CUSTOMER SUCCESS REPORT 2018 - Userlane
CUSTOMERSUCCESSREPORT 2018EX LIBRISUSERLANE.COM18
CUSTOMERSUCCESSREPORT 2018INTRODUCTIONSURVEY STATISTICSCS MANAGEMENTCHALLENGESWORKPLACERESOURCES030408121822
CUSTOMER SUCCES REPORT 2018INTRODUCTIONOver the past few months,we managed to interview 450Customer Success Professionalsto find out more about thisrelatively new profession.Although companies havebeen working with CustomerSuccess programs since 2006/7,for many SaaS companies,the strategy has only beenformalized and institutionalizedin recent years.Because Customer Success isa recent development in theSaaS industry, there is still someuncertainty surrounding its exactfunction and effect. To address this,we compiled this report to shedlight on the current status quoand check the pulse of CustomerSuccess professionals at work.The first slides present demographic data of the Customer SuccessProfessionals who took part in thesurvey. The report then moves onto present facts and figures aboutresources, issues, expectations,and tools.Feel free to share our report withfriends and colleagues, and if youwant to read more about CustomerSuccess, a good starting point isour Customer Success 101 Guide.Don’t forget to check it out!
CUSTOMER SUCCES REPORT 2018INTRODUCTIONSURVEY STATISTICSCS MANAGEMENTCHALLENGESWORKPLACERESOURCES
5SURVEY STATISTICSOVERVIEW OF PARTICIPATING CSMs:COUNTRY OF 20* Portugal, Spain, Brazil, UAE, Poland,Belgium, Norway.304050
6SURVEY STATISTICSPARTICIPANTS: JOB TITLE92% of the participants work ascustomer success managers. Of theremaining 8%, the majority worksin Customer Support, followed byConsultancy positions (technicaland business).Customer 2%Customer Support45%Consultancy21%
7SURVEY STATISTICSOVERVIEW OF PARTICIPATING CSMsOver 5543 - 552%13%Under 2616%Age26 - 3244%33 - 4225%Other2%Female60%Male38%Gender
CUSTOMER SUCCES REPORT 2018INTRODUCTIONSURVEY STATISTICSCS MANAGEMENTCHALLENGESWORKPLACERESOURCES
9CHALLENGESAVERAGE SALARYMost CSMs make between 40,000 and 70,000 annually.Salaries are typically based on thelevel of work experience.Under 40K 100K - 120K9%7%Over 120K11%AnnualSalary 70K - 100K27% 40K - 70K46%
10CHALLENGESTOP INDUSTRIES THAT FOCUS ON CSTech is the leading industry when itcomes to using Customer SuccessManagement. Here, tech includesSaaS, IT, and her* IaaS/PaaS, Manufacturing, Construction,Recruiting, Healthcare.0
11CHALLENGESTRENDS IN THE FORMAL IMPLEMENTATIONOF NEW CS PROGRAMS (%)Customer Success programs arebecoming increasingly important,with more and more companiesformally introducing them. As theline graph indicates, CS programsslowly became an industry standardafter the interest peak in 2016.252015105020112012201320142015201620172018
CUSTOMER SUCCES REPORT 2018INTRODUCTIONSURVEY STATISTICSCS MANAGEMENTCHALLENGESWORKPLACERESOURCES
13CS MANAGEMENTWHERE IN THE PIPELINE DOESCUSTOMER SUCCESS START? (%)Most Customer Success activitiesoccur after a sale has been closed.50403020100With FreeTrialPre-SalesSalesClosing* During the free trial, During a paid trial,Negotiation stage, After onboarding.Post-Sales*Other
14CS MANAGEMENTHOW MANY ACCOUNTS ON AVERAGEDOES A CSM HANDLE?The total number of customers,from a variety of companies,served by participating CSMsillustrates that the majority ofparticipating CSMs handle morethan 100 accounts (on average).10,000 - 100,000 100,000 15%11%1 - 10021%TotalCustomersServed100 - 1,00027%1,000 - 10,00026%1 - 2523%25 - 5050 - 10022%15%Accountsper CSM100 40%
15CS MANAGEMENTMAIN CS CHALLENGES WITH CUSTOMERS1. Retention2. Communication and Requirements3. Onboarding4. Unrealistic Expectations5. Product Adoption6. Feature Adoption7. Stagnation8. Communicating the Value9. Technical Illiteracy10. Management-Buy-In11. Upsell and Budget
