drost

Solutions Architect for ImplementationsGainsight

Guest Panelist: Sanjiv Patel

Director, Customer Success AnalyticsCisco Systems, Inc.

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Data supports process and automation

Analytics

Process

Automation

Data

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Big data can be overwhelming

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Developing data for customer success

Product

Sales & Marketing Finance

Operations

Customer Success

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Data in the adoption journey

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Measuring health over time and sudden changes

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Immediate needs for customer success

Necessary DataCustomer Success Platform

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Begin with your customer list…

Does your customer ‘list of record’ match what your customer success managers see as THEIR customer list?

Do you have a definitive, unique, controlled Customer ID for each customer?

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Would the list your customer success managers give as “their” customers match other customer lists in the company?

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Audience Poll

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999ABC Sports Company

999 01Basketball Division

999 01 01User 1

999 01 01 011

999 01 02 User 2

999 01 02 011

999 02Golf Division

999 02 02User 2

999 02 02 011

999 02 03User 3

999 02 03 011

Customer

Instance

User

Event(1st login)

Unique ID tracking illustration

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Phase 1 Needed at their fingertips

Sales/CS – who are the contacts? Their roles?Finance - renewal dates at least, or tiers

How is the customer using your product? Active?Operations/Support- marker of engagement (0

tickets almost as bad as too many Sev1)

Finance

Product Usage

Operations/ Support/Sal

es

Phase 2 Building the Longer Term Trends

User community posters? Newsletter readers?Social Media interaction?

Successfully-closed CS Team Risks and Opps?And of course, ‘Other’

Marketing Customer Success

Customer Success teams are monitors and creators of customer health

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Audience Poll

Do you think your company has unique customer IDs that can already be found in different data sources?

Yes No

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Establish unique customer IDs

Develop instance IDs

Generate user IDs

Create event trackers

Identify decision points for each data source

Do you need to…

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Acting on data compared to previous trends

Training Needed?Upsell Opportunity?

Downsell Risk?

Training Successful

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Feeding your data machine

Data Machine

External Data

Customer Success Platform

Data

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Getting started

Execute what you can now

Develop and implement a

unique customer identifier

Evaluate your current

customer tracking process

Investigate customer success platforms

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Discover how strategic automation practices can lower your cost to serve customers.

Using Technology to Automate Your Customer Lifecycle Management StrategyMarch 29, 2016

Upcoming Sessions#successtalk

Learn how transforming values through thought leadership protects recurring revenue.

Promoting a Customer Success CultureApril 12, 2016

Find out how to increase your average revenue per customer with valuable upsell opportunities.

Expand Selling Practices in ActionMarch 15, 2016

Thank you.