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Customer Success: 

You have a Positioning
Problem
@lincolnmurphy
Customer Success
DOESN’T WORK!
@lincolnmurphy
There’s a Reason
Customer Success
isn’t taken
SERIOUSLY@lincolnmurphy
There’s a reason CSM IS NOT…
o Given resources or budget
o Empowered to truly make the customer
successful
o Looked at as ...
Customer Success is POSITIONED as…
o Account Management 2.0
o Churn Busting
o Saving Customers
o Sales Buzzkill
o Customer...
HISTORY
of Customer
Success
We Must Correct These ASSUMPTIONS…
•  Customer Success is just a Department
•  Its just renamed Customer Support
•  Can ma...
Desired Outcome
Customer Success is when customers achieve their
interactions
through with your
companytheir 	
“	
”	-  Lin...
Customer Success Management
is the process of moving the customer
toward their ever-evolving Desired
Outcome.
“	
”	 -  Lin...
Customer Success GETS RESULTS…
o Churn becomes a Non-Issue
o Customers Extend their Lifetime
o Customers Expand their Rela...
Customer Success IMPACTS…
o Customer Lifetime Value (LTV)
o Customer Acquisition Cost (CAC)
o Net Revenue Retention (NRR)
...
Required CULTURE SHIFT…
o Transaction è Life Cycle
o Reactive è Proactive
o Product-focused è Customer-focused
o Focused o...
HIGH PERFORMANCE Leadership...
1.  Strategic Planning
2.  Tactical Execution
3.  Resource Management
4.  Effective Communic...
Positioning everyone for SUCCESS ...
o Set specific goals and objectives
o Create a plan to reach these goals
o Ensure that...
Customer Success
is a GROWTH
ENGINE
Customer
SUCCESS-
driven Growth
As customers
SUCCEED and
EVOLVE…
…their relationship
with us should
EVOLVE and GROW
RENEWAL &
EXPANSION are part
of the Customer’s
SUCCESS
@lincolnmurphy
Lack of expansion
is a
BAD SIGN
@lincolnmurphy
CSMs
shouldn’t be
COMMERCIAL???
@lincolnmurphy
Starts by acquiring
customers with

SUCCESS
POTENTIAL
It’s Not

SUCCESS
GUARANTEED
@lincolnmurphy
Desired Outcome
Customer Success is when customers achieve their
interactions
through with your
companytheir 	
“	
”	-  Lin...
Required	
Outcome	
Appropriate	
Experience	
Desired Outcome
WHAT your
customer
needs to
achieve
HOW they
need to
achieve i...
Customer	
Characteristics	
Method	
Customer	
(segment)	
Desired Outcome
@lincolnmurphy
Required	
Outcome	
Appropriate	
Exp...
Churn is the
SYMPTOM of an
Underlying Disease
@lincolnmurphy
Required	
Outcome	
Appropriate	
Experience	
Desired Outcome
@lincolnmurphy
ASCENSION

Path
@lincolnmurphy
Required	
Outcome	
Appropriate	
Experience	
Desired Outcome
@lincolnmurphy
Required	
Outcome	
Appropriate	
Experience
CUSTOMER
SEGMENTS are
determined by
APPROPRIATE
EXPERIENCE (AX)
@lincolnmurphy
AX can be your
DISRUPTIVE
DIFFERENTIATOR
@lincolnmurphy
LATENT AX can be
your MARKET
OPPPORTUNITY
@lincolnmurphy
AX is the key to
DEFINING CSM
Operations
@lincolnmurphy
AX is the key to
SCALING CSM
Operations
@lincolnmurphy
AX is the key to
PROFITABLE CSM
Operations
@lincolnmurphy
Q&A
@lincolnmurphy
Your 3-Step
Call to Action
@lincolnmurphy
1. SPEAK

UP
@lincolnmurphy
2. STAND

UP
@lincolnmurphy
3. CHANGE

UP
@lincolnmurphy
Thank You!
Lincoln Murphy
@lincolnmurphy
lincoln@sixteenventures.com
http://sixteenventures.com
Customer Success - You Have a Positioning Problem - Lincoln Murphy
Customer Success - You Have a Positioning Problem - Lincoln Murphy
Customer Success - You Have a Positioning Problem - Lincoln Murphy
Customer Success - You Have a Positioning Problem - Lincoln Murphy
Customer Success - You Have a Positioning Problem - Lincoln Murphy
Customer Success - You Have a Positioning Problem - Lincoln Murphy
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Customer Success - You Have a Positioning Problem - Lincoln Murphy

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Lincoln Murphy's Keynote at the first annual Customer Success Conference in Israel was focused on the problem Customer Success has when it comes to getting resources and being taken seriously, and how to fix that.

