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Partner Programs and Customer Success-driven Growth

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Originally presented on March 1, 2017, in San Francisco, California at Salesforce as part of a PulseLocal Silicon Valley event.

THE KEY ELEMENTS OF CUSTOMER SUCCESS
Lincoln Murphy is the co-author of "Customer Success: How Innovative Companies Are Reducing Churn and Growing Recurring Revenue" written with Nick Mehta and Dan Steinman.

IIn his keynote presentation at PulseLocal SV in San Francisco on March 1, 2017, Lincoln will outline the Key Elements of Customer Success - including Success Potential, Desired Outcome, Success Milestones, Joint Accountabilities - and how these often overlooked foundational aspects of Customer Success are the keys to unlocking success not just for your customers, but for your company.

Since 2006, Lincoln Murphy directly helped 400+ SaaS companies accelerate their growth by optimizing the Customer Lifecycle, from customer acquisition to retention to account expansion and advocacy.

Published in: Business

Partner Programs and Customer Success-driven Growth

  1. 1. Partner Programs and Customer Success-driven Growth Hello, my name is Lincoln Murphy I’m excited to be presenting to you today! @LincolnMurphy
  2. 2. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  3. 3. Customer Success is NOT... •  Just a Department •  Only Account Management •  Customer Support •  About Happiness or Delight •  Churn Mitigation •  Saving Customers •  “Checking in" with customers •  Customer hand- holding @lincolnmurphy
  4. 4. Customer Success is a GROWTH ENGINE
  5. 5. Customer SUCCESS- driven Growth
  6. 6. As customers SUCCEED and EVOLVE…
  7. 7. …their relationship with us should EVOLVE and GROW
  8. 8. RENEWAL & EXPANSION are part of the Customer’s SUCCESS
  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 Management is... •  Logical Segmentation •  Orchestration •  Intervention •  Measurement •  Account Management •  Communication •  Instrumentation •  Operationalization
  11. 11. Partner Success
  12. 12. Partners are either… @lincolnmurphy Distribu+on (Channels) Value-add (Alliance)
  13. 13. You need partners to… •  get you in front of more high-quality customers with Success Potential (Distribution / Channel) •  turn bad-fit customers into those with Success Potential (Value-add / Alliance) @lincolnmurphy
  14. 14. Partner Success considerations… •  Why are you partnering? •  Why are they partnering? •  What’s in it for you? •  What’s in it for THEM? •  What’s in it for YOUR CUSTOMERS? •  What’s in it for THEIR CUSTOMERS? @lincolnmurphy
  15. 15. What is your partner’s Desired Outcome?
  16. 16. Enable your Partners to do MORE of their CORE business
  17. 17. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  18. 18. Interactions include… •  Implementation •  Onboarding •  Training •  Integration •  Help •  Upsell •  Renewal •  Support •  Knowledge Base •  Product Use @lincolnmurphy
  19. 19. Interactions Start EARLY
  20. 20. “The seeds ! of churn are ! planted early” ! – Lincoln Murphy! @lincolnmurphy!
  21. 21. Avoid BAD FIT Customers
  22. 22. Who Feels the ACUTE Pain of Bad-fit Customers? •  Sales •  Implementation •  Product •  Marketing •  Support •  Account Management •  Customer Success Management •  Your Customer! @lincolnmurphy
  23. 23. Acquire customers with
 SUCCESS POTENTIAL
  24. 24. @lincolnmurphy Technical Fit Functional Fit Competence Fit Success Potential is… Experience Fit Cultural Fit
  25. 25. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  26. 26. Required Outcome Appropriate Experience Desired Outcome WHAT your customer needs to achieve HOW they need to achieve it@lincolnmurphy
  27. 27. Shared Customer Characteris+cs Method Customer Segment Desired Outcome @lincolnmurphy Required Outcome Appropriate Experience
  28. 28. Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly
  29. 29. 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
  30. 30. 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
  31. 31. DESIRED OUTCOME is the key to SCALING Customer Success
  32. 32. COVERAGE LEVELS and RESOURCES are determined by DESIRED OUTCOME
  33. 33. Logically SEGMENT
 Customers
  34. 34. Typical Customer Segmentation… @lincolnmurphy
  35. 35. Appropriate Experience segmentation… @lincolnmurphy
  36. 36. Cohort Segmentation… @lincolnmurphy
  37. 37. Churn is the SYMPTOM of an Underlying Disease
  38. 38. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  39. 39. Customer. SUCCESS.
  40. 40. When your CUSTOMERS Succeed...
  41. 41. YOU Succeed!
  42. 42. Thank You!
 @lincolnmurphy lincoln@lincolnmurphy.com
  43. 43. Awesome! Thanks for your attention. Learn more about me at http://sixteenventures.com And contact me via lincoln@lincolnmurphy.com @LincolnMurphy Partner Programs and Customer Success-driven Growth

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