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A detailed case study of a cloud implementation
“   chapter 1   ”
HTK‟s roots                                          IVR
 Founded in 1996
 30 employees
 Based in Ipswich, UK

 We started out as an IVR company
 Then bespoke solutions for „warning and informing‟

 But…
  - markets change
  - industries change
  - customers‟ expectations change …



Intelligent customer contact
So what have we done…?                                           IVR
 We‟ve built a SaaS product, Horizon


     “ HTK Horizon is the world’s favourite software for mobile
             engagement throughout the customer lifecycle.


        We empower all organisations to create more profitable
             and longer-lasting customer relationships.”




 This is the story of how we‟ve achieved this…


Intelligent customer contact
Helping all businesses engage their customers better

                                                    CRM
                                                    Billing
                                                    Website
                                         data
                                                    Social media
   360° customer view
   Targeted segments
   Conversational dialog       insight
                                                             Consistent, relevant actions
                                                             across email, web, mobile,
                                           interaction       social, apps, voice
                                                             - Next-best action
                                                             - Next-best offer
                                                             - Moments of magic

 This is the story of how we‟ve achieved this…
 and how we‟re helping our customers to do the same – through the cloud
Intelligent customer contact
“   chapter 2   ”
Our challenge
 -   Our customer data was in several places
       -   No „single view of the truth‟

 -   Our previous CRM implementation had poor adoption
       -   Slow UI screens, complex to use, difficult to get insight from the data

 -   We needed to grow our business, efficiently
       -   With a small sales team, we needed to stay on top of the best opportunities




Intelligent customer contact                                                             7
#1
                                 Cloud         Cloud        Innovation
                               Computing       CRM          2011, 2012




100,000+ Customers Worldwide         First Cloud Company to reach 3$ Billion

Intelligent customer contact                                           8
Your Customer




Intelligent customer contact                   9
Why we chose salesforce.com
 -   SaaS CRM takes away pain
       -   No issues with servers, performance, upgrades

 -   We saw Salesforce.com as the market leader
       -   You need to be sure your data is in safe hands

 -   We were attracted by the AppExchange
       -   All kinds of add-ons, to help our business as it grew




Intelligent customer contact                                       10
Implementation and outcome
 -   We implemented the solution ourselves, with online support from SFDC
       -   Sales automation and opportunity management
       -   Business workflow rules, eg for triggering our order processes
       -   Automatic data sync to our Horizon platform, for email marketing

 -   We grew the salesforce solution incrementally
       -   Each new screen, workflow etc usually took just a few hours to set up




Intelligent customer contact
We were now serving some amazing customers
 -   Keeping our customer data up-to-date and under control
 -   Efficient processes for opportunity & revenue tracking, order management




 Next we needed to
 1) Scale our business
 2) Streamline our invoicing

Intelligent customer contact
“   chapter 3   ”
Our challenge
 -   We couldn‟t scale our business with our current invoicing process
       -   Spreadsheets!

 -   We wanted to introduce a subscription model for htkhorizon.com
       -   With flexibility to change pricing and packaging

 -   We needed to be able to track key SaaS metrics:
       -   Monthly recurring revenue, Total lifetime value, Retention
       -   And get INSIGHT from this data




Intelligent customer contact                                             14
Intelligent customer contact   15
Our Mission: Help you succeed in the Subscription Economy


   GROW:                       FLOW:                    KNOW:
   To help you build your      To help you run and      To give you the right
   subscription business and   flow your subscription   metrics to optimize your
   grow revenue.               business processes.      subscription business.




      In short order, Zuora has become the dominant
      player in cloud-based subscription systems.


Intelligent customer contact                                               16
Why we chose Zuora
 -   “Make vs Buy” – we were never going to build a billing system!

