Reduce Churn with Adoption All-stars

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Joining Audio BroadcastReduce Churn with Adoption All-starsTodays Host: Scott Schell@Schell_ShockedSenior Manager, Global Customer Success Cisco Systems, Inc.# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialCustomer Success Methodology#successtalkPeopleAutomationProcessAnalytics#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialHi everyone and thank you for joining us for todays Customer Success Talk session. As you may know, the Customer Success Talk webinar series is designed to help you understand and develop your own Customer Success practice by providing ways to address key, customer success fundamentals.In order to help you create a winning customer success strategy, we will focus our efforts on topics in four main areas. People Who do you need on your team, what will they do and how can you influence change?Process What activities will be required to support a customer success strategy?Automation Which tools will enable you to scale your customer success practice?Analytics What information will you need on your customers to create a targeted program?[NEXT SLIDE]2On demand webinars, videos, infographics, blogs, whitepapers and much more!Visit SuccessHubVisit Success Hub#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential3Reduce Churn with Adoption All-starsGuest Presenter: Pete Davis@pjdavis71 Director, Technical Services AmericasCisco Systems, Inc.# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialWe are very lucky to have Pete Davis joining us today. He is a regular on this series and is responsible for the partner strategy for Services in the Americas. His organization designs and develops the partner delivery engagement plan to orchestrate partner delivery resources for Cisco Services. He is going to chat with us today about building your Smart Net Total Care adoption team who are the players and what do they do?4Adoption teams accelerate time-to-value thorough timely, relevant interactions with your customers.Adoption is delivering on promised value.#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialThanks Scott and welcome everyone to today s session. At the end of this session, you should be able to answer three, main questions about building a Smart Net Total Care adoption team:Why is adoption important?What roles are on an adoption team and what characteristics should they have?What does the adoption journey look like and how does each role play a part?Let's start with the basic concept of adoption - When you look at the customer lifecycle, the longest, most difficult part is going to be in the time between contract signing and renewal. This is what is known as the adoption stage in the customer journey. Basically, adoption is what happens between the initial sale and renewal. Our goal is to make renewals what we like to call a non-event and in order to do that, we have to actively manage customer adoption of our solutions to meet or hopefully exceed their expectations and deliver on their business outcomes.5Adoption is critical to satisfaction.Customers expectations must be met in a subscription-based economy.Customers want your commitment to helping them achieve outcomes.Focusing your efforts on adoption will reduce churn and increase renewal rates.#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialFor Smart Net Total Care, the importance of adoption in overall customer health is the same as any other subscription based solution.6Leading on the Edge of Chaos, Emmet Murphy & Mark MurphyA 2% increase in customer retention has the same effect as decreasing costs by 10%.Reduce Cost# 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialWe all want to lower costs and developing a successful adoption strategy with your customers can deliver savings to your business.7Bain & CompanyA customer is 4 times more likely to defect to a competitor if the problem is service-related than price- or product-related.Retain Customers# 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialAdoption is critical to providing customers with a positive experience. It enables you to hold on to your existing business and any new business acquired thereby reducing churn and stabilizing your revenue flow.8Marketing MetricsThe probability of selling to an existing customer is 60 70%. The probability of selling to a new prospect is 5-20%.Sell More# 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialThe best part of an adoption practice when it works well is that you have a captive audience for expand selling opportunities. If you have successfully converted your customers to advocates and believers of the results you deliver, they are much more likely to purchase additional services because they know you are committed to their success.9Audience Poll10Does your company currently have an adoption team or resource in place to support your customer success practice?#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialBefore we go into adoption team roles and responsibilities, I just wanted to see how many of you already have adoption resources in place to support your business. So please take a second and respond to this poll question.