Improving Customer Experience By Making Training Data Actionable For Business Teams

IMPROVING CUSTOMER EXPERIENCE BY MAKING TRAINING DATA ACTIONABLE FOR BUSINESS TEAMS

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SPEAKER CO-HOSTS

Dave DeringtonHead of Training

Gainsight

Sarah E. BrownMarketingServiceRocket

Jesse MillerProduct ManagerServiceRocket

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ABOUT SERVICEROCKET

Implementation Support Training

ServiceRocket is a trusted partner that fulfills the whole product imperative by helping enterprise customers realize the value of their software investments.

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Learndot Education Platform

• Learndot learning platform provides scalable education delivery

• Multiple education modalities to address various customer delivery models

• Lead generation capabilities targeted at interested learners

• Advanced analytics and reporting capabilities

• Customer branding, beautiful UX

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Software Companies Using Learndot

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The Business of Customer Education (BOCE) At Pulse

servicerocket.com/boce

Platform

Best Practices

CommunityExpertise

About Gainsight

From Reactive Funnel to Proactive Hourglass

1

SALES

ADOPT

$ $ $

$

Reactive customer service model optimized to reduce cost-to-serve

Proactive customer success model optimized to increase revenue per customer

TRANSACTION ECONOMY FUNNEL RELATIONSHIP ECONOMY HOURGLASS

EXPAND RENEW

SALES

$

SUPPORT SUCCESS

6 of top 12 software

companies*

43% of publicly traded cloud companies**

Powering Customer Success Leaders

* PWC Global 100 software study; ** Bessemer Cloud Index ***Deloitte 2016 Fast 500 North America

Customers375+

YoY User Growth2X

7th Fastest Growing Tech Company***

Drive ROI with Gainsight

Higher Retention

102%Gainsight Customer

Avg Net Retention Rate

vs.

98%Non-Gainsight Customer Avg Net Retention Rate

Faster Growth

30%Gainsight Customer

Average YOY Growth

vs.

25%Non-Gainsight Customer

Average YOY Growth

Time saved per person per week

Less time to process renewals70%

Time saved reviewing accounts50%

25%

Increased Efficiency

Source: Study conducted by Bessemer Venture Partners and Pac Crest, 2015

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AGENDA

• Review• Consumers of Training Data

• Marketing• Post-Sales • Customer Success Managers• Human Resources• Sales• Operations

• What’s Next?• BOCE at Pulse 2017

Review

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Review!

● Previous Sessions– Building Customer Education Focused on Customer Success– Building and Leveraging Your Customer Education Technology Stack

● Today– Building Improving Customer Experience by Making Training Data

Actionable for Business Teams

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5 Pillars of Customer Success

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CSM, MARKETING, SALES

Demonstrate the value you deliver to your customers to promote adoption,

advocacy, and growth

DEMONSTRATE

Value

Mapping to Teams

POST-SALES

Build a consistent, effective customer journey through one-to-many strategies and high-

impact, timely one-on-one interactions

OPERATIONALIZE

Customer Lifecycle

OPERATIONS, HUMAN RESOURCES

Build a customer-focused organization by improving cross-functional coordination

and measuring impact

ENABLE

Cross-functional VisibilityCSM, MARKETING

Make it easy to spot and act on opportunities for growth and candidates for

advocacy

DRIVE

Expansion & Advocacy

CSM

Proactively identify signs of customer risk and collaborate cross-

functionally to address issues

MANAGE

Customer Risk

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What do we need to do?

● We need to provide training ● We need to provide good training ● We need to get the right people into that training, and at the right

time● We need to confirm that our customers consume our training ● We need to be on the lookout for problems that training can obviate

(call deflection)● We need to consistently measure our impact on Customer Success

metrics: Decreasing churn, increasing revenue

Marketing

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Marketing

Question:

● What are the Dreams (or Nightmares) of the Marketing Team with respect to Customer Education?

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Marketing

● How do we know that Training Provides / Delivers Value?– Increase Promoters (Advocacy)– Address Detractors

Post-Sales:Onboarding New Customers

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Admin Training

Cont

ract

Si

gnat

ure

Proa

ctiv

eRe

acti

ve

User Training

Webinars

Low User-Level

Adoption

Detractor NPS Survey

from Training

New Feature Demo

One-to-one

Training

New Admin /

User

Training-RelatedSuppo

rt Tickets

Training Not Being

Consumed

Adoption

Customer Lifecycle (Training / Education)

Reports and Dashboards

NPS Promoter

from Training

Low Scores from Admin

Welcome Email

(Training)

Onboarding

Customer Success Managers

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How Does Education Map To Customer Success?

● We need to measure our impact on Customer Success metrics:– Decreasing churn– Increasing revenue

● Decreasing Churn– If customers don’t know how to use the product you sold them, they’re

likely to churn● Increasing Revenue

– SaaS products add new features - teaching customers how to use them helps sell more product

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Customer Success Managers

● Release Training– Recertify users

• Increases value of Certification program.– New Feature Training

• Broadly promote• Tied with Product Usage Data (Segment.io + Gainsight)

– Promote training to engaged users. – Re-engage users with training.

● Land and Expand – Demonstrate value to main stakeholders in Customer Company.– Expand to other organizations internally.

Human Resources

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Human Resources

Key to providing great Customer Education is to have your own knowledgeable team!

● Onboarding your own employees!● Keeping them current ● And above all … proving it!

Example: Security Awareness Training

Sales

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Sales

● Show correlations between Training and Sales

– How many Prospects took training then became Customers?

– How many Customers took training then renewed? • How many didn’t take training and didn’t renew?

– How many Customers took training then increased active users?

– Which type of training (eLearning/Instructor Led) is more valuable in these scenarios?

Operations

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Operations

● Financials– How much money was made from selling training? – How much revenue can we recognize on eLearning vs. Instructor

Led? ● Executive

– How many users are coming through our training site?– How many leads do we acquire through our “thought leadership

material”?– How many people are getting “certified” and becoming advocates for

our product?

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● ROI– Am I making enough by selling training to cover my costs?

● Revenue– How does training sales correlate to overall sales?

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WRAP UP

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Recap

● Webinar 1:– Building Customer Education Focused on Customer Success

● Webinar 2:– Building and Leveraging Your Customer Education Technology Stack

● Webinar 3:– Building Improving Customer Experience by Making Training Data

Actionable for Business Teams

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Recap continued...

● Validating Value (ROI) of the Business of Customer Education● Proving that concept of Customer Education is Real

– We’ve provided you ways to build this function inside of your business. ● Giving you ways to provide that Customer Education brings value -

provide you with tools in order to prove– Can empower yourself– Can empower your organization– Can empower your customer– IT ALL Centers around Data that you’re bringing to the table

● Better person, better at your job, and your customers are better

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WATCH ALL WEBINARS IN THE SERIES

[Recorded Webinars]Building Customer Education For Customer Success

Three-Part Serieshttp://servicerocket.com/success/webinars

MORE INFO ABOUT BOCE AT PULSEhttps://www.servicerocket.com/boce

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Dave DeringtonHead of Training

Gainsight

Sarah E. BrownMarketingServiceRocket

Jesse MillerProduct ManagerServiceRocket

QUESTIONS

servicerocket.com