2018客户成功报告（英文版）

STATE OF CUSTOMER SUCCESS 2018 Summary

Introduction

Customer Success has matured as a discipline and is increasingly recognized as vital to organizational growth. This report analyzes insights from 100 senior Customer Success executives across technology companies to understand their strategies, objectives, challenges, and tools.

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Respondent Profile

• Industry Distribution:

  • 61% from Computer Software
  • 30% from Internet
  • 9% from Information Technology and Services

• Employee Size:

  • Not explicitly detailed in the document, but assumed to cover large and medium-sized organizations.

• Revenue:

  • Not specified in detail, but the data reflects a range of technology firms.

• Level:

  • Senior-level executives from various departments, likely including marketing, sales, and customer success.

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Key Findings

1. Customer Success Strategy

• 72% of organizations have a clearly defined Customer Success strategy.
• 28% do not yet have one.

2. Top Business Objectives

• Reducing churn (66%)
• Increasing product usage (65%)
• Increasing renewals (57%)
• Upsell & cross-sell (38%)
• Increasing average revenue per customer (32%)
• Gaining referrals (16%)
• Reducing customer support time (13%)

3. Key Benefits to Customers

• Product adoption (87%)
• Better ROI (82%)
• Easier onboarding (60%)
• Time savings (34%)
• Monetary benefits (5%) through referral promotions and loyalty programs.

4. Metrics for Measuring Success

• Renewals (68%)
• Customer churn rate (55%)
• Customer health score (42%)
• Net Promoter Score (NPS) (34%)
• Customer satisfaction level (CSAT) (31%)
• Revenue generated (27%)
• Engagement metrics (23%)
• Adoption rate (19%)
• Quantum of upsell & cross-sell (16%)
• Customer referral rate (10%)
• ROI (10%)
• Lifetime Value (5%)

5. Customer Engagement Activities

• Regular account updates (82%)
• Tutorials and demos (63%)
• Live screen shares (60%)
• Collecting feedback (58%)
• Welcome emails (53%)
• Customer satisfaction surveys (44%)
• NPS surveys (38%)
• Workshops (35%)
• Voice of customer surveys (24%)
• Automated emails based on product usage (14%)

6. Preferred Customer Success Software

• Salesforce (64%)
• Gainsight (26%)
• We don't use one at the moment (22%)
• Marketo (7%)
• Clientsuccess, Totango, Amity (2% each)

7. Customer Engagement Channels

• Email (88%)
• Phone (80%)
• Webinars & online events (37%)
• Social media (12%)
• Website (10%)
• Offline events (24%)

8. Challenges in Customer Success

• Managing customer expectations (57%)
• Measuring customer satisfaction (52%)
• Getting actionable insights from customer data (48%)
• Working with internal teams (31%)
• Retaining customers (21%)
• Onboarding customers (17%)
• Upselling / cross-selling (17%)
• Getting budgets approved (16%)
• Getting referrals (14%)
• Renewals (10%)

9. Onboarding Assets

• Live demos (78%)
• Telephonic support (55%)
• Web walk-throughs with images (55%)
• Videos (49%)
• Text-based content (40%)

10. Customer Lifetime Value (CLV) Tracking

• 57% do not track CLV for all customers.
• 11% track it only for a few significant clients.
• 32% track it somewhat.
• 37% do not track it at all.

11. Referral Incentives

• 61% do not reward customers for referrals.
• 39% do reward them.

12. Technology Adoption

• Predictive analytics (67%) is the most sought-after technology.
• AI & machine learning (38%)
• Chatbots (27%)
• Virtual & augmented reality (10%) is the least sought-after.

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Final Thoughts

• Customer Success is gaining traction as organizations recognize the cost-effectiveness of retaining customers over acquiring new ones.
• While reducing churn and increasing product usage are the primary goals, there is untapped potential in upselling, cross-selling, and referral generation.
• Tracking Customer Lifetime Value is an area needing more focus.
• Engagement beyond email and phone (e.g., webinars, social media) is recommended for deeper customer relationships.
• Customer feedback is crucial for improving products and services and driving future growth.

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About Regalix Research

• Regalix Research helps organizations enhance marketing, customer satisfaction, and retention initiatives.
• Based in Mountain View, California, with a global network of business executives.
• Focuses on data-driven and ROI-oriented marketing strategies.

Analysts

• Nimish Vohra – SVP, Principal Analyst
  • Specializes in Customer Success Management, Predictive Analytics, and Emerging Trends.
• Arunh Krishnan – Senior Analyst
  • Background in consumer product marketing and brand management.
  • Currently studies digital consumer behavior and emerging trends.

About Regalix

• A Customer Success company focused on enhancing customer experiences in high-tech, ad-tech, and retail sectors.
• Combines technology and human intelligence to improve customer satisfaction and retention.
• Headquartered in Silicon Valley with branches in Europe and Asia.