PSV StartupTalk: B2B SaaS Customer Success

1. Søren Harbo Madsen
Highlighted Customer Success experience
Support and Account Manager
Customer Success Manager and Lead
Director, Sales and Customer Success
Event Center Manager

2. ● LegalTech company based in
Copenhagen
● B2B SaaS
● Founded in 2018
● Team from Trustpilot
● 18 employees
The fully automated and no-
brainer privacy solution for
businesses everywhere.
To us Customer Success is:
● Doing the right thing
● Integrated across departments
● Founder-led
Trusted by

3. Customer Success
“To proactively drive and extend product usage to reach customer objectives and generate
ROI, while reducing churn and generating upsell opportunities.”
To build a successful Customer Success department you need
People, Processes & Technology.
To support the intention of a Customer Success as described
above, you need the Organisation and Culture supporting this.

4. Today’s topic
Insights and tactics: Customer Success as growth engine in uncertain times
Customer Success is under constant development…
I give 5 perspectives on Customer Success from within the
business in today’s market.
…and is exactly what you need it to be.
…and psst!

5. ● Executive commitment
○ Management support is essential
○ Starts with you
○ Match business strategy
1. People
● It’s a responsibility
○ On everyone
○ Company state of mind
○ A culture
● Make it your own
○ Get involved
○ Celebrate success
○ Founder-led sales and CS
Founder’s
mindset

6. 2. United
organisation
To create unique
experiences and value
for the customer
● CS - the Meeting Point
○ Information highway
○ Touchpoints, Customer Journey, Customer
Experience
● Understand the user
○ Product vs User Complexity framework
○ What does success look like
○ Where to invest
● Sales, Marketing, Support, Product
○ Processes to link together
○ Shared objectives
○ ICP, ICP, ICP…

7. 3. Focused
Customer
Success
● Know your customer
○ ICP, account mapping, executives
○ Go out there!
● Proactive problem solving
○ What is the mission-critical reason(s)
for the customer to use the product?
○ Strategic onboarding to reduce time
to value and lay foundation for growth
○ 80/20 pareto principle
● Create champions
○ Own CS - make it yours

8. 4. Commercial
Management
● Unified commercial department
○ Sales, CS, Support
○ Customer-focused metrics
○ Transparency on opportunities
○ Commission schemes
● Commercial strategy
○ Land and expand
○ Sell core product first
○ Pricing options
● Multiple fingerprints
○ Get CS in on the sales process
○ Avoid handover pitfalls
This is on you

9. 5. Data, data,
data…
5. Technology
Data, data, data…
● Tech foundation needed
○ Data visibility
○ Product development, pricing
strategy, retention, expansion…
○ Integrations
● Measurement
○ Classic metrics - do you need them?
○ Listening posts in customer journey
● Ask the right questions
○ What does success look like?
○ Are we solving the key pain point?

10. Takeaways
Insights and tactics: Customer Success as growth engine in uncertain times
● Founder: Get involved. Engage. Celebrate.
● Organisation: Unite around CS - the mindset.
● Customer Success team: Solve mission-critical problems.
● Commercial Management: CS as a growth engine is (also) on you.
● Technology: Data, data, data. Know it. Show it. Use it.

11. It takes strategy, time and effort to make it work.
When a customer attains their desired outcome while having a great
experience, they will inevitably buy more from you.
…and psst again!

12. shm@openli.com
Connect, poke or PM