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Red Hat Unplugged The open approach to reconstructing the Customer Experience

JENNIFER DEARMAN Red Hat

LAUREN MINTZ Red Hat

JEFF KIRKPATRICK Red Hat

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ABSTRACT

Red Hat is the largest and most successful open source company in the world. With a business model built on open source technology and freely available products, delivering exceptional value to customers every day is critical. In addition to a compelling product portfolio and sound product expertise, Red Hat is differentiating itself in the industry as a leader in Customer Success. Learn how and why Red Hat is investing in Customer Success and why the focus on a superior customer experience should be on the roadmap for other open source companies.

ABOUT RED HAT

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#1 OPEN SOURCE LEADER

90% MORE THAN

FORTUNE

500 of the

use

PRODUCTS & SOLUTIONS. *

RED HAT

85 WORLDWIDE OFFICES

35 COUNTRIES

SOLUTIONS AWARD-WINNING

500 S&P

COMPANY

RHT NYSE:

~8,000 EMPLOYEES

The world's leading developer & supplier of open source software for enterprise IT

MIDDLEWARE VIRTUALIZATION CLOUD OPERATING SYSTEM

STORAGE

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CUSTOMER EXPERIENCE & ENGAGEMENT

WHO WE ARE

PRODUCTS AND TECHNOLOGIES

CUSTOMER EXPERIENCE AND ENGAGEMENT

CUSTOMER PORTAL

Support Delivery

Subscription Engineering

Customer Content Services

Product Security Certifications Globalization

Customer Experience & Engagement will strive for 100% customer engagement by continually innovating to improve the

overall customer experience & CEE associate engagement.

Strategic Customer

Engagement

CUSTOMER SUCCESS

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A RED HAT SUBSCRIPTION

REALIZING THE VALUE

NO LOCK IN

LIFE CYCLE SUPPORT

access.redhat.com/subscription-value

WHY CUSTOMER SUCCESS WHY NOW

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89% of companies believe that

customer experience will be the

primary basis for competition by 2016 vs. 36% 4 yrs ago.

Gartner’s Top 10 Strategic Predictions for 2015 and Beyond: Digital Business Is Driving 'Big Change'

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Case management

Break fix support

Technical Account Managers

Support Relationship Managers

Voice of Customer

Value of subscription

Aligned to business outcomes

Continuous, guided experience

Scalable engagement

Focus on customer journey

REACTIVE PROACTIVE ENGAGEMENT

CUSTOMER EXPERIENCE

FROM REACTIVE TO PROACTIVE

+

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CUSTOMER SUCCESS

REALIZING VALUE

ROI of active relationship management

Churn Retention, Adoption, Revenue

“For companies providing products & services via a subscription, actively managing customer relationships to ensure their satisfaction and ongoing patronage becomes a critical step in preserving their revenue stream.”

-Forrester Consulting Thought Leadership Paper, 2014

Defining the right customer engagement strategy.

Facilitating the right customer conversations with the right data.

Following standardized engagement processes & experience design.

Hiring the right people.

1

2

3

4

Customer success management is not about technology or account management. It’s a disciplined approach of:

DESIGNING CUSTOMER SUCCESS THE OPEN SOURCE WAY

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INCLUSIVE TRANSPARENT

LEVERAGING OPEN SOURCE

CUSTOMER-CENTRIC

CUSTOMER SUCCESS

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RED HAT CUSTOMER SUCCESS CHARTER

Through continuous engagement and timely delivery of tailored resources, content, and tools, Red Hat Customer Success elevates our partnership to help customers effectively deploy and manage technical deployments and strategically plan for the future.

