The document discusses strategies for defining and managing the customer lifecycle to enhance customer experience and drive retention and expansion. Key elements include identifying the customer journey, creating an account coverage model, and measuring customer health. It emphasizes the importance of customer adoption and alignment between the organization's objectives and those of the customer.

1. KIA CX ConsultingKIA CX Consulting
Defining & Managing Your
Customer Lifecycle
Kia Puhm
Principal, Kia CX Consulting
@kiapuhm
www.kiacx.com

2. KIA CX ConsultingKIA 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!)

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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

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1. Customer journey
2. Account Coverage Model
3. Measuring & Monitoring Customer Health
Fundamental Elements

5. KIA CX ConsultingKIA CX Consulting
1. Customer journey
2. Account Coverage Model
3. Measuring & Monitoring Customer Health
Fundamental Elements
• What is it?
• Why important?
• How: Best Practices

6. KIA CX Consulting

7. KIA CX ConsultingKIA CX Consulting
What is the ultimate goal of Customer Success?
Retention & Expansion of Customers
Retention & expansion occurs when customers gain value from your product.
To gain value from your product, they need to be using it.
Customer Adoption is key to protecting & growing revenue.
How you drive Customer Adoption is therefore critical to your success

8. KIA CX ConsultingKIA CX Consulting
Poll
Where would you say your organization is in the maturity of their
customer adoption strategy?
1. Missing: Don't have one
2. Ad-hoc: CS does everything & anything to make the customer successful, lots of firefighting
3. Repeatable: CS activities align to adoption plan with some gaps, still largely reactive, no measurement
4. Systemic: CS activities that drive success are known, customer health measured and monitored, CS is continuously
becoming more proactive, spending time on business value added activities

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Customer Adoption Strategy
Retention & Expansion
1. Customer Journey
2. Account
Coverage
Model
3. Measuring & Monitoring
Customer Health

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Identifying Your Customer Journey
• Adoption path
• THE foundational element
• Provides for focus & alignment
• Alignment critical for scaling

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How to Map Your Customer Journey
1. Identify your customer's objectives (why bought)
2. Identify your objectives
3. Map out the phases, activities & metrics
Map journey from customer's perspective
• Allows for internal alignment
• Proactive management only possible when you know what's important to customer

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Identifying Your Customer Journey

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Poll
Which of the following best describes the state of your Customer
Journey?
1. Have not identified customer journey
2. Phases mapped out, more of an internal deployment/implementation process
3. Phases & corresponding activities mapped out, journey represents our point of view
4. Phases & corresponding activities mapped out, alignment between both our & our customer's objectives, journey
represents the customer's point of view

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Account Coverage Model
• Supporting team
• 2nd foundational element
• Provides role clarity & accountability
• Enables most efficient use of resources

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How to Create an Account Coverage Model
1. Enumerate skills to support phase activities
2. Map skills to roles
3. Identify account team

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Account Coverage Model
Dedicated CSM
Premier Support
Account Executive
Dedicated CSM
Premier Support
Account Director
Virtual CSM
Account Director
Pooled CSM
Education & Product Support

17. KIA CX ConsultingKIA CX Consulting
Poll
Which of the following best describes how accounts are resourced at
your organization?
1. We all pile onto the account to help customer through any situation
2. Roles clearly defined, confusion exists wrt ownership at certain times
3. Roles & responsibilities clearly defined, ownership exists at key phases but sometimes we drop the ball when we
rely on non-CS roles to help resolve a customer situation
4. Roles & responsibilities are clearly defined throughout the entire organization, ensuring activity coverage and
ownership throughout the entire customer journey

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Measuring & Monitoring Customer Health
• Feedback / early warning system
• Provides visibility into customer health
• Helps CSM's prioritize their time
• Allows adoption strategy to be measured
• Healthy customers adopt faster, are more
efficient to service

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Measuring & Monitoring Customer Health

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Poll
How many of you currently have systems in place at your organization
to measure & monitor customer health?
1. No system in place
2. System in place, but we have no process outlined to act on the data
3. System in place, we reactively act on data to solve the problem and get customer back on track
4. System in place, we proactive act on data to avoid problems and keep customers on track

21. KIA CX ConsultingKIA CX Consulting
Conclusion
• Ultimate goal of Customer Success is the Retention & Expansion of Customers
• How you drive Customer Adoption is therefore critical to your success
• Defining & Managing Your Customer Lifecycle operationalizes Adoption Strategy
• 3 fundamental elements are:
• Identify Customer Journey (route to success)
• Outline Account Coverage Model (team to ensure success)
• Measure & Monitor Customer Health (feedback system)
Aligning to your customer's objectives & becoming customer-centric drives revenue & scale

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“Every mountain top is within reach if you just keep climbing.”
― Barry Finlay
What will you take away?

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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

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

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Q&A

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Join us on March 9 for the next webinar series
Customer Success Best Practices
Visit getamity.com/resources to register!

27. KIA CX ConsultingKIA CX Consulting
Join Kia on March 29 for the next webinar
in the Defining & Managing Your Customer Lifecycle
Visit getamity.com/resources to register!

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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

29. KIA CX ConsultingKIA CX Consulting
Thank you for being here!