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©2015 Gainsight. All Rights Reserved.
Red Hat Unplugged The open approach to reconstructing the Customer Experience
JENNIFER DEARMAN Red Hat
LAUREN MINTZ Red Hat
JEFF KIRKPATRICK Red Hat
©2015 Gainsight. All Rights Reserved.
ABSTRACT
Red Hat is the largest and most successful open source company in the world. With a business model built on open source technology and freely available products, delivering exceptional value to customers every day is critical. In addition to a compelling product portfolio and sound product expertise, Red Hat is differentiating itself in the industry as a leader in Customer Success. Learn how and why Red Hat is investing in Customer Success and why the focus on a superior customer experience should be on the roadmap for other open source companies.
ABOUT RED HAT
©2015 Gainsight. All Rights Reserved.
#1 OPEN SOURCE LEADER
90% MORE THAN
FORTUNE
500 of the
use
PRODUCTS & SOLUTIONS. *
RED HAT
85 WORLDWIDE OFFICES
35 COUNTRIES
SOLUTIONS AWARD-WINNING
500 S&P
COMPANY
RHT NYSE:
~8,000 EMPLOYEES
The world's leading developer & supplier of open source software for enterprise IT
MIDDLEWARE VIRTUALIZATION CLOUD OPERATING SYSTEM
STORAGE
©2015 Gainsight. All Rights Reserved.
CUSTOMER EXPERIENCE & ENGAGEMENT
WHO WE ARE
PRODUCTS AND TECHNOLOGIES
CUSTOMER EXPERIENCE AND ENGAGEMENT
CUSTOMER PORTAL
Support Delivery
Subscription Engineering
Customer Content Services
Product Security Certifications Globalization
Customer Experience & Engagement will strive for 100% customer engagement by continually innovating to improve the
overall customer experience & CEE associate engagement.
Strategic Customer
Engagement
CUSTOMER SUCCESS
©2015 Gainsight. All Rights Reserved.
A RED HAT SUBSCRIPTION
REALIZING THE VALUE
NO LOCK IN
LIFE CYCLE SUPPORT
access.redhat.com/subscription-value
WHY CUSTOMER SUCCESS WHY NOW
©2015 Gainsight. All Rights Reserved.
89% of companies believe that
customer experience will be the
primary basis for competition by 2016 vs. 36% 4 yrs ago.
Gartner’s Top 10 Strategic Predictions for 2015 and Beyond: Digital Business Is Driving 'Big Change'
©2015 Gainsight. All Rights Reserved.
Case management
Break fix support
Technical Account Managers
Support Relationship Managers
Voice of Customer
Value of subscription
Aligned to business outcomes
Continuous, guided experience
Scalable engagement
Focus on customer journey
REACTIVE PROACTIVE ENGAGEMENT
CUSTOMER EXPERIENCE
FROM REACTIVE TO PROACTIVE
+
©2015 Gainsight. All Rights Reserved.
CUSTOMER SUCCESS
REALIZING VALUE
ROI of active relationship management
Churn Retention, Adoption, Revenue
“For companies providing products & services via a subscription, actively managing customer relationships to ensure their satisfaction and ongoing patronage becomes a critical step in preserving their revenue stream.”
-Forrester Consulting Thought Leadership Paper, 2014
Defining the right customer engagement strategy.
Facilitating the right customer conversations with the right data.
Following standardized engagement processes & experience design.
Hiring the right people.
1
2
3
4
Customer success management is not about technology or account management. It’s a disciplined approach of:
DESIGNING CUSTOMER SUCCESS THE OPEN SOURCE WAY
©2015 Gainsight. All Rights Reserved.
INCLUSIVE TRANSPARENT
LEVERAGING OPEN SOURCE
CUSTOMER-CENTRIC
CUSTOMER SUCCESS
©2015 Gainsight. All Rights Reserved.
RED HAT CUSTOMER SUCCESS CHARTER
Through continuous engagement and timely delivery of tailored resources, content, and tools, Red Hat Customer Success elevates our partnership to help customers effectively deploy and manage technical deployments and strategically plan for the future.
©2015 Gainsight. All Rights Reserved.
CUSTOMER SUCCESS GOALS
Key Metrics
ENGAGE 100% OF CUSTOMERS OVER THE
NEXT 3 YEARS
INCREASE CUSTOMER PRODUCT ADOPTION & DELIVER GREATER
BUSINESS VALUE
PREDICT & PROTECT SUBSCRIPTION RENEWALS &
DRIVE GROWTH
Renewal rates across unengaged customer base
% Reduction in annual churn
% Engagement across customer segments
©2015 Gainsight. All Rights Reserved.
