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Customer Benchmarking Motivates Action | @CloudExpo #SaaS #Cloud #Analytics
Many CSMs at Software-as-a-Service companies conduct Quarterly Business Reviews with senior executives at key accounts

Customer Benchmarking Motivates Action
By Ed Powers

Electric utility companies promoting power conservation programs discovered that simply informing consumers of their electricity usage relative to neighbors lowered overall consumption. This type of normative social comparison has produced the same effects in other domains. Why does this work? How can the idea be used in Customer Success?

Keeping up with the Joneses
Homeowners typically receive letters from the power company showing how many kilowatt hours they've used over the past month compared with other homes in the vicinity. In addition to bar charts, consumers see a "smiley face" if they're doing well or a "frowny face" if they're trailing the average. The mailers typically also include a list of recommendations for conserving energy.

social norm

Surprisingly, this simple trick works. People change their behaviors when they see how they stack up against others. In multiple experiments run by the utility companies, providing benchmarks reduced overall power usage 2%.1 That may not sound like much, but across millions of homes the savings are substantial, helping power companies meet their government-mandated conservation goals. Similar outcomes from communicating descriptive norms have been shown in hospitality (reusing towels more often),2 voting (increasing turnout),3 and charitable giving (boosting the number of donors).4

What causes this behavior? Neuroscientist David Rock says subconscious social drivers are hardwired into our brains after eons of evolution.5 One primary driver is status, how we view ourselves in the "pecking order." Social bearing means survival-whether it's humans, birds, or wildebeest, members at the apex of the hierarchy are more likely to continue living and pass along genetic information. To aid our preservation, we reflexively perceive higher status as a reward and lower status as a threat. As a result, we savor outranking others and become anxious when we fall short.

Seeing rank expressed in numbers may increase the urgency to act. Neuroscientists have found that the brain uses the same circuitry to process number comparisons as it does to determine social status.6 The findings suggest we subconsciously use numbers to record social rank, and seeing status expressed numerically activates overlapping neural networks that may add fuel to our emotional response. Whenever emotions are strong, decisions and actions tend to follow.

Better business reviews
Many Customer Success Managers (CSMs) at Software-as-a-Service (SaaS) companies conduct Quarterly Business Reviews (QBRs) with senior executives at key accounts. Customers derive business value from deploying and using software, so a common objective is to ensure implementation milestones and adoption goals are met. Executive engagement and attendance at QBRs, however, is a chronic problem. Often CSMs do a poor job of describing how the software subscription impacts things like organizational productivity and decision making, but other times they simply fail to capture the attention of senior leaders.

Showing comparative data can help. Besides demonstrating progress vs. the customer's goals, showing results relative to the customer's own peer groups has greater impact. Executives are usually competitive people. When they see their organization is ahead of the pack, the fact suddenly becomes a talking point with their own bosses. When they see progress is behind the curve, they are more likely to push subordinates and make things happen. Sharing the tidbit garners increased attention and raises CSM status in the eyes of executives. "Information is power" is also true among top managers, and good intelligence is always appreciated.

The approach works at scale, too. Like the power company, automatically communicating descriptive social norms can move the needle in large populations of small customers. When SaaS companies show individual performance relative to benchmarks via tailored e-mails and in-product messages, they can influence behaviors in mass audiences without the need for personal contact. A simple change in how data are communicated can bump customer usage as well as CSM productivity.

New automation tools make the process much easier. OnlyBoth's benchmarking engine uses artificial intelligence to automatically uncover readable, motivating, action-provoking insights and customer comparisons. CSMs can use this novel intelligence to nudge customers toward greater success during business reviews and for routine, personalized e-mail communications campaigns.

We're naturally wired to compare ourselves with others. SaaS companies can easily capitalize on this basic human nature. And that would place them ahead of the pack.

References

1 Alcott, H. (2011). Social norms and energy conservation. Journal of Public Economics 95, pp. 1082-1095

2 Nolan, J., Schultz, W., Cialdini, R., Goldstein, N., Griskevicius, V. (2008). Normative influence is underdetected. Personality and Social Psychology Bulletin 34, pp. 913-923

3 Gerber, A. and Rogers, T. (2009). Descriptive social norms and motivation to vote: everybody's voting and so should you. The Journal of Politics 71, January 2009, pp. 178-191

4 Frey, B., and Meier, S. (2004). Social comparisons and pro-social behavior: testing "conditional cooperation" in a field experiment. The American Economic Review, December 2004, pp. 1717-1722

5 Rock, D. (2008). SCARF: a brain-based model for collaborating with and influencing others. NeuroLeadership Journal

6 Chiaoa, J., Haradaa, T., Obyb, E., Lia, Z., Parrish, T. Bridge, D. (2008). Neural representations of social status hierarchy in human inferior parietal cortex. Frontiers in Neuroscience.

