How Customer Success Fuels Company Success at Adobe. Katie Hingle, Senior Director Strategy and Operations

Transcription

1 How Customer Success Fuels Company Success at Adobe Katie Hingle, Senior Director Strategy and Operations

2 See Katie run... 2

3 Friends said try mountain biking.you ll love it it s so fun great workout REALITY It wasn't fun, it wasn't exhilarating I'd rather drag around 100 pound bag of rocks EXPECTATION 3

4 Conclusion: KATIE DOES NOT LIKE CYCLING 4

5 But then there was a good friend STEVE SAID try cycling but road cycling IT S DIFFERENT 5

6 And Katie hearts road cycling GEAR SPEED PURPOSE 6 GREEN SOCIAL

7 Actually: HOW KATIE WAS CYCLING WASN T WORKING 7

8 CHANGING THE WORLD THROUGH DIGITAL EXPERIENCES 8

9 EXPERIENCES MATTER MORE THAN EVER 9

10 Relationship Management with businesses In Shrinkwrap Model PURCHASE ADOPTION INSTALL UPDATES UPGRADE TO NEW VERSION INSTALL SOFTWARE ABOUT UPDATES ABOUT NEW VERSION 10

11 TRANSFORMATION 11

12 Goal: Migrate SMB segment to new product Built out an integrated direct sales team to MIGRATE customers to new product INBOUND SALES OUTBOUND SALES 12 RESULTS MIGRATED the MAJORITY of the base

13 Funny thing happened on the way to achieving the sales goal MIGRATING was only part of the story We had to LOOK at customer success in a whole new way 13

14 Customer Lifecycle Management (CLM) PURCHASE ONBOARDING (S) - ADMIN MANAGE & ASSIGN LICENSES ONBOARDING INSTALL & MAINTAIN MY SOFTWARE 14

15 The full story in a cloud model is ADD SERVICES RENEW MY LICENSES PURCHASE ONBOARDING (S) - ADMIN MANAGE & ASSIGN LICENSES RENEWAL CALLS RETAIN ONBOARDING INSTALL & MAINTAIN MY SOFTWARE ENGAGE RENEWAL S ADMIN DESIGN PROJECTS NURTURE S - USERS EDIT, STORE, & ORGANIZE FILES COLLABORATE ON DESIGN PROJECTS 15

16 Doing what you ve been doing is going to get you what you ve been getting - Seth Godin 16

17 Aligning Resources for Customer Success ENTERPRISE SMB SIMPLER DEALS MULTIPLE STAKEHOLDERS INVOLVED ONBOARDING DEDICATED RESOURCES HIGH TOUCH SIMPLER ONBOARDING BALANCE OF PEOPLE AND TECHNOLOGY LOW TOUCH CONSUMER/VSMB SMALLER DEAL SIZE TRANSACTIONAL ONE STAKEHOLDER SELF SERVICE THRU TECHNOLOGY TECH TOUCH NUMBER OF CUSTOMERS Source: Customer Success, Mehta, Steinman, Murphy copyright CUSTOMER VALUE BIG & COMPLEX DEALS RELATIONSHIP DRIVEN MULTIPLE STAKEHOLDERS THROUGHOUT ENGAGEMENT

18 BEFORE: Our first pass at driving SMB customer success HIGH TOUCH People Call campaigns Personalized Support ENTERPRISE SMB RESULTS HIGH COST LOW RETURN SPLIT COHORTS CONSUMER TECH TOUCH Triggered comms Website Online tutorials SURFACES One size fits all with a time-based cross-channel strategy 18 LOW COST BUT LOW RETURN

19 Conclusion: SMB IS NOT VIABLE 19

20 AFTER: SMB Scale and Automation Focus FEED BACK Highly deployed DEMOGRAPHICS Company Size Job Function Title PREDICTIVE ANALYTICS capabilities Drive insights on triggers Churn rate BEHAVIORAL Search History Deployment Usage It all begins with risk deployment At risk, receives a call from rep PENNY SHELDON RAJ IT Admin IT Admin CCT User Enables SMB segmentation Personalized Evergreen crosschannel strategy to Provide service, crossell/upsell Customer satisfaction FEED BACK FEED BACK CONSTANTLY TESTING, AND LEARNING Sent Deployment Guide and Value Prop Messaging 20 Automated customer satisfaction surveys monitor account health and surface issues

21 Conclusion: SMB IS VIABLE IF WE CHANGE OUR APPROACH 21

22 WHAT we ve LEARNED along the way PROCESS TECHNOLOGY 22 PEOPLE

23 Process AUTOMATE early and often IDENTIFY the EVERYTHING Is predicated on DATA How can you biggest points of impact LEVERAGE technology? 23

24 Technology Create good FOUNDATION TECHNOLOGY will not fix bad process and is not the equivalent of people CAPTURE, TRACK and MANAGE the conversations - make it repeatable and shareable. ENGAGE sales or service people when a person will help the conversation 24

25 People it s all about the right conversations FRONT END INVESTMENT in people while you build out your processes, models, and capabilities Leverage people to feed in ideas TEST and LEARN and DIVERSITY- need mix of analytical, sales, and customer oriented people 25

26 There is POWER in SMALL WINS and SLOW GAINS 26

27 THANK YOU!

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