CUSTOMER SUCCESS
RED HAT APPROACH
TRANSFORM CUSTOMER SUCCESS PROCESSES
PREDICT & TRACK CUSTOMER HEALTH
TOUCH CUSTOMERS AT SCALE
New resources
Customer Success Roles
Playbooks & scalable engagement
Customer Success Platform
HIGH TOUCH
STANDARD TOUCH
TECH TOUCH
©2015 Gainsight. All Rights Reserved.
CUSTOMER SUCCESS ROLES
TECHNICAL ACCOUNT MANAGER
• Yearly subscription • Named technical contact • Primarily proactive guidance • Available for escalations &
remedial support
CUSTOMER SUCCESS MANAGER
• Free as part of customer success program
• Named, non-technical resource
• Focused on helping customers realize the value of subscription
ESCALATION MANAGER
• Assigned based on need • Deep dive escalation handling • Coordinates with CSM on
customer or sales escalations • Addresses CSAT detractors
All of these roles work together with the entire account team to ensure the best possible customer experience.
©2015 Gainsight. All Rights Reserved.
ENABLING CUSTOMER SUCCESS MANAGERS
TRAINING TOOLING COLLATERAL COMMUNICATIONS
MAKING IT A REALITY
©2015 Gainsight. All Rights Reserved.
RHT CSM
RHT Digital
HIGH TOUCH
STANDARD TOUCH
TECH TOUCH
Many:Many & Engagement Marketing
CUSTOMER BASE ENGAGEMENT
1:Many CSM to account ratio
1:Few CSM to account ratio RHT Digital
RHT Sales
RHT TAM
RHT Sales
RHT CSM RHT Digital
CUSTOMER ENGAGEMENT MODELS
©2015 Gainsight. All Rights Reserved.
CUSTOMER SUCCESS LIFE CYCLE - GLOBAL PILOT
Adopt Onboarding
Monthly Touchpoints Ongoing Success Planning
Executive Business Reviews (quarterly) Product Roadmap Session (annual)
Component Health Monitoring Manual Risk Intervention
Retain
HIGH TOUCH
Renewals Planning & Support
STANDARD TOUCH
TECH TOUCH
Engage
Component Health Monitoring Manual Risk Intervention
Low Health Digital Outreaches Targeted Nurture Campaigns from Red Hat Customer Success
Renewals Support
Onsite Success Kickoff Success Planning
1-1 Onboarding Presentation
Introduction to CSM 1-Many Onboarding Webinar
Digital Onboarding Process
90 days 180 days 270 days
Renewals Support
©2015 Gainsight. All Rights Reserved.
CUSTOMER SUCCESS LIFE CYCLE - PHASE 2
Adopt Onboarding
Monthly Touchpoints Ongoing Success Planning
Executive Business Reviews (quarterly) End User Contacts Review (bi-annual)
Product Roadmap Session (annual) Predictive Health Monitoring Triggered Risk Intervention
Targeted Nurture Campaigns from CSM
Retain
90 days 180 days 270 days
HIGH TOUCH
STANDARD TOUCH
TECH TOUCH
Engage
Engagement Reviews (bi-annual) Digital Dashboard Delivery (quarterly) End User Contacts Review (annual)
Predictive Health Monitoring Triggered Risk Intervention
Targeted Nurture Campaigns from CSM
Digital Dashboard Delivery Predictive Health Monitoring
Low Health Digital Outreaches Targeted Nurture Campaigns from Red Hat Customer Success
Responsive health-driven actions & predictive modeling
Renewals Support
Onsite Success Kickoff Tool-Based Success Planning 1-1 Onboarding Presentation End User Contacts Review
Introduction to CSM Initial Engagement Review
1-Many Webinar Series End User Contacts Review
Digital Onboarding Process Onboarding Videos
COMING SOON:
NPS
COMING SOON:
NPS
Renewals Support
Renewals Planning & Support
©2015 Gainsight. All Rights Reserved.
LEGEND: Internal Action Manual Touch
Automated Touch
DECISION MAKER KEY INFLUENCERS ORG ADMINS (KI) END USERS
MONTH 1 Identify key contacts and flag in SFDC
WEEK 1 Introduction & Customer Dashboard overview (DM)
WEEK 2 CSM Introduction email and with Onboarding Steps
MONTH 2
WEEK 5
Conduct Subscription Value Webinar 1
Follow up email with recording
WEEK 7
Conduct Engaging Red Hat Support Webinar 1
Follow up email with recording
Schedule Contact Management/Review meeting
MONTH 3 Milestone: Onboarding complete (automated) once CTA is closed
WEEK 9
Conduct Contact Management/Review meeting 2
Profile Personalization completion reminder
WEEK 10-12 Send 2 week advance notification of upcoming NPS Survey
ON
BO
AR
DIN
G
NPS Survey
STANDARD TOUCH ENGAGEMENT MODEL
©2015 Gainsight. All Rights Reserved.
