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©2015 Gainsight. All Rights Reserved.
TRACKING, REPORTING, AND ACTING ON AT-RISK ACCOUNTS
Nick Sorensen Senior Director, Healthcare Operations Prosper Healthcare Lending
Allison Pickens VP Customer Success Gainsight
©2015 Gainsight. All Rights Reserved.
Agenda
• Introduction to Prosper Healthcare Lending • What is customer risk? • How we think about risk: A.R.T. Model • Examples
©2015 Gainsight. All Rights Reserved.
Introduction
• Prosper Marketplace Inc. • Make Healthcare Affordable™ • Gainsight • Customer Success
©2015 Gainsight. All Rights Reserved.
What is Risk?
• Customer Risk = Possibility that a negative outcome will happen
• At-risk= Without intervention, the customer now has a greater likelihood of churning than renewing OR
• At-risk = The customer has greater possibility for a negative future outcome than the average account
• Churn is not the only negative outcome
©2015 Gainsight. All Rights Reserved.
What is Risk?
• The moment a customer experiences a negative outcome, it is no longer risk—it is reality
• The emphasis is on anticipating risks before they become a reality
• The natural tendency for a pre-churn customer is not to engage in open discussion about risk factors
• Learned the hard way—iterative
©2015 Gainsight. All Rights Reserved.
A Simple Model for Identifying Risk
A.R.T. Absolute Relative Trend
©2015 Gainsight. All Rights Reserved.
A Simple Model for Identifying Risk
A R T
Thresholds & Milestones
Relationships & Comparisons
Movement & Change
Absolute
Relative
Trend
©2015 Gainsight. All Rights Reserved.
A Simple Model for Identifying Risk
1) Cut through noise 2) Uncover hidden risk
©2015 Gainsight. All Rights Reserved.
Explanation
A
T R
©2015 Gainsight. All Rights Reserved.
Explanation
A
T R
©2015 Gainsight. All Rights Reserved.
Example #1
Funded Loan Amount
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Absolute
A. Absolute
They funded $5,000 in X time period
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Relative
R. Relative
They funded 50% of the industry average in X time period
©2015 Gainsight. All Rights Reserved.
Trend
T. Trend
Significant downward trend in Amount Funded during the past 10-12 weeks
©2015 Gainsight. All Rights Reserved.
Explanation
A
T R
©2015 Gainsight. All Rights Reserved.
Example #2
Usage/Implementation Milestones
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Absolute
A. Absolute
Didn’t login within 48 hours
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Relative
R. Relative
Logins in week 2 compared to week 1
©2015 Gainsight. All Rights Reserved.
Trend
T. Trend
Downward trend in logins during the first 4 weeks
©2015 Gainsight. All Rights Reserved.
Explanation
A
T R
©2015 Gainsight. All Rights Reserved.
Conclusion
A R T
Thresholds & Milestones
Relationships & Comparisons
Movement & Change
Absolute
Relative
Trend
©2015 Gainsight. All Rights Reserved.
Risk Management Framework
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©2015 Gainsight. All Rights Reserved.
Objectives for Risk Management Framework
• Address early signals of churn
• Incorporate CSM judgment in assessment of risk level
• Common view of risks & across levels of the org
• Hold other departments accountable
for contributing to customer success
• Proactively monitor data on customer behavior
• Leverage “flagging” of CTAs
• Tie Scorecards to CTAs
• Each GM owns a risk category
Objective Solution
©2015 Gainsight. All Rights Reserved.
Risk 1.0: Code Red
• Code Red = crisis; customer is visibly unhappy
• CSM creates manual CTA
• Get ahead of crisis
• Use data
• Segment risks
©2015 Gainsight. All Rights Reserved.
Risk 2.0: Segmented Risks Personal well-being
Time Parenting Milestones (Life Coach)
FAILURE TO LAUNCH Move into basement 2
Smoking Family history Access to food Behavioral risks
CONTEXT 1
BAD HABITS Stop exercising
4
PESSIMISM Downer
5
Break an arm CRISIS
3
©2015 Gainsight. All Rights Reserved.
BAD HABITS
Risk 2.0: Segmented Risks Personal well-being
Time Parenting
FAILURE TO LAUNCH Move into basement
Stop exercising
PESSIMISM Downer
Milestones (Life Coach)
Family history Access to food Behavioral risks
CONTEXT Smoking 4 5
2
1 Break an arm
CRISIS
3
Retention probability
Onboarding
Readiness (Qualification)
Lose sponsor Support tickets
Never implement
Don’t maintain system
Detractor
(CSM)
©2015 Gainsight. All Rights Reserved.
