Reduce Churn with Adoption All-stars

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Reduce Churn with Adoption All-starsTodays Host: Scott Schell@Schell_ShockedSenior Manager, Global Customer Success Cisco Systems, Inc.

# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialCustomer Success Methodology#successtalkPeopleAutomationProcessAnalytics

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# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialHi everyone and thank you for joining us for todays Customer Success Talk session. As you may know, the Customer Success Talk webinar series is designed to help you understand and develop your own Customer Success practice by providing ways to address key, customer success fundamentals.

In order to help you create a winning customer success strategy, we will focus our efforts on topics in four main areas. People Who do you need on your team, what will they do and how can you influence change?Process What activities will be required to support a customer success strategy?Automation Which tools will enable you to scale your customer success practice?Analytics What information will you need on your customers to create a targeted program?

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On demand webinars, videos, infographics, blogs, whitepapers and much more!Visit SuccessHub

Visit Success Hub

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# 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

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Reduce Churn with Adoption All-starsGuest Presenter: Pete Davis@pjdavis71 Director, Technical Services AmericasCisco Systems, Inc.

# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialWe are very lucky to have Pete Davis joining us today. He is a regular on this series and is responsible for the partner strategy for Services in the Americas. His organization designs and develops the partner delivery engagement plan to orchestrate partner delivery resources for Cisco Services. He is going to chat with us today about building your Smart Net Total Care adoption team who are the players and what do they do?4

Adoption teams accelerate time-to-value thorough timely, relevant interactions with your customers.

Adoption is delivering on promised value.

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# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialThanks Scott and welcome everyone to today s session. At the end of this session, you should be able to answer three, main questions about building a Smart Net Total Care adoption team:

Why is adoption important?What roles are on an adoption team and what characteristics should they have?What does the adoption journey look like and how does each role play a part?

Let's start with the basic concept of adoption - When you look at the customer lifecycle, the longest, most difficult part is going to be in the time between contract signing and renewal. This is what is known as the adoption stage in the customer journey. Basically, adoption is what happens between the initial sale and renewal. Our goal is to make renewals what we like to call a non-event and in order to do that, we have to actively manage customer adoption of our solutions to meet or hopefully exceed their expectations and deliver on their business outcomes.5

Adoption is critical to satisfaction.Customers expectations must be met in a subscription-based economy.Customers want your commitment to helping them achieve outcomes.Focusing your efforts on adoption will reduce churn and increase renewal rates.

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# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialFor Smart Net Total Care, the importance of adoption in overall customer health is the same as any other subscription based solution.6

Leading on the Edge of Chaos, Emmet Murphy & Mark MurphyA 2% increase in customer retention has the same effect as decreasing costs by 10%.Reduce Cost

# 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialWe all want to lower costs and developing a successful adoption strategy with your customers can deliver savings to your business.7

Bain & CompanyA customer is 4 times more likely to defect to a competitor if the problem is service-related than price- or product-related.Retain Customers

# 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialAdoption is critical to providing customers with a positive experience. It enables you to hold on to your existing business and any new business acquired thereby reducing churn and stabilizing your revenue flow.8

Marketing MetricsThe probability of selling to an existing customer is 60 70%. The probability of selling to a new prospect is 5-20%.Sell More

# 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialThe best part of an adoption practice when it works well is that you have a captive audience for expand selling opportunities. If you have successfully converted your customers to advocates and believers of the results you deliver, they are much more likely to purchase additional services because they know you are committed to their success.9

Audience Poll10

Does your company currently have an adoption team or resource in place to support your customer success practice?

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# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialBefore we go into adoption team roles and responsibilities, I just wanted to see how many of you already have adoption resources in place to support your business. So please take a second and respond to this poll question.

[Scott] Question for Pete In your experience with the partner community, what do the see as the biggest area of opportunity when it comes to Smart Net Total Care adoption?10

Meet your adoption all-stars.

Client Services ManagerOnboarding SpecialistTraining Specialist

Customer Success ManagerGet Your Winning Team infographic

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# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialAny adoption team should be comprised of four, main roles Client Services, Onboarding, Training and Customer Success. At your organization, the titles may be slightly different or some of the functions may be combined.

Think of your Customer Success Manager as leaders of the adoption team in that they coordinate efforts in order to deliver on customer expectations. They will bring in the resources necessary to achieve your customers desired outcomes. They are going to be with your customer throughout the entire customer lifecycle and will hopefully achieve a trusted advisor status.

Client Services and Onboarding will generally play a larger role in the initial phase of the customers adoption journey. They are primarily responsible for customer activation and making sure everything is functional from a technical perspective. Your Training Specialist will be brought in initially to make sure your customer has a basic understanding of how to use the solution and may also continue to assist the Customer Success Manager if there are challenges in product usage or if new customer employees require training.11

Your customers trusted advisor.

