The document discusses the importance of customer success in maximizing customer lifetime value for subscription-based businesses. It highlights the growing demand for customer success roles and the need for organizations to develop formal teams and processes to reduce churn and increase engagement. Key performance indicators such as customer health scores and proactive engagement strategies are emphasized to drive customer satisfaction and retention.

1. Introduction to Customer Success
Guy Nirpaz | Co-founder & CEO | Totango
guy@totango.com | @guynirpaz | guynirpaz.com

2. is the leader in
Customer Success
115
CUSTOMERS
7PUBLIC COMPANIES
$3.5BOF SUBSCRIPTION MANAGED

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Customer Success Jobs on
The Demand for Customer Success is
Rapidly Growing

4. 3rd Customer Success Summit
Over 1100 Attendees
March 2015
Produced by Totango

5. What does investing in Customer Success ultimately lead to?
5

6. DECREASE
VALUE
DECREASE
VALUE
CHURN
CHURN
GROW VALUE
FIRST
VALUE
START
INCREASE
USERS
INCREASE
USAGE
EXPAND
FUNCTIONALITY
CHURN
ONGOING
VALUE
ONBOARDING
ADOPTION
RENEWAL & UPSELL

7. ADOPTION
The Customer Success Charter
Is to Maximize Customer Lifetime Value
for a Technology as a Service business
Trial
Onboarding
Adoption
Retention
Expansion
CAC, Trial
Conversion
Time to Value
Customer
Engagement
Churn & Retention
Rates
ACV / Customer

8. What is your maturity level?
FIRE FIGHTING
DRIVING VALUE
PROACTIVELY
REDUCING CHURN
PERFORMING CPR
STAGE 0
STAGE 3
STAGE 2
STAGE 1

10. PERFORMING CPR
No Customer Success Team
No formal success plans
HOW DO YOU IMPROVE?
Get organizational buy-in to make customer
success a priority
Develop system and process for handling
emergency accounts
Build a Customer Success team!

12. FIRE FIGHTING
Focus is on at-risk accounts
Limited team resources
HOW DO YOU IMPROVE?
Develop system and process for handling
emergency accounts
Map your customer journey
Ensure company-wide understanding of the role
of customer success

14. What is a customer health score?
PRODUCT USAGE – Are users
logging in and using the application
regularly?
BUSINESS OUTCOMES – Is the
customer getting the end result they
purchased the product for?
SERVICE UTILIZATION – Is the
customer fully utilizing their
subscription?
CUSTOMER SATISFACTION –
Feedback from customers and CSMs
SUPPORT & OPERATIONS –
Outstanding support, SLA or invoicing
issues
1.
2.
3.
4.
5.
LEADING
INDICATORS
OBJECTIVE
DATA
100% COVERAGE
LAGGING
INDICATORS
SUBJECTIVE DATA
LIMITED COVERAGE

15. PROACTIVELY
REDUCING CHURN
Basic account monitoring in place
HOW DO YOU IMPROVE?
Segment customers based on their stage in the
customer journey
Develop engagement and action plans for both
healthy and at risk customers
Ensure that your system can scale by adding in
automation
Customer accounts have health scores

17. DRIVING VALUE
Proactively engage with customers
Focus on growth and innovation
HOW DO YOU IMPROVE?
Continually fine tune your processes using data
from churned and renewed customers
Use delivery of business value and account
expertise to renew and cross sell
You provide best practices, share data insights
and, encourage use of the full product