using technology to automate your customer lifecycle management strategy

Using Technology to Automate Your Customer Lifecycle Management Strategy

Today’s Host: Nichole Lemieux

Partner Experience Architect, Global Customer Success Cisco Systems, Inc.

2© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

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Customer Success Methodology#successtalk

People

Automation

Process Analytics


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@Schell_Shocked

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Using Technology to Automate Your Customer Lifecycle Management Strategy

Pete Davis@pjdavis71

Director, Global Customer Success Cisco Systems, Inc.

Anvi Bui

Marketing Automation Architect Global Customer Success Cisco Systems, Inc.


#successtalkAccording to a study conducted by the Global Center for

Digital Business Transformation, 4 of the top 10 incumbents in the industries studied will be displaced in the next five

years.

Digital disruption: displacing incumbents, reshaping markets


Reality #1 Reality #2

Your customer is in the drivers seat.

We live in a subscription based economy.


Audience Discussion:

What key areas do you think you could focus on to improve your adoption practice, customer retention or time-to value?

8


In a subscription economy…adoption is the new gas pedal and customer value realization is a journey.


“The revenue a supplier receives from its customers is increasingly tied to the successful consumption of the product.”

J.B. Wood, Todd Hewlin, Thomas Lah – B4B


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Initial sale Post-sale

Greatest revenue opportunities

$

Customers must actively adopt your services and expect to realize value quickly.

$$$


64% of people say customer experience is more important than price in choice of brand. By 2020, customer experience will overtake price and product as the key brand differentiator.


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Reduces cost to serveIncreases revenue/wallet shareImproves customer retentionPromotes sticky featuresIdentifies expand opportunities

Driving adoption fuels your business.


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Automation is the answer.


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Audience Poll

Do you currently use an automation platform to target and scale your customer success practice?

Yes No


Sources: Sirius Decisions, 2014; Gartner 360 Summit; CEB, 2013

67% 2020 57%

Of the buyer’s journey is now done digitally

Customers will manage 85% of their relationship with the enterprise without

interacting with a human.

The buying process has changed

Of the purchase decision is complete before a customer

even calls a supplier


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The new buying process

Reading our blog

Requesting a Demo

Searching on Google

Engaging via Social Media

Reading our email campaigns

SalesMarketing


What to Look for in a Marketing Automation Tool.

Integrations/Tool Management

Content Creation

Tracking

Contact Management

Automate Programs

Contact Health

Reporting/Analytics


Define your audience

Create targeted segments for your campaign.

• Profile Data

• Behavioral Data

• Exclusions


Design your campaign workflow

Define the customer journey for your campaign.

• Timing

• Entry point

• Calls to action (offers)

• Trigger responses

• Conditional touches

• Follow-up communication (sales call)


Create campaign content

Work with your marketing team to create content customized for your audience.

• Emails

• Landing pages

• Forms

• eBooks

• Infographics

• Whitepapers


Analyze & Optimize

Create reports, dashboards, and graphs that provide insight into customer behavior.

• Opens

• Clicks

• Views

• Downloads

• Deliver ROI

• Optimize campaign


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Eloqua Engage

Marketing developed and approved content

Consistent messaging

No need to recreate emails

Track engagement


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Prospect Profiler

See customer information quickly

See contact details and behavioral engagement

Activity Notifications


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Expand

Renew

Refresh

2nd Chance Attach

Welcome

Adopt

#successtalkLead Nurturing


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Discover who the players are on your adoption team and what makes them critical to your future success.

Reduce Churn with Adoption AllstarsMay 17, 2016

Learn how transforming values through thought leadership protects recurring revenue.

Promoting a Customer Success CultureApril 12, 2016

Upcoming Sessions#successtalk

Find out how to improve the conversation to strengthen customer relationships.

Creating a Customer Value Exchange April 26, 2016

Thank you.

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