improving customer experience by making training data actionable for business teams
TRANSCRIPT
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IMPROVING CUSTOMER EXPERIENCE BY MAKING TRAINING DATA ACTIONABLE FOR BUSINESS TEAMS
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SPEAKER CO-HOSTS
Dave DeringtonHead of Training
Gainsight
Sarah E. BrownMarketingServiceRocket
Jesse MillerProduct ManagerServiceRocket
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ABOUT SERVICEROCKET
Implementation Support Training
ServiceRocket is a trusted partner that fulfills the whole product imperative by helping enterprise customers realize the value of their software investments.
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Learndot Education Platform
• Learndot learning platform provides scalable education delivery
• Multiple education modalities to address various customer delivery models
• Lead generation capabilities targeted at interested learners
• Advanced analytics and reporting capabilities
• Customer branding, beautiful UX
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Software Companies Using Learndot
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The Business of Customer Education (BOCE) At Pulse
servicerocket.com/boce
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Platform
Best Practices
CommunityExpertise
About Gainsight
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From Reactive Funnel to Proactive Hourglass
1
SALES
ADOPT
$ $ $
$
Reactive customer service model optimized to reduce cost-to-serve
Proactive customer success model optimized to increase revenue per customer
TRANSACTION ECONOMY FUNNEL RELATIONSHIP ECONOMY HOURGLASS
EXPAND RENEW
SALES
$
SUPPORT SUCCESS
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6 of top 12 software
companies*
43% of publicly traded cloud companies**
Powering Customer Success Leaders
* PWC Global 100 software study; ** Bessemer Cloud Index ***Deloitte 2016 Fast 500 North America
Customers375+
YoY User Growth2X
7th Fastest Growing Tech Company***
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Drive ROI with Gainsight
Higher Retention
102%Gainsight Customer
Avg Net Retention Rate
vs.
98%Non-Gainsight Customer Avg Net Retention Rate
Faster Growth
30%Gainsight Customer
Average YOY Growth
vs.
25%Non-Gainsight Customer
Average YOY Growth
Time saved per person per week
Less time to process renewals70%
Time saved reviewing accounts50%
25%
Increased Efficiency
Source: Study conducted by Bessemer Venture Partners and Pac Crest, 2015
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AGENDA
• Review• Consumers of Training Data
• Marketing• Post-Sales • Customer Success Managers• Human Resources• Sales• Operations
• What’s Next?• BOCE at Pulse 2017
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Review
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Review!
● Previous Sessions– Building Customer Education Focused on Customer Success– Building and Leveraging Your Customer Education Technology Stack
● Today– Building Improving Customer Experience by Making Training Data
Actionable for Business Teams
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5 Pillars of Customer Success
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CSM, MARKETING, SALES
Demonstrate the value you deliver to your customers to promote adoption,
advocacy, and growth
DEMONSTRATE
Value
Mapping to Teams
POST-SALES
Build a consistent, effective customer journey through one-to-many strategies and high-
impact, timely one-on-one interactions
OPERATIONALIZE
Customer Lifecycle
OPERATIONS, HUMAN RESOURCES
Build a customer-focused organization by improving cross-functional coordination
and measuring impact
ENABLE
Cross-functional VisibilityCSM, MARKETING
Make it easy to spot and act on opportunities for growth and candidates for
advocacy
DRIVE
Expansion & Advocacy
CSM
Proactively identify signs of customer risk and collaborate cross-
functionally to address issues
MANAGE
Customer Risk
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What do we need to do?
● We need to provide training ● We need to provide good training ● We need to get the right people into that training, and at the right
time● We need to confirm that our customers consume our training ● We need to be on the lookout for problems that training can obviate
(call deflection)● We need to consistently measure our impact on Customer Success
metrics: Decreasing churn, increasing revenue
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Marketing
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Marketing
Question:
● What are the Dreams (or Nightmares) of the Marketing Team with respect to Customer Education?
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Marketing
● How do we know that Training Provides / Delivers Value?– Increase Promoters (Advocacy)– Address Detractors
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Post-Sales:Onboarding New Customers
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Admin Training
Cont
ract
Si
gnat
ure
Proa
ctiv
eRe
acti
ve
User Training
Webinars
Low User-Level
Adoption
Detractor NPS Survey
from Training
New Feature Demo
One-to-one
Training
New Admin /
User
Training-RelatedSuppo
rt Tickets
Training Not Being
Consumed
Adoption
Customer Lifecycle (Training / Education)
Reports and Dashboards
NPS Promoter
from Training
Low Scores from Admin
Welcome Email
(Training)
Onboarding
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Customer Success Managers
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How Does Education Map To Customer Success?
● We need to measure our impact on Customer Success metrics:– Decreasing churn– Increasing revenue
● Decreasing Churn– If customers don’t know how to use the product you sold them, they’re
likely to churn● Increasing Revenue
– SaaS products add new features - teaching customers how to use them helps sell more product
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Customer Success Managers
● Release Training– Recertify users
• Increases value of Certification program.– New Feature Training
• Broadly promote• Tied with Product Usage Data (Segment.io + Gainsight)
– Promote training to engaged users. – Re-engage users with training.
● Land and Expand – Demonstrate value to main stakeholders in Customer Company.– Expand to other organizations internally.
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Human Resources
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Human Resources
Key to providing great Customer Education is to have your own knowledgeable team!
● Onboarding your own employees!● Keeping them current ● And above all … proving it!
Example: Security Awareness Training
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Sales
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Sales
● Show correlations between Training and Sales
– How many Prospects took training then became Customers?
– How many Customers took training then renewed? • How many didn’t take training and didn’t renew?
– How many Customers took training then increased active users?
– Which type of training (eLearning/Instructor Led) is more valuable in these scenarios?
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Operations
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Operations
● Financials– How much money was made from selling training? – How much revenue can we recognize on eLearning vs. Instructor
Led? ● Executive
– How many users are coming through our training site?– How many leads do we acquire through our “thought leadership
material”?– How many people are getting “certified” and becoming advocates for
our product?
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● ROI– Am I making enough by selling training to cover my costs?
● Revenue– How does training sales correlate to overall sales?
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WRAP UP
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Recap
● Webinar 1:– Building Customer Education Focused on Customer Success
● Webinar 2:– Building and Leveraging Your Customer Education Technology Stack
● Webinar 3:– Building Improving Customer Experience by Making Training Data
Actionable for Business Teams
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Recap continued...
● Validating Value (ROI) of the Business of Customer Education● Proving that concept of Customer Education is Real
– We’ve provided you ways to build this function inside of your business. ● Giving you ways to provide that Customer Education brings value -
provide you with tools in order to prove– Can empower yourself– Can empower your organization– Can empower your customer– IT ALL Centers around Data that you’re bringing to the table
● Better person, better at your job, and your customers are better
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WATCH ALL WEBINARS IN THE SERIES
[Recorded Webinars]Building Customer Education For Customer Success
Three-Part Serieshttp://servicerocket.com/success/webinars
MORE INFO ABOUT BOCE AT PULSEhttps://www.servicerocket.com/boce
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Dave DeringtonHead of Training
Gainsight
Sarah E. BrownMarketingServiceRocket
Jesse MillerProduct ManagerServiceRocket
QUESTIONS
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servicerocket.com