How to Use the PowerPoint Template - Oracle Cloud · SaaS ERP HR CX EPM SCM Data Industry 选择...
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Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 护航舰队 Oracle云客户成功保障服务 苏冬林 甲骨文公司客户成功部（平台云）总监
Transcript of How to Use the PowerPoint Template - Oracle Cloud · SaaS ERP HR CX EPM SCM Data Industry 选择...
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
护航舰队
Oracle云客户成功保障服务
苏冬林
甲骨文公司客户成功部（平台云）总监
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云端 客户
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甲骨文全面的云服务
相同的软件 硬件
IaaS PaaS
Caching Database Integration
Java EE Java SE Node
Messaging Network Storage Compute
Oracle Data Center Customer Data Center
SaaS ERP HR CX EPM SCM Data Industry
选择在您
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快速
云
安全、可扩展、上线低风险
从小规模启动
80% 功能已经齐备 快速见到成效
购买便捷、易于使用
价格透明、 有竞争力
与应用软件与合作伙伴易于结合 功能接近客户需求 – POV
嵌入最佳实践
市场对云服务提供商新的期望：
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客户成功管理 (Customer Success Management) 概念引入
云转型时代，我们怎么做？
传统模式 新模式
工作对象是CIOs & IT部门
专注于产品和功能
发现问题，解决问题的项目模式
生态链不是必选项
定制化、二次开发
反复的价格、商务沟通
有限参与项目实施
客户支持：被动反应式
依赖客户的推荐
工作对象变为IT和业务部门
聚焦 -> 业务价值
基于业务洞察 / 价值验证的项目模式
生态链是必须
套装：固定价格，固定范围
流程通畅: 从合同到开通
负责实施到上线和集成
主动型的使用状态监测
依赖于社区与口碑传播
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关于客户成功管理的参考文献
• Mehta N., Steinman D. and Murphy L.: Customer Success: How Innovative Companies Are Reducing Churn and Growing Recurring Revenue. Wiley. February 2016
• Definition: Customer Success Management. The Customer Success Association. www.customersuccessassociation.com/csa/definition-customer-success-management/
• Forrester Research, Inc. An Executive Primer to Customer Success Management. April 2014 • Gulati, Ranjay, Silo Busting: How to Execute on the Promise of Customer Focus, Harvard Business Review, May 2007 • Rogers, Everett M.. Diffusion of Innovations, Fifth Edition. Free Press, 2003 Chapter 9 • Lincoln Murphy, "Customer Success: the Definitive Guide", sixteenventures.com, 2015-08-11 • Nirpaz G., Pizarro F., Farm Don't Hunt: The Definitive Guide to Customer Success, March 2016, p. 91 • Mehta N., Steinman D. and Murphy L.: Customer Success: How Innovative Companies Are Reducing Churn and Growing Recurring Revenue. Wiley.
February 2016, Chapter 8 • Mehta N., Steinman D. and Murphy L.: Customer Success: How Innovative Companies Are Reducing Churn and Growing Recurring Revenue. Wiley.
February 2016, Chapter 7 • Mehta N., Steinman D. and Murphy L.: Customer Success: How Innovative Companies Are Reducing Churn and Growing Recurring Revenue. Wiley.
February 2016, Chapter 14 • Wood J.B., Hewlin, Todd and Lah Thomas, B4B: How Technology and Big Data are Reinventing the Customer-Supplier Relationship, 2013 P 152-3 • Bliss, Jeanne. Chief Customer Officer: Getting Past Lip Service to Passionate Action. Wiley, 2006 P. 5 • Barret, Larry (27 July 2010). "SaaS Market Growing by Leaps and Bounds: Gartner". Datamation. QuinStreet, Inc. • Manning, Harley and Bodine, Kerry. Outside In: The Power of Putting Customers at the Center of Your Business. Forrester Research, 2012
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Reference from Wikipedia, the free encyclopedia
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• 技术专家服务 (Technical Enablement) – 工作量：可以从几小时到数个人年
– 初次使用指导，新项目、产品的项目实施支持
– 扩展产品和服务的全面支持
• 持续项目支持 (On-Going Support)
– 项目上线后提供持续的项目技术、运维支持和帮助
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• 知识专家服务 (Knowledge Enablement) – 提供客户所需的相关知识和技术
– 提供客户各类培训，建立客户的社区类的自学习知识库系统
• 业务联系 (Business Relations): – 建立并维护良好的客户关系
– 帮助客户充分利用产品的能力，持续改进，增加价值
– 在客户其他部们建立良好的信息沟通渠道
客户成功经理 (Customer Success Manager) 的关键任务 客户成功是一个新兴的、快速发展的领域，关于其范围、组织架构及描述其活动、度量的描述都有很大的不同
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1. 客户发展
2. 客户招募
3. 销售流程管理
4. 计费/账单/支付流程
5. 客户/用户上云
6. 项目启动/激活
7. 业务支持
8. 技术支持
9. 客户反馈
10. 客户全生命周期支持
11. 客户推广
12. 客户分析
13. 客户增容
14. 客户续订/续租
15. 客户保留
16. 流失客户跟踪
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护航舰队 – 客户成功管理
http://sixteenventures.com/customer-success-definition
The Role of Customer Success Manager in…
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护航舰队 – 装备
• 基本装备: – Oracle的产品专家、主流开源与第三方产品专家
– 云平台产品 + 公有云服务
– “云”转型架构设计和部署
– 专业的项目实施顾问、工具
– 虚拟/现实体验空间 (OSC)
• 高级装备： – 甲骨文高级服务 (ACS)
– 甲骨文咨询服务、合作伙伴咨询服务 (OC)
– 甲骨文大学(OU)
– 第三方合作伙伴(ISV)应用产品商店与实施服务
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全面的技术、产品和服务资源
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护航舰队 – 布阵
CSM
CSM, SC
CSM, ISM, ESM
CSM, PM & CloudAssist
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层次分明、灵活应变
服务开通，系统安装，首次用户培训
PoV，技术支持，问题处理
运营支持、产品支持
研发
CSM, Sales, Operation 采购流程，商务谈判
CSM, Renew Sales, Sales, BD 成功案例传播，可引用案例
技术方向
非技术方向
可选项
• OC
• ACS
• ISV
• VAD
• SI
• Partner
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CLM – 客户生命周期管理
CSMs Discovery
Assessment & Qualification
销售 CSM
1 2
3
Solution Development
Close (Provisioning
Activation)
Resolution
Solution Presentation
On Boarding (Provisioning Enablement)
CSM Introduction
Project Kick-off
Go Live & Reference
Adoption Renewal & Expansion
4
5
6
制定业务目标和考核指标
年度 季度 查看使用率和结果，分析新
需求和挑战
月度 计划、执行和进度跟踪
日常 工作、审核和培训
公有云、 云@客户 云解决方案架构服务 O2O模式 – CSM & OSC 战略合作模式 “零” 费用
护航舰队 – 战术
It’s Not Our Stories
登云旅途 有我相伴
CSM的支持：
从任何起点开始
针对每项业务需求
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