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Take the Power Back - The Power of Customer Success - #FlipMyFunnel Festival Austin 2016

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How does Customer Success empower your customers? How does applying Desired Outcome Design to your Customer Experience affect your customer's success? How does making your customer positively impact your success?

I answered those questions - and more - in this presentation I gave as the Keynote of the #FlipMyFunnel Festival in Austin, Texas in June 2016.

Published in: Sales
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Take the Power Back - The Power of Customer Success - #FlipMyFunnel Festival Austin 2016

  1. 1. Take the Power Back! Hello, my name is Lincoln Murphy I am the Growth Architect for Winning by Design™ @LincolnMurphy
  2. 2. Take the 
 Power BACK!
  3. 3. The Power has Shifted
  4. 4. Customers have ALL the power!
  5. 5. Pay as you go Subscriptions No Vendor Lock-in Few barriers to exit Low switching costs
  6. 6. “We have to PROVE our value everyday!”
  7. 7. This FREAKS Vendors Out
  8. 8. Take the 
 Power BACK!
  9. 9. But what if it’s NOT about taking the power BACK?
  10. 10. But what if it’s NOT about taking the power BACK?
  11. 11. @lincolnmurphy
  12. 12. We’re all in this TOGETHER!
  13. 13. We need to look at POWER differently
  14. 14. “POWER
 is the capacity to alter the state of others”
  15. 15. We can’t take it BACK
  16. 16. That power is GIVEN
 to us
  17. 17. Power requires them to TRUST
 you
  18. 18. We EXIST to alter the state of our customers
  19. 19. We have an AMAZING amount of power
  20. 20. Make your CUSTOMERS
 powerful!
  21. 21. They’ll make YOU powerful!
  22. 22. Draw a Line in the Sand
  23. 23. Draw a Line in the Sand
  24. 24. Draw a Line in the Sand Newton’s 3rd Law
  25. 25. Draw a Line in the Sand “What go around come around, kid.” – Cypress Hill
  26. 26. How will they make US powerful?
  27. 27. Stay longer Buy More Expand Internally Advocate Externally
  28. 28. @lincolnmurphy
  29. 29. How do we make our customers POWERFUL?
  30. 30. By making them SUCCESSFUL
  31. 31. Focus on CUSTOMER SUCCESS
  32. 32. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  33. 33. The Future of Business IS Customer Success
  34. 34. Customer Success Operating Philosophy
  35. 35. Customer Success Operating Model
  36. 36. Orchestrate Operationalize Instrument
  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 Characteris>cs Method Customer (segment) Desired Outcome @lincolnmurphy Required Outcome Appropriate Experience
  40. 40. Email Marke>ng Desired Outcome – Email Marketing @lincolnmurphy More people to my event
  41. 41. DIY, no $$$, tech-first Email Marke>ng Desired Outcome – Email Marketing @lincolnmurphy More people to my event API, self-service, Slack support channel Early- stage Startup
  42. 42. Must work, has $$$, less- tech Email marke>ng Desired Outcome – Email Marketing @lincolnmurphy More people to my event GUI, 24/7 Support, 3/yr contract F500 Dept
  43. 43. Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly
  44. 44. needs 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
  45. 45. 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
  46. 46. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  47. 47. Interactions start EARLY
  48. 48. Marketing & Sales SET THE TONE for the relationship
  49. 49. “The seeds ! of churn are ! planted early” ! – Lincoln Murphy! @lincolnmurphy!
  50. 50. The initial sale is critical, but it’s just the tip of the iceberg
  51. 51. Year 1 Year 2 Year 3 Year 4 Year 5 80% 20% Customer Lifetime Value
  52. 52. Year 1 Year 2 Year 3 Year 4 Year 5 > 95% < 5% Customer Lifetime Value
  53. 53. Year 1 Year 2 Year 3 Year 4 Year 5 > 98% < 2% Year 6 Customer Lifetime Value
  54. 54. Engage prospects with SUCCESS POTENTIAL
  55. 55. Avoid BAD FIT customers
  56. 56. Acquire customers that will GROW & ADVOCATE
  57. 57. Cut through the NOISE to get to the account
  58. 58. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier
  59. 59. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier c. 1937
  60. 60. Their Desired Outcome
  61. 61. The topic of the conversation in their mind Their Desired Outcome
  62. 62. @lincolnmurphy
  63. 63. Shortens sales cycles Increases sales velocity Improves CAC efficiency Expands account poten>al Desired Outcome in ABM
  64. 64. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  65. 65. Customer. SUCCESS.
  66. 66. When your CUSTOMERS Succeed...
  67. 67. YOU Succeed!
  68. 68. Thank You!
 @lincolnmurphy lincoln@winningbydesign.com
  69. 69. You are awesome. Thank you for attending Learn more about me at http://sixteenventures.com And contact me via lincoln@winningbydesign.com @LincolnMurphy Take the Power Back!

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