How to use Customer Success to Predict and Drive Up-Sell

How to Predict Customer Risk and Upsell

Kimberly Gress, Dell Boomi Mike Stocker, Marketo

Tracy Bush, Tableau

Kimberly Gress Dell Boomi

• Founded - March 2000

• Acquired by Dell – November 2010

• Industry’s first and leading Integration Cloud

• A leader in Gartner’s 1st Magic Quadrant for iPaaS

• 2000+ named customers

• 70+ ISV and SI partners

• 500+ million integration processes per month

• Patent for Predictive Assistance, an innovation for improving customer success

Director, Dell Boomi

“Can you predict churn?“.....“Yes we can!“

What we found….intially

• Valuable customer usage data in the platform

• Rules that indicated non-active customers and

potential churn

• 68% of customers = Green

What we did ….initially

• Categorized customers

• Green = active

• Yellow = "at risk"

• Red = churn

• Developed predictive report indicating "at risk" customers

• Developed Customer Success Team to focus on proactive

outreach to "at risk" customers

• Evolved predictive report into automated Predictive

Assistance

Predictive Assistance

• Integrates near-real-time customer usage

metrics with Dell Boomi’s CRM

• Customer success cases are created

• Customer success advisors proactively reach

out to customers to optimize their use of the

platform

Predictive Analytics

Customer Success Case

Creation

Customer Engagement & Outreach

Successful Outcome

Automated

Efficient outreach

Results & Lessons LearnedResults

• 83% of customers are Green

• Dell Boomi renewal rate 94%

• 41% increase upsell QoQ

Lessons Learned

• Proactive outreach improved customer experience, provided

valuable insights and upsell opportunities

• Evolve Predictive Assistance to include valuable data that exists

outside the platform; CRM and Social Networks

• Investment in Customer Success Programs are a requirement for a

subscription business

• Generates growth

• Reduces churn

• Earn customers business every day!

Mike StockerMarketo

Marketo (NASDAQ: MKTO) provides the leading marketing software for companies of all sizes to build and sustain engaging customer relationships. Spanning today’s digital, social, mobile and offline channels, Marketo’s® customer engagement platform powers a set of breakthrough applications to help marketers tackle all aspects of digital marketing from the planning and orchestration of marketing activities to the delivery of personalized interactions that can be optimized in real-time. Marketo’s applications are known for their ease-of-use, and are complemented by the Marketing Nation™, a thriving network of more than 250 third-party solutions through our LaunchPoint™ ecosystem and over 40,000 marketers who share and learn from each other to grow their collective marketing expertise. The result for modern marketers is unprecedented agility and superior results. Headquartered in San Mateo, CA with offices in Europe, Australia and a joint-venture in Japan, Marketo serves as a strategic marketing partner to more than 3,000 large enterprises and fast-growing small companies across a wide variety of industries. For more information, visit www.marketo.com.

Sr. Consumer Marketing Strategist,

Marketo

Usage Data isn‘t Everything!

• “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.”-John Russell, President, Harley Davidson

What does Harley Davidson have to do with Customer Success?

6 Practical “Early Warning” Signs of Customer Risk/Churn

1. Survey Responses (NPS, CSAT etc.)• Low Score• Comments• No Response

2. Support Cases/Issues• High Velocity• Long term/Outstanding

3. Marketing• Customer stops being

“reference”• Customer frustration on

forums, social channels.

4. Relationship• Main contact leaves• New exec arrives

5. Slow Adoption• Customer not ramping on

trajectory of success (slow starter)

• Customer requiring extensive hand-holding

6. “Zombie” Customer• Usage continues but customer

goes completely unresponsive*Not ordered by importance

Identifying Upsell/Cross-sell Opportunities through common questions

1. Pro-Services• “Can you do this for me?”• “Can you advise me”

2. Support Upgrades• “I need faster responses from

support”• “Didn’t fully resolve my issue”

3. Install Base/Sales (New Product)• “I’m interested in new product

X”• “Do you have capability Y?”

4. Account Management/CSM• “I’m planning rapid growth…”• “Our renewal is coming soon…”

5. Training/Education• “How to ?”• “I’m new to your product”• “I want to learn more…”

6. Partners (Services or Application Partners)

• “I don’t have enough resources…”• “Do you recommend a XYZ

application for use case?”

Tracy Bush

Tableau Software

Director,

Global Customer Success

Culture of Contribution

Challenges

License Registration

Never had a Conversation

No Engagement

-Training-Services-Support

Customer Journey

What‘s Next?

Q & A