SaaS.

City
Customer Success
Bootcamp
DAN STEINMAN
General Manager
Gainsight EMEA

DAVID APPLE
VP of Customer Success
Typeform

CRISTINA GEORGOULAKI
Head of Customer Success Management
Typeform
#SaaStock17
Transformation
A Brief History of
Business Computing
Generation #1 - Mainframes

New Org - Information Systems (IS)

• Primarily operations
• Building data centers
• Managing data centers
• Running compute jobs
• Doing tape backups
• Knowing IBM’s phone #
Generation #2 – Distributed Computing

New Org - Information Tech (IT)

• Security
• Asset Management
• Systems/Data Integration
• Company standards
• BYOD
Generation #3 – Cloud Computing

New Org - Customer Success

• Customer Health
• Renewals
• Expansion
• Advocacy
• Outcomes
Ch- Ch- Ch- Ch- Changes
THAT WAS THEN THIS IS NOW

PLATFORM Hardware Software

LOCATION On-Premise Cloud

DELIVERY Install/CD Web
BUYER IT Business Dept.
PRICING Perpetual Licenses Subscription
ASSUMED LENGTH Long Short(er)
OF RELATIONSHIP
# OF VENDORS Few More
WHO TAKES RISK Customer Vendor
PRODUCT Product Services
What Has Changed?
The Power Shift
Power Shift #1

VENDOR CUSTOMER
Power Shift #2
Where do the bookings come from?

Installed Base New Business

Pre-Sales Post-Sales
Pre-Sales Post-Sales
Words of Wisdom

In a world where the Sales motion

never ends, there’s no such
thing as post-Sales
Customer Success
In the Age of the Customer
 A MASSIVE CHANGE
Transactional Economy Subscription Economy

Vendor Customer Vendor Customer

Success Success Success Success
From Reactive Funnel to Proactive Hourglass
TRANSACTION ECONOMY FUNNEL SUBSCRIPTION ECONOMY HOURGLASS

$ $
SALES SALES

SUPPORT SUCCESS
ADOPT EXPAND RENEW

$ $ $
Reactive customer service model
optimized to reduce cost-to-serve Proactive customer success model
optimized to increase revenue per customer
Subscriptions Are Only the Beginning

Transactional
Economy

Vendor Customer
Success Success

If they use more,

who cares?
Subscriptions Are Only the Beginning

Subscription
Economy

Vendor Customer
Success Success

If they use more,

they are more likely to renew.
Subscriptions Are Only the Beginning

Consumption
Economy

Vendor
/Customer
Success

If they use more,

they pay more!
Subscriptions Are Only the Beginning

Outcome
Economy

Success

If you deliver on their outcomes,

they continue to pay you.
Vendors Vendors
Deliver Deliver
Products Success
Words of Wisdom

Customer Success is no longer

just for SaaS companies
trying to reduce churn
Company Type Focus

Churn

SaaS
Company Type Focus

Tech Churn

Upsell/Cross-sell
SaaS
13 of the top 20 largest technology companies in the world have
established a Customer Success Organization

Source: Linkedin, (for at least one product line / department)

Company Type Focus
B2B
Tech Churn

Upsell/Cross-sell
SaaS
Maximize the Value of
Your Customer Base
Tech and Beyond
The Impact Is
Real and Measurable
Bookings Versus Churn

RETENTION
First-order Value

David Skok
Matrix Partners
http://www.forentrepreneurs.com/why-churn-is-critical-in-saas/
ADVOCACY – Second-order Value

Source: Jason Lemkin

VALUATION – Third-order Value

Source: Altimeter and

FactSet 10/2014
Why Do/Should CEOs Love Customer Success?

$1.07

$0.14
$0.09

1 2 3
CAC CEC CRC
Why Do/Should CEOs Love Customer Success?

