SlideShare a Scribd company logo
CUSTOMER SUCCESS
STRATEGY
CUSTOMER SUCCESS
STRATEGY
Rincon Company
John Pittman, VP Customer Success
January 20, 2015
HIGH-LEVEL CUSTOMER SUCCESS STRATEGY
1. Maximize CLV 2. Segment & treat
customers by lifecycle
and persona
3. Build cross-
department customer
engagement plan
CUSTOMER SUCCESS LENS
Target
Customer
Influence
Direct Impact
Acquisition
Free Trial
Pipeline
Onboarding
Engagement
Adoption
Customer
Feedback
Renewal
Expansion
We will focus on the latter stages of the customer lifecycle.
And exert influence over the early stages.
CUSTOMER CHURN LEVERS
Onboarding
Engagement
Adoption
Customer
Feedback
Renewal
Expansion
We are focused on improvements to our onboarding, ongoing
engagement and renewal process.
Q2 Focus
Onboarding has been our focus.
Shift focus to deeper in the customer lifecycle.
Onboarding
GOING BEYOND ONBOARDING
Customer ROI more than onboarding time and
technical deployment.
What happens after onboarding (adoption) really
matters.
Adoption
Historically sales has “owned” renewal.
Customer success will now run renewals.
New process initiates renewals 90 days out
Renewal
ADOPTION METRIC = HEALTH SCORE
HIGHACTIVITY
GOOD HEALTH
Health vs. Activity
Customer Health scores measure effectiveness of our
adoption efforts at the portfolio and individual CSM level.
POOR HEALTH
LOWACTIVITY
Decrease unhealthy
customer count from
34% to 25%.
STRATEGIC METRICS
Our CLV Calculation
75% x $500 / 1% = $37,500
$20,000 / $2,000,000 = 1%
We Measure “Eligible Churn”
Gross
Margin %
Average
MRR per
account
Monthly
churn %
Revenue Lost
During Period
Total Revenue Due For
Renewal During Period
Many CLV & Churn calculation methods exist. The ones below
best fit our business model. We will standardize on these.
CAC & CRC MODEL
Customer Acquisition Cost
(CAC)
$1.00 to get $1.15
Customer Retention Cost
(CRC)
$0.12 to retain $1.00
Spend New ACV Spend ACV
Customer success will spend 12% of ACV to retain
existing customers.
CUSTOMER SEGMENTS
We have two distinct customer segments. We will develop
tailored customer success playbooks for each.
Self-service
Professional
Services
Professional
Edition
Enterprise
Edition
NEEDS ANALYSIS – PROFESSIONAL EDITION
Smaller professional edition customers need UI to drive
adoption, self-serve customer portal and marketing for
nurture.
Customer
Success
Product
Customer
Marketing
Automated Customer Nurture
Customer Success to drive content,
Marketing to own execution.
Product Experience
Customer Success & Product jointly
to interpret usage analytics for self-
serve. Product to implement UI
changes.
Customer Portal
Customer Success to refresh self-
serve content in customer portal.
1.
2.
3.
NEEDS ANALYSIS – PROFESSIONAL EDITION
Enterprise customers need high-touch treatment from
Customer Success and additional product features to fill gaps.
Customer
Success
Product
Customer
Marketing
Product Customization
Product team to dedicate share of
each 2-week sprint to enterprise
customer customizations.
Professional Services
Scale professional services staffing
levels to match targeted new
customer and up-sell volume.
NEEDS ANALYSIS – ENTERPRISE EDITION
1.
2.
CUSTOMERS’ SHOES – CRITICAL PATH
“Oriented”
[week 2]
• Understand functionality
• Comfortable with interface
• Internal plan composed
“Progress”
[week 6]
• % increase in visitors
• % increase in leads
• Lead-to-sales % increase
“Active”
[week 4]
• New leads flowing
• 1st workflow live
• 1st blog post live
Technical Set-up
[week 1]
• Blog migrated
• CRM integrated
• Website code deployed
“Initial Value”
[week 8]
• Build attribution report
• Complete month of stats
“Full Speed”
[week 10]
• Email campaign sent
• Lead nurture active
• Social monitoring active
“Achievement”
[weeks 12-52]
• % lead goal achieved
• % new sales goal achieved
• Level of effort required
Renewal
[week 52]
BARRIERS TO CUSTOMER SUCCESS
“Oriented”
Customer Challenges
• None
Our Issues
• Confusing reports module
“Progress”
Customer Challenges
• Showing slow growth
Our Issues
• None
“Active”
Customer Challenges
• Website Form tech skills
Our Issues
• None
Technical Set-up
Customer Challenges
• Subdomain takes time
Our Issues
• Blog migration is slow
“Initial Value”
Customer Challenges
• Alignment on attribution
Our Issues
• None
“Full Speed”
Customer Challenges
• Create enough content
Our Issues
• None
“Achievement”
Customer Challenges
• Missed quarterly lead goal
Our Issues
• None
Renewal
Customer Challenges
• None
Our Issues
• Waiting too long to renew
CUSTOMER SUCCESS TEAM
VP
Client Services
Sr. Consultant
Sr. Consultant
Sr. Consultant
Assoc. Consultant
Assoc. Consultant
Chief Customer Officer
Director,
Customer Support
VP
Customer Success
Sr. Support Manager
Support Manager
Customer Advocate
Customer Advocate
Director, Customer Success
Customer Success Manager
Customer Success Manager
Customer Success Engineer
• Focus on enterprise
customers
• Make feature/integration
requests of Product team
• Onboarding focus
• Handle all inbound product
support requests
• Interact with Client Services or
Customer Success as needed
• Monitor & take action on
customer health
• Manage customer portal
• Work with marketing on nurture
programs
• Work with Product on self-serve
features

