Auctor purus, aliquet risus tincidunt erat nulla sed quam blandit mattis id gravida elementum, amet id libero nibh urna nisi sit sed. Velit enim at purus arcu sed ac. Viverra maecenas id netus euismod phasellus et tempus rutrum tellus nisi, amet porttitor facilisis aenean faucibus eu nec pellentesque id. Volutpat, pellentesque cursus sit at ut a imperdiet duis turpis duis ultrices gravida at aenean amet mattis sed aliquam augue nisl cras suscipit.
At elit elementum consectetur interdum venenatis et id vestibulum id imperdiet elit urna sed vulputate bibendum aliquam. Tristique lectus tellus amet, mauris lorem venenatis vulputate morbi condimentum felis et lobortis urna amet odio leo tincidunt semper sed bibendum metus, malesuada scelerisque laoreet risus duis.
Ullamcorper pellentesque a ultrices maecenas fermentum neque eget. Habitant cum esat ornare sed. Tristique semper est diam mattis elit. Viverra adipiscing vulputate nibh neque at. Adipiscing tempus id sed arcu accumsan ullamcorper dignissim pulvinar ullamcorper urna, habitasse. Lectus scelerisque euismod risus tristique nullam elementum diam libero sit sed diam rhoncus, accumsan proin amet eu nunc vel turpis eu orci sit fames.
“Sit enim porttitor vehicula consequat urna, eleifend tincidunt vulputate turpis, dignissim pulvinar ullamcorper”
Nisi in sem ipsum fermentum massa quisque cursus risus sociis sit massa suspendisse. Neque vulputate sed purus, dui sit diam praesent ullamcorper at in non dignissim iaculis velit nibh eu vitae. Bibendum euismod ipsum euismod urna vestibulum ut ligula. In faucibus egestas dui integer tempor feugiat lorem venenatis sollicitudin quis ultrices cras feugiat iaculis eget.
Id ac imperdiet est eget justo viverra nunc faucibus tempus tempus porttitor commodo sodales sed tellus eu donec enim. Lectus eu viverra ullamcorper ultricies et lacinia nisl ut at aliquet lacus blandit dui arcu at in id amet orci egestas commodo sagittis in. Vel risus magna nibh elementum pellentesque feugiat netus sit donec tellus nunc gravida feugiat nullam dignissim rutrum lacus felis morbi nisi interdum tincidunt. Vestibulum pellentesque cursus magna pulvinar est at quis nisi nam et sed in hac quis vulputate vitae in et sit. Interdum etiam nulla lorem lorem feugiat cursus etiam massa facilisi ut.
Tony Nadalin currently serves at the Group VP of Customer Success in Oracle’s Marketing Cloud. Oracle is a leading computer technology company that offers comprehensive and fully integrated stack of cloud applications, platform services, and engineered systems.
Tony brings about 20 years of expertise in customer success and support in high tech and SaaS, including roles at Marketo and Satmetrix. As VP of Customer Success at Oracle, Tony focuses on growing their SaaS business into a main revenue stream. Tony brought his wealth of expertise in customer success to the CS100 Summit, sharing his unique concept, the ‘Three R Framework’ of customer success: relationship management, risk management, revenue management.
Watch Tony’s CS100 Summit Video Below
Relationships, Risks, and Revenue
“How many of you have you ever played craps?”
A somewhat unusual analogy, but one Tony made work to kick off his presentation on operationalizing customer success. He explained that the term “customer success” often makes companies feel uneasy or uncertain. However, by putting a framework around it, companies can learn to be confident in the ways they run customer success programs.
Throughout his time on the CS100 Stage, Tony walked the audience through how to look at customer success in a new way. He outlined an operational framework designed to galvanize conversations with customers, including setting up customer success teams, roles and enablements as well as providing key takeaways to better evaluate customer success in an organization.
The 3R’s: A Simple Framework to Orient Your Team’s Focus
Tony defined the three “R’s” of his framework in the following ways:
After providing the outline, Tony went into more of a deep dive for each of the areas above.
Relationship Management
Using another analogy, this time of being unfriended on Facebook, Tony talked through how customers “break-up” with companies. If a real relationship isn’t formed, beyond email exchanges, companies run the risk of being “unfriended” by customers. There are five aspects to the Relationship Management component of the 3R’s. The first four Tony touched briefly on before doing a deeper analysis of the last point.
For the last point, Tony referred to the Decker Communication Model. This model encourages companies to think differently about how they talk to customers, starting with requiring the customer service manager to have an actual point-of-view. Tony described this as creating a storyline; start with asking what the “big idea’ of the conversation is about.
Tony also drove home the idea of a Partnership Review as an opportunity to talk through their perception of the vendor, from value and impact to whether that customer would serve as a reference.
Risk Management
Tony, using a story about a Buddhist monk, pointed out that we are wired to process fear 7xs greater than reward. This idea came into sharper focus through this segment of the conversation. The five aspects of risk Tony outlined are:
Tony pointed out that we are hardwired to focus on red, or critical, accounts. Teams do multiple dives into what went wrong and how the account got there. Tony then asked what if teams gave the same treatment to green accounts, working to understand why they are green? Tony makes a pretty big statement. If teams can profile and replicate what makes accounts green, the reds will eventually go away. In essence, according to Tony, companies should spend as much time understanding reward as they do risk in order to lessen risk.
Tony then presented a loss review template which he explained to be different than a loss review code. Coding is one thing but to Tony, it’s more important to use this template to find areas they could have controlled and, subsequently, learned from.
Revenue Management
Tony went on a high level explanation of the first four points here, and again focused on the last point.
Tony pointed out the three points on the SaaS Waterfall that every CSM should be able to measure anatomically at all times. They should be able to answer, “What are their customers’ retention, upsell, and expansion metrics?”
The Big Picture
Tony closed out his presentation by looking at the big picture and sharing with attendees that the 3R’s fit into the overall customer success landscape. However, he emphasized that in terms of knowledge versus operations in customer success, the 3R’s are only part of the operationalization management of customer success.
Download the full “Customer Success as a Culture” eBook series:
Customer Success as a Culture: Customer Success Leaders Edition
Customer Success as a Culture: Sales Leaders Edition
Customer Success as a Culture: Marketing Leaders Edition
Customer Success as a Culture: Product Leaders Edition
Learn more about how ClientSuccess can help your company develop a strong customer success methodology and strategy with easy-to-use customer success software by requesting a 30-minute demo.
