How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews

How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews @GetAmity @CSMPractice #QBRSuccess

How to Deliver Value and Avoid Frustration in Your

Quarterly Business Reviews

James Scott, @ukjamesscottExecutive Strategy Consultant, CSM Practice


Housekeeping!Get your tweet on and join the conversation!

#QBRSuccess@GetAmity @CSMPractice

Q&A at the end – ask your questions in the chat box!

(if we run out of time, tweet or email us)


Tell me!

Have you ever done a QBR?


Were you happy with the IMPACT

it had on adoption, upsell, overall client success and

advocacy?


Today’s Agenda• What is a QBR?• Top 8 Things That Go Wrong in QBRs• The Roadtrip Analogy• 4-Phase QBR Playbook and the 3 Magical Slides• QBR Golden Rules• Key Takeaways & Resources


You are in the right webinar if…

You want to create a highly engaging QBR session where the decision makers hang on every value-soaked word that spills from your lips.


What is a QBR?


What is a QBR?• Quarterly Business Review• Scheduled on a regular basis (not always quarterly…)• Meeting, often in person• Strategic focus• Key stakeholders present


What could possibly go wrong?


Top 8 Things That Go Wrong in QBRs1. Key customer stakeholder doesn’t show up2. No clear agenda3. Customer presents list of technical issues and wants to work

through them4. Customer asks for update on recent ticket and CSM doesn’t know

about it5. Too much of the meeting is taken up with admin topics6. Lack of engagement during meeting7. Lack of agreed next steps8. Follow-up doesn’t take place


How should you be thinking about a QBR?

What is the goal?


The Roadtrip Analogy



San Francisco

Philadelphia



San Francisco

Philadelphia4 Things You Should Knowa) Current locationb) Next major city on your routec) Direction you’re heading (important!)d) What will you need to do to ensure you make it to the next

major city?e.g. get gas, visit restrooms, check tires, etc.

DISCUSS THE ABOVE AT EACH PITSTOP


Your Customer’s Roadtrip (Journey)

Start of Relationship

Desired Outcome


Your Customer’s Roadtrip (Journey)

Start of Relationship

Desired Outcome

4 Things You Should Knowa) Where are they on their journey?b) What is their next major milestone?c) Are they doing the right things to get to that milestone? SUCCESS

VECTORd) What will they need from you to help them reach their next milestone?

DISCUSS THE ABOVE AT EACH QBR


Be their Goose!

or

Wingman Boiler Man


How do we make QBRs great again?


STOP CALLING THEM QBRs AND START

CALLING THEM EBRs!

Seriously! These are Executive-level meetings - so let’s make that

abundantly clear in our language to customers.


EBRs DO NOT BECOME GREAT ON

THEIR OWN. To get great results from EBRs, the secret is to turn your one-off

great EBRs into a repeatable playbook.


4PhaseTRIED-AND-TESTED

EBR PLAYBOOK

► The PLANNING phase► The PRE-EBR phase► The LIVE-EBR phase► The POST-EBR phase


► The PLANNING phaseHow to create an EBR that promotes value like crazy(The 3 magical slides you MUST include)

► The PRE-EBR phaseHow to fill up your EBR with ATL stakeholders

► The LIVE-EBR phaseHow to skyrocket the client engagement to create trust and affinity

► The POST-EBR phaseHow to get your client to realize more value(AFTER your EBR has ended)

EBR PLAYBOOK


Designing an EBR slide deck that promotes value like crazy

Planning Phase


SWEETEN THE EXPERIENCETell them something that they don’t know, which can help them either SAVE money or MAKE money.

1 SLIDE


Create a sense of accountabilityGive them a score. Develop a sense of customer responsibility for outcomes.

2 SLIDESo

urce

: http

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afin.

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g/cu

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ngag

emen

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Show them what else can they get!

• Current situation• Challenges• Top priorities• Impact / KPIs• Benefits

Lay the foundation for a Success Plan

3 SLIDE

Work Your Champion to complete this slide


How to fill up your EBR with ATL stakeholders

Pre-EBR Phase


Define WIIFMSend a powerful email invitation explaining ‘what’s in it for me?’

1) Executive alignment

2) Business benefits / value

3) Clear agenda


How to skyrocket stakeholder interest and level of engagement and create TRUST and

AFFINITY

Live EBR Phase


“No matter whether they buy into everything you discuss or not, make sure they walk away

feeling inspired, excited and driven to take action”


ENGAGE: MAKE IT EFFORTLESS(create a 2-way conversation)

Current situation Challenges The Impact Priorities

The Ideal Solution

Perceived Value

Up / Cross-sell

Opportunities


BE CURIOUS

Discovery Questions Perception of value Value realization


How to DOUBLE your customer’s engagement

(AFTER THE EBR HAS ENDED)

Post-EBR Phase


The power of email: ACTIONABLE FOLLOW-UPLead with clarity to maximize results


Start with a Meeting Summary Meeting Details Key Points / Decisions Meeting Recording


Lead with CLARITYCreate a detailed action items list.

Follow up on this list until you’re ready to present a revised success plan.


Update the Success Plan


4PhaseTRIED-AND-TESTED

EBR PLAYBOOK

► The PLANNING phase► The PRE-EBR phase► The LIVE-EBR phase► The POST-EBR phase


What do you think?


Nothing I’ve shared with you today is theory.

Every single one of these strategies is used by other Customer Success teams to maximize the lifetime value of their

customer base.


An effective EBR playbook will...• Increase adoption, upsell and expansion revenue• Increase in customer advocacy• Reduce rate of churn• Provide consistency in how EBRs are delivered across the

team


Now it’s time for you to create / update your own

EBR playbook!


#EBRGoldenRules• Take Time to Prepare• Focus On The Journey• Set Clear Expectations• Create Meaningful Engagement• Agree Clear Actions• Share Accountability for Follow-

up

Alignment Trust Confidence Progress Desired Outcomes

Doing these…..

Will lead to these…..


Key Takeaways• EBRs are a powerful ‘pitstop’ on the

customer’s journey towards their desired outcome(s).

• A poor EBR will cause client frustration and disruption.

• Create your own 4-Phase Playbook and remember the #EBRGoldenRules


Take Action Today!• Go to www.csmpractice.com/blog and download our QBR checklist.• If you need help creating your own EBR Playbook, or have more

questions, email us at - [email protected] • Follow us on Twitter @CSMpractice

CSM SoftwareServices

Customer Success Workshops

Customer Success Strategy

mailto:[email protected]


Q & A


Thank you for being here!

#QBRSuccess

How to Deliver Value and Avoid Frustration in Your Quarterly Business Reviews

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