Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Scaling Customer Success:Strategies for Account Segmentation
#PracticalCustomerSuccess
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
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Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Presenters
Josh RobitailleSurveyGizmo
Marketing Manager
Ed PowersService Excellence
PartnersPrincipal
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Agenda
• Stratification strategies• Scaling for success• The SurveyGizmo story• Q&A
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Poll #2
What’s motivating the change?
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
In the early stages…
Any deal is a good deal!
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Se-ries
1
Account
Reve
nue
Soon…
The critical few…
...and the trivial many
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Se-ries
1
Account
Reve
nue
A common way…
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Value Propositions
Target customers
Costs/tradeoffsSource: Building Market Focused Organizations, Lanning and Philips
Benefits
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Example: Mobile Quoting App• FOR: service managers at large, national chain auto body shops • WITH NEEDS FOR: more accurate collision claims processing • WE OFFER: a mobile app linked to a SaaS application • THAT MEETS THE NEEDS BY: allowing techs to quickly photograph,
annotate, submit quotes and order parts from their mobile devices• FOR THE PRICE OF: $200/user/mo.• WITH THE BENEFITS OF: quotes finished in half
the time with 99% accuracy and 82% less rework• AND SUPERIOR TO OTHER ALTERNATIVES
BECAUSE: we combine big data and image recognition to automatically identify needed parts
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Value Propositions
Deliver CommunicateChoose
Source: Building Market Focused Organizations, Lanning and Philips
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
CS Role in Segmentation
Develop Market Model
Discover Segments
Assess Competitiveness
Target and Prioritize Segments
Imagineer Solutions
Test
Validate & Monitor Assumptions
Refine Value Propositions Product ManagersCustomer Success
Key:
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
And Now a Word on Operations…
Strategy
Do the right things
Tactics
Do things right
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Se-ries
1
Account
Reve
nue
Static Ratio Approach
5:1
250:1 8
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Dynamic Ratio Approach
Series1
Usa
ge a
nd T
rust
<x:1 y:1
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Scaling the Customer ExperienceRecognize
Need Investigate Decide Purchase Implement Learn Use Renew/ Terminate
E-Mail Nurturing Campaigns
Webinars
Online Communities
Video Messaging
Guided LearningIn-Product Messaging
Gamification
Performance Analytics
“Easter Eggs” PRAOK
Personal Contact
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Josh RobitailleMarketing Manager
Former Sales Manager/Former Services Manager/ Former Salesman/Former Billing
Coordinator
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
2011 --------- 2012 --------- 2013 --------- 2014 --------- 2015
Sales
Sales Pro Service Developer
Pro Service Developer
Sales Manager
Marketing Analyst
Senior Web Designer
Coordinator
Content Writer
Pro Service Manager Marketing Manager
Junior Web Designer
Business Development
Sales
Sales
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
2011 --------- 2012 --------- 2013 --------- 2014 --------- 2015
Sales
Sales Pro Service Developer
Pro Service Developer
Sales Manager Pro Service Manager
Sales
Sales
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Sales
2011 --------- 2012 --------- 2013 --------- 2014 --------- 2015
Enterprise Sales
Project Manager
Pro Service Sales
Sales Manager & Services Manager
Onboarder
Onboarder
Onboarder
Onboarding Team Lead
Onboarder
Onboarder
Onboarder
Pro Service Developer
Pro Service Developer
Pro Service Developer
Pro Service Developer
Account Coordinator
Contract Coordinator
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Enterprise Team lead
Onboarder
Onboarder
Onboarder
Pro Service Sales
Pro Service Developer
Pro Service Developer
Sales Manager & Services Manager
Onboarding Team Lead
Pro Service Developer
Pro Service Developer
Project ManagerAccount Coordinator
Contract Coordinator
Onboarder
Onboarder
Onboarder
Marketing Specialist
Web Designer
Market Researcher
Content Writer
2011 --------- 2012 --------- 2013 --------- 2014 --------- 2015
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Enterprise Team lead
Onboarder
Onboarder
Onboarder
Pro Service Dev
Pro Service Dev
Sales Manager & Services Manager
Onboarding Team Lead
Pro Service Dev
Account Manager
Account Manager
Onboarder
Onboarder
Onboarder
Marketing Specialist
Web Designer
Market Researcher
Content Writer
2011 --------- 2012 --------- 2013 --------- 2014 --------- 2015
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
2011 --------- 2012 --------- 2013 --------- 2014 --------- 2015
Enterprise Team lead
Sales Manager & Services Manager
Account Manager
Account Manager
Marketing Specialist
Content Writer
Marketing AssociateAccount Manager
Account Manager
Marketing Analyst
Marketing Associate
Marketing Associate
Web Developer
Web Developer
Web Developer
Web Designer
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
THANK YOU!
Josh Robitaillewww.surveygizmo.com [email protected]
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Meet Our Host
Paul PhilpFounder & CEO
@PPhilp@GetAmity
GetAmity.com
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
High Precision Relationships for Customer Success.
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Dynamic Customer SuccessHigh Precision Relationships
QuantifiedRelationships
Algorithmic Relationship Managment
SmartPlaybooks
Insight Reports
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
How Amity Works
Power + Flexibity
Unique Solution for Your Unique Business.
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Questions?
#PracticalCustomerSuccess
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Many Thanks To Our Presenters
Josh Robitaillewww.surveygizmo.com [email protected]
Scaling Customer Success: Strategies for Account Segmentation @GetAmity
Join us on December 1 for the next webinarin the Practical Customer Success Series
Visit getamity.com/resources to register!