16CS MANAGEMENTMAIN CS CHALLENGESWITHIN OWN ORGANIZATION (%)403020100*OthersMGMTAwarenessCooperation* Lack of structure, Workflow/processes,Employee turnover, Legal constrains, Lackof alignment, Siloed structures.DecisionMakingResources
17CS MANAGEMENTMETRICS THAT CSMS USETO GAUGE THEIR PERFORMANCE Monthly Active Usage NPS (Net Promoter Score) Churn (logo churn, conversionchurn, renewal churn, net churn,churn ratio, MRR churn) Activity on “At Risk” Accounts Onboarding Tasks Completed Number of Seats per Account NRR (Net Revenue Retention) Product Engagement Success Plan Completion First Response Time (support) Product Penetration Index Number of Unprocessed Alerts Call/Email Volume Customer Base Growth Length of Implementation Reference Ability Response Time to Alert (ChurnPrevention) Monthly Average Product Usage Business Decision Maker Engagement Time to Value Login Frequency Number of Seats CSat (Customer Satisfaction) EBR (Executive Business Reviews)Results CPA (Cost per Acquisition) CLTV (Customer Lifetime Value) SLA Compliance (Support) SLM Compliance (CustomerService) ITIL Evaluation Model NSat (Net Satisfaction) Activity Score Expansion Adoption Maturity Renewals CES (Customer Effort Score) FCR (First Contact Resolution)Rate Referrals Last Login Orders Value Health Score Retention Rate Customer Tier MAU (Monthly Active Users) EAU (Estimated Annual Usage)
CUSTOMER SUCCES REPORT 2018INTRODUCTIONSURVEY STATISTICSCS MANAGEMENTCHALLENGESWORKPLACERESOURCES
19WORKPLACEHOW CLEAR IS STAKEHOLDERS’UNDERSTANDING OF YOUR ROLE AS CSM?Results range from 1 to 5, with 1being ‘Not at All’ to 5 being ‘Very’.40 %30 %20 %10 %012345
20WORKPLACECUSTOMER SUCCESS VS CUSTOMER SUPPORT68 %of Customer Success Managersare involved in Customer Support43 %think this shouldn’t be the caseMain reasons why CustomerSuccess Managers think CustomerSupport NEEDS TO be a part oftheir responsibilities:Main reasons why CustomerSuccess Managers think CustomerSupport SHOULDN’T be a part oftheir responsibilities:Support is a part of the overallsuccess for customers, we arethe ones who are in touch withthe customers, support helpsbuild trust, we have no choice:support and success in our smallcompanies are the same unit,integrating success and supportprovides a better overview ofthe customer journey.Lack of technical know-how, weonly work proactively to supportcustomers, we need to focus onrenewals and upsells, we work withthe customer not for the customer,we should only be responsible fordirecting customers to the rightsupport partner for escalation,we’re long-term strategy partnersnot daily support.
21WORKPLACECUSTOMER SUCCESS VS SALES93 %of Customer Success Managers areinvolved in upsell and renewal26%think this shouldn’t be the caseMain reasons why CustomerSuccess Managers think upsellingNEEDS TO be a part of theirresponsibilities:Main reasons why CustomerSuccess Managers think upsellingSHOULDN’T be a part of theirresponsibilities:Expansion is a direct sign of asuccessful account, we have theoverview of the current stagein the customer cycle, becauseupselling is often connected toan improved service followingour recommendations, additionalproducts truly help customers anddrive success, we know what thecustomers want, retention is hardwithout growth, because we arethe face and voice of the companywith the customers, growth isconnected to commercial activities,upselling also means presentingnew opportunities for thecustomer, upselling can supportadoption and deeper integrationhence retention.We need to focus on renewalsnot upselling, we aren’t salesrepresentatives we supportcustomers, we need to remainneutral but the moment webecome sales people the customerloses trust in us, we already haveway too many goals and targets,upselling only makes sense if it’s abeneficial component within a two/three year success strategy plan,upselling puts a lot of pressureon CSMs and distracts them fromproperly supporting customers.