 -   We saw Zuora as the (emerging) market leader
       -   And the only player offering real on-going innovation

 -   Tight integration with Salesforce.com
       -   CRM and subscription data in one place: “Single customer view”
       -   Lots of incremental value: The whole is greater than the sum of the parts
       -   Enables our enterprise sales team to model SaaS opportunities easily
       -   Enables our CFO to get meaningful data, from Zuora and SFDC reporting




Intelligent customer contact                                                           17
Implementation and outcome
 -   We worked with a Zuora implementation partner
       -   Advice on API integration, customisation of invoice templates, best practice advice

 -   We removed complexity in subscription charging and invoicing
 -   Enabled us to create all kinds of pricing and packaging
 -   Gave us the right platform to scale our business




Intelligent customer contact
Opening up the SMB market
 -   Flexible pricing and packaging, automatically provisioned and invoiced




Intelligent customer contact
“   chapter 4   ”
Stoke by Nayland Hotel, Golf & Spa
 -    80 spacious bedrooms
 -    AA Rosette Restaurant
 -    2 Championship Golf Courses
 -    Luxury Spa & state-of-the-art gym
 -    Stunning function rooms
 -    2 retail outlets
 -    New Luxury Country Lodges




Intelligent customer contact              21
Our challenges
 -    Multi faceted business         -   Lack of integration with other systems
 -    Basic e-marketing software     -   Throwing jelly and hoping it sticks!
 -    Large, unstructured database




Intelligent customer contact                                                22
Where we are now?
 -    Improved newsletter format
 -    Well structured „clean‟ database
 -    Increased opening and engagement rates
 -    2 way communication




  So what‟s next?




Intelligent customer contact                   23
“   chapter 5
                ”
“ The     whole is greater than the sum of the parts”
 -   Quick and easy to integrate, through cloud connectors / APIs
 -   Allows us (and our customers) to build a “single customer view”
 -   Enables business growth, through better insight and targeted action




Intelligent customer contact                                               25
Unlimited opportunities for innovation


                      CRM
                                                                                       SMSC
          AppExchange
                                             Insight Tools
                                     CRM                                                      MMSC
                                                                        Social Media
   SOA
                       Integration

                                                                    Subscription
   Mobile                      CMS                                  relationship
                                                                                       IVR
   Apps                                     Developer Tools
                                                                          Contact
                     Data Warehouse &                   IP & VoIP         Centre
                     Predictive Analytics               Networks


Intelligent customer contact
The sky‟s the limit.

              Xabier Ormazabal       Brian Bell
              Head of UK Marketing   Chief Marketing Officer
              Salesforce.com         Zuora.com
              @xormazabal            @brianbell123



               Justin Bowser         Marijke Morris
               Managing Director     Commercial Manager
               htkhorizon.com        stokebynayland.com
               @jkbowser




Intelligent customer contact

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Htkhorizon business cloud summit-living case-study

