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Triggering SuccessApplying Automations to the High-Touch World
Shiv MahajanBox
Nora SozaBox
#Pulse2017
©2017 Gainsight. All Rights Reserved.
Cloud Content Management from Box
Secure document vaults
Content submission and approval
Field worker enablement
Custom digital apps
External and team collaboration
Mobile productivity
Real-time notes for teams
Cloud file shares
Productivity and collaboration
Document retention and disposition
Document workflow
Simplified digital asset management
Custom process integration
The simple and secure way to bring all of your people, information and applications together to revolutionize how you work
©2017 Gainsight. All Rights Reserved.
Box’s customer base spans all types of customers
Enterprise
SMB & Small Deployments
Free
64%Fortune 500
71kCustomers
40M+Free Users
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To support our customers post sales, we have a mature standalone global Customer Success organization
Box Consulting User Services Executive Programs
Customer Success Management
Scaled Engagement Programs Customer Advocacy
Productivity & Operations
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Supporting mom-and-pop shops on one side andFortune 100 brands like GE on the other hand
make our lives in Customer Success interesting!
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As our customer base has grown, we have faced three main challenges
in scaling CS
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Maintaining CSM target ratios is extremely hard with an ever growing customer base
1
Potential
Spen
d
CSM Threshold
Pooled CSM Team(Customer Advisory)
Named Customer Success Manager (CSM)
SMB~100:1
Mid Market~65:1
Enterprise~35:1
Low Touch
HighTouch
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Even with our target ratios for CSMs, there are some customers who don’t get much attention
2
CSM’s time per account
Extreme #1Time peanut-buttered across
every customer
Extreme #2Focus on one or two main
customers
RealityLoudest customers win;
many get ignored
Equal Concentrated
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High-touch and low-touch CS methodologies have mostly developed in silos
3
Customer Advisory“Low Touch”
Customer Success Management“High Touch”
Lifecycle Emails(e.g., onboarding, sales
handoffs)
Trip-wire Scripts(e.g., admin change)
Early Adoption Program
Continued Adoption Program
EBRs CTAs
Portfolio Assessments Risk Pipeline
… …
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As part of this past year’s planning cycle, we challenged ourselves to think differently and to
become more efficient
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Automated OutreachListen for “Trip-Wires”
Follow Up Call
Customer Advisory – our ‘Low-Touch’ pooled program
Inspire Action
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1:1 OutreachCSM Dependent
Call
CSM– our ‘High-Touch’ portfolio program
Recreated Every Time
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Create a ‘Baseline Services’ modelAn engine built to listen and act creating a new baseline experience for all of Box’s customers
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Changing the paradigm
Customer Advisory“Low Touch”
Customer Success Management“High Touch”
Early Adoption Program
Continued Adoption Program
EBRs
Portfolio Assessments Risk Pipeline
… …Baseline ServicesLifecycle
Campaigns(e.g., onboarding, sales
handoffs)
Trip-wire Scripts(e.g., admin change) Macros
Inbound ProgramProgram-specific
CTAs & Campaigns
Program-specific CTAs &
Campaigns
… …
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Challenging the ‘High-Touch’ model
Caution: Change management is hard and takes time
Project Charter
Driver & Steering Committee
Sponsor
What’s the problem?
What’s the goal?
Definition of Success
Approaches we took
• Leverage a project charter to gain alignment on Problem and Goals
• Ensure the right people have an active seat at the table
• Roadshows are your best friend J
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Suggest OutreachListen for “Trip-Wires”
Follow Up Call
Context: Personalized Automation
Inspire Action
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EXAMPLE: Workflow for Admin Change
Admin Change
Suggest OutreachListen for “Trip-Wires” Inspire Action
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EXAMPLE: Workflow for Admin Change
Admin Change
Suggest OutreachListen for “Trip-Wires” Inspire Action
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EXAMPLE: Workflow for Admin Change
Admin Change
Suggest OutreachListen for “Trip-Wires” Inspire Action
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Build a library of ‘Trip-Wires’
Suggest OutreachListen for “Trip-Wires” Inspire Action
Changein Activity
Non-Payment & more…
NPSAdmin Change
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Key Takeaways
Break Silos Challenge“High Touch”
Personalized Automation
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Questions to take home
q Do you have a notion of ‘high-touch’ and ‘low-touch’?
q Who're you solving for? CSMs? Pooled-model? Customers?
q Do you have the data and systems to code trip-wires?
q How do you implement this? Do you fully or partially automate?
q How does automation layer into your current outreach model?
q Who runs this?
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THANK YOU
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#Pulse2017
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