Incorporating the Voice of the Customer into Your CS Program
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The document discusses the integration of voice of the customer (VoC) into customer success strategies, emphasizing the importance of customer experience in driving outcomes and retention. It suggests focusing on relationships at all levels, gathering feedback strategically, and acting on insights to enhance service delivery and mutual success. Additionally, it highlights the need for continuous optimization and improvement to align with customer needs and achieve business growth.
Incorporating the Voice of the Customer into Your CS Program
- 1. ©2017 Gainsight CX MEETS CS INCORPORATING VOC IN CUSTOMER SUCCESS NICOLE GEMMER Customer Programs and Analytics Workday GANESH SUBRAMANIAN Director, Product Marketing Gainsight ®2017 Gainsight. HELEN VALENTINE Sr Director, Field Enablement Workday STEVE BERNSTEIN Author & Principal Consultant Waypoint Group
- 2. ©2017 Gainsight Key Topics • Customer Success and Customer Experience • The Role of Voice of the Customer in Customer Success • Where to Start and How to Mature • Measuring the ROI for your Program
- 3. ©2017 Gainsight Customer Success is at the intersection of…
- 4. ©2017 Gainsight The Goal is to Drive Outcomes AND Sentiment Happy and Outcomes Achieved Outcomes Achieved but Unhappy Happy but Outcomes Not Achieved Outcomes Not Achieved and Unhappy
- 5. ©2017 Gainsight Retention Correlates with Experience % “Top Box” Experience %“TopBox”Success Focus on Experience Engage! Expand! Focus on KPIs
- 6. ©2017 Gainsight Manage Expectations on Segmentation AND Readiness Fix Poor Customer Journeys Improve Customer Experiences Drive Mutual Success Requires: Impact: O -- O O $ O O O $ $ $ $
- 7. ©2017 Gainsight Seek Coverage At All Levels Strategic Accounts “Growth” Accounts Small Accounts More Contacts More Accounts • Deep relationships with all members of the buying committee(s) • Focus on mutual success • Strengthen relationships with “champions” • Enable their “journey” • Smooth experiences for all “transactors” Smooth experiences for all “transactors”
- 8. TM
- 9. ©2017 Gainsight Proven Services Success 3 certifications/consultant 99.5% uptime guarantee 4.5 Hours to deliver latest update 327 go-lives in 2016 70% customers in production 21 Billion transactions in production/year 13 Million integrations run/year 17,000 certifications across the ecosystem
- 10. ©2017 Gainsight D I S C O V E R D E L I V E R I N C R E A S E V A L U E Continue Learning and Optimization to Drive Success
- 11. ©2017 Gainsight
- 12. ©2017 Gainsight ROI Obtained 1:1 vs. 1:Many
- 14. ©2017 Gainsight THANK YOU ®2017 Gainsight.
- 15. ©2017 Gainsight Next Steps 1:1 q Are you engaging decision makers & influencers? q Do you have role-based questionnaire(s) that ask the right questions of the right people? q Do your CSMs know how to follow-up appropriately on feedback? q Do you have a “Joint Success Planning” process with the buying committees at “strategic” accounts? 1:Many q Do you have a coalition that wants to act on customer feedback? q Are you providing actionable and prioritized insights to your coalition?
- 16. ©2017 Gainsight “Land and Expand” is the Hallmark of Today’s Successful Businesses Net Bookings New Bookings Expansion Bookings (Negative Churn) Churn Impact on Overall Growth in MRR with 2.5% Account Growth Expansion Each Month Courtesy David Skok
- 17. ©2017 Gainsight Representative Voice-of-Customer Can Optimize All Parts of the Business, So Build A “Coalition of the Willing” Retention & Expansion Employee Effectiveness Products & ServicesBiz Model Market Strategy Voice of Customer
- 18. ©2017 Gainsight VoC Initiatives Grow Alongside CS Maturity Act on Feedback Improve experience by closing the loop on customer feedback Proactively Impact Take a holistic view to solve challenges before they become problems Consistently Deliver Value Leverage insights to improve products and services Predictively Drive Success Install and improve best-practices across all segments and functions