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.

2© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

#successtalk

Customer Success Methodology#successtalk

People

Automation

Process Analytics

3© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

- 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.

5© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

#successtalk

Data supports process and automation

Analytics

Process

Automation

Data

6© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

#successtalk

Big data can be overwhelming

7© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Developing data for customer success

Product

Sales & Marketing Finance

Operations

Customer Success

8© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

#successtalk

Data in the adoption journey

9© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

#successtalk

Measuring health over time and sudden changes

10© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

#successtalk

Immediate needs for customer success

Necessary DataCustomer Success Platform

11© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

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?

12© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

#successtalk

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

Cisco Confidential© 2015 Cisco and/or its affiliates. All rights reserved.

Audience Poll

13© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

#successtalk

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

14© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

#successtalk

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

15© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

#successtalk

Audience Poll

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

Yes No

#successtalk

16© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

#successtalk

Establish unique customer IDs

Develop instance IDs

Generate user IDs

Create event trackers

Identify decision points for each data source

Do you need to…

17© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

#successtalk

Acting on data compared to previous trends

Training Needed?Upsell Opportunity?

Downsell Risk?

Training Successful

18© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

#successtalk

Feeding your data machine

Data Machine

External Data

Customer Success Platform

Data

19© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Getting started

Execute what you can now

Develop and implement a

unique customer identifier

Evaluate your current

customer tracking process

Investigate customer success platforms

20© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

#successtalk

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.