Scaling Customer Success: Strategies for Account Segmentation Webinar Slides

Scaling Customer Success: Strategies for Account Segmentation @GetAmity

Scaling Customer Success:Strategies for Account Segmentation

#PracticalCustomerSuccess


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Presenters

Josh RobitailleSurveyGizmo

Marketing Manager

Ed PowersService Excellence

PartnersPrincipal


Agenda

• Stratification strategies• Scaling for success• The SurveyGizmo story• Q&A


Poll #1

What stage are you?


Poll #2

What’s motivating the change?


In the early stages…

Any deal is a good deal!


Se-ries

1

Account

Reve

nue

Soon…

The critical few…

...and the trivial many


Se-ries

1

Account

Reve

nue

A common way…


Target Customers


Value Propositions

Target customers

Costs/tradeoffsSource: Building Market Focused Organizations, Lanning and Philips

Benefits


Example: Mobile Quoting App• FOR: service managers at large, national chain auto body shops • WITH NEEDS FOR: more accurate collision claims processing • WE OFFER: a mobile app linked to a SaaS application • THAT MEETS THE NEEDS BY: allowing techs to quickly photograph,

annotate, submit quotes and order parts from their mobile devices• FOR THE PRICE OF: $200/user/mo.• WITH THE BENEFITS OF: quotes finished in half

the time with 99% accuracy and 82% less rework• AND SUPERIOR TO OTHER ALTERNATIVES

BECAUSE: we combine big data and image recognition to automatically identify needed parts


Value Propositions

Deliver CommunicateChoose

Source: Building Market Focused Organizations, Lanning and Philips


Which Target(s)?


CS Role in Segmentation

Develop Market Model

Discover Segments

Assess Competitiveness

Target and Prioritize Segments

Imagineer Solutions

Test

Validate & Monitor Assumptions

Refine Value Propositions Product ManagersCustomer Success

Key:


And Now a Word on Operations…

Strategy

Do the right things

Tactics

Do things right


Segment Identification


Se-ries

1

Account

Reve

nue

Static Ratio Approach

5:1

250:1 8


Dynamic Ratio Approach

Series1

Usa

ge a

nd T

rust

<x:1 y:1


Scaling the Customer ExperienceRecognize

Need Investigate Decide Purchase Implement Learn Use Renew/ Terminate

E-Mail Nurturing Campaigns

Webinars

Online Communities

Video Messaging

Guided LearningIn-Product Messaging

Gamification

Performance Analytics

“Easter Eggs” PRAOK

Personal Contact


Josh RobitailleMarketing Manager

Former Sales Manager/Former Services Manager/ Former Salesman/Former Billing

Coordinator


2011 --------- 2012 --------- 2013 --------- 2014 --------- 2015

Sales

Sales Pro Service Developer

Pro Service Developer

Sales Manager

Marketing Analyst

Senior Web Designer

Coordinator

Content Writer

Pro Service Manager Marketing Manager

Junior Web Designer

Business Development

Sales

Sales


2011 --------- 2012 --------- 2013 --------- 2014 --------- 2015

Sales

Sales Pro Service Developer


Sales Manager Pro Service Manager

Sales

Sales


Sales

2011 --------- 2012 --------- 2013 --------- 2014 --------- 2015

Enterprise Sales

Project Manager

Pro Service Sales

Sales Manager & Services Manager

Onboarder

Onboarder

Onboarder

Onboarding Team Lead

Onboarder

Onboarder

Onboarder





Account Coordinator

Contract Coordinator


Enterprise Team lead

Onboarder

Onboarder

Onboarder

Pro Service Sales







Project ManagerAccount Coordinator

Contract Coordinator

Onboarder

Onboarder

Onboarder

Marketing Specialist

Web Designer

Market Researcher

Content Writer

2011 --------- 2012 --------- 2013 --------- 2014 --------- 2015



Onboarder

Onboarder

Onboarder

Pro Service Dev

Pro Service Dev



Pro Service Dev

Account Manager

Account Manager

Onboarder

Onboarder

Onboarder


Web Designer

Market Researcher

Content Writer

2011 --------- 2012 --------- 2013 --------- 2014 --------- 2015


2011 --------- 2012 --------- 2013 --------- 2014 --------- 2015



Account Manager

Account Manager


Content Writer

Marketing AssociateAccount Manager

Account Manager

Marketing Analyst

Marketing Associate

Marketing Associate

Web Developer

Web Developer

Web Developer

Web Designer



THANK YOU!

Josh Robitaillewww.surveygizmo.com [email protected]

Ed [email protected]

http://www.surveygizmo.com/

http://www.se-partners.com/


Meet Our Host

Paul PhilpFounder & CEO

@PPhilp@GetAmity

GetAmity.com


High Precision Relationships for Customer Success.


Dynamic Customer SuccessHigh Precision Relationships

QuantifiedRelationships

Algorithmic Relationship Managment

SmartPlaybooks

Insight Reports


How Amity Works

Power + Flexibity

Unique Solution for Your Unique Business.


Questions?

#PracticalCustomerSuccess


Many Thanks To Our Presenters

Josh Robitaillewww.surveygizmo.com [email protected]

Ed [email protected]

http://www.surveygizmo.com/

http://www.se-partners.com/


Join us on December 1 for the next webinarin the Practical Customer Success Series

Visit getamity.com/resources to register!

http://getamity.com/resources


Let’s continue the conversation

Thank you for being here!

@GetAmity GetAmity.com

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Scaling Customer Success: Strategies for Account Segmentation Webinar Slides