$1.07

$0.14
$0.09

1 2 3
CAC CEC CRC
Measuring a Recurring
Revenue Business
Measurements Galore!
• Sales growth
• Cash flow
• CAC
• Sales/Marketing efficiency
• Services utilization
• Revenue per employee
• Churn
Words of Wisdom

In the age of the customer,

net retention
is the most important metric
in your business
Guaranteed Success – Rule of 130

Net Revenue Retention >= 110%

Free Cash Flow + >= 20%

TOTAL >= 130%

The Recurring Revenue Waterfall
+18% 111%

100% -9%
+13%
-11%

Cross- Net
Starting Churn Downsell Upsell
Sell Retention
Can Technology Help?
 Marketing Automation
Lifecycle

PROSPECTS
CRM
Customer

CUSTOMERS

Customer
Support

CUSTOMER SUCCESS
Impact Impact
Customer Success Maturity Curve

Predictive

Proactive

Informed

Reactive
Moving Up The Maturity Curve Impacts Net Retention
Performance Benchmarks By Maturity Stage

Current Stage Target Stage

118%
108%
101%
92% 15% 23%
15%
13%

89% 94% 95%

80%

Reactive Informed Proactive Predictive

Avg. Gross Retention % Avg. Expansion Rate % Avg. Net Retention %
Single View of Customer and Health Score
Automation Drives Actionable Insights

Risk Criteria Opportunity Criteria Event Criteria

Milestone Date Missed Implementation Completed Early Post Implementation Survey

Implementation

No Logins > 1 Week > 90% of Allocated Users Deployed

Product Usage Annual Health Check
Drop in logins > 25% Increase in logins > 25%

NPS Detractor Response Identified Promoter Response Identified Semi-Annual Survey

P1 Ticket Unresolved > 1 Week

Support Positive Support Survey Periodic Support Review
> 5 Tickets Logged in 1 Month

Last Contact > 2 Weeks No Contact < 2 Weeks No Contact ==

Summary
• Everything is changing
• Power is shifting externally and
internally
• Customer Success is key
• The impact is measurable
• Key metric is net retention
• Technology can help
Resources

dsteinman@gainsight.com
Expertise Community
@dantsteinman

dsteinman@gainsight.com
@dantsteinman
 Questions?

#SaaStock17
 SaaS.City
Customer Success
Bootcamp
DAN STEINMAN
General Manager
Gainsight EMEA

DAVID APPLE
VP of Customer Success
Typeform

CRISTINA GEORGOULAKI
Head of Customer Success Management
Typeform
#SaaStock17
Customer Success
David Apple | VP Customer Success
Why Customer Success at Typeform?
Why focus on Customer Success?

Retention
Why focus on Customer Success?

Retention Virality
How did the Customer Success team evolve?
Team structure evolution

Customer Support
Team structure evolution

Customer Success

Support Education
Team structure evolution

Customer Success

Support Education Customer Experience

 Team structure evolution

Customer Success

Support Education Customer Experience Account Management

 Team structure evolution

Customer Success

Customer Account
Support Education
Experience Management
Sales
 Team structure evolution

Customer Success

Customer Care Customer Engagement

Sales CS Operations
Customer Account
Support Education
Experience Management
 Pillar missions and KPIs
Pillars

Customer Customer Account

Education Sales CS Operations
Support Experience Management

Understand our
Build relationships
customers’ needs
Empower our with our largest Sell the best Empower the CS
Mission

Empathically solve to deliver more

customers to help customers to solution to the team through
our customers’ value and inspire
themselves achieve ensure they get the right data, tools, and
problems them to achieve
their goals value they signed customers processes
more than they had
up for… and more
anticipated

1st response time

Ticket deflection Net MRR Churn New Biz MRR Hours saved
1st resolution time Net MRR Churn
KPIs

Behaviors post edu Expansion MRR LTV Rotating quarterly

C-Sat NPS
consumption NPS ARR / CAC metric
Cost to serve
Triple bottom line

BUSINESS
Leading & lagging KPIs

COST
Efficiency & estimated ROI

CULTURE
Team happiness index
 ¡Gracias!

Questions? Suggestions? Hate mail?

david.apple@typeform.com
@davidcapple
 Questions?

