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Goal of Customer SuccessEcosystemBorn mostly in SaaS companies (but not only) with a subscription based business model - and it is the only way to scale successfully!
MottoCustomer Success is a culture, not just a department!
GoalMaximize Customer Lifetime Value and get the customer know how to get value from the product successful step by successful step>> final aim being generating revenue for both the customer AND the company
Definition & CharacteristicsRoleBe a farmer, and nurture the crop to always ‘feed’ the customer and make him grow!
Characteristics★ Iterative processes★ Continuous improvements (getting feedback is key!)★ Effective collaboration and communication★ Open-minded attitude★ Data-driven decision and anticipation★ True care for the customer
Why investing in a Customer Success approach
For all of these reasons, it is now time for YOU to take that success path
REVENUE
PRODUCTIVITY
ENGAGEMENT
Work methodologies and processes
reinforced
Overall organisation
flow smoothened
Time to market for
new features reduced
Customer retention cost
reduced
Recurring revenue
secured and increased
Value from the product usage
gained
Customer churn
successfully fixed
Customer database
strengthened
Service quality improved
TEAM CUSTOMERCOMPANY
Company DNACross-functional
AlignmentAcquisition &
AdoptionAdded Value
DemonstrationRisk
ManagementRevenue
Expansion
CS Company AwarenessUnderstand the goals, benefits and ROI.Educate & Evangelize
Team OrganizationClarify CS role and responsibilities and align with organisation’s other roles (marketing, sales, professional services/delivery, support, product...)
Customer Journey Map (iterative)
Describe customer life cycle milestones and engagement points to act on customers’ desired outcomes
Success MetricsDetermine KPIs and qualitative aspects to measure adoption, performance and success
Retention PlaybooksDefine processes and action plans for churn detection and elimination
Growth PlaybooksDetect and generate upsell and cross sell opportunities.Identify and encourage advocacy
Make Our Customer Success Path Your Success
Company DNAEducating & Evangelizing internally and with customers
Customers & Companies have to quickly understand why Customer Success is key to their growth
Desired outcome reached
Incremental revenue
guaranteed
Expertise and customer
relationship skills gained
Stronger engagement through
personalized product usage
Clearer vision through a
customer-centric approach
Stronger internal alignment
and extra productivity
Workshops on Customer
Success related topics
Newsletters, blogs, articles
shared and brownbag sessions
Events participation
(conferences, meet ups...)
CUSTOMER
COMPANY
TEAM
HOWWHATWHY
Cross-functional alignmentUnderstand where Customer Success fits among Marketing, Support and Sales
Interaction with other teams should be done in the best interest of the customer - ie there is a need not only for tech aptitude but also for passion, ownership, persuasion and influence
Product Team
Marketing Team
Customer Success Team
Sales Team
Customer
Customer
Customers
Requirements
FeedbackQuestions
Value
proposition
Needs
Acquisition & AdoptionGrow customer database and use cases for extended value purpose
Getting more customers on board to use (and create value with it) your product goes with 2 main points:
★ Customer Journey mapping○ Or how to better understand your customer desired outcomes and his/her
interactions with your company★ Onboarding
○ Or how to make your customer understand the value of your product and use it in adequation with his/her committed goal
Don’t worry, be happyA ‘small step’ by ‘small step’ approach will give immediate results!
Added Value DemonstrationMonitor, measure and report
Metrics are necessary to set goals for the customers and the company, to have measurable targets for the teams, and to look for continuous adjustments to optimize that success path
★ Monitor○ Or how to know if your product is well adopted
★ Measure○ Or how to make sure you are alerted if something goes wrong
★ Report & Optimize○ Or how to improve the usage of your product and the happiness of your customers
to pave the way for a long term relationship
No need for thousands of metrics - only a few will enable you to guide your customers and your teams!
Playbooks creation (1 per use case)
Risk ManagementDetect churn risk, eliminate and ultimately anticipate
For SaaS subscription based companies, all is about converting and retaining customers - to do so, you have to be churn adverse and focus on the right customer in 3 iterative steps!
E.g. Ticketing tool playbook
Customers & Use Cases
Analyze
Segment
Adjust
E.g. Welcome email (content, context) playbook
E.g. Onboarding procedure update playbook
Calculate your churn and assess (avoidable or not?)
Review the journey and ask questionsIdentify high value customersIN
TE
RN
AL
Meet the customerGather feedback through surveysUnderstand the customer organization (sponsor change?)C
UST
OM
ER
Revenue ExpansionMake it grow
Areas where Customer Success can drive growth are through account expansion and existing customers paying more over time.
Renewals
Up-sells & Cross-sell
Voice of the customer
Word of mouth and advocacy
Loyalty
Time
Customer Relationship Intensity
