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Customer Success Maturity Model - Dave Blake, CEO, ClientSuccess
The document outlines a customer success maturity model emphasizing its critical role in building and scaling customer-centric operations. It discusses strategies for optimizing customer success teams, processes, technology, and culture, ultimately highlighting that customer success should be ingrained within the company's overall culture. Key metrics for tracking success and optimizing customer journeys are also addressed, advocating for a proactive and collaborative approach to customer engagement.
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Customer Success Maturity Model - Dave Blake, CEO, ClientSuccess
- 1. Customer Success MaturityModel How to build & scale customer success
- 2. Vice President, StrategicAccounts Founder/CEO Vice President, Global Enterprise Account @davecblak dave@clientsuccess.co
- 3. Success is thenew sales.
- 4. Customer Success Funnel Pre-Sales referrals renewals,up-sell & cross-sell initial salesnew logos $$ $ Post-Sales
- 5. The Case forCustomer Success MR R $10m $9m $8m $7m $6m $5m $4m $3m $2m $1m $0m 1 5 10 15 20 25 30 35 40 45 50 55 60 65 70 MONTHS 5% Churn 2.5% Churn 0% Churn -2.5% Churn
- 6. Customer Success MaturityModel People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling How do I build, scale, & optimize a high-impact team & a culture of customer success?
- 7.
- 8. Customer Success MaturityModel CSM leader, CSM team 1-15, dedicated support VP of Customer Success, CSM managers, CSM team 15-75 Chief Customer Officer, CSM team 75+, CS operations teams Founder, round robin tag-teaming, support rep People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
- 9. Volume of Clients High$ Low $ Annual Contract Value Low # High # More Product Complexity Less Rule of Thumb Each CSM should manage ~$2 million in ARR CSM managing > 50 clients needs automation How Do I Scale CSMs?
- 10. People CSM Compensation Base Only Base Base Bonus Variable MODEL1 MODEL 2 MODEL 3
- 11. People Compensating CSMs &Sales Growth 75% Retention 75% Growth 25% Retention 25% Sales CSM Base 40% Variable 60% Base 75% Variable: 25% Variable Variable
- 12.
- 13. Customer Success MaturityModel Customer Success team created but success culture somewhat siloed Customer-first mentality, celebration of wins, x-functional collaboration United as a company around customer-centric KPIs and experience Product/market fit, customer acquisition, “scrappy” success culture People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
- 14. Customer success isnot a department, it’s a company culture.
- 15. Customer Success Culture CX Initiatives Cross- Functional Alignment Customer Acquisition VP onExec Team Board-Level Focus Basic CS Metrics Shared Culture Customer Success Culture Maturity Product/ Market Fit Empowered
- 16.
- 17. Customer Success MaturityModel Basic onboarding, implementation, support & metrics Formalized repeatable processes across the customer journey Specialized teams and processes focused on customer experience Ad-hoc & reactive People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
- 18. Process Maturity JourneyProcess Reactive Processes mature, expand and evolve Proactive Repetitive Collaborative Predictive Transformativ e
- 19.
- 20. Customer Success MaturityModel Onboarding, implementation & renewal journeys defined Proactive journey defined & executed across lifecycle Comprehensive customer experience tracked & optimized Limited, siloed & fragmented journey People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
- 21. First visit or brand impression Onboard& Deploy Value Realization Renewal Engaging & Evaluation Adopt & Grow Buying Marketing Sales Product Support Success Customer Implementation Journey Customer Success Journey Map Focus on the customer’s perspective first & then optimize the experience across the company
- 22. Someone always ownsthe moment. -DISNEY PRINCIPLE
- 23.
- 24. Customer Success MaturityModel Standard SaaS metrics around usage, retention & growth Predictable modeling and forecasting Advanced insights & predictive analytics Focused on sales MRR, customer count & basic health People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
- 25. Core Success Metrics MRR/ARR,GROSS CHURN, NEGATIVE CHURN, CRR, DRR, CMRR, LTV, # OF CUSTOMERS Engagement Metrics PRODUCT ENGAGEMENT CUSTOMER ENGAGEMENT TEAM ENGAGEMENT Success Analyses CHURN ANALYSIS DOWN-SELL ANALYSIS COHORT ANALYSIS EXPANSION ANALYSIS Subjective Metrics RED, YELLOW, GREEN REASON CODES Customer Success Metric Matrix Metrics
- 26.
- 27. Customer Success MaturityModel Disparate & siloed systems, cobbled & manual insights Customer success management solution Advanced automations, integrations, workflows, & analytics Email, calendar & spreadsheets People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
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- 29. Technology Customer Success TechnologyStack Sales CRM Subjective Insights Marketing Automation Product Usage Customer Support Subscription Billing Task Management CX/VOC CUSTOMER SUCCESS PLATFORM
- 30.
- 31. Customer Success MaturityModel Basic segmentation, prioritization & processes Segmentation by size & territory; specialized teams & strategies Global segmentation by size, geo & verticals; advanced specialization No segmentation; prioritization on few key accounts & squeaky wheels People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
- 32. Segmentation Progression NONE SMALL SMB BIG CENTRAL MM EAST ENT STR WEST AMERAPACEMEA RETAIL TECHENT JAPAN HOSP FIN SERVMEDIA Segmentation SegmentationMaturity
- 33. Success is thenew sales.
- 34.