Cross Functional Alignment Around the Customer: A Data Driven Approach to Customer Success Operations
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The document outlines Marin Software's evolution to a customer success-centric organization, emphasizing the need for data-driven governance, cross-departmental alignment, and improved customer engagement. It discusses the challenges of data inconsistency and the importance of creating reliable metrics to enhance decision-making and customer interactions. Ultimately, it highlights the significance of structured processes and cohesive information flows for scaling customer success operations.
Cross Functional Alignment Around the Customer: A Data Driven Approach to Customer Success Operations
- 1. ©2015 Gainsight. All Rights Reserved. Child-like Joy Cross-Functional Alignment Around the Customer Value Governance Quality A Data Driven Approach to Customer Success Operations Daniel Oberes Director of Customer Analytics doberes@marinsoftware.com
- 2. ©2015 Gainsight. All Rights Reserved. Who is Marin? Who am I? Marin • Founded in 2006 in early days of Ad Tech to help large search marketers handle campaign management and optimization at scale • SaaS model with revenue based on product utilization • Global business with Enterprise and SMB customers • Public in 2013 and recently acquired 2 companies to expand into Social and Display Customer Success • Started as a services organization with generalists managing customer support and onboarding as well as delivering subject matter expertise and training with Account Management under Sales • Consolidation and specialization – generalists branched out into Professional Services, Analytics, Customer Support, Training and Account Management rolled merged into our current Customer Success structure CS Analytics & Operations • A new function initially focused on analysis and developed into an Operations function • Governance and Data Quality – CRM development to consolidate and refine process and increase coordination across teams • Tools - Development of data warehouse, implementation of CSM product and reporting tools, overall technology for CS
- 3. ©2015 Gainsight. All Rights Reserved. Up & Down: Better Decision Making through Consistency Exec Team Leadership Individual Contributors As data moves up and down an organization it can be translated poorly or not at all. Systems and process design can ensure that the perspective from the top agrees with the perspective out in the field and valid and accurate insights can be pulled from customer activity. Trust worthy data = High Quality Decisions
- 4. ©2015 Gainsight. All Rights Reserved. Left & Right: Timely Interaction throughout the lifecycle Onboarding - Training - Implementation Adoption - Support - Training Growth - Renewals - Expansion If you can’t easily report on the customer journey you can’t measure or respond to the quality of your interactions with your customers. Who cares about this data? Everyone.
- 5. ©2015 Gainsight. All Rights Reserved. In and Out: Understanding the Customer Customer Value Adoption Engagement Lifecycle How does your company think about your customers? Is one size fits all? Do you understand which customers need what and when? Are your customers engaging with you in a way that builds value? Segmentation is necessary to deliver the right service and value for your customers
- 6. ©2015 Gainsight. All Rights Reserved. Where did we start?
- 7. ©2015 Gainsight. All Rights Reserved. Cross Departmental Alignment for Marin Leadership Executives Board Cross Functional Coordination Sales & Marketing Product & Engineering Finance & Accounting Customer Success Customer Success Management Center of Excellence Customer Support You can move quickly in a silo but as your data and the stakeholders for your data expand, systems and cohesive processes are needed for visibility and coordination.
- 8. ©2015 Gainsight. All Rights Reserved. Foundation for CS Operations for our CS team Scale Growth Retention • Reduction of low value activities through automation and tools • Coordination of teams • Increase Up Sells and Cross Sells • Timely & Targeted Platform Adoption • High Quality & Reliable Service • Consistent High Customer Satisfaction As you hone in on specific objectives for your CS team, the CS Operations team can map out the processes and data required to measure performance.
- 9. ©2015 Gainsight. All Rights Reserved. Data! In some cases, there’s data everywhere or at least the number and differences in sources cause collisions and distrust in the data. DO NOT GIVE UP!
- 10. ©2015 Gainsight. All Rights Reserved. Driving Alignment through Data Quality Reporting Central Data Warehouse Cohesive Processes CRM and Tools Data Quality Don’t let maintaining data quality be a continuous uphill battle - the goal is consistency. Any of these can help but alignment complex so use the right tools for the problem.
- 11. ©2015 Gainsight. All Rights Reserved. Data! And there are times when the data you need just isn’t there. DO NOT GIVE UP!
- 12. ©2015 Gainsight. All Rights Reserved. Creating Valuable Data from a Measurable Experience Phase Touchpoint Old Home New Home Onboarding Sales Handoff Word CRM Kick off and Goal Setting Word CRM Implementation/Activation Separate tools CRM Training No LMS/DW Review Performance and Progress Email CRM/DW Ongoing Relationship Time-based Moments Monthly Performance and Progress Review Email CRM QBR Email CRM NPS/Customer Satisfaction Survey Separate tools CRM/DW Periodic Usage Assessment No CRM Renewal Inconsistently CRM Event-based Moments Support Cases Poor Quality CRM/DW Risk Email CRM Anomaly in usage or performance Separate tools CRM/DW Anomaly in engagement or satisfaction Separate tools GS/DW Pertinent feature release No GS/DW Look at your customer’s journey and determine the quality of your instrumentation to measure each customer touchpoint .Do you have a clear story to tell? Can you tell it?
- 13. ©2015 Gainsight. All Rights Reserved. Let’s fix things! Some fixes may already be in play, some fixes collide with other fixes, some fixes aren’t actually fixes. Some fixes need to happen before other fixes. DO NOT GIVE UP!
- 14. ©2015 Gainsight. All Rights Reserved. Driving Alignment through Governance Governance Exec Prod and Ops Customer Success Sales & Marketing Biz Ops & Finance Workstream # 1 Workstream # 2 Workstream # n Sponsorship, prioritization, accountability and coordination with attention to data quality and cohesive processes requires structured communication and planning. Governance is the foundation for scale and sophistication.
- 15. ©2015 Gainsight. All Rights Reserved. Product • Product Release Management • Ongoing Feature Usage Marketing • Customer Advocacy • Customer Marketing Sales • Trial Conversion • Upsell and Cross Sell Signals Finance Alignment Outcomes: Coordination and New Capabilities Data Quality, Value & Governance • Improved forecasting & decision making Driving the development of customer data that is valuable and consistent can expand the capabilities of the entire business. A data driven approach to Customer Success Operations is key for the growth and maturity of an organization.
- 16. ©2015 Gainsight. All Rights Reserved. Child-like Joy Daniel Oberes Director of Customer Analytics doberes@marinsoftware.com Questions?
Editor's Notes
- #12: The word here is Absence. We kinda knew what was going on. We did our jobs and things worked out for the most part. But with an absence of data and visibility, it’s hard to get to scale.
- #15: There are a couple of ways that we think about this cycle this applies to both – the customer lifecycle and opportunities for growth that develop outside of the plan. For example, the adoption of a new feature or even a gap in feature adoption in certain segments of your customer base – how do you target those customer and continue to deliver value in a scalable and measureable way?