regalix-2018年客户成功报告（英文）-2018.1-34页-0mb

State of Customer Success 2018 Summary

Introduction

Customer Success has matured as a discipline, with organizations recognizing its importance in driving growth and investing in dedicated Customer Success teams.

Respondent Profile

• Industry Distribution:

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

• Employee Size:

  • Not specified in detail, but the data suggests a focus on large and medium-sized tech organizations.

• Revenue:

  • Not specified in detail, but the data suggests a range of revenue sizes across the surveyed companies.

• Level:

  • Not specified in detail, but the respondents are senior Customer Success executives.

Key Findings

Customer Success Strategy

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

Business Objectives

• Top Objectives:

  • Reducing churn (66%)
  • Increasing product usage (65%)
  • Increasing renewals (57%)

• Less-Pursued Objectives:

  • Upsell & cross-sell (38%)
  • Increasing average revenue per customer (32%)
  • Gaining referrals (16%)

Key Benefits to Customers

• 87% believe Customer Success programs help with product adoption.
• 82% report better ROI for customers.
• 60% mention easier onboarding.
• 34% note customers save time.
• 5% indicate monetary benefits through referrals or loyalty programs.

Performance Metrics

• Most Popular:

  • Renewals (68%)
  • Customer churn rate (55%)

• Less Popular:

  • Customer referral rate (10%)
  • Lifetime value (5%)

Engagement Activities

• Top Activities:

  • Regular account updates (82%)
  • Tutorials and demos (63%)
  • Live screen shares (60%)
  • Collecting customer feedback (58%)
  • Welcome emails (53%)

• Other Activities:

  • Customer satisfaction surveys (44%)
  • NPS surveys (38%)
  • Workshops (35%)
  • Voice of customer surveys (24%)
  • Automated emails based on product usage (14%)

Customer Success Software

• Preferred Tools:

  • Salesforce (64%)
  • Gainsight (26%)

• Other Tools:

  • Marketo (7%)
  • Clientsuccess, Totango, Amity (2% each)

Engagement Channels

• Most Preferred:

  • Email (88%)
  • Phone (80%)

• Least Preferred:

  • Social media (12%)
  • Website (10%)

Challenges

• Top Challenges:

  • Managing customer expectations (57%)
  • Measuring customer satisfaction (52%)
  • Getting actionable insights from customer data (48%)

• Other Challenges:

  • Working with internal teams (31%)
  • Retaining customers (21%)
  • Onboarding customers (17%)
  • Upselling/cross-selling (17%)
  • Getting budgets approved (16%)
  • Getting referrals (14%)
  • Renewing subscriptions (10%)

Onboarding Assets

• Most Used:

  • Live demos (78%)
  • Telephonic support (55%)
  • Web walk-throughs with images (55%)

• Less Used:

  • Videos (49%)
  • Text-based content (40%)

Customer Lifetime Value (CLV)

• Only 43% track CLV for all customers.
• 11% track it for a few significant clients.
• 57% do not track it at all.

Referral Programs

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

Technology Adoption

• Most Sought-After:

  • Predictive analytics (67%)
  • AI & machine learning (38%)
  • Chatbots (27%)

• Least Sought-After:

  • Virtual & augmented reality (10%)

Final Thoughts

• Customer Success is increasingly recognized as a key driver for growth and retention.
• Marketers are focusing on reducing churn and increasing product usage, but opportunities exist in upselling, cross-selling, and referral generation.
• Measuring and maximizing CLV is a critical next step for many organizations.
• Engaging customers beyond email and phone through webinars and social media can enhance customer experience and loyalty.
• Feedback from customers is a valuable asset for improving products and services.

About Regalix Research

• Regalix Research provides insights into marketing, customer satisfaction, and retention strategies.
• Headquartered in Mountain View, California, it has a global network of top business executives.
• The research methodology filters data sets to provide actionable insights for industry leaders.

About the Analysts

• Nimish Vohra:

  • SVP and Principal Analyst
  • Focus: Customer success management, predictive analytics, mobile enablement

• Arunh Krishnan:

  • Senior Analyst
  • Background: Consumer product marketing, brand management, new product launches
  • Focus: Emerging trends and consumer behavior in the digital space

About Regalix

• Regalix is a Customer Success company that reimagines customer experiences in hi-tech, ad-tech, and retail.
• Headquartered in Silicon Valley with branches in Europe and Asia.
• Partners with global B2B organizations for customer acquisition, growth, and retention.
• Combines technology and human intelligence to improve customer satisfaction and efficiency.