How to do a good job in customer's successful bottom design ｜ tob Master Course

source / ToB Industry headlines （ID：wwwqifu） Sharing guests / Tangxifeng · Arrangement / Fan hang

This article comes from 【ToB Master class ·SaaS The growth of the underlying password 】 The fifth series of live broadcasts , Group nuclear technology （ Cool family music ） Wonderful sharing from tangxifeng, vice president and general manager of customer success , Content by ToB Industry headlines , complete PPT Reply in official account 「 password 」 receive .

SaaS The business growth of the company must be greater than that of the new contract , If the new contract is greater than the renewal , This means that enterprises need to continuously sell products to customers every year , On the contrary, if the renewal rate is good enough ,SaaS Growth will last long .

ARR（ Annualized income ） yes SaaS Key metrics for , It consists of two parts , One is the customer renewal part , The other is the customer value-added part , Only the renewal part of the customer can be done well , The snowball will grow bigger and bigger .

And value-added is SaaS A point on the second growth curve of , Also for the whole SaaS The revenue of the industry brings huge increment .

as everyone knows , The current domestic SaaS Growth is inseparable from PLG、MLG、SLG、CLG、XLG And so on , But the core of these growth models is nothing more than contract renewal , Because there is a renewal, there will be a future , Will continue to accumulate customers .

Want to get a customer renewal , Customer success is an inevitable topic , It is also the key to enterprise growth .

To help you better understand 2022 year SaaS The growth of the underlying password ,「ToB Industry headlines 」 Mr. tangxifeng is invited to make a theme of 《 How to do a good job in customer's successful bottom design ？》 The wonderful sharing of , The following is the complete playback of the video and the dry text sorting of the video content .

Click the video below to watch the full version of the live content

01

What is customer success ？

When it comes to customer success , First of all, let's talk about SaaS The rise of , Compared with foreign countries, like Salesforce So the market value has exceeded 1700 A billion dollar business , The domestic SaaS It started late , At present, the domestic market value exceeds 50 Million dollars SaaS There are only a few enterprises , But this does not mean that domestic SaaS Not worth looking forward to .

With the domestic labor cost , The cost of raw materials increases , The decline of marketing efficiency , Enterprises will certainly choose to reduce costs and increase efficiency by purchasing services , This is it. SaaS The reason why enterprises or products will be paid more and more attention .

and SaaS The core of the rise is to let customers use , Only let customers use it , Your product will have vitality and value , This can be called customer success .

Briefly , There are two prerequisites for customer success , One is that the product has good functions , Customers are more likely to use , The evaluation criteria include , Whether the product problems and feedback system are perfect ; Whether the fault resolution system is perfect ; Whether the product stability is good ; Whether it has the ability to continuously iterate and update .

The second necessary condition is that the customer should use it , This aspect includes SaaS The service system of 、 Training system 、 Process rule system, etc , And customer behavior 、 Customer activity ......

But customer success and product capability 、 Customers use each other in a positive cycle , Customers will buy your services because of your product capabilities , After this step , We should use the customer success system to make customers better use , Customers use it , He can achieve his goal through your software .

Popular speaking , Is to help customers make money , You can make money . Your first customer is successful , You can succeed .

The core of customer success is to take service as the main perspective , Cooperate with the market 、 sales 、 A framework for service implementation , Therefore, the customer success system is not established at the beginning of the establishment of the company , It is staged .

such as , In the early PLG Stage , The product is out of the box , The customer service team can solve the problem .

To SLG Stage , Customer success may be a cooperative department of sales , Because the signing of sales orders needs to be implemented by the operation .

To MLG Even more mature , Customer success will become an independent system , It will include project delivery , The implementation of 、 modeling 、 project management , Even engineering development and so on , It will be a much larger operation system .

02

How to make customers successful ？

Key words for customer success ： systematic

The successful establishment of customers must be integrated with the company's strategic system , Such as below , This is the big picture of kujiale's strategy , The whole process from subscription to renewal .

Kujiale is based on 1.0 ITM（Idea to Market The product is on the market ） As the only core starting point , The customer success system is 4.0（STR Subscription to Renew） part , It integrates customer service process and renewal process .

The whole process is still a positive cycle , First, make a positioning discussion with the company's product business service system , In what direction is the product optimized , Then the customer successfully focuses on the customer application layer , By collecting whether the customer used it well , Can it be used to wait for these information to be sent back to the production and research team , Optimize and upgrade , Actually Products and services are customer-centric and two-way .

Generally speaking, it means that the front line is well used , More feedback , Products will become more and more viable .

Of course, this does not mean that one process can solve all problems , If it is a strong tool type or service type SaaS, This kind of process can only serve as an auxiliary business form .

