CUSTOMER

CUSTOMER SUCCESS
SUCCESS
STRATEGY
STRATEGY

Rincon Company
John Pittman, VP Customer Success
January 20, 2015
HIGH-LEVEL CUSTOMER SUCCESS STRATEGY

1. Maximize CLV 2. Segment & treat 3. Build cross-

customers by lifecycle department customer
and persona engagement plan
 CUSTOMER SUCCESS LENS

We will focus on the latter stages of the customer lifecycle.

And exert influence over the early stages.

Influence Expansion

Renewal

Customer
Feedback
Target
Customer Adoption

Acquisition Engagement
Free Trial Onboarding
Pipeline

Direct Impact
 CUSTOMER CHURN LEVERS

We are focused on improvements to our onboarding, ongoing

engagement and renewal process.

Q2 Focus Expansion

Renewal

Customer
Feedback

Adoption

Engagement

Onboarding
 GOING BEYOND ONBOARDING

Onboarding has been our focus.

Onboarding
Shift focus to deeper in the customer lifecycle.

Customer ROI more than onboarding time and

technical deployment.
Adoption
What happens after onboarding (adoption) really
matters.

Historically sales has “owned” renewal.

Renewal Customer success will now run renewals.

New process initiates renewals 90 days out

ADOPTION METRIC = HEALTH SCORE

Customer Health scores measure effectiveness of our

adoption efforts at the portfolio and individual CSM level.

HIGH ACTIVITY Health vs. Activity

Decrease unhealthy
customer count from
LOW ACTIVITY

34% to 25%.

POOR HEALTH GOOD HEALTH

 STRATEGIC METRICS

Many CLV & Churn calculation methods exist. The ones below
best fit our business model. We will standardize on these.

Our CLV Calculation

75% x $500 / 1% = $37,500

Gross Average Monthly
Margin % MRR per churn %
account

We Measure “Eligible Churn”

$20,000 / $2,000,000 = 1%
Revenue Lost Total Revenue Due For
During Period Renewal During Period
 CAC & CRC MODEL

Customer success will spend 12% of ACV to retain

existing customers.

Customer Acquisition Cost Customer Retention Cost

(CAC) (CRC)

$1.00 to get $1.15 $0.12 to retain $1.00

Spend New ACV Spend ACV
 CUSTOMER SEGMENTS

We have two distinct customer segments. We will develop

tailored customer success playbooks for each.

Professional
Self-service
Services
Professional Enterprise
Edition Edition
NEEDS ANALYSIS – PROFESSIONAL EDITION

Smaller professional edition customers need UI to drive

adoption, self-serve customer portal and marketing for
nurture.
Product Experience
Customer Success & Product jointly
to interpret usage analytics for self-
Customer Product
serve. Product to implement UI
Success changes.
1.
2. Customer Portal
Customer Success to refresh self-
3. serve content in customer portal.

Customer
Marketing
Automated Customer Nurture
Customer Success to drive content,
Marketing to own execution.
NEEDS ANALYSIS
NEEDS – PROFESSIONAL
ANALYSIS EDITION
– ENTERPRISE EDITION

Enterprise customers need high-touch treatment from

Customer Success and additional product features to fill gaps.

Product Customization
Product team to dedicate share of
each 2-week sprint to enterprise
Customer Product
customer customizations.
Success
1.
2. Professional Services
Scale professional services staffing
levels to match targeted new
customer and up-sell volume.

Customer
Marketing
CUSTOMERS’ SHOES – CRITICAL PATH
Technical Set-up “Oriented” “Active”
[week 1] [week 2] [week 4]

• Blog migrated • Understand functionality • New leads flowing

• CRM integrated • Comfortable with interface • 1st workflow live
• Website code deployed • Internal plan composed • 1st blog post live

“Full Speed” “Initial Value” “Progress”

[week 10] [week 8] [week 6]

• Email campaign sent • Build attribution report • % increase in visitors

• Lead nurture active • Complete month of stats • % increase in leads
• Social monitoring active • Lead-to-sales % increase

“Achievement” Renewal
[weeks 12-52] [week 52]

• % lead goal achieved

• % new sales goal achieved
• Level of effort required
 BARRIERS TO CUSTOMER SUCCESS
Technical Set-up “Oriented” “Active”
Customer Challenges Customer Challenges Customer Challenges
• Subdomain takes time • None • Website Form tech skills

Our Issues Our Issues Our Issues

• Blog migration is slow • Confusing reports module • None

“Full Speed” “Initial Value” “Progress”

Customer Challenges Customer Challenges Customer Challenges
• Create enough content • Alignment on attribution • Showing slow growth

Our Issues Our Issues Our Issues

• None • None • None

“Achievement” Renewal
Customer Challenges Customer Challenges
• Missed quarterly lead goal • None

Our Issues Our Issues

• None • Waiting too long to renew
 CUSTOMER SUCCESS TEAM

Chief Customer Officer

VP Director, VP
Client Services Customer Support Customer Success

Sr. Consultant Sr. Support Manager Director, Customer Success

Sr. Consultant Support Manager Customer Success Manager
Sr. Consultant Customer Success Manager
Customer Advocate
Assoc. Consultant Customer Advocate Customer Success Engineer
Assoc. Consultant

• Focus on enterprise
customers
• Make feature/integration
requests of Product team
• Onboarding focus
• Handle all inbound product
support requests
• Interact with Client Services or
Customer Success as needed
• Monitor & take action on
customer health
• Manage customer portal
• Work with marketing on nurture
programs
• Work with Product on self-serve
features