#SaaStock17
 SaaS.City
Customer Success
Bootcamp
DAN STEINMAN
General Manager
Gainsight EMEA

DAVID APPLE
VP of Customer Success
Typeform

CRISTINA GEORGOULAKI
Head of Customer Success Management
Typeform
#SaaStock17
 Workshop

Mapping the Customer Lifecycle

Cristina Georgoulaki
Head of Customer Success Management
Why the Customer Lifecycle?
Why focus on the Customer Lifecycle?

Have a plan
Why focus on the Customer Lifecycle?

Have a plan Retain

Why focus on the Customer Lifecycle?

Have a plan Retain Expand

How are we going to do it?
How are we going to do it?

Concepts
(5 min)
How are we going to do it?

Concepts Workshops
(5 min) (60 min)
How are we going to do it?

Concepts Workshops Close + Q&A

(5 min) (60 min) (15 min)
What will you walk away with?
Customer lifecycle
helps organisations understand what to do
Start with segmentation

Tier 1

Tier 2

Tier 3
Define stages
Define key milestones
Define touchpoints
Iterative process

Always iterating
Iterative process

Always iterating Rome wasn’t

built in a day
Terminology
Terminology

Customer Journey

Customer Lifecycle

Segmentation

Stages

Milestones

Touchpoints (scheduled, behavioral)

Desired Outcomes
 Customer Journey Customer lifecycle
describes how to deliver the right experience helps organizations understand what
to each individual customer to do

Say what? Still not getting it (link)

Segmentation
dividing customers into groups based on common characteristics
Stages
are the different periods of the Customer Lifecycle
Milestones
are steps or events a customer must achieve in order to use your
product successfully
Touchpoints
are any customer interaction with your brand
Desired outcomes
are your customer needs to achieve
 Workshop 1
Segmentation
Segmentation
dividing customers into groups based on common characteristics
Why segment your customers?
Why segment your customers?

Customize the experience for each segment

Why segment your customers?

Customize the experience for each segment

Determine most valuable customers

How to segment your customers?

Product or
Use Case Organization Industry Revenue
Solution

Customer
Size Persona Territory
Journey
Segmentation
dividing customers into groups based on common characteristics

Tier 1

Tier 2

Tier 3
Workshop: Segmentation

Time for this workshop Examples

10 minutes
● Revenue
Definition ● Persona
Dividing customers into groups based on common characteristics ● Company size
● Country
Why ● Language
- Customize the customer experience ● Culture
- Prioritize most valuable customers ● Proximity
● Product
How ● Function
Base on the most relevant characteristics for your business
CSM team
(High-touch) Over $2k

CSMs strategically engage

(Low-touch) Strategic

Customer Experience team

(Tech-touch) Under $2k
Workshop 2
Stages
Stages
are the different periods of the Customer Lifecycle
Why define stages?

Depending where your customers are in their

lifecycle their needs will be different
How to define stages?
How to define stages?
What to keep in mind...
What to keep in mind...

Your customer’s journey

What to keep in mind...

Your customer’s journey

The goals of each stage

What to keep in mind...

Your customer’s journey

The goals of each stage

Determining the time period

What to keep in mind...

Your customer’s journey

The goals of each stage

Determining the time period

Writing a clear definition for each stage

Stages
are the different periods of the Customer Lifecycle
Workshop: Stages

Time for this workshop Examples

10 minutes
● Trial
Definition ● New customer
Stages are the different periods of the Customer Lifecycle ● Implementation
● Onboarding
Why ● Renewal
Allows you to focus on your customer’s needs at each stage ● Advocate
of their lifecycle ● Reactivation

How
1. Think of your customer’s journey
2. Break it into stages
3. Write clear definitions
4. Define time periods
Onboard Adopt Renew Established Champion

Month 1 Months 2 → 8 Months 9 → 12 12+ months +2 years

Workshop 3
Milestones
Milestones
are steps or events a customer must achieve in order to use your
product successfully
Why have milestones?

Check if customers are getting value along the way,

and take action accordingly
Types of milestones

Customer centric
Based on customer’s desired outcomes
Types of milestones

Customer centric
Based on customer’s desired outcomes

Product centric
Data-based events that lead to customer success and product stickiness
Examples of milestones
What to keep in mind...
What to keep in mind...