Take the example of kujiale in the customization industry , The whole process of South China and West China is different , This also creates differences in technology and service processes , You can't use one trick to serve all your customers .

You can see the following figure , It is the customer success system of kujiale .2020 year , Kujiale has a certain scale of customer groups , But the research finds out the problems in the whole customer handover process , It may be mainly reflected in training 、 modeling 、 In terms of customer service handover , Different departments have different delivery standards , Therefore, kujiale feels that establishing a delivery system , Raise the priority of delivery standardization to a very high position .

It can be decomposed into , Open an account in the first week , Finish modeling training in the first month , In the second month, it will be handed over to the customer success manager for operation , Can the newly signed customers in three months be used normally , Is the core goal of delivery .

Besides , In the kujiale customer success system , Delivery process 、 Modeling process 、 Training process 、 Handover process 、 Customer information automation 、 The value-added knowledge base of operation business has been integrated into an operation workbench , Restrict employees' behavior through system , Let employees do things smoothly through the process , This is what management calls “ System administrator , Process works ”.

Key words for customer success ： Data based

Digitalization is to better solve “ Customer ” The problem of , Customers here refer to internal employees , Its essence is Help internal employees to use data systems to serve customers , Assist operations and operational decisions through data .

The first is customer layering ,KA and SMB user , Layered customers will be equipped with different employees for service , To achieve operational differentiation .

The second is “ Operating staff ” The layered , about SMB Customer , It can be delivered and implemented through a standardized process , about KA user , Will make targeted project-based operation , Promote the development of different types of customers by landing “ success ”.

De layering through data not only allows us to focus more on customers , It can also improve the efficiency of internal collaborative processes , Further improve human efficiency .

So how to use the data ？

First, monitor the core behavior data , The first is customer behavior data , Like customer activity , Login behavior , Browsing duration can be used as a reference index .

The second category is implementation effect data , After the product is delivered , It is necessary to pay attention to the implementation progress of merchants , For example, the application data uploaded by the merchant modeling , The data produced by businesses are collectable indicators .

The third category is internal control data , It is used to manage the work status and activity of internal employees .

It is very important to monitor the second kind of implementation effect data , Mainly reflected in five points , The first point is operation handover to receive new users , The operation of new customers represents the speed of customer pool inflow , The enterprise renewal rate is unlikely to reach 100%, Therefore, the incoming and outgoing operations of new users need constant attention , New customers are often the most vulnerable to loss .

The second point is to open an account , Permission assignment . The regular opening of an account by the enterprise represents the real acceptance of your products , It hasn't been opened for a week 、 It hasn't been opened for a month , There are different evaluation methods to make corresponding judgments on the data , Provide some early warning of contract breaking or operation accidents , To prevent customers from disappearing without any reason .

The third point is 3D Modeling and parametric modeling . For design enterprises like kujiale , No model , Everything that follows is 0, Model is the starting point of design , A model is a customer's product , Only the customer's products “ discharge ” On our platform , And generate secondary data , Only then can there be subsequent vitality .

The fourth point is business training and user application assessment . During the actual operation, we will find , The survival rate of customers who complete the training within two months is very high , And the customers who have been trained for three months or after , The retention rate will decrease relatively .

The fifth point is delivery and successful operation . Both one month delivery and three months delivery are completed , But at different times , Has a strong connection to the successful operation of customers , The sooner you finish , Explain that the higher the customer's acceptance and cooperation , And monitoring through output data and customer behavior , Only by looking at this indicator can we get more operational guidance ; Therefore, it is necessary to focus on monitoring .

Overall speaking , Focus on customer data usage , To classify and organize information , Using data to drive product and business growth is an essential part of customer success .

in addition , You can also use the health model built by data to evaluate whether the customer is “ health ”, whether “ success ”.

Kujiale's health model mainly has five indicators , One is User activity , Including daily life 、 Weekly activity 、 Moon life, etc , For example, kujiale now pays more attention to weekly work , Focus on the workload of designers , Because designers do not design every day , But weekly activity , It is very common for a normal designer .

Two is Material input , For enterprises , Customers design with your products 、 modeling , These are all material inputs , If the designer opens the home page, it closes , Description the valid content material input is 0, There must be a problem with the depth of subsequent use , There will also be problems with renewal .

The third is Content output , With the above customer activity and material input , Then the program output is an important process . If the customer has no program output , The probability shows that his application process is interrupted , Then our backstage health score will not be very high , No output, no application .

Fourth, Coverage of own products , For example, the basic functions of the product 、 Paid features include even API Whether the coverage of embedded functions is comprehensive enough , It will also affect health , Of course, if you add a product use depth , It is more illustrative .

