Driving Product Adoption with Insight-driven Playbooks

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Driving Product Adoption with Insight- driven Playbooks Paul Philp – CEO Tel: 925-736-7876 | [email protected]

Transcript of Driving Product Adoption with Insight-driven Playbooks

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Driving Product Adoption with Insight-driven Playbooks

Paul Philp – CEOTel: 925-736-7876 | [email protected]

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Agenda

1. The Customer Success Revolution

2. Why Focus on Adoption

3. Owning the Customer Experience Curve

4. Insight-driven Playbooks

5. Short Introduction to Amity

6. Q & A

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The Customer Success Revolution

Relationships are the New Business Model.

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The World has Moved to a Subscription

Economy.

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Subscriptions are a Relationship Business

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The DNA of Subscription SuccessTotal Alignment over the Lifetime of the Relationship

Vendor Success Process

CustomerSuccessJourney

LandAdopt

Expand

DecideTransform

Outcomes

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Customer Success to the Rescue

Actively manage

customer relationships

to reduce churn, grow

existing revenue, and

influence new sales.

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Customer Success: a Key Business ProcessA Company Wide Business Process

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Why Focus on Adoption?

Growth is a Function of Outcomes

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Low AdoptionWell, I bought a membership.

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Ineffective AdoptionSure, they are using the product now, but ….

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Effective AdoptionNice outcomes!

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Adoption is the Foundation of Customer SuccessSystematic Adoption Management

AdoptionManagement

CustomerOutcomesRevenue

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ConsumptionRevenue

Recurring Revenue

Churn

Land and

Expand

Outcome-basedValueProp

Coach

Alignment

Adoption

Journey

RenewalCustomerOutcomes

Everything as a Service

From Adoption to Outcomes

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Owning the Customer Experience Curve

You are Accountable for the Customer’s Outcomes

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Customer Experience CurveThe Vendor Owns the Customer’s ‘Experience Curve’.

Outcom

es

Time

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Customer Experience CurveThe Vendor Owns the Customer’s ‘Experience Curve’.

Outcom

es

Time

This is the HARD work of customer success.

ProcessesTechnology

SkillsPractices

Capabilities

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Mapping the Experience CurveCustomer Success Plan

Outcomes Date Key Featues

Outcome 1 Value 1 Key Featue 1

Outcome 2 Value 2 Key Featue 2

Outcome 3 Value 3 Key Featue 3

Outcome 4 Value 4 Key Featue 4

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Mapping the Experience CurveCustomer Success Plan

Initial Key Features

10% Adoption

Team Training

Product Training

New Capabilities

Training

Initial Launch

Success Plan Signoff

Launch

Advanced Key Features.

25% Outcome Goal

25% Adoption

Advanced Key Features.

50% Outcome Goal

50% Adoption

Product Advice

Capability Coacing

Coaching

Time

Time

Time

Time

Time

Time

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Mapping the Experience CurveCustomer Success Plan

Time

Time

Time

Time

Time

Time

Journey Playbook

Workflow Playbook

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Customer Experience CurveMonitoring the Customer’s ‘Experience Curve’.

Outcom

es

TimeInsight 1

Insight 2

Insight 3

Insight 4

Insight 5

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InsightsSpotlighting What is Important Now

An Insight Spotlights Important Situations

Not DataNot MetricsNot Dashboards

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InsightsInsights Provide an Opportunity for Action

An Insight Spotlights Important Situations

Not DataNot MetricsNot Dashboards

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Types of InsightsMany different types of useful insights.

Status Insights - A process or person is ahead of plan or behind time.

Outcome Insights - An outcome is ahead of plan or behind plan (goal, date).

Trend Insights – A key metric has deviated from its recent trend.

Risk Insights - The risks of a part of the system increased or decreased.

Event Insights - Something good or something bad happened.

Velocity Insights – A process sped up or slowed down.

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What is a PlaybookPlaybooks standardize and automate workflows.

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Types of PlaybooksDifferent Playbooks for Different Jobs

Manual Playbooks

Checklist Playbooks

Automatic (Rule-based) Playbooks

Hybrid Playbooks

Campaign Playbooks

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Insight-driven PlaybooksHigh Precision Relationship Management

Stage 1 Stage 2 Stage 3

Actions Actions Actions

Next Playbook

Insights

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Example PlaybooksFor Every Customer Success Job

Internal Workflows

Onboarding, Trial Conversion, Quarterly Business Review,Renewals, Upselling, Risk Management, Training, Intensive Care

Journey Playbooks

Adoption Management, Journey Management, New Feature Adoption, Quota(Consumption) Management

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Wrap UpOutcome Focus Aligns Vendors and Customer Interests

1. Outcome-focused Customer Success is a critical company-wide business process.

2. Owning the customer learning curve is key to customer success.

3. Deep vertical knowledge is a critical asset.

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Introduction to Amity

Powerful Customer Success Software

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Powerful Customer Success SoftwarePurpose Built for Outcome-driven Customer Success

Amity Enables High-Precision Relationships.Quantified

Relationships

Algorithmic Relationship Managment

SmartPlaybooks

Insight Reports

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BenefitsHigh Precision Relationships

1. Increase Control and Confidence (no surprise).

2. Scalable Processes.

3. Increase Team Productivity.

4. Customer Success becomes a strategic hub for

entire business

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Value PropositionDrive Revenue Growth

1. Minimize Churn

2. Maximize Upsell and Cross-sell

3. Maximize Secondary Revenue

(References, Referrals, Advocates)

4. Minimize Cost

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Q & A

You are Accountable for the Customer’s Outcomes

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For more information contact:Paul Philp, Founder & CEO

[email protected]

Thank You

Confidential © 2014 Amity