Published in: Business
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Customer Success - You Have a Positioning Problem - Lincoln Murphy

  1. 1. Customer Success: 
 You have a Positioning Problem @lincolnmurphy
  2. 2. Customer Success DOESN’T WORK! @lincolnmurphy
  3. 3. There’s a Reason Customer Success isn’t taken SERIOUSLY@lincolnmurphy
  4. 4. There’s a reason CSM IS NOT… o Given resources or budget o Empowered to truly make the customer successful o Looked at as performing a real business function @lincolnmurphy
  5. 5. Customer Success is POSITIONED as… o Account Management 2.0 o Churn Busting o Saving Customers o Sales Buzzkill o Customer Happiness or Delight @lincolnmurphy
  6. 6. HISTORY of Customer Success
  7. 7. We Must Correct These ASSUMPTIONS… •  Customer Success is just a Department •  Its just renamed Customer Support •  Can magically make Bad-fit Customers Successful •  A Fix for a Broken or Incomplete Product @lincolnmurphy
  8. 8. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  9. 9. Customer Success Management is the process of moving the customer toward their ever-evolving Desired Outcome. “ ” -  Lincoln Murphy @lincolnmurphy
  10. 10. Customer Success GETS RESULTS… o Churn becomes a Non-Issue o Customers Extend their Lifetime o Customers Expand their Relationship with Us o Customers Advocate for Us @lincolnmurphy
  11. 11. Customer Success IMPACTS… o Customer Lifetime Value (LTV) o Customer Acquisition Cost (CAC) o Net Revenue Retention (NRR) o Total Addressable Market (TAM) o Company Valuation! @lincolnmurphy
  12. 12. Required CULTURE SHIFT… o Transaction è Life Cycle o Reactive è Proactive o Product-focused è Customer-focused o Focused on sales è Targeted results o Upselling è Success-Based Expansion @lincolnmurphy
  13. 13. HIGH PERFORMANCE Leadership... 1.  Strategic Planning 2.  Tactical Execution 3.  Resource Management 4.  Effective Communication 5.  Evangelism and Inspiration 6.  Positioning everyone for success @linclnmurphy
  14. 14. Positioning everyone for SUCCESS ... o Set specific goals and objectives o Create a plan to reach these goals o Ensure that the necessary resources are in place o Push back on other teams that act counter to your mandate @linclnmurphy
  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 @lincolnmurphy
  20. 20. Lack of expansion is a BAD SIGN @lincolnmurphy
  21. 21. CSMs shouldn’t be COMMERCIAL??? @lincolnmurphy
  22. 22. Starts by acquiring customers with
 SUCCESS POTENTIAL
  23. 23. It’s Not
 SUCCESS GUARANTEED @lincolnmurphy
  24. 24. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  25. 25. Required Outcome Appropriate Experience Desired Outcome WHAT your customer needs to achieve HOW they need to achieve it@lincolnmurphy
  26. 26. Customer Characteristics Method Customer (segment) Desired Outcome @lincolnmurphy Required Outcome Appropriate Experience
  27. 27. Churn is the SYMPTOM of an Underlying Disease @lincolnmurphy
  28. 28. Required Outcome Appropriate Experience Desired Outcome @lincolnmurphy
  29. 29. ASCENSION
 Path @lincolnmurphy
  30. 30. Required Outcome Appropriate Experience Desired Outcome @lincolnmurphy Required Outcome Appropriate Experience
  31. 31. CUSTOMER SEGMENTS are determined by APPROPRIATE EXPERIENCE (AX) @lincolnmurphy
  32. 32. AX can be your DISRUPTIVE DIFFERENTIATOR @lincolnmurphy
  33. 33. LATENT AX can be your MARKET OPPPORTUNITY @lincolnmurphy
  34. 34. AX is the key to DEFINING CSM Operations @lincolnmurphy
  35. 35. AX is the key to SCALING CSM Operations @lincolnmurphy
  36. 36. AX is the key to PROFITABLE CSM Operations @lincolnmurphy
  37. 37. Q&A @lincolnmurphy
  38. 38. Your 3-Step Call to Action @lincolnmurphy
  39. 39. 1. SPEAK
 UP @lincolnmurphy
  40. 40. 2. STAND
 UP @lincolnmurphy
  41. 41. 3. CHANGE
 UP @lincolnmurphy
  42. 42. Thank You!
  43. 43. Lincoln Murphy @lincolnmurphy lincoln@sixteenventures.com http://sixteenventures.com

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