Customer Success
Purpose
Deliver the ideal customer journey experience to all customers at scale.
Customer Success journey principles
See first from the customer’s perspective (golden rule).
Strive to be a partner, looking to meet both the current and future needs of the customer.
Be solution-oriented.
Focus on customer outcomes and creating value.
Make Mattermost better by sharing learnings and feedback.
Customer segmentation
Goal: Deliver a great customer journey for all customers.
Reality: Not all customers are created equally.
Plan: Tailor the journey based on existing investment AND the opportunity to grow.
See Post Sales Customer Journey Playbook for customer segmentation details.
Customer feedback
Overview
Customer Feedback calls are conducted by all customer facing employees at Mattermost. The objective of a Customer Feedback call is to gather the following information from a customer:
Feature requests
Integration usage
Use cases
Understand which teams use Mattermost
Product design review feedback
Challenges being solved
These calls are logged in Salesforce for tracking and reporting purposes.
Logging customer feedback in Salesforce
Below are the links to the training videos for Enterprise and non-Enterprise customers.
Use the following steps to log calls for licensed and non-licensed customers in Salesforce.
Enterprise customers
Log into Salesforce.
Type in account name in the search bar located in the middle of the screen.
Select the account.
Hover over Activity history.
Select Log a call in the top-right corner of the screen.
Fill out the following sections:
Subject: Brief description of the call (e.g. "Customer Reply Thread Design Review").
Name: Customer contact(s) that attended the call.
Type: Was this a call or in-person meeting.
Related To: Account name.
Sub-Type: Choose Customer Feedback.
Due Date: Auto-populated to today's date.
Comments: Details of the call or meeting.
Select Save.
Non-Enterprise Customers - account exists in Salesforce
Search for an account in Salesforce and select the account from the drop-down menu.
If the Account exists, click on the account.
Hover over contacts to check that customer contact from the call exists. If the contact does not exist, select New to create a contact.
Fill out the following fields and select Save.
First Name
Last Name
Email
Check “Email Opt-Out”
Check “Marketing Suspend”
Hover over activity history and select Log a Call in the top right-hand side of the screen.
Fill in the highlighted sections. Select Customer Feedback as sub-type.
Select Save.
Non-Enterprise Customers - Account doesn't exist in Salesforce
Search for Account “Hold Public” in the search bar and select the account from the drop-down menu.
Hover over contacts and select New to create a contact.
Fill out the following fields and select Save.
First Name
Last Name
Email
Check “Email Opt-Out”
Check “Marketing Suspend”
Hover over activity history. Select Log a Call in the top right-hand side of the screen.
Fill in the highlighted sections. Select Customer Feedback as sub-type.
Select Save.
Note: Salesforce Customer Feedback calls are pushed through Zapier into productboard and the Internal Customer Feedback Channel in Mattermost.
Customer reference
Overview
Customer Reference is a customer story on how Mattermost made a positive impact on a customer's day-to-day processes. Customer Reference can be shared in the following formats:
Case study
Guest blog post
Press release
Video testimony
LinkedIn post
Webinar/podcast
Quote
Logging a Customer Reference in Salesforce
Mattermost uses Salesforce to log Customer References. Here is a quick video on how to log a Customer Reference in Salesforce.
Below are detailed steps on how to log a Customer Reference in Salesforce.
Search for the account.
Hover over Customer Reference under Related Lists and select New.
Enter information into the form.
Account: Automatically populated.
Contact: Main contact for the reference.
Reference type: How will the reference be shared? (e.g. Case Study, LinkedIn post, Customer Logo).
Reference Category: What is the theme for this reference? (e.g. DevOps, Integration, Just Chat, ChatOps).
Cool Use Case: Brief description of how Mattermost impacted the customer.
Audience: Who is this reference for? (e.g. DevOps, ChatOps, Everyone).
Internal/External: Can this reference be discussed outside of the walls of Mattermost?
Published Reference URL: Link for published case study, LinkedIn story, blog, etc.
Status: Is the reference in progress, identified, completed?
Target Completion Date: If the reference is not completed, what is the expected date of completion?
Start Date: From what date is the reference usable.
End Date: Populate if the customer will no longer allow us to use their case study, logo, LinkedIn post, etc. Please add to the notes section on why the customer has an end date.
Owner: Automatically populated and assigned to the person who creates the reference. It can be changed by using the Change Owner button.
Approved by Customer Legal: Customer contact has approval from their legal team.
Approved by Mattermost Legal: Owner of the reference has reached out to Mattermost legal to ensure there are no clauses in the MSA that Mattermost cannot use their logo or publish case studies.
Notes: Field to add any additional details.
Select Save.
Customer Risk
Risk is the chance or probability that a customer will not renew their existing Enterprise license.
Early Warning:
“Early Warning” Definition: Customer that meets one or more of the following criteria:
a) has risk of 10%+ contraction (including full churn) upon renewal and at least 3 months to correct the situation;
b) has less than 75% of paid licenses deployed 90 days from license purchase; or,
c) is unresponsive more than 120 days from the renewal date.