More Related Content

What's hot

Building Customer Success From The Ground Up
Building Customer Success From The Ground UpBuilding Customer Success From The Ground Up
Building Customer Success From The Ground Up
Totango
 
How to Build the Ultimate Customer Success Board Presentation
How to Build the Ultimate Customer Success Board PresentationHow to Build the Ultimate Customer Success Board Presentation
How to Build the Ultimate Customer Success Board Presentation
Gainsight
 
How to Build Customer Success at an Early Stage Startup
How to Build Customer Success at an Early Stage Startup How to Build Customer Success at an Early Stage Startup
How to Build Customer Success at an Early Stage Startup
Gainsight
 
How to Build a Powerful Renewal Playbook
How to Build a Powerful Renewal PlaybookHow to Build a Powerful Renewal Playbook
How to Build a Powerful Renewal Playbook
Amity
 
METRICS YOU SHOULD TRACK FOR AWESOME CUSTOMER SUCCESS
METRICS YOU SHOULD TRACK FOR AWESOME CUSTOMER SUCCESSMETRICS YOU SHOULD TRACK FOR AWESOME CUSTOMER SUCCESS
METRICS YOU SHOULD TRACK FOR AWESOME CUSTOMER SUCCESS
Totango
 
How a Gainsight CSM uses Success Plans
How a Gainsight CSM uses Success PlansHow a Gainsight CSM uses Success Plans
How a Gainsight CSM uses Success Plans
Gainsight
 
Is your customer success team delivering real value ?
Is your customer success team delivering real value ?Is your customer success team delivering real value ?
Is your customer success team delivering real value ?
Gainsight
 
The Missing Role from your Customer Success Org Chart: Customer Success Opera...
The Missing Role from your Customer Success Org Chart: Customer Success Opera...The Missing Role from your Customer Success Org Chart: Customer Success Opera...
The Missing Role from your Customer Success Org Chart: Customer Success Opera...
Gainsight
 
The Customer Success Playbooks You Need to Drive Adoption
The Customer Success Playbooks You Need to Drive AdoptionThe Customer Success Playbooks You Need to Drive Adoption
The Customer Success Playbooks You Need to Drive Adoption
Amity
 
Developing The Ultimate Customer Success Strategy
Developing The Ultimate Customer Success Strategy Developing The Ultimate Customer Success Strategy
Developing The Ultimate Customer Success Strategy
Gainsight
 
Customer Success Management ( CSM ) Org Structures by Gainsight
Customer Success Management ( CSM ) Org Structures by GainsightCustomer Success Management ( CSM ) Org Structures by Gainsight
Customer Success Management ( CSM ) Org Structures by Gainsight
Gainsight
 
How to Create a Customer Success Charter
How to Create a Customer Success CharterHow to Create a Customer Success Charter
How to Create a Customer Success Charter
ServiceSource
 
How to measure your success as a Customer Success Manager
How to measure your success as a Customer Success ManagerHow to measure your success as a Customer Success Manager
How to measure your success as a Customer Success Manager
Amity
 
How We Reorganized Our Entire Post-Sales Organization
How We Reorganized Our Entire Post-Sales OrganizationHow We Reorganized Our Entire Post-Sales Organization
How We Reorganized Our Entire Post-Sales Organization
Gainsight
 
Goal Examples for Customer Success
Goal Examples for Customer SuccessGoal Examples for Customer Success
Goal Examples for Customer Success
BetterWorks
 
QBR Playbooks That Drive Customer Accountability
QBR Playbooks That Drive Customer Accountability QBR Playbooks That Drive Customer Accountability
QBR Playbooks That Drive Customer Accountability
Amity
 
Customer Success Management
Customer Success ManagementCustomer Success Management
Customer Success Management
Hieroglifs International
 
SaaS.City 2017 Customer Success Bootcamp
SaaS.City 2017 Customer Success BootcampSaaS.City 2017 Customer Success Bootcamp
SaaS.City 2017 Customer Success Bootcamp
Gainsight
 
Customer success manager role
Customer success manager roleCustomer success manager role
Customer success manager role
Salesforce Partners
 
