Is your company adopting customer success but doesn’t know where in the organization it fits? Should customer success live under sales, marketing or product? How should you account for customer success? Watch Lincoln Murphy, Customer Success Evangelist, as he deep dives into issues such as:
The common mistakes when starting out (and how to avoid them)
How logical customer segmentation is key to effective coverage levels
Why the ideal characteristics of CSMs vary across customer segments (and how to plan for that)
And much more...
In Lincoln’s previous webinar, “Developing the Ultimate Customer Success Strategy” he discussed the value of implementing customer success at your company and why minimizing your attrition rate through customer success is imperative to any modern business. This is the next evolution of the discussion, taking the theory into practice.
12. Mistake #1: Starting with “Anything Other Than the Customer”
Don’t start your Customer Success Strategy with:
• KPIs
• Tactics
• Hiring
• Tools and Technology
14. Mistake #2: Building a “One-size-fits-All” Strategy
Creating a one-size-fits-all strategy for customers that require different:
• Cadence and Depth of Touch Points
• Coverage Levels
• Interaction Modalities
• Skillsets
• Expertise and Vertical Knowledge
16. Mistake #3: Hiring only “CSMs”
• Customer Success needs leadership and an equal seat at the
table
• Don’t hire a “CSM” and hope they can do everything; not fair to
anyone
• Definition of a CSM (or other practitioner) varies across
different segments
• A one-size-fits-all definition of a “CSM” that works across
different logical customer segments and does EVERYTHING
18. Mistake #4: Not acting as if…
• Act like you’re an actual org
• Even if it’s only you right now
• Have a KPI to measure Org Success
• Could be a short-term metric
• Have a Measure for Individual Success
• Develop a Health Score for the Customer
20. Mistake #5: Not understanding that things will change
• There is no "set it, and forget it” in Customer Success
• Evolution is Inevitable (and a good thing)
• Team members evolve
• The org evolves
• The market evolves
• Your product evolves
• Your company evolves
• Your customers evolve
21. 5 Steps to Building a World
Class Customer Success Org