managing escalations
TRANSCRIPT
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1. Red Account Program Overview
2. Defining an Escalation Program
3. Success Stories
4. Program Feedback
Agenda
A Global Program to identify and manage our most serious customer-impacting issues, to drive effective
resolution and ensure renewal and relationship.
Provides visibility across relevant teams, and leverages cross-functional and Executive Level Support.
Escalation Management using Red Accounts
Program Sponsor
Defined Process
Cross-functional Team Support &
Engagement
Roles & Responsibilities
Communication & Team Collaboration
Business Insight & Analytics
Root Cause Analysis & Trends
Key Elements for Success
“Create a culture where escalations are a good thing and anyone can create one”
Precautionary Red Account
Core Red Account
Marketing Cloud Red Account
Incident Outreach Red Account
Four types of Red Accounts
“We are approachable thought leaders in risk management who add value by providing guidance and driving resolution for customer success.”
Red Account Program Overview
Dedicated Escalation Managers...
Drive fast, effective resolution to our most serious customer impacting issues.
Enable cross-company collaboration to manage risk situations.
Improve internal processes by uncovering trends seen across the business.
Red Accounts look like this
• If upcoming renewal is at risk AND there are near-term actions to take to prevent attrition (regardless of AOV at risk)
…Existing AOV / Renewal is at risk
• If customer threatens to escalate to senior executives, or go social, AND the risk cannot be mitigated by an outreach
…Customer escalates to SF executive (EVP+)
• If go-live is delayed causing critical business impact AND multiple teams’ involvement and actions are required to resolve
…Go-live is at risk
• When cross-functional involvement is needed to address a critical customer risk situation (Alliances, Sales, CFL, Support, Product, Services, etc) AND the risk cannot be promptly mitigated with relevant outreach or attention through other escalation channels
…Critical issue involves multiple teams
For additional resources: Red Account Program: Training & Feedback Chatter group
Customer Escalations are not always Red Accounts
1. Precautionary Red: No Escalation Manager Involved.
2. Escalate a Support Case: Raise higher up within support management.
3. Escalate an Implementation: Alert project leadership of go-live risks.
4. Involve Sales Operations: For a contract re-negotiation, go straight to
SOps
Consider other channels for help with a customer escalation
Persisting at CUSTOMER ABC (FinServ)“A little more persistence... and what seemed hopeless failure may turn to glorious success”
- Elbert Hubbard
Implemented vetting process for support agents
Developed MCS proposal to match compliance needs
5-year, 9.5M€ TCV agreement closed upon resolution
Resolved after 96 days open
Stronger customer
relationship
Renewal closed + 275K€ upside
97% License Utilization 77% Total Login
Percentage
Very strict compliance requirements
Premier customer, in their 6th year with Salesforce
$1.7M AOV at risk, ongoing pricing concern
Persisting at CUSTOMER XYZ (CPG)
Lack of trust in SI’s SaaS expertise
Very negative customer sentiment
Risk of decommissioning current solution too soon
Weekly mediation meeting between Salesforce & SI
Customer sentiment trending positive & engaging
Business Architect engaged, timeline back on track
Resolved after 126 days open
Stronger customer
relationship
Go-live achieved
Pilot Country go-live delivered!
“Alone we are smart. Together we are brilliant” - Steven Anderson
“...after 5 years at Salesforce, I can say this process has made time and time again a difference in rescuing and putting on the right path many
challenging situations - keeping trust at the heart of it all!”
- Customer Success Director, EMEA Central
“The Red Account Program provides an amazing platform to
focus teams on customer success. Account teams and customers
truly see the value in this engagement, which goes to the heart of our of trust, customer
success, alignment, and ohana.” SVP, CBU Sales APAC
Program Feedback!
Use this simple Escalations custom app as a baseline business process for managing escalations - sensitive internal or customer issues that need executive visibility, complete collaboration, and dedicated project management to effectively resolve.
https://appexchange.salesforce.com/listingDetail?listingId=a0N3000000CTL49EAH
appexchange alert: Escalation Management
Key Takeaways of Red Account process
• Create a Red Account when there is a clear and urgent risk present.
• Refer to the Training and Feedback Chatter group for how-to’s.
• Maintain your Red Account weekly, with the “executive reader” in mind.• Focus on Issue Summary, Action Plan, and ECOMM headline fields.
• Ask your leadership and regional Escalations team for guidance anytime.
• Complete lessons learned on closure.