Pulse London 2019 – Day 1 Notes

Session 1: Customer Success 20/20

• Use attrition, not churn
• CS is mostly tech, within 3 years expect the real boom in CS industry, CS will move to non-tech companies soon
• Close to the breaking the glass ceiling
• VC funded companies has more recognition towards CS
• Think about moving to Customer Growth from Customer success
• It’s customer economy now, not a sales/product driven economy, no barrier for entry more competitors
• Be customer growth leader

Session 2: Improve Your On-Time Renewal Rate by Creating a Best In-Class Practices

• Define Ideal Customer Profile
• Define time to value/time to first value
• Desired Outcomes
• Weekly Renewals Meeting
• Growth Profiles
• Renewal Managers <-> Buying Persona
• Study psychology of sales during renewal process
• Don’t play safe just to renew, don’t miss the opportunity
• Add automatic price increase to the initial contract – 3%, 5% 
• Think about charging for late renewal signature date
• QBR 1 – should be about adoption after 90 days of signature
• QBR 2 – Start discussing the Renewal/Growth

Session 3: The Best Upsell & CrossSell Model

• CSM show how to get the best out of the tool
  • Drive CS for small clients, 
  • Need to measure engagement 
  • Introduce tech touch
• Usage tracking, SF contacts, contract type, service cloud for cases
• NPS to main contacts

Health Score

• Touchpoints for health score, more than 5 min calls, adding value to the customer
• Usage tool
• Support tickets
• Average score of segment
• And NPS
• We can do implementation for a premium – customer more interested
• Why cancelling, tool difficult to use, suggestions?
• 14,30,60 day emails after verbal communication
  • Videos for products in automated emails from CSM
  • Instead of marketing emails, send all emails through Gainsight(higher open rates), educational emails
• Higher the score better opportunity to upsell, lower engagement more difficult to sell
• Segment based education mails to the directly to the client
• Lead conversion rates by referred csm
• Internal competition and KPIs for upsells
• Success stories. Not case study only
• Log Every communication proactively( meaningful calls, over 5 mins)
• How they use the fool, what decisions our tool changed in a way to impact business
• Automate more, add more resources, reduce churn/attrition
• Biggest challenge with tech touch – how to segment and identify client type

Session 4 – Actionable Scoring for Customer Value

• Scores drive proper outcomes
• Health score don’t tell the complete story
  • Usage data ( application metrics, session time, no. of logins, no clicks, uniques users)
  • Support tickets (no tickets opened/closed
  • Engagement
  • Sentiment
• Usually H Scores look one aspect
• Product usage good doesn’t mean customer loves us
• If you don’t measure customer do key things, doesn’t mean they will retain
• I love you, I’m just not “in love” with you
• They use software and tell they are happy but not renewing
• It’s not you, it’s me – budget actually means it’s not me, it’s you.
• Great usage support engagement scores mean nothing if the client doesn’t perceive value
• There is value on customers who left you, they will tell what happened, wrong or right
• It’s no use carrying an umbrella if your shoes leak
• Mckrakens framework for customer success – wigmore way
  • Method to identify the perceived value
  • Identify those that don’t
  • Understand which csm’s are overloaded/light
  • Give CSMs a roadmap to value for their customers
  • Allow for better customer retention & upsell forecasting
  • Validates role of CS internally
• Think strategically, act tactically
  • Do they believe your truth
    • Are they using reports for key decisions
    • Is someone else stealing your success
  • HAve you delivered on the original promise to the exec
  • Are you providing valuable insight to enough executives
  • Are you integrated into their core systems
  • Are you tracking against the past learnings
• IF I asked people what they wanted, they would ask for faster horses, not cars
• Gap to value is important
• S score(strategic sore – how many executives, are you integrated, using the report?) vs t score(tactical score)
• Account discovery 
  • who are major players
  • Are they using
  • How many times called

Session 5 – Twice As Nice: Being Pragmatic Whilst Onboarding CS Technology At Two Companies

• Do the training before the implementation for sure
• Get your minimum functionality
• Be comfortable to so later stages yourself
• Visualize data as early as possible
• Get narrow scope
  • Lifecycle
  • Health scores
  • Playbooks
  • CTAs
  • NPS
• New customer, kick off, POC, onboarding, launched, adopting, performing, renewed, 
• Get the lifecycle right with automation
• CX(23%) – overall experience, support experience(closing rate), sentiment rest
• CO(26%) – Stakeholder engagement, product fit/roi, company risk
• PU(51%) – Monthly active USers, Usage of individual features
• CTAs leading indicators of health
• Targeted focused CTAs
• Give your CSMs actionable information they cannot get anywhere else!
• Monitoring Success
  • `Build into processes: make a dashboard for 1:1s, review gainsight 360, run customer health meetings
  • Train and engage: train little and often – tell everybody in the business how they can leverage the new stuff
  • Continue to Deliver: Crowdsource ideas for now reports, alerts and functionality. Seek High Impact, Low Effort

Session 6 – The Big Segmentation And Journey Mapping Session

• Learn 
  • Who are our active clients
  • What is their arr
  • Who do you hire for CSM role
• Explore
  • What are the key drivers for expansion or churn
  • What data needed to help CSM understand the client base
  • How many CSMs needed
• Master 
  • How to create a seamless exp for clients moving through different stages of lifecycle
• Find the client types, what solutions we are selling
• Segmentation by region – us vs row
• Segmentation by health – which accounts do we need to dedicate more effort on
• Segmentation by use case – which use cases crate more stickiness?what should be csm profiles and capabilities
• Segmentation by penetration – where do we have potential for upsell
• Segmentation by size – which clients provide strategic bavalue
• Segmentation by value – what kind of effort should be directed to each account, where do you invest csm time for max impact
• Understand why you have the segment

Company 2

• Start with ARR
• Segment by mountains 😀 
• Brand(key brands can have a very big positive or negative impact)/Opps(growth opportunity), might be more geographies, departments/REferences – expand to new territories, internal and external/RElationships – /REnewal vs 1st year customer, Escalation
• Journey Mapping

1. Build the data foundation
2. Org Analytics and Insights
3. Position Management/Role Design
4. Structural Organizational Design
5. Activity driven organisational design

• Client objectives & experience at the centre leads
• Insight and action is the priority from the data
• Simplify, simplify, simplify