The Definitive Guide to Customer Success 2017
The Definitive Guide to Customer Success 2017The Definitive Guide to Customer Success 2017
The Definitive Guide to Customer Success 2017
Lincoln Murphy
 

What's hot (20)

Building Customer Success From The Ground Up
Building Customer Success From The Ground UpBuilding Customer Success From The Ground Up
Building Customer Success From The Ground Up
 
How to Build the Ultimate Customer Success Board Presentation
How to Build the Ultimate Customer Success Board PresentationHow to Build the Ultimate Customer Success Board Presentation
How to Build the Ultimate Customer Success Board Presentation
 
How to Build Customer Success at an Early Stage Startup
How to Build Customer Success at an Early Stage Startup How to Build Customer Success at an Early Stage Startup
How to Build Customer Success at an Early Stage Startup
 
How to Build a Powerful Renewal Playbook
How to Build a Powerful Renewal PlaybookHow to Build a Powerful Renewal Playbook
How to Build a Powerful Renewal Playbook
 
METRICS YOU SHOULD TRACK FOR AWESOME CUSTOMER SUCCESS
METRICS YOU SHOULD TRACK FOR AWESOME CUSTOMER SUCCESSMETRICS YOU SHOULD TRACK FOR AWESOME CUSTOMER SUCCESS
METRICS YOU SHOULD TRACK FOR AWESOME CUSTOMER SUCCESS
 
How a Gainsight CSM uses Success Plans
How a Gainsight CSM uses Success PlansHow a Gainsight CSM uses Success Plans
How a Gainsight CSM uses Success Plans
 
Is your customer success team delivering real value ?
Is your customer success team delivering real value ?Is your customer success team delivering real value ?
Is your customer success team delivering real value ?
 
The Missing Role from your Customer Success Org Chart: Customer Success Opera...
The Missing Role from your Customer Success Org Chart: Customer Success Opera...The Missing Role from your Customer Success Org Chart: Customer Success Opera...
The Missing Role from your Customer Success Org Chart: Customer Success Opera...
 
The Customer Success Playbooks You Need to Drive Adoption
The Customer Success Playbooks You Need to Drive AdoptionThe Customer Success Playbooks You Need to Drive Adoption
The Customer Success Playbooks You Need to Drive Adoption
 
Developing The Ultimate Customer Success Strategy
Developing The Ultimate Customer Success Strategy Developing The Ultimate Customer Success Strategy
Developing The Ultimate Customer Success Strategy
 
Customer Success Management ( CSM ) Org Structures by Gainsight
Customer Success Management ( CSM ) Org Structures by GainsightCustomer Success Management ( CSM ) Org Structures by Gainsight
Customer Success Management ( CSM ) Org Structures by Gainsight
 
How to Create a Customer Success Charter
How to Create a Customer Success CharterHow to Create a Customer Success Charter
How to Create a Customer Success Charter
 
How to measure your success as a Customer Success Manager
How to measure your success as a Customer Success ManagerHow to measure your success as a Customer Success Manager
How to measure your success as a Customer Success Manager
 
How We Reorganized Our Entire Post-Sales Organization
How We Reorganized Our Entire Post-Sales OrganizationHow We Reorganized Our Entire Post-Sales Organization
How We Reorganized Our Entire Post-Sales Organization
 
Goal Examples for Customer Success
Goal Examples for Customer SuccessGoal Examples for Customer Success
Goal Examples for Customer Success
 
QBR Playbooks That Drive Customer Accountability
QBR Playbooks That Drive Customer Accountability QBR Playbooks That Drive Customer Accountability
QBR Playbooks That Drive Customer Accountability
 
Customer Success Management
Customer Success ManagementCustomer Success Management
Customer Success Management
 
SaaS.City 2017 Customer Success Bootcamp
SaaS.City 2017 Customer Success BootcampSaaS.City 2017 Customer Success Bootcamp
SaaS.City 2017 Customer Success Bootcamp
 
Customer success manager role
Customer success manager roleCustomer success manager role
Customer success manager role
 
The Definitive Guide to Customer Success 2017
The Definitive Guide to Customer Success 2017The Definitive Guide to Customer Success 2017
The Definitive Guide to Customer Success 2017
 

Viewers also liked

Customer Success Cubed - The Simplest Guide you will ever Find
Customer Success Cubed - The Simplest Guide you will ever FindCustomer Success Cubed - The Simplest Guide you will ever Find
Customer Success Cubed - The Simplest Guide you will ever Find
Totango
 
The Customer Success Metrics That Matter
The Customer Success Metrics That MatterThe Customer Success Metrics That Matter
The Customer Success Metrics That Matter
OpsPanda
 
Bootstrapping a Customer Success Program
Bootstrapping a Customer Success ProgramBootstrapping a Customer Success Program
Bootstrapping a Customer Success Program
Totango
 