Risk 3.0: Company-Wide
Readiness Product Bugs Implementation GM VP Sales VP Product VP Engineering VP Services
Definition Customer is not a
standard use-case, or not ready for GS
Customer views something as a bug, but truly it’s a feature request
High volume / high priority of bugs for that
customer Project plan is delayed
1 2 3 4
Support Company Sentiment Habits GM VP Services VP Customer Success VP Customer Success VP Customer Success
Definition
Customer has high priority, volume or duration of tickets
open
Something about the company has changed
that is impacting their GS use (e.g. lose advocates, financial difficulty, re-org)
Customer isn’t happy or has experienced many
risks with GS
Customer isn’t using our product significantly
5 6 7 8
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Use Scorecard for GM view
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Use Cockpit for operational meetings
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New Rubric for Scorecard
GREEN
YELLOW
RED
No CTA: No signs of this particular risk
CTA exists: Detectable, objective sign of at-risk behavior
CTA flagged by CSM: “I think this risk needs more of the company’s attention / resources”
©2015 Gainsight. All Rights Reserved.
Category #1: Customer Fit
Fit GM VP Sales
Definition Customer is not a standard use-case, or not a good fit for GS
Scorecard
Not a fit: - No GS Admin at purchase - No Adoption Champion at purchase - SFDC PE, GE
Non SFDC or new use case
Meet QC criteria
CTA Owner --
1
©2015 Gainsight. All Rights Reserved.
Category #2: Product Product
GM VP Product
Definition Customer views something as a bug, and we view it as a feature request
Scorecard
CTA flagged: - Customer said will not renew if we don't add this - Adoption is stalled due to this
Auto CTA open: - Support tkt identified as Product risk
Manual CTA open: - Customer views as bug, we view as feature enhancement
No CTA
CTA Owner PM or CSM
2
©2015 Gainsight. All Rights Reserved.
Category #3: Bugs Bugs
GM VP Engineering
Definition Customer has high volume or priority of bugs
Scorecard
CTA flagged: - Customer said will not renew if we don't add this - Customer Adoption is stalled due to this - Multiple customers with same issue
CTA open (auto): - High priority support tkt identified as Bug - Customer has 3+ Bugs
No CTA
CTA Owner Support (Emily)
3
©2015 Gainsight. All Rights Reserved.
Category #4: Implementation Implementation
GM VP Services
Definition Project plan is delayed
Scorecard
CTA flagged: - Multiple # of delays - Escalation from the customer
CTA open (auto): - Delay in critical project milestones
No CTA
CTA Owner PM (pre-Launch) or CSM (post-Launch)
4
©2015 Gainsight. All Rights Reserved.
Category #4: Implementation Implementation
GM VP Services
Definition Project plan is delayed
Scorecard
CTA flagged: - Multiple # of delays - Escalation from the customer
CTA open (auto): - Delay in critical project milestones
No CTA
CTA Owner PM (pre-Launch) or CSM (post-Launch)
4
©2015 Gainsight. All Rights Reserved.
Category #5: Support
Support GM VP Services
Definition High priority, volume or duration of tickets open
Scorecard
CTA flagged: - Customer expressed concern about this issue - CSM views this as critical issue to the customer
CTA open (auto): - Volume (5+ tickets) or Duration (21+ days) - High/urgent priority
No CTA
CTA Owner CSM
5
©2015 Gainsight. All Rights Reserved.
Category #6: Company Company
GM VP Customer Success
Definition Something about the company has changed that is impacting their GS use
Scorecard
CTA flagged: - Major financial difficulty - Re-org that could lead to reduced use of GS - Sponsor / Admin loss without intent to re-hire
Manual CTA open: - Financial difficulty - Re-org
Auto CTA open: - Sponsor / Admin loss (with intent to re-hire)
No CTA
CTA Owner CSM
6
©2015 Gainsight. All Rights Reserved.
Category #7: Sentiment Sentiment
GM VP Customer Success
Definition Customer isn’t happy or has experienced many risks
Scorecard
Executive NPS detractor (within last 3 mos.) Manual CTA open: - Customer signals poor emotional health (e.g. cancels meetings, invoice past due, declines to be a reference)
Auto CTA open: - if 3+ risks open in the last 6 months
Else
Current Exec is NPS promoter (last 3 mos.) AND no detractors
CTA Owner CSM
7
©2015 Gainsight. All Rights Reserved.
Category #8: Habits Habits
GM VP Customer Success
Definition Customer isn’t using our product significantly (only post-Launch)
Scorecard
Risk CTA: Zero page views over the past week
Oppt'y CTA: everyone not in R/G
No CTA: 20%+ HLUs (5+ Cockpit page views / week on avg. over past 4 weeks)
CTA Owner CSM
8