Five is API Index ,API The use of data is a very important indicator , We also observed through data analysis that as long as API Basically, the connected customers will not be disconnected , therefore , At a certain stage , We will certainly try to push API The embedded .

When these health models are built , You need to build a health record for each customer , This is the core of data application . It can become an internal report , It can also be the data report of the customer's senior management , We can provide in-depth services for customers through these health data .

So how does data add value ？ The traditional method is to recommend new products online , The second is product function optimization and promotion , Customer success manager recommendation, etc .

And once there is data precipitation , Companies can use 、 The three dimensions of management and value are used to accurately recommend customers , Deep down through customer data “ The subconscious mind ” Act to add value precisely .

Three key words for customer success ： Process

The essence of process is to solve people's problems , In essence, all services are completed from person to person , There can't be 100% Standardized service process , Therefore, it is very necessary to restrict people's behavior .

Of course not 100% Command people through machines , There will be problems , Theoretically 70% Left and right standardization has been able to play a huge value .

As shown in the figure below , Customer visits 、 daily SOP Work plan 、 Customer handover KP Touch and other work must be constrained through the system , Image modeling 、 Train these movements , The system will set a strong reminder to employees to do .

Kujiale integrates all customer operation processes into a standard STR technological process , And implement these process systems to self-developed enterprises through internal products KuBOSS platform , You can see from the beginning of the contract to the customer's order , The overall operation of the customer , Including renewal , Problem collection ,bug Arrangement , Even the customer relationship has a clear system .

For example, how to build a group 、 How to reach 、 How to visit , And how we manage operational quality 、 Health, etc , All in STR It is reflected in the system .

Employees can log in KuBOSS System , See the whole process that needs service completely . Including how you should do your communication visit , How is the implementation progress , How many new customer communications ......

in addition , Kujiale also draws for customers in every industry SOP, Guide employees' specific operational behaviors .

Let me give you a customized customer SOP Let's take a look at the example of panorama . From the initial implementation stage to the middle and late stage of operation and even the renewal of the contract , Have corresponding task nodes , Each task section has a must - complete and select - complete section , What must be done if the goal is not achieved , The operational health of customers will be warned , Therefore, the competent department will adjust the operation process according to the situation .

Overall speaking , The core of customer success is to solve product application problems through services , The first level is that the service is up to standard , Let customers better use their own products , The second is to find the customer's business value point , Gradually grow the product value on the customer's business flow .

systematic , Data based , Three elements of process Connect the success of all customers , And these three elements are essential , It has organically formed a customer success process platform , Effective implementation of these three elements is the help “ Customer success ” And the key to enterprise growth .

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Master has something to say

「ToB Master class 」 The end of the live broadcast , The sharing guests will answer the questions of the audience , The following is an excerpt from this Q & A ：

【ToB Industry headlines 】 Is the customer's demand feedback on the product a success ？ Or something else ？

【 Tangxifeng 】 The account success manager is the most direct customer facing , So he can get the first-hand information of customers , It is a very important information collection channel . I think collecting product requirements , The product manager took the initiative to obtain , But the customer success manager can send the information back , Then give the product manager to judge and process . because “ Customers' complaints ≠ customer demand ≠ Product needs ”

【ToB Industry headlines 】 In addition to the renewal rate , How to evaluate whether the cost of customer success is gradually decreasing ？ Use cost /MRR Do you ？

【 Tangxifeng 】 Actually use LTV Follow CAC You can see this evaluation data very quickly . As long as it keeps on 2 even to the extent that 3 above , Is a strong growth thing . in addition , It depends on the profitability of the enterprise , Different enterprises have different definitions of cost , If you do NRR120% And continue to grow , You are a high growth SaaS Enterprises .

【ToB Industry headlines 】 about ERP For customers in the market , The depth of the customer's use of the software , What indicators can be referred to ？

【 Tangxifeng 】 In fact, I think the core is what problems your software solves for customers , Summarize the customer's use scenarios , Identify the core processes that customers must use .

How does the enterprise use ？ Then use the scenario to copy the contents , To sum up and sort out the length of time he used 、 Nodes used 、 The people who use it and even the features of the scene , Identify all possible problem nodes .

Then some convergence , Sift through all the information layer by layer , Keep the commonness , A separate list of personalities , Define the key nodes that affect customer satisfaction and retention , These may be your core indicators .

【ToB Industry headlines 】 When is the health score obtained from the customer's health data ？

【 Tangxifeng 】 Every industry has a time point of customer value , Tiktok 、 WeChat , This real-time can be calculated in minutes and hours .

Like the design industry , The customer's characteristic is to do several orders of design work every week , Therefore, weekly living can . You need to set different time periods according to the characteristics of your software products .