Downloaded 53 times
Uploaded byZuora, Inc.
Subscribed 2016: Do You Really Know Your Customers
The document discusses the importance of leveraging subscriber data to enhance customer understanding, improve focus, and drive success for businesses, particularly in the subscription economy. It outlines the challenges of managing customer data from various sources and offers strategies for integrating and analyzing this data to optimize customer engagement and retention. The presentation emphasizes practical steps to unify customer insights across teams, ultimately leading to improved marketing, sales, and customer support outcomes.
More Related Content
Similar to Subscribed 2016: Do You Really Know Your Customers
More from Zuora, Inc.
Subscribed 2016: Do You Really Know Your Customers
- 1. Using your subscriberdata to gain focus, achieve results, and scale for success Jason Hubbard | VP Marketing, Cirrus Insight Kevin Suer | Product Director, Zuora Insights Rachel English | Director, Customer Success, Zuora Insights Do You Really Know Your Customers? Using your subscriber data to gain focus, achieve results, and scale for success
- 2. Jason Hubbard |VP Marketing, Cirrus Insight Kevin Suer | Product Director, Zuora Insights Rachel English | Director, Customer Success, Zuora Insights
- 3. agenda do you reallyknow your customers? page 03 achieve results bring your customers into focus scale across your whole team
- 4. page 04 Kevin Suer Product Director Zuora RachelEnglish Director, Customer Success Zuora Jason Hubbard VP, Marketing Cirrus Insight meet today’s speakers
- 5. cirrus insight your inboxperfectly integrated with salesforce
- 6. cirrus insight in twonumbers page 06Based on average Cirrus Insight customers’ Salesforce organizations. roi based on 3.5 hours saved per week per user of cirrus insight 700% boost in salesforce adoption when using cirrus insight10x
- 7. Zuora Insights wasbuilt for the Subscription Economy, where enduring relationships with customers are the key to success. zuora insights why it’s important
- 8. Bring your customersinto focus
- 9. the challenge, part1: customer data lives everywhere page 09 CRM Your team is profiling and interacting with prospects and customers Analytics Your customers are visiting your sites, searching for you, and consuming your social media Spreadsheets Your team is analyzing your subscribers Marketing You’re promoting your brand and products Product Your customers are engaging with your product every day Zuora Your customers are signing up and paying for subscriptions Data WarehouseYou’re storing lots of detailed information about your customers Customer Support Your customers are getting help from your customer care team
- 10. how do youdetermine healthy customer behavior? how does it differ from at-risk customers? what should you do about all of it? the challenge, part 2: the right customer focus
- 11. how to: put yourdata together in a pipeline page 011 pull together customer data from all of your systems on a regular schedule ingest create a place to permanently store all raw data for future- proof analysis store match and blend your data sources and create meaningful metrics that connect the dots transform surface engaging visualizations and trends, segment your customers, and enable alerts and triggers use
- 12. how to: look atdata with the most leverage page 012 Subscriptions, products, rate plans Subscription data Invoices, payments Payment data Application usage, website visits Usage data Profile, interactions, tasks, campaigns CRM data Cases, tickets, ratings, escalations Support data Email, social, ads Marketing data
- 13. Name Email Address TRADITIONAL CUSTOMER RECORD SUBSCRIBERIDENTITY RECORD Engagement Behaviors Interactions Trends Metrics Orders Invoices Payments how to: deepen the “subscriber identity” Profiles Subscriptions Lifecycle Personas Comparisons
- 14. Dynamic membership Timeseries visualizations tracksegment trends Flexible query tool Multiple data sources draw from rich criteria set how to: broaden perspective with segments
- 15.
- 16.
- 17. cirrus insight we lackedvisibility into customer data page 017 Customer data was siloed in Salesforce Our usage data was siloed in Mixpanel Our silos made it difficult for us to be proactive
- 18. zuora insights has helpedus get the visibility we need page 018 Insights segments have helped us group customers based on behavior. Segments Account dashboards pull together key information in a single place. Account Dashboard Insights models offer reliable measures of account engagement. Accurate Models Our sales reps can access data about accounts right from Salesforce. Salesforce Access
- 19. cirrus insight we wantedto optimize trial conversions High volume of trials We were experiencing a very high volume of new trial accounts for our product. Prioritize sales team focus We wanted a way to help prioritize which trial account sign-ups we should have our sales team focus on. “As a boot strapped startup we had to find ways to sell smarter that allowed us to scale with limited resources”
- 20. trial accounts that convertedto paid49% new trial accounts in last year14,000 account executives managing all trial accounts7 cirrus insight results
- 21. cirrus insight we wantedto retain more customers page 021 annual contracts Our company was 2.5 years old when we adopted Insights and with annual contracts, preventing churn was becoming a bigger focus for our organization. smart operations With limited resources we couldn’t build out a success team big enough to touch all accounts. customer targeting When we launched Insights, we had no Customer Success team, we didn’t have a good way to identify accounts to target.