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CUSTOMER SUCCESS GOALS

Key Metrics

ENGAGE 100% OF CUSTOMERS OVER THE

NEXT 3 YEARS

INCREASE CUSTOMER PRODUCT ADOPTION & DELIVER GREATER

BUSINESS VALUE

PREDICT & PROTECT SUBSCRIPTION RENEWALS &

DRIVE GROWTH

Renewal rates across unengaged customer base

% Reduction in annual churn

% Engagement across customer segments

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CUSTOMER SUCCESS

RED HAT APPROACH

TRANSFORM CUSTOMER SUCCESS PROCESSES

PREDICT & TRACK CUSTOMER HEALTH

TOUCH CUSTOMERS AT SCALE

New resources

Customer Success Roles

Playbooks & scalable engagement

Customer Success Platform

HIGH TOUCH

STANDARD TOUCH

TECH TOUCH

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CUSTOMER SUCCESS ROLES

TECHNICAL ACCOUNT MANAGER

•  Yearly subscription •  Named technical contact •  Primarily proactive guidance •  Available for escalations &

remedial support

CUSTOMER SUCCESS MANAGER

•  Free as part of customer success program

•  Named, non-technical resource

•  Focused on helping customers realize the value of subscription

ESCALATION MANAGER

•  Assigned based on need •  Deep dive escalation handling •  Coordinates with CSM on

customer or sales escalations •  Addresses CSAT detractors

All of these roles work together with the entire account team to ensure the best possible customer experience.

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ENABLING CUSTOMER SUCCESS MANAGERS

TRAINING TOOLING COLLATERAL COMMUNICATIONS

MAKING IT A REALITY

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RHT CSM

RHT Digital

HIGH TOUCH

STANDARD TOUCH

TECH TOUCH

Many:Many & Engagement Marketing

CUSTOMER BASE ENGAGEMENT

1:Many CSM to account ratio

1:Few CSM to account ratio RHT Digital

RHT Sales

RHT TAM

RHT Sales

RHT CSM RHT Digital

CUSTOMER ENGAGEMENT MODELS

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CUSTOMER SUCCESS LIFE CYCLE - GLOBAL PILOT

Adopt Onboarding

 

Monthly Touchpoints Ongoing Success Planning

Executive Business Reviews (quarterly) Product Roadmap Session (annual)

Component Health Monitoring Manual Risk Intervention

Retain

HIGH TOUCH

Renewals Planning & Support

STANDARD TOUCH

TECH TOUCH

Engage

Component Health Monitoring Manual Risk Intervention

Low Health Digital Outreaches Targeted Nurture Campaigns from Red Hat Customer Success

Renewals Support

Onsite Success Kickoff Success Planning

1-1 Onboarding Presentation

Introduction to CSM 1-Many Onboarding Webinar

Digital Onboarding Process

90 days 180 days 270 days

Renewals Support

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CUSTOMER SUCCESS LIFE CYCLE - PHASE 2

Adopt Onboarding

 

Monthly Touchpoints Ongoing Success Planning

Executive Business Reviews (quarterly) End User Contacts Review (bi-annual)

Product Roadmap Session (annual) Predictive Health Monitoring Triggered Risk Intervention

Targeted Nurture Campaigns from CSM

Retain

90 days 180 days 270 days

HIGH TOUCH

STANDARD TOUCH

TECH TOUCH

Engage

Engagement Reviews (bi-annual) Digital Dashboard Delivery (quarterly) End User Contacts Review (annual)

Predictive Health Monitoring Triggered Risk Intervention

Targeted Nurture Campaigns from CSM

Digital Dashboard Delivery Predictive Health Monitoring

Low Health Digital Outreaches Targeted Nurture Campaigns from Red Hat Customer Success

Responsive health-driven actions & predictive modeling

Renewals Support

Onsite Success Kickoff Tool-Based Success Planning 1-1 Onboarding Presentation End User Contacts Review

Introduction to CSM Initial Engagement Review

1-Many Webinar Series End User Contacts Review

Digital Onboarding Process Onboarding Videos

COMING SOON:

NPS

COMING SOON:

NPS

Renewals Support

Renewals Planning & Support

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LEGEND: Internal Action Manual Touch

Automated Touch

DECISION MAKER KEY INFLUENCERS ORG ADMINS (KI) END USERS

MONTH 1 Identify key contacts and flag in SFDC

WEEK 1 Introduction & Customer Dashboard overview (DM)