Continue reading

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About Raul Valdes-Perez
Raul Valdes-Perez co-founded OnlyBoth in March 2014 and is CEO. He co-founded Vivisimo in 2000, a search software company that provided enterprise products and web-based consumer services, serving as its CEO for nine years and as Chairman for twelve until its acquisition in 2012 by IBM.

At Vivisimo he was named a 2007 Ernst & Young Entrepreneur of the Year for the North Central Region and a top ten reader favorite for Entrepreneur of the Year by Inc. magazine. Earlier, he was on the Carnegie Mellon computer science faculty. He received seven research grants from the National Science Foundation and published 50 journal articles and book chapters in computer, natural, and social science.

He received a computer science PhD from Carnegie Mellon in 1991, where his advisor was the Nobel Laureate Herbert A. Simon, and B.S. and M.S. degrees in information engineering from the University of Illinois at Chicago. Raul authored the book Advice is for Winners: How to Get Advice for Better Decisions in Life and Work in late 2012, and is on several company and non-profit boards.

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Cloud Expo - Cloud Looms Large on SYS-CON.TV


Cloud Expo 2013 East Opening Keynote by IBM
In this Cloud Expo Keynote, Danny Sabbah, CTO & General Manager, Next Generation Platform, will detail the critical architectural considerations and success factors organizations must internalize to successfully implement, optimize and innovate using next generation architectures.
Lisa Larson, Vice President of Enterprise Cloud Solutions of Rackspace Hosting Live From New York City
In the old world of IT, if you didn't have hardware capacity or the budget to buy more, your project was dead in the water. Budget constraints can leave some of the best, most creative and most ingenious innovations on the cutting room floor. It's a true dilemma for developers and innovators – why spend the time creating, when a project could be abandoned in a blink? That was the old world. In the new world of IT, developers rule. They have access to resources they can spin up instantly. A hybrid cloud ignites innovation and empowers developers to focus on what they need. A hybrid cloud blends the best of all worlds, public cloud, private cloud and dedicated servers to fit the needs of developers and offer the ideal environment for each app and workload without the constraints of a one-size-fits-all cloud.

Keynote: Driving Cloud Innovation: SSDs Change Cloud Storage Paradigm
Cloud is a transformational shift in computing that can have a powerful effect on enterprise IT when designed correctly and used to its full potential. Join Citrix in a discussion that centers on building, connecting and empowering users with cloud services and hear examples of how enterprises are solving real-world business challenges with an architecture and solution purpose-built for the cloud.

Go Beyond IaaS to Deliver "Anything As a Service"
Many organizations want to expand upon the IaaS foundation to deliver cloud services in all forms—software, mobility, infrastructure and IT. Understanding the strategy, planning process and tools for this transformation will help catalyze changes in the way the business operates and deliver real value. Join us to learn about the new ITaaS model and how to begin the transformation.


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Top Stories for Cloud Expo 2012 East

In this "Cloud Trends" Power Panel at the 10th International Cloud Expo, moderated by Cloud Expo Conference Chair Jeremy Geelan, Karen Padir, EVP of Products & Engineering at EnterpriseDB, and Aaron Hollobaugh, VP of Marketing & Communications at Hostway Corporation, map the hottest areas of cloud computing right now, and share real-world examples of offerings that are generating value. ... (more)

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SYS-CON's Cloud Expo, held each year in California, New York, Prague, Tokyo, and Hong Kong is the world’s leading Cloud event in its 5th year, larger than all other Cloud events put together. For sponsorship, exhibit opportunites and show prospectus, please contact Carmen Gonzalez, carmen (at) sys-con.com.


New York City Expo Floor Plan Revealed
Cloud Expo New York
[June 11-14, 2012]

Floor Plan Revealed


Introducing Big Data Expo
Introducing
There is little doubt that Big Data solutions will have an increasing role in the Enterprise IT mainstream over time. Get a jump on that rapidly evolving trend at Big Data Expo, which we are introducing in June at
Cloud Expo New York.

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Testimonials
Cloud Expo was a fantastic event for CSS Corp - we easily exceeded our objectives for engaging with clients and prospects."
AHMAR ABBAS
SVP, Global Infrastructure Management, CSS Corp.
 
With our launch at Cloud Expo, we successfully transformed the company from a relatively unknown European player into the dominant player in the market. Our competitors were taken by surprise and just blown away. We got a huge number of really high quality leads..."
PETE MALCOLM
CEO, Abiquo
 
We were extremely pleased with Cloud Expo this year - I’d say it exceeded expectations all around. This is the same info we got from partners who attended as well. Nice job!"
MARY BASS
Director of Marketing, UnivaUD
 
Cloud Expo helps focus the debate on the critical issues at hand in effect connecting main street with the next frontier."

