How to Build a Customer Health Score
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The most successful Enterprise SaaS companies know that growing revenue only through new customer acquisition is the less efficient way to scale. Rather, they understand that growing revenue within your existing customer base - through up-sells, cross-sells, and expanded use - is the most profitable way to scale. In fact, Enterprise SaaS companies that grow revenue - and company valuation - by expanding revenue within their existing customer base also know the key to making this work is to focus on - and operationalize - Customer Success. This presentation - How to Build a Customer Health Score - is from Pulse 2014, the biggest Customer Success industry event ever and included panelists from Jobvite, BrainShark, AppDynamics
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How to Build a Customer Health Score
- 1. How to Build a Customer Health Score David Lahey, Jobvite Hatim Shafique, AppDynamics Pat Kelly, Brainshark
- 2. Pat Kelly Director, Customer Experience Cloud-based Presentation Solutions
- 3. Pat Kelly Director, Customer Experience Cloud-based Presentation Solutions
- 4. Agenda Brainshark CX Overview Customer Adoption Score Today Our Next Steps Lessons Learned
- 5. CX Overview Satisfaction Surveys CX Renewals – Expansion – Referral Sharksight (((((Executives – Marketing – Sales – Finance - Support Implementation – Professional Services – CEM
- 6. Customer Adoption Score (CAS) What is in the number? Application Adoption Resource Adoption CEM Assessment
- 7. Customer Adoption Score (CAS) What is in the number? Application Adoption Resource Adoption CEM Assessment
- 8. What is Next? Build – Assess – Modify – Measure -------- Repeat Application Adoption Resource Adoption CEM Assessment Satisfaction Score NPS
- 9. Lessons Learned Technology is your friend Clean data is good data Executive sponsorship B.A.M.Me.R.
- 10. Pat Kelly Director, Customer Experience pkelly@Brainshark.com @pkelly38 Thank You
- 11. David Lahey Jobvite VP Customer Success Jobvite is the leading recruiting platform for the social web. Today's fastest-growing companies use applicant tracking, recruiter CRM and social recruiting software solutions from Jobvite to target the right talent and build the best teams. Jobvite is a complete, modular Software-as-a-Service (SaaS) platform which can optimize the speed, cost-effectiveness and ease of recruiting for any company. For more information, visit www.jobvite.com.
- 12. Building a Customer Health Score • Determine and internaily socialize what a good and bad score look like. • Consider differentiation by revenue segment. • Your internal view of customer health may not match your customer’s view. • Remember scores will vary based on position within customer journey. • Good health and high usage are two separate metrics.
- 13. Q & A
Notas do Editor
- Good Afternoon, my name is Pat Kelly and I am the Director of Customer Experience at Brainshark. I have been with Brainshark since 2000 and I have spent the past 12 years in the Customer Care Organization making sure our customers have a Sharktastic experience using our products and services. Today, I manage a team of 10 Customer Experience Managers (CEMs) who are responsible for making sure our customers have a world class customer experience and meet their communication objectives using our platform and services.
- Brainshark was founded in 1999 and has been helping customers create, share and track on-demand multimedia presentations to address formal and informal learning challenges like onboarding new employees, keeping sales and partners informed and prepared, as well as certification and curriculum delivery for those in industries where compliance is of great importance. We help customers generate better leads faster as well as giving service a way to reduce inbound calls be having on demand content available to support customers. Because our content creation UI is so easy, our platform makes it possible for all subject matter experts in an organization to quickly create the content their audience needs to be more effective and successful.
- In my brief time with you today I would like to cover the following items – An overview of our Customer Experience feedback and refinement model. Some details about what we call our customer adoption score and how it works today. A little about our next steps and finally some lessons learned that I hope will help you construct a data point that is as comprehensive and useful to you our customer adoption score is to us.
- Like all of you we believe that there is clearly real business value to putting the customer first and implementing a company wide customer experience plan. So this is a high level view of how we see it at Brainshark. We have metrics to assess our progress and we have both feedback loops and data to drive program adjustments along the way. We have already introduced the concept and put together a cross functional task force to address the issue. Let me tell you a little more about what we are doing across the organization that will have a positive impact on customer experience and the business metrics associated to it. First – in today’s world customer experience is everyone’s responsibility.
- Brief History of the development of the number and the categories that go into it
- What goes into the score – integration of systems – weighting – alerting process
- When it comes to the Adoption Score or health score or the entire CX program for that matter you must be agile and flexible so that you can adjust based on the data returned, changing trends, refined skills and new customer needs. We use the BAMMeR approach – Build it, Assess it, Modify it, Measure it. Then Repeat - In this acronym – Assessing is an internal process and Measuring is external. The score has to work in both arenas in order to be successful.
- Technology is your friend – Have a tool that helps you get to the CAS. It will save you time so that you can spend on how to best support customers to improve their experience. While doing that make sure the tool can grow with you as things change – which they will. What you need is a partner that will work with you to meet your needs as you refine what you do and the data that you need. Clean data is good data – If you are going the technology route then you can only automate what your data will support. Make sure it is thorough and clean. Executive support for the initiative is critical. IT is also critical that they are made aware of the challenges as they arise so that expectations are appropriate. CX requires investment and that means more than money. IT takes time from multiple groups to collaborate to get it right and that means executive support across the board is required for the effort to be successful. I encourage the BAMMeR process or whatever process you define as long as it provides ongoing internal and external feedback loops. The point of the process is to regularly evaluate what you are doing and how you are doing it so that it is meeting the needs of your company, your team and your customers. It is only a solution if it does all 3.
- Good Afternoon, my name is Pat Kelly and I am the Director of Customer Experience at Brainshark. I have been with Brainshark since 2000 and I have spent the past 12 years in the Customer Care Organization making sure our customers have a Sharktastic experience using our products and services. Today, I manage a team of 10 Customer Experience Managers (CEMs) who are responsible for making sure our customers have a world class customer experience and meet their communication objectives using our platform and services.