Matt Shanahan

Matt Shanahan is the CMO at Seattle, Wash.-based Azuqua. He has nearly 30 years of experience in the technology industry, ranging from Accenture to startups. He is a proven entrepreneur as the VP of product marketing and management for Documentum from startup through initial public offering and most recently as co-founder and SVP of strategy for Scout Analytics.

Forget Kevin Bacon, customer-centric organizations need to create zero degrees of separation between themselves and their customers. The challenge is that customer contacts are created and stored in multiple applications such as sales, support, marketing and services. And, an individual contact can be active across many channels including social media, community, product and campaigns.

Predictive analytics is a powerful tool for creating an efficient and effective customer success organization. However, predictive analytics developed from intuition and hunches without proper validation can be detrimental to a business. Customer success teams need to understand the balance between customer coverage and predictive accuracy to identify false alarms and fire drills and know when to act to prevent churn. If not done properly, some scoring rules actually hurt rather than help the customer success organization.

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