[Scott] Question for Pete In your experience with the partner community, what do the see as the biggest area of opportunity when it comes to Smart Net Total Care adoption?10Meet your adoption all-stars.Client Services ManagerOnboarding SpecialistTraining SpecialistCustomer Success ManagerGet Your Winning Team infographic#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialAny adoption team should be comprised of four, main roles Client Services, Onboarding, Training and Customer Success. At your organization, the titles may be slightly different or some of the functions may be combined.Think of your Customer Success Manager as leaders of the adoption team in that they coordinate efforts in order to deliver on customer expectations. They will bring in the resources necessary to achieve your customers desired outcomes. They are going to be with your customer throughout the entire customer lifecycle and will hopefully achieve a trusted advisor status.Client Services and Onboarding will generally play a larger role in the initial phase of the customers adoption journey. They are primarily responsible for customer activation and making sure everything is functional from a technical perspective. Your Training Specialist will be brought in initially to make sure your customer has a basic understanding of how to use the solution and may also continue to assist the Customer Success Manager if there are challenges in product usage or if new customer employees require training.11Your customers trusted advisor.Customer Success ManagerFunction: Customer AdvocatePriorities:Track usage metricsMonitor engagementAccelerate time-to-valueCoordinate customer support#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialYour customer success manager will help your customers use the features of your solutions and help them realize the full benefit of their investment. In turn, they will help drive customer retention and prevent churn. Your customer success managers provides value by monitoring customer activities, conducting quarterly business reviews, identifying expand opportunities and improving retention by making sure that your customers are achieving their desired outcomes.12Your customers guide for getting started.Client Services ManagerFunction: Customer EnablementPriorities:Product deliveryOnboarding coordinationTimely execution#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialOnce a customer has purchased your service, your client services manager will facilitate the transition of your customer from purchase to project delivery execution and adoption. They will act as the point of contact for understanding the purchased solution and next steps for implementation.13Your customers technical resource.Onboarding SpecialistFunction: Technical PerformancePriorities:Collector deploymentData uploadSystem access#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialDepending on your customers solution, onboarding can last from several days to several months. Your onboarding specialist will guide your customer through the process to ensure they achieve a successful onboarding, installation and configuration of their solution, so they can start to benefit from the features available. 14Your customers teacher.Training SpecialistFunction: Solutions EducationPriorities:Basic understandingStickiest featuresAdvanced functionality#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialAfter a customer has access to their solution, make sure they know how to use it. Your training specialist will give them the training they need to learn how to use their solution and help them overcome their technological challenges, so they can start realizing value. This can come in a variety of forms whether its direct to customer interaction, webinars, videos or useful guides.15Get the InfographicGet to know your customer success team.Empathetic, Attentive ListenersExcellent CommunicatorsCommitted Team PlayersPassionate Customer Champions# 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialSo, what kind of personality or character traits would successful members of your adoption team have? Well, the list is pretty long, but here are what I think are the top four qualities to look for Empathetic, attentive listeners - An excellent listener who creates a positive environment, where customers feel comfortable expressing their concerns.Excellent communicators - A clear communicator who is able to relate to customers and internal support teams by speaking the same language to solve problems. .Committed team players - A team player who is willing to go the extra mile for his customers, advising them on the best solutions to meet their goals and how industry changes could affect their business.Passionate customer champions - A dedicated customer champion who sees problems clearly and is able to help customers identify areas of improvement needed to achieve their business objectives.Scott recently published a blog on the Impact website that includes a more comprehensive list and if you would like to get it, you can visit the link included on this slide.16Tips for Building an Effective TeamSometimes assembling a new team can be challenging. You can use these tips to guide your recruitment process and assist you in selecting candidates that will embrace your customer success goals.Virtual HandoutWatch Anatomy of a Customer Success Team#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialHere is also a useful virtual handout to help you select the right team members for your customer success adoption team and create a job description. If you would to take a more in-depth look at how to create job descriptions and qualify candidates, you can watch the on demand session Anatomy of a Customer Success Team featuring Vicki Halsey (Hallsi) from the Ken Blanchard Companies. Total run time for the on demand webinar is about 43 minutes.All of you will get a copy of the slides in the follow up email.170 30 Days31 60 Days61 90 Days91+ DaysAudience PollIn your experience with Smart Net Total Care implementations, how long does it generally take to get a customer activated?