11Sight - Customer Success

11Sight is an inbound video call platform that allows individuals to call businesses from any online channel around the world. Two of 11Sight's core values are being customer obsessed and challenging the status quo. In 2021 11Sight decided to integrate a Customer Success platform so it could onboard new customers, track their progress, and identify upsell, cross-sell and advocacy opportunities. Prior to the project the company did not have a Customer Success Manager or Director role. My role at the company was sales and quality assurance consulting at the time. In classic startup fashion I was wearing and continue to wear multiple hats at the company.

The Outcome

In just 1 quarter we achieved 190% increase in revenue generated from active customers in my segment of focus. Amongst all 11Sight users, 50% more meetings and 30% more calls were created on the platform. Time spent on our web application increased by 93%.

The Beginning

The project was already underway and the procurement of the customer success platform was completed. After our product manager completed the technical implementation of the platform, there was a lack of clear ownership of the project. Although I had no industry knowledge or project management experience, my managers trusted me to rise to the occasion and drive the project forward. The first thing I did after getting briefed on the project's goals was to conduct research on customer success processes and best practices. I educated myself about the terminology and the "why" of each process by reading guides and reports published by companies that lead this new and developing industry. I learned that customer success management is proactively managing the customers' experiences and guiding them to realize value.

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The Process

To begin planning for the project, I needed tools to help me break down and plan all the tasks the team needs to do to accomplish our end goal. I first tried modeling a project plan from my manager's past work on similar projects. I quickly realized there was more to project management than a one page plan and took a quick LinkedIn course on the matter. I then got started with planning the project by creating documentation and by utilizing JIRA's task management tools as my team was already familiar with the software. I presented my findings to my CEO, VP of Marketing and CTO to get their approval on the project's goals and plan. We completed the data integration to ensure we got reliable real time data we could act on. Quickly, we moved to implementing the onboarding flow I mapped for the new customers, which included user activity based emails, in app walkthroughs and help guides.

The Progress

While I completed the initial phases of the project, I recognize there is much room for improvement. That is why I started taking courses from Google's project management certificate program in January 2022. Having completed the certificate on December 10th 2022, I am now revising and improving the processes I implemented using the new skills and tools I have learned. For the next iteration of our implementation, we will focus on improving the accuracy of the customer health scoring and decreasing the time it takes for users to realize value using the product.