Moving beyond account management to customer success

Produced by Customer Success Summit 2014

Customer Success Summit 2014

Title: Moving beyond account management to customer success Presenter: Mark Fordham, VP services at Central Desktop Email / Twitter [email protected] @cd_support @itsmark74


Won Ralph’s “Bagboy of the Year” award with the motto - “cans on the bottom, eggs on top”

Lived in South Africa for 2 years

Can flawlessly belt out the high notes of the popular 80s song “Take on Me” by the band A-HA at local karaoke bars

Founders came up with the idea of Central Desktop because of a flash drive

Our system is used to save coal miner’s lives, feed yogurt to the masses, track cow inventories, entertain children and adults, and run much of MLB.com

Winner of “Stevie” award last three years

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About me About Central Desktop

About me and my company


•  15+ years in service related industries – CPG, agency account services, SaaS

•  4 years with Central Desktop

as VP services •  Built out Support, Implementation,

Training and Professional Services disciplines

•  Annual renewal rate at around 101%

•  Consistently hit or exceed average of 45 NPS

•  The perfect cocktail for great service - add ingredients in this order:

•  First, add great people

•  Then design the process

•  Then acquire the right tools

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What led me to Customer Success


Over time, our customers have changed in size, complexity and expectations. We needed to pursue continual transformation to stay ahead (and catch up).

2006 2009

2011

2013

support

client services

acct. mgmt renewals

cust success

A C C O U N T C O M P L E X I T Y

O P

P O

R T

U N

I T

Y S

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Our customer evolution

Produced by Customer Success Summit 2014 5

Increasing customer complexity outpaced our available resources and expertise

Customers were more disposed to a transactional relationship than we expected

Every year, our customers were evaluating whether to ‘re’ buy us. We needed to be front and center in that discussion

Strong usage was NO guarantee for a happy or renewable customer

No system or tool was ever going to replace the need to develop strong, durable relationships with our customers

Our early leanings


People •  Acquired senior talent •  Trained existing talent •  Developed user community •  Rolled out CSM and Renewals Manager Process •  Developed SLA •  Built repeatable onboarding methodology •  Operationalized NPS •  Prioritized and tiered service coverage Productivity Tools •  Salesforce •  ZenDesk •  CD University •  JIRA •  Totango

Our response


The engagement team - a dedicated team by tier responsible for:

•  Unlocking an accounts full potential (land/expand)

•  Securing the renewal (renewal accountability)

•  Creating value (user adoption)

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A C C O U N T M A N A G E R

E N G A G E M E N T M A N A G E R

Our next adventure


Shared customer goals:

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Renewals

Upsell

Expansion

Adoption

A C C O U N T M A N A G E R

E N G A G E M E N T M A N A G E R

The engagement team


P R O V I S I O N I N G

T O O L

Customer issue tracking

Customer risk abatement

+ Opportunity harvesting

Using technology

Relationship

history


•  4 month learning curve to “fine tune” risk factors

•  Defining common use cases critical to tuning risk factors

•  Customers segmented by: •  Tier •  Size •  Customer lifecycle •  Renewal date

•  Totango now prioritizes risk and team’s efforts

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Using Totango


Winning in 2014!

Think Big Start Small Move>>Fast!

Business

Moving beyond account management to customer success