#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialBefore we move into to process of Smart Net Total Care adoption, I want to ask all of you how long it typically takes to implement the solution for your customers.While onboarding timelines can vary for each Smart Net Total Care implementation, it is important to remember that the faster the customer is up and running, the sooner you can deliver time-to-value. This is why completing implementation as quickly as possible is a priority for any adoption team. We all know that the strategic priority of Smart Net Total Care for the customer generally determines how long the process will take, but it is important to remind customers of their desired business outcomes and create a sense of urgency. [Scott] Question for Pete In your experience with Smart Net Total Care implementation, on average, how long would you say it takes to get a customer up and running and what are some dependencies that hold the process up?18Your adoption teams primary mission is to accelerate implementation.!!Watch Expand Selling Practices in Action # 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialImportance of the adoption teams function. Feeding professional services CSMs are the lead generators for professional services. Scott covered this in his Expand Selling webinar in March. The customer experience is driven by partner engagement with the customer that leads to delivery of outcomes which leads to professional services. It is about staffing people who will own the customer experience.19Engaged Customers = Revenue Opportunities.PlanDeliverMonitorAssessEngage#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialWhat does the adoption team do? At the heart of their charter are these five, core actions that are taken by the adoption team with each customers and the actions are cyclical in nature. The process of planning, delivering, monitoring, assessing and engaging are repeated throughout the life of the Smart Net Total Care service contract.20Define and agree on customer expectations (desired business outcomes)Assess current state of networkOutline deliverablesDevelop implementation timelinesAssign responsibilitiesEstablish communication cadenceKickoffClient Services ManagerOnboarding SpecialistTraining SpecialistCustomer Success ManagerPlan | Engage#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialDuring the kickoff meeting, your adoption team will work with you to help outline next steps and critical success factors, gather information and priorities, and confirm roles and responsibilities. They will also introduce customers to the ways that different roles in their company can use the portal to achieve their business goals. 21RoleFunctionDelegated Administrator Manages access to Cisco Services and for assigning user roles. Cisco recommends having at least one backup delegated administrator.Smart Net Total Care AdministratorOversees role-based access control capabilities in the Smart Net Total Care portal to grant and revoke permissions (such as access to configuration data, product alerts, and letter of authorization).IT ManagementIdentifies primary priorities and goals and sponsors the network integration. They are major users of Smart Net Total Care. Network Operations/ EngineersWorks directly with you for technical integration. It is critical to assign a single point of contact to be responsible for effective deployment and maintenance of the solution, expertise in the network infrastructure and starting the inventory collection process.Purchasing/Contract ManagersUses data and reports accessible through the portal that can help them proactively plan and budget for future purchases as well as better manage Cisco Services contracts and renewal processes.Data Center Operations/ Engineers Uses the portal to get visibility into data center equipment to help confirm proper coverage on business-critical devices as well as security alerts to help identify any vulnerabilities in the data center network. Information Security OfficerFacilitates the installation of a common services platform collector (CSPC) and will need visibility into the security alerts affecting the network to assess potential threats/vulnerabilities.Customer StakeholdersAttendee ChecklistVirtual Handout#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialIn planning a kickoff meeting with your customers, you should make sure they have identified and invited the key contributors listed here to facilitate a productive discussion.As a reminder, you will get a copy of the slides.22Deliver | EngageEnable system accessCreate a Cisco user profileAppoint a delegated administratorSubmit change management requestsOpen ACLs and firewallsOnboardingClient Services ManagerOnboarding SpecialistCustomer Success Manager#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialCustomers in this phase will start by setting up a User Profile to access the Smart Net Total Care portal. They should select a delegated administrator, who is responsible for managing access to Cisco Services, including the Smart Net Total Care portal, and assigning user roles. It is recommended that customers also designate at least one backup delegated administrator. Whether its IP addresses or rack space, customers will have to make sure that all necessary steps are in place within their organization to allow Smart Net Total Care read-only access.After they have selected and registered a delegated admin, you must make sure that any required network changes to firewalls and access control lists (ACLs) are in place before the deployment starts to make sure the collector is able to access all desired devices. 