Lessons Learned in Building a Best-in-Class Customer

Success Organization

RemyMalanChiefCustomer  OfficerSugarCRM

The  views  expressed  herein  are  Mr.  Malan’s  own  and  do  not  necessarily  represent  the  views  of  SugarCRM,  Inc.

2%

3%

9%

11%

2%

2%

2%

4%

6%

7%

12%

7%

15%

17%

31%

Onsite  visits/In-­‐person  contact

Deliver  what  is  promised

Build  partnership   relationship

Integrity,  credibility,  trust,  stability,  reliability,  secure

Ease  of  use

Innovation  +  continuous  product  development

Consider  our  input   for  future  development

Good  pricing

Show  value  of  product   through  quality  solutions

Updates  (features/upgrades)  +  help  manage  roadmap

Understand  +  deliver  solutions  to  meet  business  needs

Expertise

Availability  +  responsiveness  to  solve  issues

Proactive  or  regular  communication  +  follow  up

Excellence  in  service  +  support

Gartner  Survey:  What  is  the  one  most   important  thing  a  provider  should  be  doing  to  make  you  happy  as  part  of  an  on-­going  relationship?

Customer  Service  and  Support  =  61%

Services  or  Product  =  30%

Relationship  =  26%

Customer  Success  Impact  Areas

2%

3%

9%

11%

2%

2%

2%

4%

6%

7%

12%

7%

15%

17%

31%

Onsite  visits/In-­‐person  contact

Deliver  what  is  promised

Build  partnership   relationship

Integrity,  credibility,  trust,  stability,  reliability,  secure

Ease  of  use

Innovation  +  continuous  product  development

Consider  our  input   for  future  development

Good  pricing

Show  value  of  product   through  quality  solutions

Updates  (features/upgrades)  +  help  manage  roadmap

Understand  +  deliver  solutions  to  meet  business  needs

Expertise

Availability  +  responsiveness  to  solve  issues

Proactive  or  regular  communication  +  follow  up

Excellence  in  service  +  support

Gartner  Survey:  What  is  the  one  most   important  thing  a  provider  should  be  doing  to  make  you  happy  as  part  of  an  on-­going  relationship?

Customer  Service  and  Support  =  61%

Services  or  Product  =  30%

Relationship  =  26%

Customer  Success  Impact  Areas

Highest   rated  touch  points  by  customers  are  all  about  

relationship:   service,  support,  communication,   trust,  

partnership,   etc.

Creating the Organization

Identify Customer Success Offerings

Support  Services

Relationship  Management

Implementation  Services

Subject  Matter  Experts

Establish Delivery Capability for Offerings

Knowledge  and  Skills

Certifications

Define  Engagement  Processes

Define  KPIs  and  SLAs

Build Your Practice Areas

Project  Success• Practice  strong  governance• Implement  with  agile  to  reduce  risk• Leverage  CRM  best  practices• Maximize  time  to  value  through  incremental  phasing

Adoption  Success• Ensure  stakeholders  are  heard• Practice  change  management  to  ensure  user  success

• Create  feedback  loop  as  a  process  of  continuous  improvement

Operational  Success• Identify  new  areas  for  improvement• Reduce  operational  redundancy  to  maximize  CRM  investment

• Plan  and  implement  future  roadmap

Customer  Success  Team

Source:  SugarCRM,  Inc.

Customer Success 2.0:Segmenting and Differentiating Your Offerings

Support

Basic

Developer

VIP

Relationships

Transactional

Deep  Learning

Technical

Expertise

CRM

Enterprise

Verticals

Customer  Segmentation

Strategics

Top  Revenue

Velocity

Source:  SugarCRM,  Inc.

Single View of the Customer

9

Customer Journey Mapping

Mapping  the  Customer  Journey

Identifying  and  Addressing  Gaps  in  the  Customer  Journey

Creating  a  Total  Customer  View

Automating  Processes  to  Better  Align  with  the  Customer

Creating  a  Cycle  of  Analysis  and  Adjustment

Source:  SugarCRM,  Inc.

Organizational Assessment

11

People

ProcessSystems

A Good Place to Start…

… Competing Verbal Contract Closed

Pre-­Sales

Post-­Sales• Sales  Executive• Other  Sales  Reps• Sales  Engineer• Business  Partner• Executive  Sponsor

• Customer  Success  Executive• Customer  Success  Manager• Professional  Services• Support• Business  Partner• Executive  Sponsor

“The  Close”

Preparing Implementing Deploying Adopting …

Business Transformation

13

Establish Governance for Customer Success

Knit  Together  Your  Customer  Success  Functions

Create  Culture  of  Virtual  Teams

Support  Escalation  to  Engage  the  Right  Teams  /  People

Promote  Customer  Outcomes  as  the  Metric  to  Focus  On

Learn How To Use aChange Methodology

Step  8Incorporate  Change  into  the  Culture

Create  aClimate   forChange

EngageAnd  EnableThe  WholeOrganization

Implementand  SustainChange Step  7

Never  Let  Up

Step  6Generate  Short-­‐Term  Wins

Step  5Empower  Broad-­‐Based  Action

Step  4Communicate  the  Vision  for  Buy-­‐In

Step  3Develop  the  Change  Vision

Step  2Create  the  Guiding  Coalition

Step  1Establish  a  Sense  of  Urgency

See  John  P.  Kotter’s  Leading  Change and  Accelerating  Change.

Thank You