Building a High Performing Customer Success Team
Building a High Performing Customer Success TeamBuilding a High Performing Customer Success Team
Building a High Performing Customer Success Team
Totango
 
Goal Examples for Marketing
Goal Examples for MarketingGoal Examples for Marketing
Goal Examples for Marketing
BetterWorks
 
Goal Examples for Design
Goal Examples for DesignGoal Examples for Design
Goal Examples for Design
BetterWorks
 
Goal Examples for Human Resources
Goal Examples for Human ResourcesGoal Examples for Human Resources
Goal Examples for Human Resources
BetterWorks
 
A journey from a bad kpi to an excellent strategy
A journey from a bad kpi to an excellent strategyA journey from a bad kpi to an excellent strategy
A journey from a bad kpi to an excellent strategy
Aleksey Savkin
 
Guide to OKR (Objectives & Key Results)
Guide to OKR (Objectives & Key Results)Guide to OKR (Objectives & Key Results)
Guide to OKR (Objectives & Key Results)
Mustansir Husain
 
25 KPIs Every Manager Needs To Know
25 KPIs Every Manager Needs To Know25 KPIs Every Manager Needs To Know
25 KPIs Every Manager Needs To Know
Bernard Marr
 
Customer Journey Map Template
Customer Journey Map TemplateCustomer Journey Map Template
Customer Journey Map Template
OpsPanda
 

Viewers also liked (11)

Customer Success Cubed - The Simplest Guide you will ever Find
Customer Success Cubed - The Simplest Guide you will ever FindCustomer Success Cubed - The Simplest Guide you will ever Find
Customer Success Cubed - The Simplest Guide you will ever Find
 
The Customer Success Metrics That Matter
The Customer Success Metrics That MatterThe Customer Success Metrics That Matter
The Customer Success Metrics That Matter
 
Bootstrapping a Customer Success Program
Bootstrapping a Customer Success ProgramBootstrapping a Customer Success Program
Bootstrapping a Customer Success Program
 
Building a High Performing Customer Success Team
Building a High Performing Customer Success TeamBuilding a High Performing Customer Success Team
Building a High Performing Customer Success Team
 
Goal Examples for Marketing
Goal Examples for MarketingGoal Examples for Marketing
Goal Examples for Marketing
 
Goal Examples for Design
Goal Examples for DesignGoal Examples for Design
Goal Examples for Design
 
Goal Examples for Human Resources
Goal Examples for Human ResourcesGoal Examples for Human Resources
Goal Examples for Human Resources
 
A journey from a bad kpi to an excellent strategy
A journey from a bad kpi to an excellent strategyA journey from a bad kpi to an excellent strategy
A journey from a bad kpi to an excellent strategy
 
Guide to OKR (Objectives & Key Results)
Guide to OKR (Objectives & Key Results)Guide to OKR (Objectives & Key Results)
Guide to OKR (Objectives & Key Results)
 
25 KPIs Every Manager Needs To Know
25 KPIs Every Manager Needs To Know25 KPIs Every Manager Needs To Know
25 KPIs Every Manager Needs To Know
 
Customer Journey Map Template
Customer Journey Map TemplateCustomer Journey Map Template
Customer Journey Map Template
 

Similar to Customer Success Strategy Template

Start-up 90 days marketing plan Linkedin
Start-up  90 days marketing plan LinkedinStart-up  90 days marketing plan Linkedin
Start-up 90 days marketing plan Linkedin
Anja Deelen MBA
 
How to Build a Customer Journey That's Outside-In not Inside-Out
How to Build a Customer Journey That's Outside-In not Inside-OutHow to Build a Customer Journey That's Outside-In not Inside-Out
How to Build a Customer Journey That's Outside-In not Inside-Out
Gainsight
 
Continuous improvement for small businesses - software-as-a-service
Continuous improvement for small businesses  - software-as-a-serviceContinuous improvement for small businesses  - software-as-a-service
Continuous improvement for small businesses - software-as-a-service
TOPP Tactical Intelligence Ltd
 
DoubleDigit Capabilities for Nearshore Outsourcing to Costa Rica
DoubleDigit Capabilities for Nearshore Outsourcing to Costa RicaDoubleDigit Capabilities for Nearshore Outsourcing to Costa Rica
DoubleDigit Capabilities for Nearshore Outsourcing to Costa Rica
Dana Farbo
 
10 Strategies for Growing Customer Revenue
10 Strategies for Growing Customer Revenue10 Strategies for Growing Customer Revenue
10 Strategies for Growing Customer Revenue
Gainsight
 
How to use Customer Success to Prep for and Drive Contract Renewals
How to use Customer Success to Prep for and Drive Contract RenewalsHow to use Customer Success to Prep for and Drive Contract Renewals
How to use Customer Success to Prep for and Drive Contract Renewals
Gainsight
 
Plazabridge Group Overview and Case Briefs
Plazabridge Group Overview and Case BriefsPlazabridge Group Overview and Case Briefs
Plazabridge Group Overview and Case Briefs
PlazaBridge Group
 
WENDY S. SCOTT RESUME
WENDY S. SCOTT RESUMEWENDY S. SCOTT RESUME
WENDY S. SCOTT RESUME
Wendy Scott
 
Sarah_McCarthy_Resume_May15 Project
Sarah_McCarthy_Resume_May15 ProjectSarah_McCarthy_Resume_May15 Project
Sarah_McCarthy_Resume_May15 Project
Sarah McCarthy
 
ISO 9001 2015 DIS 9.0 performance 1-04-15
ISO 9001 2015 DIS 9.0 performance 1-04-15ISO 9001 2015 DIS 9.0 performance 1-04-15
ISO 9001 2015 DIS 9.0 performance 1-04-15
Colin Gray
 
How Box Scaled to Millions of Engagements Using Tech Touch
 How Box Scaled to Millions of Engagements Using Tech Touch How Box Scaled to Millions of Engagements Using Tech Touch
How Box Scaled to Millions of Engagements Using Tech Touch
Gainsight
 
User Experience Balanced Scorecard
User Experience Balanced ScorecardUser Experience Balanced Scorecard
User Experience Balanced Scorecard
Sean Tyne
 
Actionable metrics in lean product development
Actionable metrics in lean product developmentActionable metrics in lean product development
Actionable metrics in lean product development
Huong Ngo
 
Product Development Strategy Scorecard
Product Development Strategy ScorecardProduct Development Strategy Scorecard
Product Development Strategy Scorecard
Demand Metric
 
The ROI of Scaling Agile - How to justify the investment in terms your CFO wi...
The ROI of Scaling Agile - How to justify the investment in terms your CFO wi...The ROI of Scaling Agile - How to justify the investment in terms your CFO wi...
The ROI of Scaling Agile - How to justify the investment in terms your CFO wi...
Steve Elliott
 
Measuring Customer Satisfaction (KL)
Measuring Customer Satisfaction (KL)Measuring Customer Satisfaction (KL)
Measuring Customer Satisfaction (KL)
moriano1000
 
SaaS Customer Success Framework: SignupLab's Growhow
SaaS Customer Success Framework: SignupLab's GrowhowSaaS Customer Success Framework: SignupLab's Growhow
SaaS Customer Success Framework: SignupLab's Growhow
Kristian Tanninen
 
Webinar - Accelerating the Impact of Customer Success in the Enterprise
Webinar - Accelerating the Impact of Customer Success in the EnterpriseWebinar - Accelerating the Impact of Customer Success in the Enterprise
Webinar - Accelerating the Impact of Customer Success in the Enterprise
Totango
 
KpIs for digital products
KpIs for digital productsKpIs for digital products
KpIs for digital products
Ahmed Khaled
 
How to Build an End-to-End Process for Defining and Delivering on Outcomes
How to Build an End-to-End Process for Defining and Delivering on OutcomesHow to Build an End-to-End Process for Defining and Delivering on Outcomes
How to Build an End-to-End Process for Defining and Delivering on Outcomes
Gainsight
 

Similar to Customer Success Strategy Template (20)

Start-up 90 days marketing plan Linkedin
Start-up  90 days marketing plan LinkedinStart-up  90 days marketing plan Linkedin
Start-up 90 days marketing plan Linkedin
 
How to Build a Customer Journey That's Outside-In not Inside-Out
How to Build a Customer Journey That's Outside-In not Inside-OutHow to Build a Customer Journey That's Outside-In not Inside-Out
How to Build a Customer Journey That's Outside-In not Inside-Out
 
Continuous improvement for small businesses - software-as-a-service
Continuous improvement for small businesses  - software-as-a-serviceContinuous improvement for small businesses  - software-as-a-service
Continuous improvement for small businesses - software-as-a-service
 
DoubleDigit Capabilities for Nearshore Outsourcing to Costa Rica
DoubleDigit Capabilities for Nearshore Outsourcing to Costa RicaDoubleDigit Capabilities for Nearshore Outsourcing to Costa Rica
DoubleDigit Capabilities for Nearshore Outsourcing to Costa Rica
 
10 Strategies for Growing Customer Revenue
10 Strategies for Growing Customer Revenue10 Strategies for Growing Customer Revenue
10 Strategies for Growing Customer Revenue
 
How to use Customer Success to Prep for and Drive Contract Renewals
How to use Customer Success to Prep for and Drive Contract RenewalsHow to use Customer Success to Prep for and Drive Contract Renewals
How to use Customer Success to Prep for and Drive Contract Renewals
 
Plazabridge Group Overview and Case Briefs
Plazabridge Group Overview and Case BriefsPlazabridge Group Overview and Case Briefs
Plazabridge Group Overview and Case Briefs
 
WENDY S. SCOTT RESUME
WENDY S. SCOTT RESUMEWENDY S. SCOTT RESUME
WENDY S. SCOTT RESUME
 
Sarah_McCarthy_Resume_May15 Project
Sarah_McCarthy_Resume_May15 ProjectSarah_McCarthy_Resume_May15 Project
Sarah_McCarthy_Resume_May15 Project
 
ISO 9001 2015 DIS 9.0 performance 1-04-15
ISO 9001 2015 DIS 9.0 performance 1-04-15ISO 9001 2015 DIS 9.0 performance 1-04-15
ISO 9001 2015 DIS 9.0 performance 1-04-15
 
How Box Scaled to Millions of Engagements Using Tech Touch
 How Box Scaled to Millions of Engagements Using Tech Touch How Box Scaled to Millions of Engagements Using Tech Touch
How Box Scaled to Millions of Engagements Using Tech Touch
 
User Experience Balanced Scorecard
User Experience Balanced ScorecardUser Experience Balanced Scorecard
User Experience Balanced Scorecard
 
Actionable metrics in lean product development
Actionable metrics in lean product developmentActionable metrics in lean product development
Actionable metrics in lean product development
 
Product Development Strategy Scorecard
Product Development Strategy ScorecardProduct Development Strategy Scorecard
Product Development Strategy Scorecard
 
The ROI of Scaling Agile - How to justify the investment in terms your CFO wi...
The ROI of Scaling Agile - How to justify the investment in terms your CFO wi...The ROI of Scaling Agile - How to justify the investment in terms your CFO wi...
The ROI of Scaling Agile - How to justify the investment in terms your CFO wi...
 
Measuring Customer Satisfaction (KL)
Measuring Customer Satisfaction (KL)Measuring Customer Satisfaction (KL)
Measuring Customer Satisfaction (KL)
 
SaaS Customer Success Framework: SignupLab's Growhow
SaaS Customer Success Framework: SignupLab's GrowhowSaaS Customer Success Framework: SignupLab's Growhow
SaaS Customer Success Framework: SignupLab's Growhow
 
Webinar - Accelerating the Impact of Customer Success in the Enterprise
Webinar - Accelerating the Impact of Customer Success in the EnterpriseWebinar - Accelerating the Impact of Customer Success in the Enterprise
Webinar - Accelerating the Impact of Customer Success in the Enterprise
 
KpIs for digital products
KpIs for digital productsKpIs for digital products
KpIs for digital products
 
How to Build an End-to-End Process for Defining and Delivering on Outcomes
How to Build an End-to-End Process for Defining and Delivering on OutcomesHow to Build an End-to-End Process for Defining and Delivering on Outcomes
How to Build an End-to-End Process for Defining and Delivering on Outcomes
 

More from OpsPanda

2015 Customer Success Priorities Survey
2015 Customer Success Priorities Survey2015 Customer Success Priorities Survey
2015 Customer Success Priorities Survey
OpsPanda
 
The Simplest QBR Template Ever
The Simplest QBR Template EverThe Simplest QBR Template Ever
The Simplest QBR Template Ever
OpsPanda
 
Art of the Quarterly Business Review
Art of the Quarterly Business ReviewArt of the Quarterly Business Review
Art of the Quarterly Business Review
OpsPanda
 
Magic Ratio: How Many CSMs Per Customer
Magic Ratio: How Many CSMs Per CustomerMagic Ratio: How Many CSMs Per Customer
Magic Ratio: How Many CSMs Per Customer
OpsPanda
 
Fitting Customer Success into the Org Chart
Fitting Customer Success into the Org ChartFitting Customer Success into the Org Chart
Fitting Customer Success into the Org Chart
OpsPanda
 
Customer Success Hiring Guide
Customer Success Hiring GuideCustomer Success Hiring Guide
Customer Success Hiring Guide
OpsPanda
 
Customer Engagement Marketing eBook
Customer Engagement Marketing eBookCustomer Engagement Marketing eBook
Customer Engagement Marketing eBook
OpsPanda
 
The 7 Causes Customer Churn and How to Prevent It
The 7 Causes Customer Churn and How to Prevent ItThe 7 Causes Customer Churn and How to Prevent It
The 7 Causes Customer Churn and How to Prevent It
OpsPanda
 
Quarterly Business Review Template
Quarterly Business Review TemplateQuarterly Business Review Template
Quarterly Business Review Template
OpsPanda
 

More from OpsPanda (9)

2015 Customer Success Priorities Survey
2015 Customer Success Priorities Survey2015 Customer Success Priorities Survey
2015 Customer Success Priorities Survey
 
The Simplest QBR Template Ever
The Simplest QBR Template EverThe Simplest QBR Template Ever
The Simplest QBR Template Ever
 
Art of the Quarterly Business Review
Art of the Quarterly Business ReviewArt of the Quarterly Business Review
Art of the Quarterly Business Review
 
Magic Ratio: How Many CSMs Per Customer
Magic Ratio: How Many CSMs Per CustomerMagic Ratio: How Many CSMs Per Customer
Magic Ratio: How Many CSMs Per Customer
 
Fitting Customer Success into the Org Chart
Fitting Customer Success into the Org ChartFitting Customer Success into the Org Chart
Fitting Customer Success into the Org Chart
 
Customer Success Hiring Guide
Customer Success Hiring GuideCustomer Success Hiring Guide
Customer Success Hiring Guide
 
Customer Engagement Marketing eBook
Customer Engagement Marketing eBookCustomer Engagement Marketing eBook
Customer Engagement Marketing eBook
 
The 7 Causes Customer Churn and How to Prevent It
The 7 Causes Customer Churn and How to Prevent ItThe 7 Causes Customer Churn and How to Prevent It
The 7 Causes Customer Churn and How to Prevent It
 
Quarterly Business Review Template
Quarterly Business Review TemplateQuarterly Business Review Template
Quarterly Business Review Template
 

Recently uploaded

Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance UpdatesFamily/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
AishwaryaDoiphode3
 
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAAPAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAAPETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 2
TALENT ACQUISITION AND MANAGEMENT LECTURE 2TALENT ACQUISITION AND MANAGEMENT LECTURE 2
TALENT ACQUISITION AND MANAGEMENT LECTURE 2
projectseasy
 
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
itnewsafrica
 
Top Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdfTop Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdf
Top IT Marketing
 
brojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabiabrojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabia
brojjeddah
 
A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024
Dubiz
 
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Aggregage
 
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Philip M Caputo
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
projectseasy
 
Satta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatkaSatta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatka
➑➌➋➑➒➎➑➑➊➍
 
9 Lessons From Jeff Bezos’ ONLY Podcast Appearance
9 Lessons From Jeff Bezos’ ONLY Podcast Appearance9 Lessons From Jeff Bezos’ ONLY Podcast Appearance
9 Lessons From Jeff Bezos’ ONLY Podcast Appearance
Levership
 
Managing Customer & User Experience of Customers
Managing Customer & User Experience of CustomersManaging Customer & User Experience of Customers
Managing Customer & User Experience of Customers
SalmanTahir60
 
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
emmanuelpulido003
 
شركات إبراهيم العرجاني: لدعم الاقتصاد المصري
شركات إبراهيم العرجاني: لدعم الاقتصاد المصريشركات إبراهيم العرجاني: لدعم الاقتصاد المصري
شركات إبراهيم العرجاني: لدعم الاقتصاد المصري
إبراهيم العرجاني
 
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological StyleZodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
my Pandit
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
Jindal Global University, Sonipat Haryana 131001
 
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family FoundationPatrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch
 
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
maigasapphire
 

Recently uploaded (20)

Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance UpdatesFamily/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
 
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAAPAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
PAWFESSIONAL ELVA MAX.pdfAAAAAAAAAAAAAAAAAAA
 
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAAPETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 2
TALENT ACQUISITION AND MANAGEMENT LECTURE 2TALENT ACQUISITION AND MANAGEMENT LECTURE 2
TALENT ACQUISITION AND MANAGEMENT LECTURE 2
 
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
 
Top Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdfTop Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdf
 
brojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabiabrojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabia
 
A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024A Complete Guide of Dubai Freelance Visa and Permit in 2024
A Complete Guide of Dubai Freelance Visa and Permit in 2024
 
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
 
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
Innovation Hub_ Spotlight on Toms River's Role as a Beacon for Entrepreneuria...
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
 
Satta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatkaSatta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatka
 
9 Lessons From Jeff Bezos’ ONLY Podcast Appearance
9 Lessons From Jeff Bezos’ ONLY Podcast Appearance9 Lessons From Jeff Bezos’ ONLY Podcast Appearance
9 Lessons From Jeff Bezos’ ONLY Podcast Appearance
 
Managing Customer & User Experience of Customers
Managing Customer & User Experience of CustomersManaging Customer & User Experience of Customers
Managing Customer & User Experience of Customers
 
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
21stcenturyskillsframeworkfinalpresentation2-240509214747-71edb7ee.pdf
 
شركات إبراهيم العرجاني: لدعم الاقتصاد المصري
شركات إبراهيم العرجاني: لدعم الاقتصاد المصريشركات إبراهيم العرجاني: لدعم الاقتصاد المصري
شركات إبراهيم العرجاني: لدعم الاقتصاد المصري
 
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological StyleZodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
 
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family FoundationPatrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
 