CUSTOMER SUCCES REPORT 2018INTRODUCTIONSURVEY STATISTICSCS MANAGEMENTCHALLENGESWORKPLACERESOURCES
23RESOURCESCUSTOMER SUCCESS SOLUTIONSAND ADOPTION 0510* Falcon.io, Kissmetrics, Woopra, Tableau,Mixpanel, AskNicely, Harvest, Looker,Insightly, Wootric.152025
24RESOURCESTOP INFORMATION SOURCES FOR CSMSMost CSMs prefer onlineresources with the most popularsource being blogs.Blogs80 %Internet Forums53%Social Media49 %Organizations30%Podcasts26 %*Others21%* Webinars, Meetups, Conferences, Books,Colleagues, Industry Experts.
25RESOURCESTOP ONLINE SOURCES OF CS INFORMATION1.Gainsight Blog2.Intercom Blog3.LinkedIn Articles4.Sixteen Ventures5.Facebook Groups6.Totango Blog7.Amity Blog8.Userlane Blog9.Kissmetrics Blog10.Zendesk orbes
CUSTOMER SUCCES REPORT 2018IT’S ABOUT PEOPLEEEKSIMOSASTABRTCAESMKAIAIONMAELYSSpecial thanks to 450 CustomerSuccess Experts for participatingand to our team:TRACAUERHUBERIFJOHJENNANDYAndy MuraMURAIGHL.ULBUMI LERNAANFFRUEY
CUSTOMER SUCCES REPORT 2018THE TEXT BOOK DEFENITION SAYS:"CUSTOMER SUCCESS IS ENSURING THATYOUR CUSTOMERS ACHIEVE *THEIR DESIREDOUTCOME* THROUGH THEIR INTERACTIONSWITH YOUR COMPANY, YADA YADA YADA."WE THINK:IT’S ABOUT PEOPLEUSERLANE.COM
1. Gainsight Blog 2. Intercom Blog 3. LinkedIn Articles 4. Sixteen Ventures 5. Facebook Groups 6. Totango Blog 7. Amity Blog 8. Userlane Blog 9. Kissmetrics Blog 10. Zendesk Blog 1
Test Name Score Report Date March 5, 2018 thru April 1, 2018 April 20, 2018 April 2, 2018 thru April 29, 2018 May 18, 2018 April 30, 2018 thru May 27, 2018 June 15, 2018 May 28, 2018 thru June 24, 2018 July 13, 2018 June 25, 2018 thru July 22, 2018 August 10, 2018 July 23, 2018 thru August 19, 2018 September 7, 2018 August 20, 2018 thru September 1
But that's not the only reason Customer Success has emerged as a high-demand function for SaaS companies. Customer Success has excelled because it also benefits your business. (We discuss why Customer Success is essential to SaaS in Chapter 4.) Because Customer Success is often defined solely through an external lens of the
Customer satisfaction has identified as an important influencer on customer loyalty. Further, customer trust impacted by customer satisfaction which proved that customer satisfaction is an antecedent of customer trust. Moreover, an indirect relationship between customer satisfaction and loyalty through customer trust was observed.
more important if you have a small customer success team. As targeted outreach is a core tenet of customer success and proper segmentation makes it easier and more effective. Customer success software is fortunately here and takes your data and helps create detailed segments and makes it possible to automate communication tasks, i.e., send
2018 SEPTA CUSTOMER SATISFACTION SURVEY FINAL REPORT DECEMBER 2018. 1 Slide # 1 Methodology 2 2 Key Findings 3 3 Rider Survey: Detailed Findings 4 . SEPTA partnered with WBA Research to conduct the 2018 SEPTA Customer Satisfaction Survey (New in 2018) Data collected from April 24, 2018 through May 4, 2018
regarding the difference between CSAT and customer success. The first definition from HubSpot doesn't seem to stray too far from good customer service, the foundation of customer satisfaction. Within this definition, the two terms could indeed be interchangeable. The second definition from the Customer Success Association comes across as
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Unit 5: American Revolution . 2 A m e r i c a n R e v o l u t i o n Political and Economic Relationships between Great Britain and the Colonies England became Great Britain in the early 1700s, and it was throughout this century that the British colonies in America grew and prospered. The growth of the colonies made it more and more difficult for Great Britain to remain in control. King .
