Advocamp: Lincoln Murphy

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Make Customer Success The Foundation Of Your Business with Lincoln Murphy, Customer Success Evangelist at Gainsight Visit www.advocamp.com for everything you need to know about Advocamp - the biggest customer experience, engagement and advocacy event of the year.

Make
Customer Success
The Foundation of Your Business
Lincoln Murphy
Evangelist, Gainsight
03| 08| 2016

“The purpose of business is to
create and keep a customer.”

“Customer Success is when your
customers achieve their Desired
Outcome through their interactions
with your company.” – Lincoln Murphy
Copyright© 2016 Sixteen Ventures. All Rights Reserved.

Copyright© 2016 Sixteen Ventures. All Rights Reserved.

Customer Success as a Purpose
Desired
Outcome
Adoption Expansion AdvocacyRetention
Copyright© 2016 Sixteen Ventures. All Rights Reserved.

“Customer Success Management
is the proactive orchestration of the
customer’s journey toward their
ever-evolving Desired Outcome.”
– Lincoln Murphy
Copyright© 2016 Sixteen Ventures. All Rights Reserved.

Customer Success
Management is
Real
Customer Relationship
Management

Make Customer Success the
Foundation of your Business

Copyright© 2016 Sixteen Ventures. All Rights Reserved.
Start with the Customer

Map Success Milestones
Copyright© 2016 Sixteen Ventures. All Rights Reserved.

Make Customer Success the
Foundation of your
Advocacy Program

“Customers that come in through
advocacy stay longer and buy more.”
- McKinsey & Company
“Customers that advocate for you
become stronger customers
themselves.” - Influitive

Orchestration &
Expectations
Management
Copyright© 2016 Sixteen Ventures. All Rights Reserved.

Milestone-based vs.
Random Advocacy
Requests
Copyright© 2016 Sixteen Ventures. All Rights Reserved.

Customer-driven Growth
Copyright© 2016 Sixteen Ventures. All Rights Reserved.

• Tweets
• Testimonials
• Ratings & Reviews
• Invite Others
• Introductions
• Referrals
• References
• Case Studies
• Videos
• Product Education
• Blog Posts
• Speaking at your Event
• Land and Expand
• And tons more…
Copyright© 2016 Sixteen Ventures. All Rights Reserved.
TYPES OF CUSTOMER ADVOCACY

1. Customer Success starts with the Customer
2. Define the Customer Segments on a per-Product basis
3. Understand the Desired Outcome of each Segment
4. List steps required to achieve Desired Outcome for each
Segment
5. Identify Success Milestones and the logical Advocacy Request
associated with them (probably not every one)
6. Orchestrate the Advocacy Process
Copyright© 2016 Sixteen Ventures. All Rights Reserved.
KEY TAKEAWAYS

Lincoln Murphy
Customer Success Evangelist
Gainsight
Questions?
@lincolnmurphy
lmurphy@gainsight.com

Want to adopt Customer Success but don't know where to start? A seasoned customer success manager looking to optimize your team, workflow and organization? Accurately defining your Desired Outcomes for each customer segment Outlining the roadmap to your customer's Desired Outcome Aligning your team, organization and workflow to optimize for meeting your customer's desired outcomes During the presentation, the audience will be invited to ask any questions about the content, customer success or Gainsight that come up.

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Advocamp: Lincoln Murphy

2. Make Customer Success The Foundation of Your Business Lincoln Murphy Evangelist, Gainsight 03| 08| 2016

3. “The purpose of business is to create and keep a customer.”

4. What Customer Success is NOT

9. What Customer Success IS

13. “Customer Success Management is the proactive orchestration of the customer’s journey toward their ever-evolving Desired Outcome.” – Lincoln Murphy Copyright© 2016 Sixteen Ventures. All Rights Reserved.

14. Customer Success Management is Real Customer Relationship Management

15. Make Customer Success the Foundation of your Business

18. Make Customer Success the Foundation of your Advocacy Program

19. “Customers that come in through advocacy stay longer and buy more.” - McKinsey & Company “Customers that advocate for you become stronger customers themselves.” - Influitive

23. • Tweets • Testimonials • Ratings & Reviews • Invite Others • Introductions • Referrals • References • Case Studies • Videos • Product Education • Blog Posts • Speaking at your Event • Land and Expand • And tons more… Copyright© 2016 Sixteen Ventures. All Rights Reserved. TYPES OF CUSTOMER ADVOCACY

24. 1. Customer Success starts with the Customer 2. Define the Customer Segments on a per-Product basis 3. Understand the Desired Outcome of each Segment 4. List steps required to achieve Desired Outcome for each Segment 5. Identify Success Milestones and the logical Advocacy Request associated with them (probably not every one) 6. Orchestrate the Advocacy Process Copyright© 2016 Sixteen Ventures. All Rights Reserved. KEY TAKEAWAYS

25. Lincoln Murphy Customer Success Evangelist Gainsight Questions? @lincolnmurphy lmurphy@gainsight.com

Advocamp: Lincoln Murphy

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