driving product adoption with insight-driven playbooks
Post on 14-Apr-2017
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Driving Product Adoption with Insight-driven Playbooks
Paul Philp – CEOTel: 925-736-7876 | paul@getamity.com
Agenda
1. The Customer Success Revolution
2. Why Focus on Adoption
3. Owning the Customer Experience Curve
4. Insight-driven Playbooks
5. Short Introduction to Amity
6. Q & A
The Customer Success Revolution
Relationships are the New Business Model.
The World has Moved to a Subscription
Economy.
Subscriptions are a Relationship Business
The DNA of Subscription SuccessTotal Alignment over the Lifetime of the Relationship
Vendor Success Process
CustomerSuccessJourney
LandAdopt
Expand
DecideTransform
Outcomes
Customer Success to the Rescue
Actively manage
customer relationships
to reduce churn, grow
existing revenue, and
influence new sales.
Customer Success: a Key Business ProcessA Company Wide Business Process
Why Focus on Adoption?
Growth is a Function of Outcomes
Low AdoptionWell, I bought a membership.
Ineffective AdoptionSure, they are using the product now, but ….
Effective AdoptionNice outcomes!
Adoption is the Foundation of Customer SuccessSystematic Adoption Management
AdoptionManagement
CustomerOutcomesRevenue
ConsumptionRevenue
Recurring Revenue
Churn
Land and
Expand
Outcome-basedValueProp
Coach
Alignment
Adoption
Journey
RenewalCustomerOutcomes
Everything as a Service
From Adoption to Outcomes
Owning the Customer Experience Curve
You are Accountable for the Customer’s Outcomes
Customer Experience CurveThe Vendor Owns the Customer’s ‘Experience Curve’.
Outcom
es
Time
Customer Experience CurveThe Vendor Owns the Customer’s ‘Experience Curve’.
Outcom
es
Time
This is the HARD work of customer success.
ProcessesTechnology
SkillsPractices
Capabilities
Mapping the Experience CurveCustomer Success Plan
Outcomes Date Key Featues
Outcome 1 Value 1 Key Featue 1
Outcome 2 Value 2 Key Featue 2
Outcome 3 Value 3 Key Featue 3
Outcome 4 Value 4 Key Featue 4
Mapping the Experience CurveCustomer Success Plan
Initial Key Features
10% Adoption
Team Training
Product Training
New Capabilities
Training
Initial Launch
Success Plan Signoff
Launch
Advanced Key Features.
25% Outcome Goal
25% Adoption
Advanced Key Features.
50% Outcome Goal
50% Adoption
Product Advice
Capability Coacing
Coaching
Time
Time
Time
Time
Time
Time
Mapping the Experience CurveCustomer Success Plan
Time
Time
Time
Time
Time
Time
Journey Playbook
Workflow Playbook
Customer Experience CurveMonitoring the Customer’s ‘Experience Curve’.
Outcom
es
TimeInsight 1
Insight 2
Insight 3
Insight 4
Insight 5
InsightsSpotlighting What is Important Now
An Insight Spotlights Important Situations
Not DataNot MetricsNot Dashboards
InsightsInsights Provide an Opportunity for Action
An Insight Spotlights Important Situations
Not DataNot MetricsNot Dashboards
Types of InsightsMany different types of useful insights.
Status Insights - A process or person is ahead of plan or behind time.
Outcome Insights - An outcome is ahead of plan or behind plan (goal, date).
Trend Insights – A key metric has deviated from its recent trend.
Risk Insights - The risks of a part of the system increased or decreased.
Event Insights - Something good or something bad happened.
Velocity Insights – A process sped up or slowed down.
What is a PlaybookPlaybooks standardize and automate workflows.
Types of PlaybooksDifferent Playbooks for Different Jobs
Manual Playbooks
Checklist Playbooks
Automatic (Rule-based) Playbooks
Hybrid Playbooks
Campaign Playbooks
Insight-driven PlaybooksHigh Precision Relationship Management
Stage 1 Stage 2 Stage 3
Actions Actions Actions
Next Playbook
Insights
Example PlaybooksFor Every Customer Success Job
Internal Workflows
Onboarding, Trial Conversion, Quarterly Business Review,Renewals, Upselling, Risk Management, Training, Intensive Care
Journey Playbooks
Adoption Management, Journey Management, New Feature Adoption, Quota(Consumption) Management
Wrap UpOutcome Focus Aligns Vendors and Customer Interests
1. Outcome-focused Customer Success is a critical company-wide business process.
2. Owning the customer learning curve is key to customer success.
3. Deep vertical knowledge is a critical asset.
Introduction to Amity
Powerful Customer Success Software
Powerful Customer Success SoftwarePurpose Built for Outcome-driven Customer Success
Amity Enables High-Precision Relationships.Quantified
Relationships
Algorithmic Relationship Managment
SmartPlaybooks
Insight Reports
BenefitsHigh Precision Relationships
1. Increase Control and Confidence (no surprise).
2. Scalable Processes.
3. Increase Team Productivity.
4. Customer Success becomes a strategic hub for
entire business
Value PropositionDrive Revenue Growth
1. Minimize Churn
2. Maximize Upsell and Cross-sell
3. Maximize Secondary Revenue
(References, Referrals, Advocates)
4. Minimize Cost
Q & A
You are Accountable for the Customer’s Outcomes
For more information contact:Paul Philp, Founder & CEO
paul@getamity.com
Thank You
Confidential © 2014 Amity
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