What does it really mean to build a customer culture?

PRODUCED BY

Imperative à Cultural Changes à Process & Systems à Mindsets

The focus for today

Claire Burge CEO

Omer Gotlieb Co-Founder

Your business success = Your customer’s success

Retaining customers is your revenue growth engine

+5% retention leads to

+25% to +100% profitability impact

© 2017 Gartner, Inc.

Selling to new customers is

5x-12x the cost of selling to existing customer

Reta

in C

usto

mer

s

Expand Usage/Upsell Cross-Sell

“To succeed with a subscription model, businesses must serve their customers, understand their needs, and keep them happy over time.”

Jason Pressman, The Not-So-New Promise Of The Subscription Economy

The customer is in the driver’s seat

Customer centricity impacts everyone

“ Business is simple. Management’s job is to take care of employees. Employee’s job is to take care of the customers. Happy customers take care of the shareholders. It’s a virtuous cycle.” John Mackey, Founder & CEO, Whole Foods Market

“ Customers’ success impacts shareholder value Source: Forrester Research

Jeff Bezos has the right idea

True customer obsession centers and aligns your business around your customers. RESIST PROXIES I.e. strict processes. Assess each situation individually EMBRACE EXTERNAL TRENDS Identify (easy), then embrace and adopt (difficult) meaningful external trends HIGH VELOCITY DECISION MAKING “Disagree and Commit.” Optimize for fast iterations over perfect attempts.

(The  following  diagram  is  an  adapta4on  of  an  illustra4on  by  ar4st  Hugh  McLeod)    

A

X

G

H E

F

B

C

D

EMBRACE

CUSTOMER

Sales

Customer Success Team

Marketing

Product

Prof. Services

Support

Engineering

Billing & Finance

Customer success must become everyone’s business

E2C Growth Strategy

E2C – Data, Engagement and Impact

Connect the dots of all customer data and

proactively monitor for meaningful health changes

Drive adoption, retention, and expansion with proactive

engagements through the customer journey

Empower everyone in the company to participate in

customer success with access customer data CUSTOMER

CENTRIC DATA

CUSTOMER ENGAGEMENT

ENTERPRISE IMPACT

Totango – E2C Platform

TOTANGO DNA-CX™

Customer Centric Data Model Powering CSC + Zoe

+

For Customer Success Teams

Customer Success Center

For The Entire Company

Team, I’ve got training tomorrow morning. Can I get resolution on the bug ASAP?

@jake, I can help. @zoe I will fix the bug today.

GOAL: Deliver on-site training by fixing a bug ACCOUNT: CYBERDYNE SYSTEMS DUE: Tomorrow

Sign me up

NEW IMPACT REQUEST

Thanks @noah for signing up!

CSM JAKE

Engineer NOAH

Meet Zoe

Team, I’ve got training tomorrow morning. Can I get resolution on the bug ASAP?

@jake, I can help. @zoe I will fix the bug today.

GOAL: Deliver on-site training by fixing a bug ACCOUNT: CYBERDYNE SYSTEMS DUE: Tomorrow

Sign me up

NEW IMPACT REQUEST

Thanks @noah for signing up!

CSM JAKE

Engineer NOAH

Powered by DNA-CX™

Zoe enables everyone in your company to participate in customer success

ACCESS

IMPACT

PARTICIPATION

Get information on any customer or segment without a special login

Enlist others by sharing information and customer-centric causes

Take action with fast turn-around that impact your customers

customer success framework

INDIVIDUALS

LEADERSHIP

TECHNOLOGY

customer-centric skillset CRITICAL THINKING CREATIVITY

adapting to change visual thinking

teaching communication skills

collaboration

active listening empathy question & query design risk ethical conduct

Hives Honest conversations Intentional mentoring Journalling Structured reflection Customer critique

Quality of the experience = The ultimate measurement

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customer-success