Customer Success ManagerFunction: Customer Advocate

Priorities:Track usage metricsMonitor engagementAccelerate time-to-valueCoordinate customer support

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# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialYour customer success manager will help your customers use the features of your solutions and help them realize the full benefit of their investment. In turn, they will help drive customer retention and prevent churn. Your customer success managers provides value by monitoring customer activities, conducting quarterly business reviews, identifying expand opportunities and improving retention by making sure that your customers are achieving their desired outcomes.12

Your customers guide for getting started.

Client Services ManagerFunction: Customer Enablement

Priorities:Product deliveryOnboarding coordinationTimely execution

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# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialOnce a customer has purchased your service, your client services manager will facilitate the transition of your customer from purchase to project delivery execution and adoption. They will act as the point of contact for understanding the purchased solution and next steps for implementation.13

Your customers technical resource.

Onboarding SpecialistFunction: Technical Performance

Priorities:Collector deploymentData uploadSystem access

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# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialDepending on your customers solution, onboarding can last from several days to several months. Your onboarding specialist will guide your customer through the process to ensure they achieve a successful onboarding, installation and configuration of their solution, so they can start to benefit from the features available. 14

Your customers teacher.

Training SpecialistFunction: Solutions Education

Priorities:Basic understandingStickiest featuresAdvanced functionality

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# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialAfter a customer has access to their solution, make sure they know how to use it. Your training specialist will give them the training they need to learn how to use their solution and help them overcome their technological challenges, so they can start realizing value. This can come in a variety of forms whether its direct to customer interaction, webinars, videos or useful guides.15

Get the InfographicGet to know your customer success team.

Empathetic, Attentive ListenersExcellent CommunicatorsCommitted Team PlayersPassionate Customer Champions

# 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialSo, what kind of personality or character traits would successful members of your adoption team have? Well, the list is pretty long, but here are what I think are the top four qualities to look for

Empathetic, attentive listeners - An excellent listener who creates a positive environment, where customers feel comfortable expressing their concerns.Excellent communicators - A clear communicator who is able to relate to customers and internal support teams by speaking the same language to solve problems. .Committed team players - A team player who is willing to go the extra mile for his customers, advising them on the best solutions to meet their goals and how industry changes could affect their business.Passionate customer champions - A dedicated customer champion who sees problems clearly and is able to help customers identify areas of improvement needed to achieve their business objectives.

Scott recently published a blog on the Impact website that includes a more comprehensive list and if you would like to get it, you can visit the link included on this slide.

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Tips for Building an Effective Team

Sometimes assembling a new team can be challenging. You can use these tips to guide your recruitment process and assist you in selecting candidates that will embrace your customer success goals.Virtual HandoutWatch Anatomy of a Customer Success Team

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# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialHere is also a useful virtual handout to help you select the right team members for your customer success adoption team and create a job description. If you would to take a more in-depth look at how to create job descriptions and qualify candidates, you can watch the on demand session Anatomy of a Customer Success Team featuring Vicki Halsey (Hallsi) from the Ken Blanchard Companies. Total run time for the on demand webinar is about 43 minutes.

All of you will get a copy of the slides in the follow up email.17

0 30 Days31 60 Days61 90 Days91+ DaysAudience Poll

In your experience with Smart Net Total Care implementations, how long does it generally take to get a customer activated?

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# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialBefore we move into to process of Smart Net Total Care adoption, I want to ask all of you how long it typically takes to implement the solution for your customers.

While onboarding timelines can vary for each Smart Net Total Care implementation, it is important to remember that the faster the customer is up and running, the sooner you can deliver time-to-value. This is why completing implementation as quickly as possible is a priority for any adoption team.

We all know that the strategic priority of Smart Net Total Care for the customer generally determines how long the process will take, but it is important to remind customers of their desired business outcomes and create a sense of urgency.

[Scott] Question for Pete In your experience with Smart Net Total Care implementation, on average, how long would you say it takes to get a customer up and running and what are some dependencies that hold the process up?18

Your adoption teams primary mission is to accelerate implementation.

!!Watch Expand Selling Practices in Action

# 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialImportance of the adoption teams function. Feeding professional services CSMs are the lead generators for professional services. Scott covered this in his Expand Selling webinar in March. The customer experience is driven by partner engagement with the customer that leads to delivery of outcomes which leads to professional services. It is about staffing people who will own the customer experience.19

Engaged Customers = Revenue Opportunities.

PlanDeliverMonitorAssessEngage

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# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialWhat does the adoption team do? At the heart of their charter are these five, core actions that are taken by the adoption team with each customers and the actions are cyclical in nature. The process of planning, delivering, monitoring, assessing and engaging are repeated throughout the life of the Smart Net Total Care service contract.

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Define and agree on customer expectations (desired business outcomes)Assess current state of networkOutline deliverablesDevelop implementation timelinesAssign responsibilitiesEstablish communication cadenceKickoff

Client Services Manager

Onboarding Specialist

Training Specialist

Customer Success ManagerPl...

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