subscribed 2016: do you really know your customers

Using your subscriber data to gain focus, achieve results, and scale for success

Jason Hubbard | VP Marketing, Cirrus InsightKevin Suer | Product Director, Zuora InsightsRachel English | Director, Customer Success, Zuora Insights

Do You Really Know Your Customers?

Using your subscriber data to gain focus, achieve results, and scale for success

Jason Hubbard | VP Marketing, Cirrus Insight

Kevin Suer | Product Director, Zuora Insights

Rachel English | Director, Customer Success, Zuora Insights

agendado you really know your customers?

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achieve results

bring your customers into

focus

scale across your whole

team

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Kevin SuerProduct DirectorZuora

Rachel EnglishDirector, Customer SuccessZuora

Jason HubbardVP, MarketingCirrus Insight

meet today’s speakers

cirrus insightyour inbox perfectly integrated with salesforce

cirrus insightin two numbers

page06Based on average Cirrus Insight customers’ Salesforce organizations.

roi based on 3.5 hours saved per weekper user of cirrus insight

700%

boost in salesforce adoptionwhen using cirrus insight10x

Zuora Insights was built for the Subscription Economy, where enduring relationships with customers are the key

to success.

zuora insightswhy it’s important

Bring your customers into focus

the challenge, part 1:customer data lives everywhere

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CRMYour team is profiling and interacting with prospects

and customers

AnalyticsYour customers are visiting your sites, searching for you, and consuming your social media

SpreadsheetsYour team is analyzing your

subscribers

MarketingYou’re promoting your brand and products

ProductYour customers are

engaging with your product every day

ZuoraYour customers are signing up and paying for subscriptions

Data WarehouseYou’re storing lots of

detailed information about your customers

Customer SupportYour customers are getting help from your customer care team

how do you determine healthy customer behavior?

how does it differ from at-risk customers?what should you do about all of it?

the challenge, part 2:the right customer focus

how to: put your data together in a pipeline

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pull together customer data from all of your systems on a regular

schedule

ingestcreate a place to

permanently store all raw data for future-proof

analysis

storematch and blend your

data sources and create meaningful metrics that

connect the dots

transformsurface engaging

visualizations and trends, segment your customers,

and enable alerts and triggers

use

how to: look at data with the most leverage

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Subscriptions, products, rate plans

Subscription data

Invoices, paymentsPayment data

Application usage, website visits

Usage data

Profile, interactions, tasks, campaigns

CRM data

Cases, tickets, ratings, escalations

Support data

Email, social, adsMarketing data

Name

Email

Address

TRADITIONAL CUSTOMER RECORD

SUBSCRIBER IDENTITY RECORD

Engagement

Behaviors

Interactions

Trends

Metrics

Orders

Invoices

Payments

how to:deepen the “subscriber identity”

Profiles

Subscriptions

Lifecycle

Personas

Comparisons

Dynamic membershipTimeseries visualizations

track segment trends

Flexible query toolMultiple data sources

draw from rich criteria set

how to:broaden perspective with segments

how to:insights product demo

Achieve results

cirrus insightwe lacked visibility into customer data

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Customer data was siloed in Salesforce Our usage data was siloed in MixpanelOur silos made it difficult for us to be proactive

zuora insightshas helped us get the visibility we need

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Insights segments have helped us group customers based on behavior.

Segments

Account dashboards pull together key information in a single place.

Account Dashboard

Insights models offer reliable measures of account engagement.

Accurate Models

Our sales reps can access data about accounts right from Salesforce.

Salesforce Access

cirrus insightwe wanted to optimize trial conversions

High volume of trialsWe were experiencing a very high volume of new trial accounts for our product.

Prioritize sales team focusWe wanted a way to help prioritize which trial account sign-ups we should have our sales team focus on.

“As a boot strapped startup we had to find ways to sell smarter that allowed us to scale with limited resources”

trial accounts thatconverted to paid49%

new trial accountsin last year14,00

0

account executivesmanaging all trial accounts7

cirrus insightresults

cirrus insightwe wanted to retain more customers

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annual contractsOur company was 2.5 years old when we adopted Insights and with annual contracts, preventing churn was becoming a bigger focus for our organization.

smart operationsWith limited resources we couldn’t build out a success team big enough to touch all accounts.

customer targetingWhen we launched Insights, we had no Customer Success team, we didn’t have a good way to identify accounts to target.

grew csm team members in last year

3training sessions conducted

400+ additional

revenue from add-ons & upsells

$500K

cirrus insightresults

unified complianceresults

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bizlibraryresults

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Scale across your whole team

Customer Success - Prioritization“Can you help me identify the customers at risk of churn so I can save them?”

your teamshave different questions

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Marketing - Engagement & Targeting“Can you tell me who my most engaged customers are?”

Sales - Upsell Identification“Can you help me identify my expansion opportunities?”

Product - Optimization“Can you tell me what parts of the product customers use the most?”

Finance - Planning & Analysis“What do we need to do to hit our corporate objectives?”

putsubscribers

at the center

you work with customersin many ways; meet them where they work

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EmailYour team is interacting with your customers over email.

SocialYour customers are interacting with you on social media.

PhoneYour team is having phone conversations with your customers.

In PersonYour team is meeting in person with your customers.

your logo

cirrus insightautomating the csm team

check up emails sent automatically to at risk accounts.

automatic emails01

alerts and Salesforce tasks automatically assigned to success managers.

instant alerts03

dashboards utilized to assess health of account and review with organization’s admin.

health dashboards

02

after implementing, success plan results are measured and reviewed.

measureable results

04

demo:insights in your team’s workflow

introducingcirrus insight inbox apps

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final takeaways

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01

Put your data together in a data pipeline

04

Broaden perspective with segments

02

Look at data with the most leverage 0

5Have customer data meet your team where they work

03

Deepen the “subscriber identity” 0

6Insights can help

how toget insights

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contact your zuora account executiveYour Zuora account executive will walk you through the process of exploring Insights for your organization.

email our product specialist, amanda.olsen@zuora.com Amanda will connect you with the appropriate contacts to start the process of exploring Insights.

or,

Check out Zuora Academy for more great info and actionable advice.

All the info you need to build and run an amazing subscription business.

https://www.zuora.com/academy/