23Deploy collectorAssemble initial device listComplete device discoveryConfirm managed device coverageVerify collector configurationTechnical ImplementationClient Services ManagerOnboarding SpecialistCustomer Success ManagerDeliver | Engage#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialSmart Net Total Care onboarding begins with an inventory of devices on your network through a collector. If you choose to use the Common Services Platform Collector, you will receive assistance to configure the collector and make sure it is functioning properly. As part of the process, a Onboarding Specialist will schedule a series of short training and troubleshooting meetings throughout the deployment phase.Customer site preparation ahead of the collector installation will accelerate the deployment process. It is recommended that they place the collector on their network management subnet. The collector should be in a secure location behind the firewall and DMZ. Customers will need to create an initial list of devices for data collection. A complete and accurate discovery will be dependent on the collectors ability to access all the chosen Cisco devices in customer network. Information about each device, such as the SNMP read-only community string, device username, and password for accessing device data is needed. The onboarding specialist should work with customers to initiate a discovery of their Cisco devices.24Schedule a basic product trainingReview online training coursesDetermine any advanced training requirementsSchedule live training sessions as requiredTrainingTraining SpecialistCustomer Success ManagerDeliver | Monitor | Engage#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialAt this point, customers may need help in specific areas that are key to delivering their business outcomes. If live training is necessary, the Customer Success Manager will work with the Training Specialist to coordinate the sessions. Customers will also have access to the online training courses featuring information about Smart Net Total Care onboarding, portal usage, and administration. This training is comprehensive and is highly recommended. 25Verify customer activityMonitor report usageSchedule necessary trainingsProvide helpful getting started materialsInitial UsageCustomer Success ManagerMonitor | Engage#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialAt this stage in the adoption process, it is important to verify initial use of the solution and determine what the customer may need to get started including: best practices, tips and tricks, how to guides, training, etc.26Perform customer health checksTrack product usage (reports/downloads)Monitor TAC casesIdentify professional services opportunitiesPromote milestone achievementsMeasure Key Performance Indicators (KPI) trackingConduct ongoing trainingComplete quarterly business reviews (QRBs)Monitoring & EngagementTraining SpecialistCustomer Success ManagerMonitor | Assess | Engage#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialWhen a customer reaches this stage, they are fully onboard and ready for a more advanced adoption strategy. It is during this phase where your Customer Success Manager will begin proactively monitoring the health of your customer and engage where it is beneficial for the customers business. The Customer Success Manager will drive use of your solution in such a way as to deliver customer outcomes. They will also meet with your customers regularly to revisit priorities, establish new goals, share successes and review key learnings.27Getting started.Create an adoption strategyRecruit qualified candidatesExecute your adoption plan#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialIn summary, to get a Smart Net Total Care adoption practice started or any adoption practice started, you should first develop a plan that works for your business and your customers, get the right people on your team to deliver success and execute your strategy.28Upcoming Sessions#successtalkProtect your recurring revenue by building a comprehensive customer adoption journey that is engaging and relevant for your customers. Learn more about how to create a successful Smart Net Total Care adoption practice.Design a Winning Customer Adoption StrategyMay 31, 2016Automation tools can lower your cost to serve customers while improving their experience with your Smart Net Total Care services. Find out how to save time and money with an automated adoption journey.Low-Touch Tactics to Grow Customer AdoptionJune 14, 2016Sign up for a webinar#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialInvest in learning. Join us by register for upcoming sessions to learn more about building a winning Customer Success practice. 29nlemieux@cisco.com scschell@cisco.com@Schell_Shocked@CiscoImpactLet us know what you think!#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco ConfidentialI would also like to take this time to ask for your feedback on the topics and evolution of the series. 30Thank you.#successtalk# 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential