why customer success is awesome
TRANSCRIPT
Why Customer Success is Awesome
Michael Geller
VP, Global Customer Success
BlueJeans
@ Michael Geller 2017
@ Michael Geller 2017
1. Why is Customer Success important?2. What do CSMs do?3. How should teams be structured?4. How do you ensure success? @ Michael Geller 2017
1. Why is Customer Success important?
@ Michael Geller 2017
IBM: 85% of new software is cloud-based.Zuora: By 2019, subscriptions > licensing.
“Software is eating the world.”
@ Michael Geller 2017
Yesterday TodayCompetition Some Much more
Acquisition Cost Expensive EXPENSIVE
Customer Loyalty Yes Dying
Payment Model Pay up front Subscription
@ Michael Geller 2017
Growing customer lifetime revenue is the most important and most sustainable source of growth for SaaS companies.
@ Michael Geller 2017
Lifetime Revenue
New Business
Retention Rate
Upsell Rate
@ Michael Geller 2017
Determine what makes a customer
successful (as measured by
Lifetime Revenue)&
Grow Lifetime Revenue.
@ Michael Geller 2017
Quiz Time! For $1.00…
For most SaaS companies, what
percent of Lifetime Revenue comes after the initial
sale?
85!
@ Michael Geller 2017
85%!
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Warning: Math Ahead.
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@ Michael Geller 2017@ Michael Geller 2017
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2. What do CSMs do?
@ Michael Geller 2017
Deployment and Onboarding
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Education, Training, Consulting
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Adoption, Expansion, Retention
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Evangelism and Advocacy
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3. How should teams be structured?@ Michael Geller 2017
B2C• Low-touch for all• Automated
communications, scalability, & process.
B2B2C• High touch for
high potential customers. Relationship building and account service.
• Low-touch for all• Automated
communications, scalability, & process.
B2B• High-touch for as
many as possible. Relationship building and account service.
@ Michael Geller 2017
Early Stage Generalists
Mid-Stage Generalists
+ Specialists
Later Stage
Specialists
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4. How do you ensure success?@ Michael Geller 2017
My philosophy on customers…
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Long-term success now
requires stronger customer
relationships.
@ Michael Geller 2017
To build strong customer relationships and drive
revenue, you need to
deeply know them.
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Actions
Non-verbal communications(In person or on
BlueJeans Video)
Verbal communications
Typed communications
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Every customer is different.
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Customers are not always100% truthful.
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Many suffer in silence (until it’s too late to save them).
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Truly understanding your customers lets you be proactive.
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QUESTION. WHOSE JOB IS IT TO ENSURE YOU HAVE SUCCESSFUL
CUSTOMERS?
ANSWER: EVERYONE. NOT JUST THE
CUSTOMER SUCCESS TEAM. @ Michael Geller 2017
Why Customer Success is Awesome
Thank you!
Michael Geller
VP, Global Customer Success
BlueJeans
@ Michael Geller 2017