Examples:
We can’t get a hold of this customer and they purchased 2 months ago.
Customer is downgrading their subscription but renewing.
Customer states: “We are struggling to deploy our Mattermost instance.“
Customer states: “We purchased 500 licenses but we have 36 active users.“
“At Risk” Definition: Customer who a) has a clear risk of 10%+ contraction (including full churn) upon renewal and less than 3 month to correct the situation or b) has communicated that they will not renew.
Examples:
Customer is unresponsive and we are within the 90 renewal period.
Customer states: “We aren’t renewing our subscription if you don't do X.“
Bi-weekly Customer Risk Meetings (Internal)
Purpose: Bi-Monthly forecast call to review Early Warning, At-Risk and Churn customers and align company efforts on retaining customers and minimizing churn.
Who Owns the Meeting? This meeting is coordinated and led by the (CAM) Customer Advocacy Manager
Meeting Frequency: We will meet biweekly on Mondays. This is a mandatory meeting.
Duration of Meeting: 50 Minutes
Meeting Etiquette: Mattermost is a “Customer Obsessed” organization. We ask to please be mindful that we are all driving to one common objective. Successful and happy customers. Be blameless. Please avoid finger pointing and keep a positive voice tone while working with the team. We ask that only one person speak at a time to avoid confusion and so everyone can add insight to help with the resolution.
Who Should Attend:
Members of the MLT Team
Head of Sales
Customer Success Managers
Customer Success Engineering
Account Executives (Optional)
Meeting Strategy:
Ahead of meeting, CSMs or AEs CSM/AE escalates a technical or business issue by logging or updating a “Early Warning/At Risk” in Salesforce.
Early Warning/At Risk Areas to be logged in Salesforce and reviewed in Looker report.
Customer Risk Object (SFDC)
The Customer Risk object in Salesforce was created to track At-Risk and Early Warning customers. Managing customer risk in Salesforce allows for better visibility among departments at Mattermost.
To log Customer Risk in Salesforce you can watch the Creating Customer Risk video or follow the step-by-step instructions below.
Instructions for logging in Salesforce
Salesforce Account Layout Customer Risk Button 1. Log into your Salesforce account. 2. Type the Account Name in the search bar. 3. Select "Log Customer Risk" button 4. The quick form appears in a small pop-out window. You don't need to fill out all fields. Below are the fields you need to fill out:
Key Contact: Who is the main contact at the account. list defaults to only contacts tied to the account you are logging the risk.
Status: Choose if the customer is At-Risk or Early Warning. Note: Churned and Renewed fields will be used later based on the renewal outcome.
# of Seats At-Risk: How many seats could be potentially non-renewed. Seat number could be all of the seats available for renewal or a portion of the seats available for renewal.
Risk Amount: What is the amount of ARR that could be potentially non-renewed. Risk amount could be all ARR available for renewal or a portion of the ARR available for renewal.
Engagement: Current interaction between the customer and Mattermost. For example: Is there a call scheduled, is the customer unresponsive, have you reached out to the customer, etc.
Competitor: Who is the competitor the customer is evaluating.
Reason: What is the reason the customer is considering non-renewal.
Summary: Description of why the customer is being flagged as an At-Risk or Early Warning.
Next Step: What is the next action item with the customer.
Note: System automatically fills out the following fields that live on the risk object but are not in the risk form when selecting the button.
Contraction: Formula to see if number of seats at risk is less than number of seats licensed. If so, the risk is flagged "yes" for contraction risk. If seats and risk and seats licensed are equal the risk is flagged "no" for contraction risk.
Customer Risk Name: Customer name + Primary risk reason
Salesforce Opportunity Layout Customer Risk Form
Log into your Salesforce account.
Type the Account Name in the search bar.
Select "Opportunity" that is at Risk
This takes you to the opportunity where the quick form appears directly on the layout. Below are the fields you need to fill out:
Key Contact: Who is the main contact at the account. list defaults to only contacts tied to the account you are logging the risk.
Status: Choose if the customer is At-Risk or Early Warning. Note: Churned and Renewed fields will be used later based on the renewal outcome.
# of Seats At-Risk: How many seats could be potentially non-renewed. Seat number could be all of the seats available for renewal or a portion of the seats available for renewal.
Risk Amount: The amount of ARR that could be potentially non-renewed. Risk amount could be all ARR available for renewal or a portion of the ARR available for renewal.
Engagement: Current interaction between the customer and Mattermost. For example: Is there a call scheduled, is the customer unresponsive, have you reached out to the customer, etc.
Competitor: Who is the competitor the customer is evaluating.
Reason: The reason the customer is considering non-renewal.
Summary: Description of why the customer is being flagged as an At-Risk or Early Warning.
Next Step: The next action item with the customer.
Note: System automatically fills out the following fields that live on the risk object but are not in the risk form when selecting the button.
Contraction: Formula to see if number of seats at risk is less than number of seats licensed. If so, the risk is flagged "yes" for contraction risk. If seats and risk and seats licensed are equal the risk is flagged "no" for contraction risk.
Customer Risk Name: Customer name and Primary risk reason.
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