GREG O’CONNOR
President & CEO, Appzero


Who Should Attend?
Senior Technologists including CIOs, CTOs, VPs of technology, IT directors and managers, network and storage managers, network engineers, enterprise architects, communications and networking specialists, directors of infrastructure Business Executives including CEOs, CMOs, CIOs, presidents, VPs, directors, business development; product and purchasing managers.


Join Us as a Media Partner - Together We Can Rock the IT World!
SYS-CON Media has a flourishing Media Partner program in which mutually beneficial promotion and benefits are arranged between our own leading Enterprise IT portals and events and those of our partners.

If you would like to participate, please provide us with details of your website/s and event/s or your organization and please include basic audience demographics as well as relevant metrics such as ave. page views per month.

To get involved, email Marilyn Moux at marilyn@sys-con.com.

@CloudExpo Blogs
In his opening keynote at 20th Cloud Expo, Michael Maximilien, Research Scientist, Architect, and Engineer at IBM, will motivate why realizing the full potential of the cloud and social data requires artificial intelligence. By mixing Cloud Foundry and the rich set of Watson services, IBM's Bluemix is the best cloud operating system for enterprises today, providing rapid development and deployment of applications that can take advantage of the rich catalog of Watson services to help drive insights from the vast trove of private and public data available to enterprises.
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
Multiple data types are pouring into IoT deployments. Data is coming in small packages as well as enormous files and data streams of many sizes. Widespread use of mobile devices adds to the total. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will look at the tools and environments that are being put to use in IoT deployments, as well as the team skills a modern enterprise IT shop needs to keep things running, get a handle on all this data, and deliver the analytics that add value.
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm.
It has never been a better time to be a developer! Thanks to cloud computing, deploying our applications is much easier than it used to be. How we deploy our apps continues to evolve thanks to cloud hosting, Platform-as-a-Service (PaaS), and now Function-as-a-Service. FaaS is the concept of serverless computing via serverless architectures. Software developers can leverage this to deploy an individual "function", action, or piece of business logic. They are expected to start within milliseconds and process individual requests and then the process ends.
SYS-CON Events announced today that EARP Integration will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. EARP Integration is a passionate software house. Since its inception in 2009 the company successfully delivers smart solutions for cities and factories that start their digital transformation. EARP provides bespoke solutions like, for example, advanced enterprise portals, business intelligence systems and mobile applications for international enterprises across different sectors such as Energy and Util...
SYS-CON Events announced today that WineSOFT will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Based in Seoul and Irvine, WineSOFT is an innovative software house focusing on internet infrastructure solutions. The venture started as a bootstrap start-up in 2010 by focusing on making the internet faster and more powerful. WineSOFT’s knowledge is based on the expertise of TCP/IP, VPN, SSL, peer-to-peer, mobile browser, and live streaming solutions.
One of the biggest challenges with adopting a DevOps mentality is: new applications are easily adapted to cloud-native, microservice-based, or containerized architectures - they can be built for them - but old applications need complex refactoring. On the other hand, these new technologies can require relearning or adapting new, oftentimes more complex, methodologies and tools to be ready for production. In his general session at @DevOpsSummit at 20th Cloud Expo, Chris Brown, Solutions Marketing Manager at Nutanix, will explore how Nutanix is bringing these sides together - agility for pets,...
SYS-CON Events announced today that Cloud Academy will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloud Academy is the industry’s most innovative, vendor-neutral cloud technology training platform. Cloud Academy provides continuous learning solutions for individuals and enterprise teams for Amazon Web Services, Microsoft Azure, Google Cloud Platform, and the most popular cloud computing technologies. Get certified, manage the full lifecycle of your cloud-based resources, and build your knowledge based...
The 21st International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Machine Learning and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
Van Andel Institute has a 20-year legacy of biomedical research and scientific education with a focus on improving health and enhancing the lives of current and future generations. Formed in 1996 by Jay and Betty Ann Van Andel, the Grand Rapids, Michigan-based organization has evolved into a premier center for research and education that supports more than 360 scientists, educators, and staff. At Van Andel Research Institute (VARI), a dedicated team works tirelessly to determine the epigenetic, genetic, molecular and cellular origins of cancer, Parkinson’s and other diseases. Using state-of-...
SYS-CON Events announced today that delaPlex will exhibit at SYS-CON's @ThingsExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. delaPlex pioneered Software Development as a Service (SDaaS), which provides scalable resources to build, test, and deploy software. It’s a fast and more reliable way to develop a new product or expand your in-house team.
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, which can process our conversational commands and orchestrate the outcomes we request across our persona...
While presenting own advanced Robo-Advisory Platform, Michał Różański, Managing Partner at EARP and CEO at Empirica, will illustrate the most important issues of building tailored FinTech software in his session at 20th Cloud Expo. He will share experiences we have gained for over 6 years of developing solutions for financial institutions and FinTech companies, including robo-advisors. We welcome all FinTech innovators interested in how properly implemented technology can move their businesses forward.
For a recent University of San Francisco MBA class, I wanted to put my students in a challenging situation where they would be forced to make difficult data science trade-offs between gathering data, preparing the data and performing the actual analysis. The purpose of the exercise was to test their ability to “think like a data scientist” with respect to identifying and quantifying variables that might be better predictors of performance.
To change your world, AI does not need to replace humans – it just needs to displace you. So stop saying that AI can’t replace humans, and start asking, “Can AI displace me?” We are not close enough to general-knowledge artificial intelligence to consider a world where such a system could completely replace a cognitive nonrepetitive (white-collar) worker. And while Hollywood and sensationalist reporting would have you believe otherwise, malevolent AI systems and sentient cyborgs should not be the subject of any serious discussion about job loss. The most probable future is far scarier.
Automation is enabling enterprises to design, deploy, and manage more complex, hybrid cloud environments. Yet the people who manage these environments must be trained in and understanding these environments better than ever before. A new era of analytics and cognitive computing is adding intelligence, but also more complexity, to these cloud environments. How smart is your cloud? How smart should it be? In this power panel at 20th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists will look at the evolving nature of hybrid cloud, how it affects enterprise IT staffing requir...
Industry after industry is under siege as companies embrace digital transformation (DX) to disrupt existing business models and disintermediate their competitor’s customer relationships. But what do we mean by “Digital Transformation”? The coupling of granular, real-time data (e.g., smartphones, connected devices, smart appliances, wearables, mobile commerce, video surveillance) with modern technologies (e.g., cloud native apps, big data architectures, hyper-converged technologies, artificial intelligence, blockchain) to enhance products, processes, and business-decision making with customer, ...
Machine learning, AI, cognitive computing, natural language understanding, image recognition, pattern matching, autonomous devices – these are just a few of 2017’s loosely defined catchall phrases. But in practice, they each refer to a significant field of study that is guaranteed to have an impact on the way people live and how business is done. So here are five things that you, as the leader of an organization that is singularly focused on creating shareholder value (however you define it), need to know
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists will examine how DevOps helps to meet the demands of Digital Transformation – including accelerating application delivery, closing feedback ...
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Past SYS-CON Events
    Cloud Expo West
cloudcomputingexpo
2011west.sys-con.com

