customer success management is key to b2b cx management · president, customer success, bmc sanders...
TRANSCRIPT
6/20/2018
1
CX NYC 2018
TJ Keitt, Senior Analyst
Customer Success Management Is Key To B2B CX Management
Sponsored by Confirmit
2© 2018 Forrester Research, Inc. Reproduction Prohibited
› Adobe › Google
› ADP › Hubspot
› BMC Software › IBM
› Box › Microsoft
› CA Technologies › Oracle
› Cisco › SAI Global
› Citrix › Salesforce
› DocuSign › Tableau Software
› General Electric › Zuora
Many companies embrace customer success
6/20/2018
2
3© 2018 FORREST ER. REPRODUCT ION PROHIBIT ED.
4© 2018 FORREST ER. REPRODUCT ION PROHIBIT ED.
“A four point improvement in Net Promoter Score
correlates to a 1% increase in shipping volume.”
6/20/2018
3
5© 2018 Forrester Research, Inc. Reproduction Prohibited
Source: Customer Collaboration Powers B2B Customer Experience
This is achieved through a value exchange
6© 2018 Forrester Research, Inc. Reproduction Prohibited
You need consistency in value definition
Source: “Customer Success Management Is The Key To Outstanding B2B Customer Experiences” Forrester report
6/20/2018
4
7© 2018 FORREST ER. REPRODUCT ION PROHIBIT ED.
Everyone here affects the customer experience
because you shape perceptions of value.
8© 2018 FORREST ER. REPRODUCT ION PROHIBIT ED.
6/20/2018
5
9© 2018 FORREST ER. REPRODUCT ION PROHIBIT ED.
Fortunately, we already have a framework
Measurement
Prioritization
Enablement
Research
Culture
Design
10© 2018 Forrester Research, Inc. Reproduction Prohibited
› Constant interaction to foster understanding
› Needs analysis to prioritize improvements
› Frequent conversation to guide design decisions
› Coordination of experience delivery
› Innovative ways to measure the business impact
› Methods to tie customer success to employee success
6/20/2018
6
11© 2018 Forrester Research, Inc. Reproduction Prohibited
This is simply extending CS’s traditional roles
Source: “Customer Success Management Is The Key To Outstanding B2B Customer Experiences” Forrester report
12© 2018 FORREST ER. REPRODUCT ION PROHIBIT ED.
But you have to be willing to take an unknown path.
6/20/2018
7
13© 2018 Forrester Research, Inc. Reproduction Prohibited
“Talk to me again in a year, and I
imagine my organization will
have a different design.”
– Dayton Semerjian, General Manager, Global
Customer Success and Support, CA Technologies
14© 2018 Forrester Research, Inc. Reproduction Prohibited
Our questions for today:
› What are the evolving models for customer success?
› How are customer success practitioners affecting CX?
› How are they proving customer success’s benefits?
› What are the economic models to sustain customer
success?
› What does customer success tell us about CX’s
evolution?
6/20/2018
8
15© 2018 Forrester Research, Inc. Reproduction Prohibited
Meet the panel
John D’Addario
Director of
Customer Success
Strategy, PTC
Greg Myers
Chief Customer
Officer, Americas &
EMEA, Vice
President, Customer
Success, BMC
Sanders Slavens
Executive VP,
Professional
Services, Customer
Success & Product
Support, IBM
Collaboration
Portfolio
Thank youTJ Keitt
+ 617.613.6403
@tjkeitt
For further reference
How To Build A Customer
Success Program
The Five Things You Need To
Effectively Deliver Customer
Success