After at risk - implementing a save process
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Michael Connery presents a structured approach for identifying and recapturing at-risk customers at BetterCloud, a SaaS management platform. The 'save process' focuses on tracking, engaging, diagnosing issues, and implementing an engagement plan to retain customers while celebrating successes along the way. Key takeaways include the importance of measuring effectiveness, ensuring customer buy-in, and adapting the approach based on individual circumstances.
After at risk - implementing a save process
- 1. PRODUCED BY After At-Risk: Implementing a Save Process MICHAEL CONNERY DIRECTOR OF CUSTOMER SUCCESS BETTERCLOUD
- 2. PRODUCED BYPRODUCED BY About Me • Michael Connery, Dir. Customer Success • BetterCloud is the first-ever unified SaaS management platform. • We empower IT to manage and scale best- in-breed SaaS application environments. • 3,000 customers, 7 member CSM team.
- 3. PRODUCED BYPRODUCED BY How it all began... • Churn is the fear and paranoia we all share. • There are countless ways to pinpoint an at-risk customer. • What can we accomplish with limited resources to improve our identification and remediation of risk customers?
- 4. PRODUCED BYPRODUCED BY The Save Process • Create a measured, low barrier, white glove process to recapture at-risk customers. • Get buy in early from your C-Suite • Prepare to iterate! • Don’t expect everything to be perfect at once
- 5. PRODUCED BYPRODUCED BY Story Time! • Customer which we will call “The Company” • Middle-Market tech company looking to cancel their account mid-term. • One of our first to go through the process!
- 6. PRODUCED BY Step 1Flag for Tracking Data is king. To ensure anything you are about to do is effective, you need to measure it. We utilize custom stages in Salesforce to track as soon as a customer is at-risk. Escalation Get the key players involved internally as soon as possible. You can’t help with what you don’t know, and risk accounts need to be known. PRODUCED BY SYMPTOMS Step 2 INFORM THE FAMILY
- 7. PRODUCED BY Kickoff Call Reach out to the customer and conduct a “kickoff call”. The goal of this is to identify exactly why they customer is at-risk. By knowing the why you can prescribe the how to get them back on track. Upfront Contract You need to have the customer’s buy in and commitment to become re-engaged in your product. Without this, you need to dig deeper into their reasons for being at-risk to find out why they are no longer engaged. PRODUCED BY Step 3 DIAGNOSIS Step 4 AGREEMENT TO TREAT
- 8. PRODUCED BY Engagement Plan Guide your customer through a series of training sessions, best practice reviews, etc. to recapture their enthusiasm towards your product. Celebrate Wins Throughout the entire save process, you need to celebrate wins both internally and externally to show both sides that this investment of time has been worthwhile and the new tools your customer now understands. PRODUCED BY Step 5 TREATMENT Step 6 ROAD TO RECOVERY
- 9. PRODUCED BY Final Wrap-up Call After you have gone through your engagement plan, it is time to recap all that has been learned with a focus on ROI. Turn a doubter into a champion. Ongoing Love Make sure you do your due diligence to keep the customer out-of-risk through normal CSM operations. PRODUCED BY Step 7 BILL OF GOOD HEALTH Step 8 FOLLOWUP APPOINTMENTS
- 10. PRODUCED BYPRODUCED BY Results • In our story “The Company” renewed! • Customers appreciate honesty and openness. • They want to get their money’s worth and tend to appreciate when you level with them about what can be done to right the ship • Don’t force it! • This process won’t work for everyone. Some people have their mind up and everyone has their own series of priorities, ideas, concerns, outside of how they play into your world. • Be ready to adapt or sometimes, let it go.
- 11. PRODUCED BYPRODUCED BY What’s next for you? • Track everything! • Without measuring you can’t tangibly improve. • Don’t fear escalation • Make sure your team’s culture is not averse to churn discussions. • Celebrate wins • Show your customers what they have accomplished and show your team the results of their efforts.
- 13. PRODUCED BY Q&A