  • 1. A detailed case study of a cloud implementation
  • 2. chapter 1 ”
  • 3. HTK‟s roots IVR Founded in 1996 30 employees Based in Ipswich, UK We started out as an IVR company Then bespoke solutions for „warning and informing‟ But… - markets change - industries change - customers‟ expectations change … Intelligent customer contact
  • 4. So what have we done…? IVR We‟ve built a SaaS product, Horizon “ HTK Horizon is the world’s favourite software for mobile engagement throughout the customer lifecycle. We empower all organisations to create more profitable and longer-lasting customer relationships.” This is the story of how we‟ve achieved this… Intelligent customer contact
  • 5. Helping all businesses engage their customers better CRM Billing Website data Social media 360° customer view Targeted segments Conversational dialog insight Consistent, relevant actions across email, web, mobile, interaction social, apps, voice - Next-best action - Next-best offer - Moments of magic This is the story of how we‟ve achieved this… and how we‟re helping our customers to do the same – through the cloud Intelligent customer contact
  • 6. chapter 2 ”
  • 7. Our challenge - Our customer data was in several places - No „single view of the truth‟ - Our previous CRM implementation had poor adoption - Slow UI screens, complex to use, difficult to get insight from the data - We needed to grow our business, efficiently - With a small sales team, we needed to stay on top of the best opportunities Intelligent customer contact 7
  • 8. #1 Cloud Cloud Innovation Computing CRM 2011, 2012 100,000+ Customers Worldwide First Cloud Company to reach 3$ Billion Intelligent customer contact 8
  • 10. Why we chose salesforce.com - SaaS CRM takes away pain - No issues with servers, performance, upgrades - We saw Salesforce.com as the market leader - You need to be sure your data is in safe hands - We were attracted by the AppExchange - All kinds of add-ons, to help our business as it grew Intelligent customer contact 10
  • 11. Implementation and outcome - We implemented the solution ourselves, with online support from SFDC - Sales automation and opportunity management - Business workflow rules, eg for triggering our order processes - Automatic data sync to our Horizon platform, for email marketing - We grew the salesforce solution incrementally - Each new screen, workflow etc usually took just a few hours to set up Intelligent customer contact
  • 12. We were now serving some amazing customers - Keeping our customer data up-to-date and under control - Efficient processes for opportunity & revenue tracking, order management Next we needed to 1) Scale our business 2) Streamline our invoicing Intelligent customer contact
  • 13. chapter 3 ”
  • 14. Our challenge - We couldn‟t scale our business with our current invoicing process - Spreadsheets! - We wanted to introduce a subscription model for htkhorizon.com - With flexibility to change pricing and packaging - We needed to be able to track key SaaS metrics: - Monthly recurring revenue, Total lifetime value, Retention - And get INSIGHT from this data Intelligent customer contact 14
  • 16. Our Mission: Help you succeed in the Subscription Economy GROW: FLOW: KNOW: To help you build your To help you run and To give you the right subscription business and flow your subscription metrics to optimize your grow revenue. business processes. subscription business. In short order, Zuora has become the dominant player in cloud-based subscription systems. Intelligent customer contact 16
  • 17. Why we chose Zuora - “Make vs Buy” – we were never going to build a billing system! - We saw Zuora as the (emerging) market leader - And the only player offering real on-going innovation - Tight integration with Salesforce.com - CRM and subscription data in one place: “Single customer view” - Lots of incremental value: The whole is greater than the sum of the parts - Enables our enterprise sales team to model SaaS opportunities easily - Enables our CFO to get meaningful data, from Zuora and SFDC reporting Intelligent customer contact 17
  • 18. Implementation and outcome - We worked with a Zuora implementation partner - Advice on API integration, customisation of invoice templates, best practice advice - We removed complexity in subscription charging and invoicing - Enabled us to create all kinds of pricing and packaging - Gave us the right platform to scale our business Intelligent customer contact
  • 19. Opening up the SMB market - Flexible pricing and packaging, automatically provisioned and invoiced Intelligent customer contact
  • 20. chapter 4 ”
  • 21. Stoke by Nayland Hotel, Golf & Spa - 80 spacious bedrooms - AA Rosette Restaurant - 2 Championship Golf Courses - Luxury Spa & state-of-the-art gym - Stunning function rooms - 2 retail outlets - New Luxury Country Lodges Intelligent customer contact 21
  • 22. Our challenges - Multi faceted business - Lack of integration with other systems - Basic e-marketing software - Throwing jelly and hoping it sticks! - Large, unstructured database Intelligent customer contact 22
  • 23. Where we are now? - Improved newsletter format - Well structured „clean‟ database - Increased opening and engagement rates - 2 way communication So what‟s next? Intelligent customer contact 23
  • 24. chapter 5 ”
  • 25. “ The whole is greater than the sum of the parts” - Quick and easy to integrate, through cloud connectors / APIs - Allows us (and our customers) to build a “single customer view” - Enables business growth, through better insight and targeted action Intelligent customer contact 25
  • 26. Unlimited opportunities for innovation CRM SMSC AppExchange Insight Tools CRM MMSC Social Media SOA Integration Subscription Mobile CMS relationship IVR Apps Developer Tools Contact Data Warehouse & IP & VoIP Centre Predictive Analytics Networks Intelligent customer contact
  • 27. The sky‟s the limit. Xabier Ormazabal Brian Bell Head of UK Marketing Chief Marketing Officer Salesforce.com Zuora.com @xormazabal @brianbell123 Justin Bowser Marijke Morris Managing Director Commercial Manager htkhorizon.com stokebynayland.com @jkbowser Intelligent customer contact