Kia Puhm of Kia CX Consulting presented on accelerating customer expansion through understanding the customer journey. The presentation focused on three key areas: 1) Understanding your customer through segmentation and assessing their business maturity, 2) Managing your customer through effective customer success plans, and 3) Setting up success by managing customer expectations. The presentation emphasized that understanding a customer's business and using that knowledge to make your product critical to their growth is key to expanding customers.

1. KIA CX ConsultingKIA CX Consulting
Accelerating Customer Expansion by
Managing the Customer Journey
Kia Puhm
Principal, Kia CX Consulting
@kiapuhm
www.kiacx.com

2. KIA CX Consulting
Tweet us and join the conversation
#CustomerLifecycle
@GetAmity @KiaPuhm
We’ll send slides and the recording
Q&A at the end - ask them in the questions box!
(If we run out of time, tweet or email us!)

3. KIA CX Consulting
About Kia Puhm
• Customer Experience Pioneer
• 21 years experience leading extremely fast growing software
companies (> 2x YOY growth)
• Computer Engineer University of Toronto
• Licensed Professional Engineer (PEO)
• Top 50 highest ranking business women in Switzerland
• Successful exits (Adobe & Oracle), IPO's (NASDAQ, SIX Swiss
Exchange) & venture funding rounds
• Principal, Kia CX Consulting

4. KIA CX Consulting
the key to customer expansion is understanding your
customer's business &
using that knowledge to make your product critical to
their business growth

5. KIA CX Consulting

6. KIA CX Consulting
Accelerating Customer Expansion

7. KIA CX Consulting
Accelerating Customer Expansion

8. KIA CX Consulting
Accelerating Customer Expansion
1. Understand Your Customer
2. Manage Your Customer
3. Setting Up Your Success

9. KIA CX Consulting
Understand Your Customer
Customer Segmentation
Business Maturity

10. KIA CX Consulting
Customer Segmentation
"Customer Segmentation is the
subdivision of a market into
discrete customer groups that
share similar characteristics."
Bain & Company

11. KIA CX Consulting
Customer Segmentation

12. KIA CX Consulting
Customer Segmentation
Enterprise Strategic
Accelerate Nurture
Spend Potential
Business
Maturity

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Customer Segmentation
Use Segmentation to:
• Categorize like customers
• Understand general goals
• Target services

14. KIA CX Consulting
Poll
How mature is your organization's segmentation model?
1. Missing: We don't segment our customers
2. Ad-hoc: We segment customers but do not change our delivery based on segmentation
3. Repeatable: We segment customers and deliver service based on segmentation
4. Systemic: We segment customers and use segmentation strategically to land & expand accounts

15. KIA CX Consulting
Business Maturity

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Business Maturity

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Business Maturity
Use Business Maturity to:
• Align product use with business goals
• Pace customer
• Evolve product use

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Poll
Does your organization consider business maturity as part of the
customer journey?
1. We don't consider business maturity & have one standard deployment for all
2. We vary our delivery depending on the customer but we aim to have all customers using the full product features
as quickly as possible. We may be making adoption harder than it needs to be.
3. We vary our delivery depending on the customer and we tailor what features of the product they should focus on
depending on their needs. We look to expand product usage as a longer-term land & expand strategy.

19. KIA CX Consulting
Manage Your Customer

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Customer Success Plan
Keeps Customers:
• Motivated
• Focused
• Moving Forward

21. KIA CX Consulting
Customer Success Plan
Effective CSP's:
• Outline key activities
• Clear & Concise
• User Friendly

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Poll
How effectively does your organization use Customer Success Plans?
1. Missing: We don't use CSP's
2. Ad-hoc: CS uses plans for customers when they ask to see an outline of activities
3. Repeatable: CS uses CSP's regularly to manage customers through their journey
4. Systemic: CS uses CSP's regularly and factors in segmentation & business maturity when outlining the activities
customer should be completing

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Setting Up Your Success

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Power of Expectation Setting

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Construct Success
1. Know Customer Objectives
2. User Customer Journey to Align Goals
3. Set Expectations to Generate Success
4. Manage to Success

26. KIA CX Consulting
the key to customer expansion is understanding your
customer's business &
using that knowledge to make your product critical to
their business growth

27. KIA CX Consulting
the key to customer expansion is understanding your
customer's business &
using that knowledge to make your product critical to
their business growth
1. Understand Your Customer
2. Manage Your Customer
3. Setting Up Your Success

28. KIA CX Consulting
How to Get Started: 4 Questions to Answer Now…
Do you understand your customer's business?
Do you segment your customers to target product & services to their needs?
Do you factor business maturity in the journey to make it manageable for
customers to use your product?
Do you construct your success by managing customer expectations effectively?

29. KIA CX Consulting
About Kia CX Consulting
KIA CX Consulting accelerates business growth through Customer
Experience innovation.
Kia provides the leading methodology to establish a disciplined and
sustainable CX framework that drives revenue, retention and scale.
kia@kiacx.com
647.588.1447
@kiapuhm
www.kiacx.com

30. KIA CX Consulting
Meet Our Host
Paul Philp
Founder & CEO
paul@getamity.com
@pphilp
www.getamity.com

31. KIA CX Consulting
Q&A

32. KIA CX Consulting
Join us on May 10 for our next webinar
Simplify Customer Success with Closed-Loop Playbooks
Visit getamity.com/resources to register!

33. KIA CX Consulting
Many Thanks To Our Presenter!
KIA CX Consulting accelerates business growth through Customer
Experience innovation. Kia provides the leading methodology to
establish a disciplined and sustainable CX framework that drives
revenue, retention, and scale.
kia@kiacx.com
647.588.1447
@kiapuhm
www.kiacx.com

34. KIA CX Consulting
Thank you for being here!