Introduction to customer success guy nirpaz, totango

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Customer Success introduction by maturity levels. This is a presentation I've given at CEOQuest. Many companies these days are considering various sorts of implementing customer success organization in order to retain and grow the customer base. However, what is the right way to put in place such a team, what is their charter and how can they be more successful.

Business

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

is the leader in
Customer Success
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7PUBLIC COMPANIES
$3.5BOF SUBSCRIPTION MANAGED

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2010 2011 2012 2013 2014 2015
Customer Success Jobs on
The Demand for Customer Success is
Rapidly Growing

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

What does investing in Customer Success ultimately lead to?
5

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

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

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

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!

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

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

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

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

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A critical guide to selecting metrics to define a data-driven customer success strategy. Here is the table of contents: - Metrics are for Decisions - The Nature of Metrics - Metrics Can Be Difficult - Customer Success Metrics Customer Lifetime Value (CLV) Customer Churn Rate Net Promoter Score (NPS) Customer Health Score Support Ticket Volume Customer Log-in Counts Customer Acquisition Cost (CAC) Product Activity Score CSM Subjective Score Customer Newsletter CTR Background Signals

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www.seribangash.com A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA: Contents of Memorandum of Association: Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company. https://seribangash.com/article-of-association-is-legal-doc-of-company/ Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent. Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause. www.seribangash.com Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up. https://seribangash.com/promotors-is-person-conceived-formation-company/ Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value. Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA. Importance of Memorandum of Association: Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process. Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations. Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability. External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers. https://seribangash.com/difference-public-and-private-company-law/ Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void. Amendment of MOA: While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder

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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

3. 3 0 200 400 600 800 1000 1200 1400 1600 1800 2000 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 Qtr2 Qtr3 Qtr4 Qtr1 2010 2011 2012 2013 2014 2015 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!

11.

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

13.

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

16.

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

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