- 22. grew csm team membersin last year 3 training sessions conducted 400+ additional revenue from add-ons & upsells $500K cirrus insight results
- 23.
- 24.
- 25. Scale across yourwhole team
- 26. Customer Success -Prioritization “Can you help me identify the customers at risk of churn so I can save them?” your teams have different questions page 026 Marketing - Engagement & Targeting “Can you tell me who my most engaged customers are?” Sales - Upsell Identification “Can you help me identify my expansion opportunities?” Product - Optimization “Can you tell me what parts of the product customers use the most?” Finance - Planning & Analysis “What do we need to do to hit our corporate objectives?” put subscribers at the center
- 27. you work withcustomers in many ways; meet them where they work page 027 Email Your team is interacting with your customers over email. Social Your customers are interacting with you on social media. Phone Your team is having phone conversations with your customers. In Person Your team is meeting in person with your customers.
- 28. your logo cirrus insight automating thecsm team check up emails sent automatically to at risk accounts. automatic emails 01 alerts and Salesforce tasks automatically assigned to success managers. instant alerts 03 dashboards utilized to assess health of account and review with organization’s admin. health dashboards 02 after implementing, success plan results are measured and reviewed. measureable results 04
- 29. demo: insights in yourteam’s workflow
- 30. introducing cirrus insight inboxapps page 030
- 31. final takeaways page 031 01Put yourdata together in a data pipeline 04Broaden perspective with segments 02Look at data with the most leverage 05Have customer data meet your team where they work 03Deepen the “subscriber identity” 06Insights can help
- 32. how to get insights page 032 contactyour zuora account executive Your Zuora account executive will walk you through the process of exploring Insights for your organization. email our product specialist, [email protected] will connect you with the appropriate contacts to start the process of exploring Insights. or,
- 33. Check out ZuoraAcademy for more great info and actionable advice. All the info you need to build and run an amazing subscription business. https://www.zuora.com/academy/
Editor's Notes
- #4 Kevin
- #5 Kevin > Rachel > Jason.
- #6 Jason
- #7 Jason When Jason turns it back to Kevin/Rachel: “that’s what CI is about, why did you guys build insights?”
- #8 Kevin How do you create those relationships? How do you even know who those customers are and what they need?
- #9 Kevin: The problem we found was people had a hard time doing this.
- #10 Kevin
- #11 Kevin
- #12 Rachel
- #13 Rachel
- #14 Rachel
- #15 Rachel
- #16 Kevin
- #17 Rachel
- #18 Jason
- #19 Jason
- #20 Jason
- #21 Jason
- #22 Jason 2-3 yr company, annual contracts (history, size, worry about churn) No success team at the time; didn’t have a way to id accounts to target Bootstrap startup; need to be smart
- #23 Jason
- #24 Rachel Just to give some additional examples of great results using Insights, I wanted to mention a couple of our other customers, like Unified Compliance. They wanted to make sure that their trial and paying subscribers were not only actively using their service during the critical onboarding phase, but that they were doing the right things with it to get early value and set themselves up for success. By doing analysis with Insights, Unified was able to define specific actions that were absolutely crucial during onboarding, that directly led to customers buying more and staying longer down the road. And guess what?: most of their customers were not doing those things! So they set up a series of email outreach messages to guide their users at key moments and help them get the most value. They’ve seen a big uptick in the frequency of the onboarding actions, and in their customer conversion and retention as a result.
- #25 Rachel And BizLibrary has achieved some phenomenal results using Insights, and we’re really proud to have had them here at Subscribed. In the past year, in addition to a 41% increase in net promoter score, they've seen a 19% increase in customer engagement, a 16% increase in renewal rates, and a 134% increase in upsells. All while saving members of their team 8-16 hours/week.
- #26 Rachel
- #27 Rachel
- #28 Rachel
- #29 Jason Automated emails on behalf of CSM team
- #30 Kevin > Salesforce Embed Jason > Inbox App
- #31 - Jason to update this slide.
- #32 Kevin
- #33 Kevin