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Customer Success for Product Managers
Kay Khandpur Haim Toeg
Product Camp, March 2015
What is Customer Success
… the goal of this funcBon is to become the “trusted advisor” to the company, to make their customers successful with the products they have purchased, and ensure that they are
realizing economic value from their investments in order to preserve their revenue.
Source: Forrester
Customer Success Primary Goals
• Protect exisBng revenue – eliminate reasons for non renewal: – Support – Service – Training – ConBnuity – Loss of champion =/= loss of customer
• Promote organic growth – AddiBonal users for exisBng use-‐cases – New use-‐cases – Create references / advocates
Customer Facing AcBviBes • Hand-‐off from sales / services • Provisioning • Onboarding • On-‐going account management – Support – Training
• Periodic business reviews • Renewal [possibly by sales / renewal specialist] • Opportunity idenBficaBon • Upsell [possibly by sales]
Inward Flowing InformaBon
• Voice of the customer – QuanBtaBve: RelaBonship surveys, QBRs, Health checks
– QualitaBve: Advisory boards, meeBngs, usability studies
• Usage informaBon • Market intelligence • Gaps and requirements • Customer SaBsfacBon / NPS
ProtecBng ExisBng Revenue • Customer pain points drive Product Management focus • Ease of adopBon
– Minimize Bme to value: • Rapid deployment/on-‐boarding • Built-‐in tutorials and ‘Gedng Started’ guides • Access support / self service from within the app / product • How to measure -‐ customer effort score
• Understand usage paferns – What are your customers doing?
• Does this map to how you thought they would use your product? – Are they working around shortcomings? – Or have they figured out innovaBve ways to use your product?
– What are your customers not doing? • Unused features -‐ why?
– Customers’ interacBon with your company • Are they talking with sales? Reading markeBng materials? VisiBng website? Calling
support? How to measure and quanBfy?
PromoBng organic growth
• What is the effort required to add more users once in producBon? – Can this be done by User Admins? – Can your CS team easily show the value the customer is deriving?
• Do new use-‐cases require new sales effort?
Working with Customer Success
• InformaBon flow – Customer Success provides customer intelligence – Usage informaBon
• PM provides feature roadmap, bug fixes
QuesBons
• Techniques used to associate product usage with churn / value – AnalyBcs – Process mining
• KCS informaBon flow – consolidate customer input into acBonable insight – Double loop
