defining your customer health scoring model€¦ · 05/07/2015 · aligning on risk definitions no...

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DEFINING YOUR CUSTOMER HEALTH SCORING MODEL

Edward Hejtmanek Customer Success Manager Ooyala

Julia Guyadeen Director of Product Management Gainsight


Edward Hejtmanek, Ooyala

•  Business Operations Analyst &

Customer Success Manager

•  Focus includes customer

satisfaction insights, customer

success data-centric monitoring,

and data-centric business ops.


Julia Guyadeen, Gainsight

•  Director of Product Management

•  Focus includes Market and

Customer Insights, Customer

Success Operations, Product Best

Practices


Health Scoring: The Traditional Approach


Health Scoring @ Ooyala

1.  Beginning the Exercise

2.  Implementation

3.  Results


Where to Start with Health Scoring?


Where to begin?

The fundamental question: Do we understand the health of our customer base?

The unfortunate answer: Nope


Where to begin?

Goal for project: Take the understanding a CSM has of their individual customers to apply to the whole account base


Starting Assumption

GREEN: Healthy customer

at no risk of churn

Amber: Risk

Red: Escalated Risk

Assumption: As the market for video becomes commoditized, if you’re not a happy customer, you’re a risk for churn


What Makes a Happy Partner?

1.  A Product they love

2.  A Partner they trust


Quantifying the health of the product and partnership

Product Reliability Adoption Feature Completeness Innovation PSG

Partnership Mutual Plan/Vision Video Penetration Expansion Engagement Financial


Implementation


Where to begin?

Process: 1.  Develop a Team 2.  Set Goals 3.  Argue 4.  Develop a scoring framework 5.  Create a scoring tool 6.  Argue 7.  Train the team 8.  Implement Process


Arguing

1. Developing a Scale - Ease of use for CSM (cannot be ambiguous) - Quantifying overall health to be actionable

2. Tool Selection 3. Method of Training 4. Rollout Plan


Weighing the Different Factors



55%

45%



5% 14% 17% 14% 5%

13% 5% 12% 5% 10%


Building the Model

1.  Display all Criteria 2.  Calculation happens in final cell 3.  Each Criteria is scored 1-5


Clarification to ensure Quality Control


Clarification to ensure Quality Control

1

3

5

2

4 Ooyala has done a bad job as a partner. Either our product or the way we have conducted business with the partner isn't satisfactory. This partner is in strong danger of churning.

Ooyala is killing it, we've exceeded expectations and are a fantastic partner, with the customer's explicit agreement as such.

Ooyala has done a good job and overall the customer is happy. There may be some areas for improvement.

Ooyala has done an okay job with this customer. They are neutral on Ooyala and haven't explicitly or consistently agreed that we are a superior partner

Ooyala has done a terrible job as a partner. One or more mission critical areas have failed and the customer is actively looking to replace us.


Results


Weighing the Different Factors

1.  Dashboards

2.  Deeper understanding of our customer base

3.  Executive Management can focus their efforts


A New Scoring Framework at Gainsight


Identifying Key Health Signals

Readiness

Product Fit

Implementation

Support Escalations

Product Bugs

Company

Sentiment

Adoption Habits

1

2

3

4

5

6

7

8


Creating Accountability Across the Company

Readiness

Product Fit

Implementation

Support Escalations

Product Bugs

Company

Sentiment

Adoption Habits

1

2

3

4

5

6

7

8

VP Sales

VP Product

VP Services

CTO

VP CS


Aligning on Risk Definitions

No signs of risky behavior

Detectable, objective sign of risky behavior

Escalated risk

“This customer is showing no signs of this particular risk"

”The data suggests that this customer has a visible risk"

“I think this risk needs more of the company’s attention / resources / time”


Define Criteria for Each Measure

Readiness Product Fit Implementation

Green Meets all qualification criteria No CTA No CTA

Yellow Non-standard systems or use case

Auto CTA open: - Support ticket identified as Product risk OR Manual CTA open

CTA open (auto): - Delay in critical project milestones

Red Key qualification criteria not met

CTA flagged: - Customer said will not renew if we don't add this feature - Adoption is stalled due to this

CTA flagged: - Multiple delays - Escalation from the customer



Support Escalations Product Bugs

Green No CTA No CTA

Yellow CTA open (auto): -  Volume (5+ tickets) or Duration

(21+ days) -  High/urgent priority

CTA open (auto): - High priority support ticket identified as Bug - Customer has 3+ Bugs

Red

CTA flagged: - Customer expressed concern about this issue - CSM views this as critical issue to the customer

CTA flagged: - Customer said will not renew if we don't add this - Customer Adoption is stalled due to this - Multiple customers with same issue



Company Sentiment Habits

Green No CTA Exec NPS promoter AND no detractors in last 3 months

No CTA: Sticky product usage 20%+ HLUs

Yellow

Manual CTA open: - Financial difficulty - Re-org

Auto CTA open: - Sponsor / Admin loss (with intent to re-hire)

Else Opportunity CTA: Else

Red

CTA flagged: - Major financial difficulty - Re-org that could lead to reduced use of GS - Sponsor / Admin loss without intent to re-hire

Executive NPS detractor in last 3 mos. Manual CTA open by CSM Auto CTA open: 3+ risks open in the last 6 months

Risk CTA: Zero page views over the past week


Tracking History for Each Measure


Making It Easy to Review At-Risk Accounts


Questions?

defining your customer health scoring model€¦ · 05/07/2015 · aligning on risk definitions no...

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