This document discusses customer success management and its importance for building successful products. It defines customer success management as actively managing customer relationships to increase retention, existing revenue, and influence new sales. This involves deeply understanding customers, proactively managing their journey, and addressing any gaps in success. Product managers should view customer success as a revenue center and collaborate with customer success managers to gain insights into customers' needs and ensure products enable scalable success. The customer success manager's role is to actively engage customers across their journey through activities like onboarding, training, renewals and expanding existing accounts.

1. The missing link
to building
successful
products
Customer
Success
Management

2. 2
Ruti Melamed-Shneorson
 PMsphere – leading products to success
 20 years of experience in leading technology products
 SaaS, Cyber, e-commerce, Healthcare, Fintech, mobile …
 BSc., MSc. in Computer Science
 Lecturer:
For product managers who never learned product management
The art of building successful products PM503
Strategy and Roadmap workshop for VPS and Directors
Business oriented product leadership PM308
Customer success course: retention, engagement, and more
Creating value with customer success CS407

3. 4
Part of Our Customers

4. 5
Agenda
• WHAT is Customer Success
• WHY there’s a need for Customer Success
• Product Management & Customer Success

5. Customer
Success
Managers
Product
Managers

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Once upon a time…

7. 8
Once upon a time…

8. 9
SaaS
Recurring Revenue

9. 10
Customer success, retention, and renewal
rates are the path to a successful business
10 Laws of Building a Unicorn
Law #7
* Source: https://www.bvp.com/content/10-laws-building-cloud-unicorn

10. 13
The CHALLENGE:
choose to NOT Renew their contracts
customers can, and do,
of recurring revenue business model

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ACTIVELY managing customer relationships to:
Customer Success Management
Increase Existing RevenueReduce Churn,
and Influence New Sales

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* Metrics for pirates, Dave Mcclure
onboarding

13. 16
‫הקסם‬ ‫קורה‬ ‫איך‬?

14. 17
Customer Success Management
ACTIVITIES
Relationship
Trusted
advisor
QBRs
Email
campaigns
Phone calls
Onboarding
escalations Renewals
Training &
webinars
answer
questions
NPS Expansion
Success
stories

15. 18
the Customer
Deeply know the Customers:
Users, Buyers, Stakeholders, Champion
Different types of segments and accounts

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The Customer Journey

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The Customer Journey
Awareness
Evaluation
Interest
Acquisition

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Onboarding
Adoption
The Customer Journey
Referral
Expansion
RenewalAlong this journey the interaction and engagement may vary and expand,
involving different users, buyers, decision makers and influencers

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 Who defines the Journey ?
 How many Journeys?
 Identify Success Gaps

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PROACTIVELY manage customer’s journey

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PROACTIVELY manage customer’s journey
Source:

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100%
Retention Rate
The Goal:
?

23. 31
130%
Retention Rate

24. 32
Land and Expand
Initial deal
basic Pro Enterprise
Users
Depth of
Usage
16 GB
100 GB
1 T
Source: David Skok, driving-saas-success-using-key-metrics

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ACTIVELY managing customer relationships to:
 Gain Retention
 Increase Existing Revenue
 Influence New Sales
sounds
EASY ?

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ACTIVELY managing customer relationships to:
 Gain Retention
 Increase Existing Revenue
 Influence New Sales
ACTIVELY manage
customer relationships for
Multiple Accounts

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 Gain Retention
 Increase Existing Revenue
 Influence New Sales
 Gain Retention
 Increase Existing Revenue
 Influence New Sales
 Gain Retention
 Increase Existing Revenue
 Influence New Sales
 Gain Retention
 Increase Existing Revenue
 Influence New Sales
 Gain Retention
 Increase Existing Revenue
 Influence New Sales
 Gain Retention
 Increase Existing Revenue
 Influence New Sales
 Gain Retention
 Increase Existing Revenue
 Influence New Sales
ACTIVELY manage
customer relationships for
Multiple Accounts
 Gain Retention
 Increase Existing Revenue
 Influence New Sales

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Prioritization

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Who is the customer success
manager’s BFF ?

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The Champion
the customer success manager’s BFFs

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The Product Manager
the customer success manager’s BFFs

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‫חדש‬ ‫בעצם‬ ‫מה‬
‫כאן‬?
Customer
Success
Management

33. 41
Customer Success Management
is a REVENUE center

34. Takeaways
for Product
Managers
1. The Customer Journey
2. Identify Success GAPs
3. Retention, Revenue from existing
customers, Reference
4. new point of view for
Voice of the Customer
5. Product = Scalable Success

35. 44
Thank You
www.pmsphere.com