Professional Documents
Culture Documents
Contents
Focusing on Customer Success............................................................................... 3
Customer Success is Different from Customer Support.......................................3
Similar to Account ManagementBut Different.................................................... 3
Subscription Renewal, Retention & ChurnWhy Customer Success is Needed
Now More than Ever ............................................................................................. 3
Challenges of Implementing a Customer Success Program.................................... 3
Deep Knowledge Required................................................................................... 3
Scalability...............................................................................................................3
Organizational Structure........................................................................................ 4
The Black Box Problem......................................................................................... 4
The Making of a Customer Success Manager ......................................................... 4
Inside the Black Box: Providing Tools to Ensure Customer Success.......................4
Gaining Visibility into Real-Time Customer Use....................................................4
Enhancing Customer Success to Achieve Business Goals...................................... 5
Moving Customers from Free Trials to Paid.......................................................... 5
Moving Freemium Customers to Paid................................................................... 5
Ensuring Subscribing Customers Renew.............................................................. 6
Developing Customers into Advocates................................................................. 6
A Quick Look at the Evergage Solution.................................................................... 6
The Evergage Integrator........................................................................................6
Segments Tool....................................................................................................... 6
OnMessage Communication System.................................................................... 6
A Powerful Platform............................................................................................... 7
Summary .............................................................................................................. 7
Scalability
Scalability of the Customer Success function can be a special challenge. It is
mandatory to find smart people who can do this well, and then help them become
maximally efficient so that they can increase the ratio of successful customers.
Even at maximum efficiency, scalability can be a challenge, which is why there is
such a great need for applications that can be used to enhance the Customer
Success function.
Organizational Structure
Some companies stumble on the organizational structure of the Customer
Success function simply because it could easily live within so many different
groups, including Sales, Customer Service, Account Management, or Product
Development.
Another path is to establish Customer Success as its own organization, working in
concert with all of the above. Establishing Customer Success as a separate,
dedicated group (preferably led at the VP or similar level) empowers the
organization to act as the voice of the customer, and to lobby on the customers
behalf across functions to help ensure customer success, which, of course, also
helps ensure organizational success.
And, from a scalability standpoint, the black box problem makes it time consuming
to reach out to customers, limiting the number of customers any one person can
effectively deal with.
visibility into that black boxwithout a knowledge of how the customer isand
isntusing your product.
Feature Usage.
The Evergage solution lets companies look at feature usage across
individual or groups of customers. By capturing the clicks and actions and
visits of the customer, they can know how many people are using one
feature versus another, and how often each feature is used. Actually
studying usage across large numbers of categorized customers lets the
company know which pieces are used, and how, and by whom, and which
pieces are not used, and the various other usage patterns that occur in
different situations.
Automated Alerts.
Alerts can be set up to indicate if a user has reached either a positive state
or a problematic state that may require intervention, or at least contact.
Customers can be segmented into behavioral groups based upon which
things have done with the solution, and any number of other criteria. The
Evergage solution can detect attempts to do so, and set up an alert to the
correct person to solve that problem. This is in effect a frustration meter tied
directly to the customer success person most relevant to that problem.
In-Context Communication.
You can use Evergage to communicate directly with your customer from
within the app. This provides an immediacy far beyond e-mails, and
because your message is appearing from within the app, you benefit from
complete context. The more the Customer Success team can communicate
in context, within the product, the more effective the communication can be.
Communications can be automatically generated according to your own
rule sets.
Integration with CRM.
The Evergage customer engagement platform integrates with SalesForce,
Sugar CRM, Microsoft Dynamics, and other customer relationship tools to
enable capture and analysis of customer engagement information. You can
use customer behavior data to guide communication with that user. In
addition to messaging customers based on a set of rules, direct messages
can be sent to someone currently using the solution software, which is
intended just for them.
The Customer Success team, using the Evergage customer engagement platform,
can see exactly who the customer is using the product, and can make contact
personally, or set up a set of rule-based automated in-app communications to
guide the customer deeper into the product, creating happy and successful
customers who will gain a personal understanding of the products value
propositions and convert from the free trial to a full paying customer.
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Internally, the marketing and sales groups would do well to involve the Customer
Success team in seeking and vetting potential customer advocates. This is
another area in which the Evergage solution proves to be a powerful tool. The
process of developing a customer into a happy customer, and then to an advocate,
can be automated to an extent, such as by identifying customers with a very high
engagement score, and sending an in-app message.
An in-app message can congratulate the user on the depth of their use of a
particular feature set, and ask if they could share their experiences with others.
This also provides the opportunity of building a deeper engagement with those
customers. When they become an advocate, they make a choice to speak on
behalf of the company, and they associate themselves more personally with it. As
a result they are going to feel an even greater loyal to the company, and feel like
they're part of the community around that company, and part of its success. For
this reason, asking them to be an advocate is a powerful way to build upon an
already strong relationship.
Evergage Integrator
Segments Tool
OnMessage Communication System
As the Integrator runs in the browser, it captures the selected data in the
background, and sends it to Evergage, where the information is stored in a large
data center, and analyzed with results forwarded to clients. Collecting historical
data on a user lets it be combined with that from the current session, to guide
messaging and targeting strategies.
Segments Tool
The Segments Tool is a rules engine that runs against data collected by the
Integrator. You use the Segments Tool to define a set of segments of users based
on actions taken on your site. The Segments Tool can be used to implement
whatever strategies you like. If you find that customers who use a certain feature
set tend to have higher rates of conversion from either free trial or from freemium
to premium, you can create messaging strategies to encourage users to discover
and use the features.
The Segments Tool rules engine can also take into account any background data
on a user, such as the industry they are in, or even the number of followers they
have on Twitter.
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A Powerful Platform
All of this adds up to Evergages powerful platform that provides a spectrum of
high-value benefits, including:
Drive More Leads. Solutions are available for helping convert leads,
but few help drive leads in the first place. Evergage does both.
Prevent Churn. See the signs of churn before its too late and
discover how you are can help the customer be successful.
Summary
Evergage provides an ideal solution for empowering your Customer Success team
to capture and analyze the data they need to help ensure that customers are
making deep and frequent use of your product, and in the process, achieving
success in their own endeavors. Help a customer become successful, and youve
got a very loyal customer, and perhaps a valued advocate.