Your customer’s desired outcome

What to keep in mind...

Your customer’s desired outcome

The moments your product delivers the most value

What to keep in mind...

Your customer’s desired outcome

The moments your product delivers the most value

Behaviours that make your customers more sticky

 Stage 1 Stage 2 Stage 3 Stage 4 Stage 5

Timeline Milestones
(customer & product centric)
are steps or events a customer must achieve in order to use your product
successfully

Stage definition

Desired outcomes
 Workshop: Milestones

Time for this workshop Examples

10 minutes
● Technical setup complete
Definition ● Team members trained
Steps or events a customer must achieve in order to use ● First project launched
your product successfully ● 60% of licenses have been used
● QBR
Why
To ensure that your customers are on the right track and
getting the most value

How
1. Think of what you’d like your ideal customer to
experience at each stage
2. Identify both customer & product centric milestones
 Onboard Adopt Renew Established Champion

Milestones
0 - 30 days (customer & product centric)
are steps or events a customer must achieve in order to use your product
successfully

This is an important time to build a strong

relationship with the customer and get them off 1. Kick-off call complete
the ground by being proactive whenever possible
to help with training, integrations, etc. 1. Created 1st typeform

1. 70% of team capacity

Desired outcomes
1. Workspaces setup for project launch

● Understand customer’s desired outcomes 1. Has collected 10 responses

● Activate
● “Aha” moment
● 1st project off the ground
● Build trust
Workshop 4
Touchpoints
Touchpoints
are any customer interactions with your brand
Why plan your toucpoints?

Touchpoints are opportunistic in that the customer's experience, opinions, and

relationship with a company and a brand are affected at every touchpoint in a
positive, neutral, or negative way.
Types of touchpoints

Scheduled
Types of touchpoints

Scheduled Behavioral
Drivers of touchpoints

Critical
moments
Drivers of touchpoints

Critical Moments
moments to delight
Examples of touchpoints

Change of
sponsor

Reached No activity
Limit in 30 days

Kick-off Renewal in
call 30 days
Examples of touchpoints

Change of
sponsor

Reached No activity
Limit in 30 days

Kick-off Renewal in
call 30 days
Examples of touchpoints

Change of
sponsor

Reached No activity
Limit in 30 days

Kick-off Renewal in
call 30 days
What to keep in mind...
What to keep in mind...

Complement desired outcomes & milestones

What to keep in mind...

Complement desired outcomes & milestones

Anticipate when your customers might need a helping hand

What to keep in mind...

Complement desired outcomes & milestones

Anticipate when your customers might need a helping hand

Always focus on delivering value - avoid coming across as spammy or

salesy
What to keep in mind...

Complement desired outcomes & milestones

Anticipate when your customers might need a helping hand

Always focus on delivering value - avoid coming across as spammy or

salesy

Be specific about target, channel, trigger, driver, timing, owner, etc.

Workshop: Touchpoints

Time for this workshop Examples

10 minutes
● Change of sponsor
Definition ● Kick-off call
Any customer interactions with your brand ● Seat limit is reached
● Support ticket
Why
To proactively engage with customers to drive them to
value and to prevent churn.

How
1. Think of your milestones and desired outcomes
2. Identify critical moments and moments to delight
3. Have a mix of scheduled and behavioral
Welcome Kick-off Follow-up on
email call account setup

Onboarding

No team members No Typeforms

added created
Recap & next steps
Started with segmentation

Tier 1

Tier 2

Tier 3
Defined stages
Defined key milestones
Defined touchpoints
Now it’s up to you and your team :)
Goal of the session

Have a plan
Goal of the session

Have a plan Retain

Goal of the session

Have a plan Retain Expand

 Gracias!

Questions? Suggestions?
Cristina@typeform.com
@Cris_Laki
 Questions?

#SaaStock17
 THANK YOU
SaaS.City
Customer Success DAN STEINMAN

Bootcamp
General Manager
Gainsight EMEA

DAVID APPLE
VP of Customer Success
Typeform

CRISTINA GEORGOULAKI
Head of Customer Success Management
Typeform
#SaaStock17