LEGEND: Internal Action Manual Touch
Automated Touch
DECISION MAKER KEY INFLUENCERS ORG ADMINS (KI) END USERS
MONTH 4-6 Deliver Customer Dashboard (DM)1
Schedule Bi-Annual Engagement Review (DM)
NEW CONTACTS: Introductory email with Onboarding Steps
Webinar series invitations Follow up emails with webinar recording
Profile Personalization completion reminder
MONTH 7-9
Share Customer Dashboard information with VAT for renewal prep (120 day notice)
Conduct Bi-Annual Engagement Review (DM) Follow-up with Customer Dashboard (DM)
NEW CONTACTS: Introductory email with Onboarding Steps
Webinar series invitations Follow up emails with webinar recording
Profile Personalization completion reminder
Send 2 week advance notification of upcoming NPS Survey
MONTH 10-12 Deliver Customer Dashboard (DM)1
Schedule Bi-Annual Engagement Review (DM)
NEW CONTACTS: Introductory email with Onboarding Steps
Webinar series invitations Follow up emails with webinar recording
Profile Personalization completion reminder Renewal /
Anniversary
Responsive health driven
actions as applicable
ENG
AG
E - A
DO
PT -
RET
AIN
NPS Survey
STANDARD TOUCH ENGAGEMENT MODEL
©2015 Gainsight. All Rights Reserved.
ON-BOARDING + DIGITAL ENGAGEMENT
ONBOARDING
NEW users
Welcome to Customer Success!
Post-Webinar: Subscription Resources
Webinar Invitation:
Support Best Practices
Post-Webinar: Support
Resources
RISK: Complete Your
Profile Reminder
LIVE WEBINAR: Subscription Value
LIVE WEBINAR: Support
Best Practices
NPS 2-week notice
NPS Survey
Week 1 3 5 7 10 12
Begin responsive, health-driven engagements
©2015 Gainsight. All Rights Reserved.
RELEASE EARLY - RELEASE OFTEN
JUNE ‘15 SEPT ‘15
APRIL ‘16
Vendor Selection
PHASE 1 Focused Launch Global
Phase 2 Launch
Americas
APRIL ‘15
Kickoff Workshop
JAN - FEB ‘16
MAR ‘16
Americas CSM Training
Workshop
Program Design Strategy
Messaging Global Consideration
Phase 1 Assessments
Enhancements
WHY GAINSIGHT
©2015 Gainsight. All Rights Reserved.
FLEXIBILITY
AUTOMATION
INSIGHTS
PARTNERSHIP
EASE OF WORKFLOW MANAGEMENT
CUSTOMER SUCCESS PROGRAM ENABLEMENT
USING GAINSIGHT
1
2
3
4
SCALABILITY
5
6
©2015 Gainsight. All Rights Reserved.
DAY IN THE LIFE
©2015 Gainsight. All Rights Reserved.
DAY IN THE LIFE
©2015 Gainsight. All Rights Reserved.
DAY IN THE LIFE
©2015 Gainsight. All Rights Reserved.
MANAGEMENT DASHBOARDS
©2015 Gainsight. All Rights Reserved.
MANAGEMENT DASHBOARDS
©2015 Gainsight. All Rights Reserved.
RULE: Onboard New Account
FLEXIBILITY & AUTOMATION
Call to Action: Onboard New
Account Primary
Call to Action: Onboard New
Account Secondary
High Touch Segment?
Primary Secondary OR
Load to Customers
Set Onboarding Status = Boarding
Load to Milestone Create Milestone =
Onboarding Initiated
ACTION 1 ACTION 1
ACTION 2 ACTION 3
&
KEY TAKEAWAYS AND OTHER ADVICE
©2015 Gainsight. All Rights Reserved.
WATCH CLOSELY
BE AGILE
KNOW YOUR CUSTOMER
BE OPEN
KNOW YOUR DATA
CUSTOMER SUCCESS
KEY TAKEAWAYS
1
2
3
4
RUN A PILOT
5
6
©2015 Gainsight. All Rights Reserved.
THANK YOU