WEEK 2 CSM Introduction email and with Onboarding Steps

MONTH 2

WEEK 5

Conduct Subscription Value Webinar 1

Follow up email with recording

WEEK 7

Conduct Engaging Red Hat Support Webinar 1

Follow up email with recording

Schedule Contact Management/Review meeting

MONTH 3 Milestone: Onboarding complete (automated) once CTA is closed

WEEK 9

Conduct Contact Management/Review meeting 2

Profile Personalization completion reminder

WEEK 10-12 Send 2 week advance notification of upcoming NPS Survey

ON

BO

AR

DIN

G

NPS Survey

STANDARD TOUCH ENGAGEMENT MODEL

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LEGEND: Internal Action Manual Touch

Automated Touch

DECISION MAKER KEY INFLUENCERS ORG ADMINS (KI) END USERS

MONTH 4-6 Deliver Customer Dashboard (DM)1

Schedule Bi-Annual Engagement Review (DM)

NEW CONTACTS: Introductory email with Onboarding Steps

Webinar series invitations Follow up emails with webinar recording

Profile Personalization completion reminder

MONTH 7-9

Share Customer Dashboard information with VAT for renewal prep (120 day notice)

Conduct Bi-Annual Engagement Review (DM) Follow-up with Customer Dashboard (DM)

NEW CONTACTS: Introductory email with Onboarding Steps

Webinar series invitations Follow up emails with webinar recording

Profile Personalization completion reminder

Send 2 week advance notification of upcoming NPS Survey

MONTH 10-12 Deliver Customer Dashboard (DM)1

Schedule Bi-Annual Engagement Review (DM)

NEW CONTACTS: Introductory email with Onboarding Steps

Webinar series invitations Follow up emails with webinar recording

Profile Personalization completion reminder Renewal /

Anniversary

Responsive health driven

actions as applicable

ENG

AG

E - A

DO

PT -

RET

AIN

NPS Survey

STANDARD TOUCH ENGAGEMENT MODEL

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ON-BOARDING + DIGITAL ENGAGEMENT

ONBOARDING

NEW users

Welcome to Customer Success!

Post-Webinar: Subscription Resources

Webinar Invitation:

Support Best Practices

Post-Webinar: Support

Resources

RISK: Complete Your

Profile Reminder

LIVE WEBINAR: Subscription Value

LIVE WEBINAR: Support

Best Practices

NPS 2-week notice

NPS Survey

Week 1 3 5 7 10 12

Begin responsive, health-driven engagements

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RELEASE EARLY - RELEASE OFTEN

JUNE ‘15 SEPT ‘15

APRIL ‘16

Vendor Selection

PHASE 1 Focused Launch Global

Phase 2 Launch

Americas

APRIL ‘15

Kickoff Workshop

JAN - FEB ‘16

MAR ‘16

Americas CSM Training

Workshop

Program Design Strategy

Messaging Global Consideration

Phase 1 Assessments

Enhancements

WHY GAINSIGHT

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FLEXIBILITY

AUTOMATION

INSIGHTS

PARTNERSHIP

EASE OF WORKFLOW MANAGEMENT

CUSTOMER SUCCESS PROGRAM ENABLEMENT

USING GAINSIGHT

1

2

3

4

SCALABILITY

5

6

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DAY IN THE LIFE

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DAY IN THE LIFE

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DAY IN THE LIFE

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MANAGEMENT DASHBOARDS

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MANAGEMENT DASHBOARDS

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RULE: Onboard New Account

FLEXIBILITY & AUTOMATION

Call to Action: Onboard New

Account Primary

Call to Action: Onboard New

Account Secondary

High Touch Segment?

Primary Secondary OR

Load to Customers

Set Onboarding Status = Boarding

Load to Milestone Create Milestone =

Onboarding Initiated

ACTION 1 ACTION 1

ACTION 2 ACTION 3

&

KEY TAKEAWAYS AND OTHER ADVICE

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WATCH CLOSELY

BE AGILE

KNOW YOUR CUSTOMER

BE OPEN

KNOW YOUR DATA

CUSTOMER SUCCESS

KEY TAKEAWAYS

1

2

3

4

RUN A PILOT

5

6

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THANK YOU