A Cus A Customer omer Ex Experience erience Tur urna naround ound: : 5 (Pai (Painful) nful) Les Lessons sons Lea Learned rned Juan González, Vice President, Customer Success, Ipswitch Jeanne Hopkins, CMO, Lola.com October 26, 2018
Where do Visitors Enter the Website? 1 Community 42% Community/Support 19% Blog 21% WhatsUp Gold 9% WhatsUp Gold 9% WS_FTP 7% MOVEit Resources 6% 7% About / Careers 5% Homepage 6% Resources 3% MOVEit 5% Other 19% Organic search accounts for Other 64% of all traffic Note: 32% leave site 10% WS_FTP Server, MessageWay, IMail, iMacros, Solutions, Support, Careers… 18
WUG Traffic and MQLs by Website 20
Original Community Page 23
Engagement 24
Transition 25
Community 26
What did we focus on 1 Navigation 2 Usability 3 Search 4 Engagement 28
Telephone #s 29
Branding Update: Before & After 31
Branding Update: Before & After 33
Customer Engagement 35
Community NPS 40 QTD 36
We all drive the Customer Experience. ❯ Every action we take is an opportunity to de delig ight our customers. ❯ Each team alone risks delivering this experience in sil ilos. ❯ When we all advocate for our clients, we break the silos and coll llaborat borate to make every moment in incred edib ible le. 40
Customer Success is about solutions. ❯ Customer omer Succ ccess ess builds partnerships, both at Ipswitch and in Client Organizations, to confr nfront ont busin ines ess s challe lenge ges and sei eize e opp pportuni tuniti ties es. ❯ A min inds dset et: • Empathy means we’re being timely and relevant. • Value is about supporting people with the programs and processes that solve problems. ❯ A meth ethodology odology: • Executive ownership of the client relationship. • Operational execution occurs across many teams with a focus on high performance. 41
Customer Journey
What is the Customer Journey? ❯ Customer omer Journ rney is the story of how we delight our clients. ❯ There are ~50 milestones, or moments, that define key chapters of the customer experience. ❯ Alignment of all internal and customer teams ensures we constantly innovate and collaborate for business impact. • Map the teams at each moment, and determine if and how they are: • Responsib nsible for executing the process • Account ntab able e for ensuring the process produces the right results • Consul ulted d to provide input and support • Informed rmed of the process and its outputs 43
Engagement Model 44
Top 3 reasons for customer churn 1 Imprope Im oper Solution 2 In Inco comple lete e Value 3 In Inco consi nsist stent ent Adoption 4 45
Customer Success Management ❯ Business iness Revie iews ws (quarterly, semi-annually) Adoption Business Workshops Reviews deliver business insights, align roadmaps. ❯ Adoptio tion n Worksh rkshop ops s ensure customers actively getting business value from solutions. ❯ Feedbac back k Cycles les uncover business problems that our solutions are not addressing. ❯ Success Feedback Success ess Engagem agement nts are interventions Cycles Engagements designed to restore customers to a renewal path. 46
Customer Experience Metrics Impact • Gross Recurring Revenue • Net Recurring Revenue • Quick Rate • Lifetime Value Signals • Net Promoter Score • Expansions, Cross and Upsells • Referrals • Customer Health • Proactive Touchpoints Activity • Emails Sent • Phone Calls • Onsite Meetings • Cases Escalated, Resolved 47
6 C 6 CX Ess X Essentials entials for or Cr Creating eating a a Cus ustomer omer-Focused ocused Bu Busi siness? ness?
1. Leadership
2. Clarity
3. Listening
4. Action
5. Patience
6. Communicate. Communicate. Communicate.
Thank You!
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