Cloud Customer Journey &Customer Success ManagementOmid Razavi, PhDSAP Cloud

linkedin.com/in/orazavi

@orazavi

@orazavi 2

Agenda

• Cloud Services Framework– What cloud means to enterprise software?

• Cloud Customer Success• Cloud Customer Journey

Jan 14, 2014

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There is a technology revolution!What is different about the Cloud?

Big Data

Web

App Store

Hybrid

Personalization

Globalization

Identity

Social

E-Commerce

Internet of Things Local

Cyber Security

Integrated Ecosystem

In-Memory Computing

Analytics

Mobile

Virtualization

Cloud

Collaboration

BYOD

Gamification

Community

Software Defined Network

Wearable Computing

Open Source

Jan 14, 2014

@orazavi

For enterprise software providers, Cloud is …

A set of technologies

A deployment model

A subscription (vs. license) revenue model

All of the above, plus a supplier/consumer relationship where supplier is accountable for the outcome, and owns the risks.

4What role Services play under the cloud?

Consumption Economics: The New Rules of Techby J.B. Wood, Todd Hewlin, Thomas Lah, Nov 2011

Jan 14, 2014

@orazavi

Traditional services organization modelThe silos!

5

?Customer

Sales

Services

Training

SupportThank you for calling us!

• Press 1 for Sales• Press 2 for Services• Press 3 for Training• Press 4 for Support• Press 5 for …

…

Jan 14, 2014

@orazavi

Cloud Customers Expect …Different needs based on customer persona

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Strategic (Economic)

Functional

Technical

Know my business!

Know my business!

Deliver value!

Know my business!

Guide me!Make it simple!

Know my business!Fix it! Teach me!

Jan 14, 2014

Cloud Customer Services Framework

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Customer ServicesActions and requirements

Supp

lier T

ake

Actio

nCustom

er Take Action

Unknown Requirements

Clear Requirements

Jan 14, 2014

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Customer ServicesWhat to do

Supp

lier T

ake

Actio

nCustom

er Take Action

Unknown Requirements

Clear Requirements

Get it done

Help me

Tell me

Teach me

Do it with me

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Customer ServicesDriving the correct actions

Supp

lier T

ake

Actio

nCustom

er Take Action

Unknown Requirements

Clear Requirements

ProfessionalServices (& Partners)

SupportServices

CustomerCommunity

EducationServices

Customer Success

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Customer ServicesThe new services portfolio

Supp

lier T

ake

Actio

nCustom

er Take Action

Unknown Requirements

Clear Requirements

SupportServices• Case/escalation mgmt• SLA monitoring/reporting• Multi-channel support• Critical account mgmt

CustomerCommunity• Self-service• Knowledgebase• Community mgmt• Badges & MVPs

EducationServices• Role-based plans• E-Learning• Certification

Customer Success• Customer onboarding• Customer engagement• Adoption planning• Consumption reporting

Professional Services (& Partners)• Consulting (design, integration,

implementation)• Consumption optimization

Jan 14, 2014

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Customer ServicesTotal engagement towards outcome

Supp

lier T

ake

Actio

nCustom

er Take Action

Unknown Requirements

Clear Requirements

Get it done

Help me

Tell me

Teach me

Do it with me

Did it get done?

Solve customer issues quickly!

Make it easy for customers to help themselves!

See to it that it gets done!

Learn from mistakes!

Prevent issues before they occur!

Provide multiple communication channels!

Jan 14, 2014

Cloud Customer Journey

@orazavi

Journey as segments:

Observations:• Multiple overlapping processes, touch points and hand offs• Gaps, overlaps and unclear role assignments• Inadequate communications (internal and w/customers)• Not how the customer sees it!

Non-Cloud Customer Journey

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Project Kickoff to Go Live! (Professional Services)

Onboard to Renew (Support Services)

Contract Days in Advance to Renew (Renewal)

Detractor to Promoter (Customer Research)

Awareness to Lead… Reference Program (Marketing)

Prospect to Customer, Follow-up and Up-sell (Sales)

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Cloud Customer JourneyEnd-to-end customer value and growth

A journey in four stages:

Value Definition: All marketing, positioning, selling, solution architecting, value engineering and ROI calculating to close!

Value Delivery: All designing, implementing, testing, customer onboarding and change managing to launch!

Value Realization: Adoption analyzing, user and admin supporting, guiding, growing and up/cross-selling.

Value Validation: Consumption reporting, optimization, value proving, counting and renewing!

Close Launch Grow Renew

Value Definition

Value Delivery

Value Realization

Value Validation

Jan 14, 2014

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Cloud Customer JourneyTowards customer success and growth

R- N Days

Renewal Mgmt

Customer Success Management

R

Success Metrics & Adoption ProgramsMetrics, reporting, analytics, mobile, sticky

Customer Community/CommunicationsBrand, answers, KB, badges, MVPs, community mgmt

Customer Research C-SAT, NPS, competitive/ industry benchmarking

CustomerOnboarding (EDU)

Sales Professional Services & Partners

Kickoff

Close Launch Grow Renew

Value Definition

Value Delivery

Value Realization

Value Validation

Support ServicesCase Management, Escalation, Resolution

Jan 14, 2014