Fanatical Customer Success - Customer Success-driven Growth Overview at Brazil SaaS Forum

404 views

Published on

On November 2, 2016, Lincoln Murphy gave this keynote presentation on Customer Success-driven Growth and then, along with Resultados Digitais CEO Eric Santos - performed a Q&A for the developing SaaS ecosystem of entrepreneurs, operators, and investors.

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
404
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
19
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Fanatical Customer Success - Customer Success-driven Growth Overview at Brazil SaaS Forum

  1. 1. Customer Success-driven Growth Overview Hello, my name is Lincoln Murphy I’m excited to be presenting at @LincolnMurphy
  2. 2. Stay longer Buy More Expand Internally Advocate Externally @lincolnmurphy
  3. 3. Make your CUSTOMERS
 powerful!
  4. 4. They’ll make YOU powerful!
  5. 5. HOW will they make you powerful?
  6. 6. Stay longer Buy More Expand Internally Advocate Externally @lincolnmurphy
  7. 7. Customers Making You Powerful Impacts Company VALUATION
  8. 8. Revenue x Multiplier = Value Company Valuation Calculation
  9. 9. Revenue x Multiplier = Value o There’s more! Company Valuation Calculation
  10. 10. Revenue x Multiplier = Value o  Customer Lifetime Value (LTV) o  Customer Acquisition Cost (CAC) o  Net Revenue Retention (NRR) o  Total Addressable Market o  Talent Acquisition o There’s more! @lincolnmurphy Company Valuation Calculation
  11. 11. How do you make your customers POWERFUL?
  12. 12. By making them SUCCESSFUL
  13. 13. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  14. 14. Customer Success is NOT… •  Just a Department •  Customer Support •  Account Management •  Happiness or Delight •  Churn Mitigation •  Saving Customers •  “Checking in" with customers •  Customer hand holding @lincolnmurphy
  15. 15. Customer Success is a GROWTH ENGINE
  16. 16. Customer SUCCESS- driven Growth
  17. 17. As customers SUCCEED and EVOLVE…
  18. 18. …their relationship with us should EVOLVE and GROW
  19. 19. RENEWAL & EXPANSION are part of the Customer’s SUCCESS
  20. 20. Year 1 100% Customer Lifetime Value @lincolnmurphy
  21. 21. Year 1 Year 2 Year 3 Year 4 Year 5 80% 20% Customer Lifetime Value @lincolnmurphy
  22. 22. Year 1 Year 2 Year 3 Year 4 Year 5 > 95% < 5% Customer Lifetime Value @lincolnmurphy
  23. 23. Customer Lifetime Value Year 1 Year 2 Year 3 Year 4 Year 5 > 98% < 2% Year 6 @lincolnmurphy
  24. 24. Resource Allocation Year 1 Year 2 Year 3 Year 4 Year 5 < 2% > 98% Year 6 @lincolnmurphy
  25. 25. Customer Success Management is the process of moving the customer toward their ever-evolving Desired Outcome. “ ” -  Lincoln Murphy @lincolnmurphy
  26. 26. Customer Success Management… •  Segmentation •  Orchestration •  Intervention •  Instrumentation •  Operationalization
  27. 27. Customer Success Management @lincolnmurphy
  28. 28. Enrichment
  29. 29. Grow BECAUSE of your effort, not 
 IN SPITE of it
  30. 30. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  31. 31. Interactions Start EARLY
  32. 32. “The seeds ! of churn are ! planted early” ! – Lincoln Murphy! @lincolnmurphy!
  33. 33. Avoid BAD FIT Customers
  34. 34. Who Feels the ACUTE Pain of Bad-fit Customers? •  Sales •  Implementation •  Product •  Marketing •  Support •  Account Management •  Customer Success Management •  Your Customer! @lincolnmurphy
  35. 35. Acquire customers with
 SUCCESS POTENTIAL
  36. 36. Technical Fit Functional Fit Competence Fit Experience Fit Cultural Fit @lincolnmurphy
  37. 37. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  38. 38. Required Outcome Appropriate Experience Desired Outcome WHAT your customer needs to achieve HOW they need to achieve it@lincolnmurphy
  39. 39. Customer Characteris9cs Method Customer (segment) Desired Outcome @lincolnmurphy Required Outcome Appropriate Experience
  40. 40. Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly
  41. 41. Need to work, no 9me to eat Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly Assigned sea9ng, WiFi, Food service, leg room Business Traveler
  42. 42. Save money, enjoy des9na9on Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly Cheap fares, snacks & drinks Family Going on Vaca9on
  43. 43. COVERAGE LEVELS and RESOURCES are determined by DESIRED OUTCOME
  44. 44. DESIRED OUTCOME is the key to SCALING Customer Success
  45. 45. @lincolnmurphy
  46. 46. Churn is the SYMPTOM of an Underlying Disease
  47. 47. Without Customer Success •  Stagnating Customers •  Customer Churn •  Revenue Churn •  Reputation Suffers •  TAM shrinks •  Sales Friction Increases •  Sales Cycles Extend •  CAC Increases •  Talent Acquisition Suffers •  Company Value Drops @lincolnmurphy
  48. 48. With Customer Success •  Expanding Customers •  Net Revenue Retention •  Great Reputation •  TAM Increases •  Sales Friction Decreases •  Sales Cycles Shorten •  CAC Efficiency •  Talent Acquisition Improves •  Company Value INCREASES @lincolnmurphy
  49. 49. When your CUSTOMERS Succeed...
  50. 50. YOU Succeed!
  51. 51. Thank You!
 @lincolnmurphy lincoln@lincolnmurphy.com
  52. 52. Awesome! Thanks for your attention. Learn more about me at http://sixteenventures.com And contact me via lincoln@lincolnmurphy.com @LincolnMurphy Customer Success-driven Growth Overview

×