Managing escalations
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1. Salesforce's Red Account Program aims to identify and manage their most serious customer-impacting issues to drive effective resolution and ensure renewal and healthy relationships. It provides visibility across teams and leverages executive support. 2. The program has key elements like defined processes, cross-functional team support, roles and responsibilities, communication, analytics, and root cause analysis. It aims to create a culture where escalations are handled properly. 3. There are four types of Red Accounts: precautionary, core, Marketing Cloud, and incident outreach. The program looks to resolve issues threatening renewals, risking executive escalations, delaying go-lives, or needing multi-team involvement. Customer escalations
Managing escalations
- 1. How Salesforce Drives Escalations to Success Red Account Process
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- 3. Quick Poll Partner Type? Length of Partnership?
- 4. 1. Red Account Program Overview 2. Defining an Escalation Program 3. Success Stories 4. Program Feedback Agenda
- 5. A Global Program to identify and manage our most serious customer-impacting issues, to drive effective resolution and ensure renewal and relationship. Provides visibility across relevant teams, and leverages cross-functional and Executive Level Support. Escalation Management using Red Accounts
- 6. Program Sponsor Defined Process Cross-functional Team Support & Engagement Roles & Responsibilities Communication & Team Collaboration Business Insight & Analytics Root Cause Analysis & Trends Key Elements for Success “Create a culture where escalations are a good thing and anyone can create one”
- 7. Quick Poll How often are you pulled into escalation issues?
- 8. Precautionary Red Account Core Red Account Marketing Cloud Red Account Incident Outreach Red Account Four types of Red Accounts
- 9. Guest Speaker Anika Keswani
- 10. “We are approachable thought leaders in risk management who add value by providing guidance and driving resolution for customer success.”
- 11. Red Account Program Overview Dedicated Escalation Managers... Drive fast, effective resolution to our most serious customer impacting issues. Enable cross-company collaboration to manage risk situations. Improve internal processes by uncovering trends seen across the business.
- 12. Red Accounts look like this • If upcoming renewal is at risk AND there are near-term actions to take to prevent attrition (regardless of AOV at risk) …Existing AOV / Renewal is at risk • If customer threatens to escalate to senior executives, or go social, AND the risk cannot be mitigated by an outreach …Customer escalates to SF executive (EVP+) • If go-live is delayed causing critical business impact AND multiple teams’ involvement and actions are required to resolve …Go-live is at risk • When cross-functional involvement is needed to address a critical customer risk situation (Alliances, Sales, CFL, Support, Product, Services, etc) AND the risk cannot be promptly mitigated with relevant outreach or attention through other escalation channels …Critical issue involves multiple teams For additional resources: Red Account Program: Training & Feedback Chatter group
- 13. Customer Escalations are not always Red Accounts 1. Precautionary Red: No Escalation Manager Involved. 2. Escalate a Support Case: Raise higher up within support management. 3. Escalate an Implementation: Alert project leadership of go-live risks. 4. Involve Sales Operations: For a contract re-negotiation, go straight to SOps Consider other channels for help with a customer escalation
- 14. Persisting at CUSTOMER ABC (FinServ) “A little more persistence... and what seemed hopeless failure may turn to glorious success” - Elbert Hubbard Implemented vetting process for support agents Developed MCS proposal to match compliance needs 5-year, 9.5M€ TCV agreement closed upon resolution Resolved after 96 days open Stronger customer relationship Renewal closed + 275K€ upside 97% License Utilization 77% Total Login Percentage Very strict compliance requirements Premier customer, in their 6th year with Salesforce $1.7M AOV at risk, ongoing pricing concern
- 15. Persisting at CUSTOMER XYZ (CPG) Lack of trust in SI’s SaaS expertise Very negative customer sentiment Risk of decommissioning current solution too soon Weekly mediation meeting between Salesforce & SI Customer sentiment trending positive & engaging Business Architect engaged, timeline back on track Resolved after 126 days open Stronger customer relationship Go-live achieved Pilot Country go-live delivered! “Alone we are smart. Together we are brilliant” - Steven Anderson
- 16. “...after 5 years at Salesforce, I can say this process has made time and time again a difference in rescuing and putting on the right path many challenging situations - keeping trust at the heart of it all!” - Customer Success Director, EMEA Central “The Red Account Program provides an amazing platform to focus teams on customer success. Account teams and customers truly see the value in this engagement, which goes to the heart of our of trust, customer success, alignment, and ohana.” SVP, CBU Sales APAC Program Feedback!
- 17. Use this simple Escalations custom app as a baseline business process for managing escalations - sensitive internal or customer issues that need executive visibility, complete collaboration, and dedicated project management to effectively resolve. https://appexchange.salesforce.com/listingDetail?listingId=a0N3000000CTL49EAH appexchange alert: Escalation Management
- 18. Key Takeaways of Red Account process • Create a Red Account when there is a clear and urgent risk present. • Refer to the Training and Feedback Chatter group for how-to’s. • Maintain your Red Account weekly, with the “executive reader” in mind. • Focus on Issue Summary, Action Plan, and ECOMM headline fields. • Ask your leadership and regional Escalations team for guidance anytime. • Complete lessons learned on closure.
- 19. Any Questions?
- 20. Final Poll How many of you have access to Partner Community?