 
    Cloud Expo East
cloudcexpo
2011east.sys-con.com

 
    Cloud Expo West
cloudcomputingexpo
2010west.sys-con.com

 
    Virtualization Expo West
virtualization
2010west.sys-con.com
    Cloud Expo Europe
cloudexpoeurope2010.
sys-con.com

 
    Cloud Expo East
cloudcomputingexpo
2010east.sys-con.com

 
    Virtualization Expo East
virtualizationconference
2010east.sys-con.com
    Cloud Expo West
cloudcomputingexpo
2009west.sys-con.com

 
    Virtualization Expo West
virtualizationconference
2009west.sys-con.com
    GovIT Expo
govitexpo.com
 
    Cloud Expo Europe
cloudexpoeurope2009.sys-con.com
 

Cloud Expo 2011 Allstar Conference Faculty

S.F.S.
Dell

Singer
NRO

Pereyra
Oracle

Ryan
OpSource

Butte
PwC

Leone
Oracle

Riley
AWS

Varia
AWS

Lye
Oracle

O'Connor
AppZero

Crandell
RightScale

Nucci
Dell Boomi

Hillier
CiRBA

Morrison
Layer 7 Tech

Robbins
NYT

Schwarz
Oracle

What The Enterprise IT World Says About Cloud Expo
 
"We had extremely positive feedback from both customers and prospects that attended the show and saw live demos of NaviSite's enterprise cloud based services."
  –William Toll
Sr. Director, Marketing & Strategic Alliances
Navisite
 


 
"More and better leads than ever expected! I have 4-6 follow ups personally."
  –Richard Wellner
Chief Scientist
Univa UD
 


 
"Good crowd, good questions. The event looked very successful."
  –Simon Crosby
CTO
Citrix Systems
 


 
"It's the largest cloud computing conference I've ever seen."
  –David Linthicum
CTO
Brick Group