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Lincoln Murphy's Scaling Customer Success in NYC

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On March 16, 2017 in Manhattan, Lincoln Murphy gave a presentation on Scaling Customer Success.

These are the slides from that keynote.

Published in: Business
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Lincoln Murphy's Scaling Customer Success in NYC

  1. 1. Scaling Customer Success Hello, my name is Lincoln Murphy I’m excited to be presenting to you today! @LincolnMurphy
  2. 2. Lincoln Murphy @lincolnmurphy lincoln@lincolnmurphy.com
  3. 3. Stay longer Buy More Expand Internally Advocate Externally @lincolnmurphy
  4. 4. @lincolnmurphy
  5. 5. Make your CUSTOMERS
 powerful!
  6. 6. They’ll make YOU powerful!
  7. 7. HOW will they make you powerful?
  8. 8. Stay longer Buy More Expand Internally Advocate Externally @lincolnmurphy
  9. 9. How do you make your customers POWERFUL?
  10. 10. By making them SUCCESSFUL
  11. 11. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  12. 12. Customer Success is NOT... •  Just a Department •  Only Account Management •  Customer Support •  Churn Mitigation •  Saving Customers •  “Checking in" with customers •  Customer hand- holding •  About Happiness or Delight @lincolnmurphy
  13. 13. Customer Success is a GROWTH ENGINE
  14. 14. Customer SUCCESS- driven Growth
  15. 15. As customers SUCCEED and EVOLVE…
  16. 16. …their relationship with us should EVOLVE and GROW
  17. 17. RENEWAL & EXPANSION are part of the Customer’s SUCCESS
  18. 18. Stay longer Buy More Expand Internally Advocate Externally @lincolnmurphy
  19. 19. Customer Success Management is the process of moving the customer toward their ever-evolving Desired Outcome. “ ” -  Lincoln Murphy @lincolnmurphy
  20. 20. Customer Success Management is... •  Segmentation •  Orchestration •  Intervention •  Measurement •  Expansion •  Communication •  Instrumentation •  Operationalization
  21. 21. Customer Success Management @lincolnmurphy
  22. 22. Grow BECAUSE of your effort, not 
 IN SPITE of it
  23. 23. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  24. 24. Interactions are… •  Intervention – Proactive – Reactive •  Transactional •  Self-service @lincolnmurphy
  25. 25. Interactions include… •  Implementation •  Onboarding •  Training •  Integration •  Help •  Upsell •  Renewal •  Support •  Knowledge Base •  Product Use @lincolnmurphy
  26. 26. Interactions Start EARLY
  27. 27. “The seeds ! of churn are ! planted early” ! – Lincoln Murphy! @lincolnmurphy!
  28. 28. Avoid BAD FIT Customers
  29. 29. Who Feels the ACUTE Pain of Bad-fit Customers? •  Sales •  Implementation •  Product •  Marketing •  Support •  Account Management •  Customer Success Management •  Your Customer! @lincolnmurphy
  30. 30. Acquire customers with
 SUCCESS POTENTIAL
  31. 31. @lincolnmurphy Technical Fit Functional Fit Competence Fit Success Potential is… Experience Fit Cultural Fit
  32. 32. It’s Not
 SUCCESS GUARANTEED @lincolnmurphy
  33. 33. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  34. 34. Required Outcome Appropriate Experience Desired Outcome WHAT your customer needs to achieve HOW they need to achieve it@lincolnmurphy
  35. 35. Shared Customer Characteris:cs Method Customer Segment Desired Outcome @lincolnmurphy Required Outcome Appropriate Experience
  36. 36. Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly
  37. 37. Need to work, no :me to eat Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly Assigned sea:ng, WiFi, Food service, leg room Business Traveler
  38. 38. Save money, enjoy des:na:on Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly Cheap fares, snacks & drinks Family Going on Vaca:on
  39. 39. Email Marke:ng Desired Outcome – Email Marketing @lincolnmurphy More people to my event
  40. 40. DIY, no $$$, tech-first Email Marke:ng @lincolnmurphy More people to my event API, self-service, Slack support channel Early- stage Startup Desired Outcome – Email Marketing
  41. 41. Must work, has $$$, less- tech Email marke:ng @lincolnmurphy More people to my event GUI, 24/7 Support, 3/yr contract F500 Dept Desired Outcome – Email Marketing
  42. 42. DESIRED OUTCOME is the key to SCALING Customer Success
  43. 43. COVERAGE LEVELS and RESOURCES are determined by DESIRED OUTCOME
  44. 44. Logically SEGMENT
 Customers
  45. 45. Typical Customer Segmentation… @lincolnmurphy
  46. 46. Typical Customer Segmentation… @lincolnmurphy
  47. 47. Appropriate Experience Segmentation… @lincolnmurphy
  48. 48. Multiple Required Outcome Segmentation… @lincolnmurphy
  49. 49. Cohort Segmentation… @lincolnmurphy
  50. 50. Churn is the SYMPTOM of an Underlying Disease
  51. 51. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  52. 52. 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
  53. 53. 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
  54. 54. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  55. 55. Customer. SUCCESS.
  56. 56. When your CUSTOMERS Succeed...
  57. 57. YOU Succeed!
  58. 58. Thank You!
 @lincolnmurphy lincoln@lincolnmurphy.com
  59. 59. Awesome! Thanks for your attention. Learn more about me at http://sixteenventures.com And contact me via lincoln@lincolnmurphy.com @LincolnMurphy Scaling Customer Success

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