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
 

Customer Success Strategy Template

  • 1. CUSTOMER SUCCESS STRATEGY CUSTOMER SUCCESS STRATEGY Rincon Company John Pittman, VP Customer Success January 20, 2015
  • 2. HIGH-LEVEL CUSTOMER SUCCESS STRATEGY 1. Maximize CLV 2. Segment & treat customers by lifecycle and persona 3. Build cross- department customer engagement plan
  • 3. CUSTOMER SUCCESS LENS Target Customer Influence Direct Impact Acquisition Free Trial Pipeline Onboarding Engagement Adoption Customer Feedback Renewal Expansion We will focus on the latter stages of the customer lifecycle. And exert influence over the early stages.
  • 4. CUSTOMER CHURN LEVERS Onboarding Engagement Adoption Customer Feedback Renewal Expansion We are focused on improvements to our onboarding, ongoing engagement and renewal process. Q2 Focus
  • 5. Onboarding has been our focus. Shift focus to deeper in the customer lifecycle. Onboarding GOING BEYOND ONBOARDING Customer ROI more than onboarding time and technical deployment. What happens after onboarding (adoption) really matters. Adoption Historically sales has “owned” renewal. Customer success will now run renewals. New process initiates renewals 90 days out Renewal
  • 6. ADOPTION METRIC = HEALTH SCORE HIGHACTIVITY GOOD HEALTH Health vs. Activity Customer Health scores measure effectiveness of our adoption efforts at the portfolio and individual CSM level. POOR HEALTH LOWACTIVITY Decrease unhealthy customer count from 34% to 25%.
  • 7. STRATEGIC METRICS Our CLV Calculation 75% x $500 / 1% = $37,500 $20,000 / $2,000,000 = 1% We Measure “Eligible Churn” Gross Margin % Average MRR per account Monthly churn % Revenue Lost During Period Total Revenue Due For Renewal During Period Many CLV & Churn calculation methods exist. The ones below best fit our business model. We will standardize on these.
  • 8. CAC & CRC MODEL Customer Acquisition Cost (CAC) $1.00 to get $1.15 Customer Retention Cost (CRC) $0.12 to retain $1.00 Spend New ACV Spend ACV Customer success will spend 12% of ACV to retain existing customers.
  • 9. CUSTOMER SEGMENTS We have two distinct customer segments. We will develop tailored customer success playbooks for each. Self-service Professional Services Professional Edition Enterprise Edition
  • 10. NEEDS ANALYSIS – PROFESSIONAL EDITION Smaller professional edition customers need UI to drive adoption, self-serve customer portal and marketing for nurture. Customer Success Product Customer Marketing Automated Customer Nurture Customer Success to drive content, Marketing to own execution. Product Experience Customer Success & Product jointly to interpret usage analytics for self- serve. Product to implement UI changes. Customer Portal Customer Success to refresh self- serve content in customer portal. 1. 2. 3.
  • 11. NEEDS ANALYSIS – PROFESSIONAL EDITION Enterprise customers need high-touch treatment from Customer Success and additional product features to fill gaps. Customer Success Product Customer Marketing Product Customization Product team to dedicate share of each 2-week sprint to enterprise customer customizations. Professional Services Scale professional services staffing levels to match targeted new customer and up-sell volume. NEEDS ANALYSIS – ENTERPRISE EDITION 1. 2.
  • 12. CUSTOMERS’ SHOES – CRITICAL PATH “Oriented” [week 2] • Understand functionality • Comfortable with interface • Internal plan composed “Progress” [week 6] • % increase in visitors • % increase in leads • Lead-to-sales % increase “Active” [week 4] • New leads flowing • 1st workflow live • 1st blog post live Technical Set-up [week 1] • Blog migrated • CRM integrated • Website code deployed “Initial Value” [week 8] • Build attribution report • Complete month of stats “Full Speed” [week 10] • Email campaign sent • Lead nurture active • Social monitoring active “Achievement” [weeks 12-52] • % lead goal achieved • % new sales goal achieved • Level of effort required Renewal [week 52]
  • 13. BARRIERS TO CUSTOMER SUCCESS “Oriented” Customer Challenges • None Our Issues • Confusing reports module “Progress” Customer Challenges • Showing slow growth Our Issues • None “Active” Customer Challenges • Website Form tech skills Our Issues • None Technical Set-up Customer Challenges • Subdomain takes time Our Issues • Blog migration is slow “Initial Value” Customer Challenges • Alignment on attribution Our Issues • None “Full Speed” Customer Challenges • Create enough content Our Issues • None “Achievement” Customer Challenges • Missed quarterly lead goal Our Issues • None Renewal Customer Challenges • None Our Issues • Waiting too long to renew
  • 14. CUSTOMER SUCCESS TEAM VP Client Services Sr. Consultant Sr. Consultant Sr. Consultant Assoc. Consultant Assoc. Consultant Chief Customer Officer Director, Customer Support VP Customer Success Sr. Support Manager Support Manager Customer Advocate Customer Advocate Director, Customer Success Customer Success Manager Customer Success Manager Customer Success Engineer • Focus on enterprise customers • Make feature/integration requests of Product team • Onboarding focus • Handle all inbound product support requests • Interact with Client Services or Customer Success as needed • Monitor & take action on customer health • Manage customer portal • Work with marketing on nurture programs • Work with Product on self-serve features

Editor's Notes

  1. Slide 6