Top Trends Impacting Customer Success in 2020

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A discussion of the trends in Customer Success, with practical tips on tools, resources and practices that you can use to build a stronger Customer Success practice in 2020.

WELCOME TO OUR FIRST EVENT OF 2020!
20/20 Visibility into Customer Success:
Top Trends Impacting CS in 2020
Thanks to our sponsors:
January 23, 2020
Omid Razavi
VP Customer Success
SupportLogic
(ServiceNow, Outcome
Chains, SAP, ...)
@orazavi
Boaz Maor
Former SVP CS
OpenGov
(Intel, Mashery, newScale,
FreeMarkets…)
@BoazMaor

Trend #1
Customer Success is Growing
Earlier and Everywhere!

2020 Emerging Jobs Report – LinkedIn
Customer Success Specialists across diverse industries:
High Tech, Financial Services, Healthcare, Media …
#2 in Mexico
#2 in Argentina
#3 in Spain
#3 in Germany
#4 in France
#4 in Brazil
#5 in the U.K.
#6 in the U.S. (#1 in 2019)
#6 in Australia
#8 in India
#8 in the Netherlands
#11 in Canada
#13 in Singapore
Success4 Conference, Tokyo, Japan Dec 3-4, 2019 Courtesy: Success Lab, Inc.

I. Product
Market Fit
II.
Repeatable
III.
Scalable
Churn
Customer Success
CS started to address churn as a later stage occurrence
in SaaS

I.
Product Market
Customer Fit
II.
Repeatable
III.
Scalable
Customer Success
Towards “Customer Success Inside” in 2020’s!
Onboarding
Adoption
Value Realization
...
Retention
Expansion
Advocacy
...
Retention is the best way to determine
product market fit
- Gustaf Alstromer, 2018Customer
Proof

Trend #2
Customer Success is becoming
Multi-Touch!
Direct, Tech and Product Success Motions

Trend #3
Data is king as CS is becoming
even more data-driven!

Marketing: _Content_ is King
Sales: ________________ is king

Marketing: _Content_ is King
Sales: _Relationship_ is king

Marketing: _Content_ is King
Sales: _Relationship_ is king
Customer Success: ________ is king

Marketing: _Content_ is King
Sales: _Relationship_ is king
Customer Success: _Data* is king
(*) Structured and Unstructured Data in Context
and Actionable Insights

Trend #4
Increased investment in Customer
Success tools!

Prediction:
Increased investment is Customer
Success Tools!
With AI and Automation Don’t
Need CSMs to Scale.

Trend #5
Increased focus on
Revenue Growth

Prediction:
CS teams will not thrive without
commitment to numbers!

Trend #6
Higher role specialization will lead
to more organizational structures
Specialize as you scale!
Lifecycle Management 360 customer view Customer Health
Experience Management Onboarding Management Adoption Management Renewal Management
Expansion Management Stakeholder Alignment Escalation Management Change Management
Product Success Advocate Engagement Support Experience Service Experience
Success Training Success Operations Success Resource Management Success Financial Management

Trend #7
Customer Success and Marketing
Work Closer together!

Trend #8
Customer Success Work Even Closer
With Product and Support!

CS and Product teams share goals:
- Drive customer adoption of product capabilities and
features, so they continue to enjoy using and getting
value.
- Take and act on customer sentiment and feedback,
seriously! (VoC, PAC, QBR, email, slack & support notes)

Support is transforming to be more proactive,
focused on value and retention of customers.
CS and Support have shared goals!
12%
61%

Trend #10
More focus on Customer Outcomes,
Finally!

Customer Success Then and Now
CS ‘10 CS ‘20
Industry SaaS Many Industries
Goals Churn Retention + Experience + Adoption +
Value + Growth + Outcome + Advocacy
Methods Direct Touch (1-1, e.g.
QBR)
Direct Touch, Tech Touch, In-Product
Meet customer where they are!
Customer Buyer, Key Stakeholders + Users, Champions
Segmentation Fixed, based on value to
the company
Dynamic, dependent on Customer
Health and Journey Stage
Key Skills Empathy, Curiosity + Master Your Craft, In Control
Model CSM, Lone Ranger CSM, Expert and Collaborative
Unit
Economics
Headcount per
$ ARR, # accounts
Headcount for
goal achievement

CS 20/20 Top Trends:
1. CS earlier and everywhere
2. CS is becoming multi-touch
3. Data is King!
4. More Investment in CS Tools
5. Increased focus on driving revenue
6. Role specializations and non-standard org structures
7. CS and Marketing are becoming BFF
8. CS work more closely with product and Support
9. More Training!
10. Customer Outcomes, Finally!

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Top Trends Impacting Customer Success in 2020

1. WELCOME TO OUR FIRST EVENT OF 2020! 20/20 Visibility into Customer Success: Top Trends Impacting CS in 2020 Thanks to our sponsors: January 23, 2020 Omid Razavi VP Customer Success SupportLogic (ServiceNow, Outcome Chains, SAP, ...) @orazavi Boaz Maor Former SVP CS OpenGov (Intel, Mashery, newScale, FreeMarkets…) @BoazMaor

2. Trend #1 Customer Success is Growing Earlier and Everywhere!

3. 2020 Emerging Jobs Report – LinkedIn Customer Success Specialists across diverse industries: High Tech, Financial Services, Healthcare, Media … #2 in Mexico #2 in Argentina #3 in Spain #3 in Germany #4 in France #4 in Brazil #5 in the U.K. #6 in the U.S. (#1 in 2019) #6 in Australia #8 in India #8 in the Netherlands #11 in Canada #13 in Singapore Success4 Conference, Tokyo, Japan Dec 3-4, 2019 Courtesy: Success Lab, Inc.

4. I. Product Market Fit II. Repeatable III. Scalable Churn Customer Success CS started to address churn as a later stage occurrence in SaaS

5. I. Product Market Customer Fit II. Repeatable III. Scalable Customer Success Towards “Customer Success Inside” in 2020’s! Onboarding Adoption Value Realization ... Retention Expansion Advocacy ... Retention is the best way to determine product market fit - Gustaf Alstromer, 2018Customer Proof

6. Trend #2 Customer Success is becoming Multi-Touch! Direct, Tech and Product Success Motions

7. Trend #3 Data is king as CS is becoming even more data-driven!

8. Marketing: __________ is King

9. Marketing: _Content_ is King Sales: ________________ is king

10. Marketing: _Content_ is King Sales: _Relationship_ is king

11. Marketing: _Content_ is King Sales: _Relationship_ is king Customer Success: ________ is king

12. Marketing: _Content_ is King Sales: _Relationship_ is king Customer Success: _Data* is king (*) Structured and Unstructured Data in Context and Actionable Insights

13. Trend #4 Increased investment in Customer Success tools!

14. Prediction: Increased investment is Customer Success Tools! With AI and Automation Don’t Need CSMs to Scale.

15. Trend #5 Increased focus on Revenue Growth

16. Prediction: CS teams will not thrive without commitment to numbers!

17. Trend #6 Higher role specialization will lead to more organizational structures Specialize as you scale! Lifecycle Management 360 customer view Customer Health Experience Management Onboarding Management Adoption Management Renewal Management Expansion Management Stakeholder Alignment Escalation Management Change Management Product Success Advocate Engagement Support Experience Service Experience Success Training Success Operations Success Resource Management Success Financial Management

18. Trend #7 Customer Success and Marketing Work Closer together!

19. Trend #7 Customer Success and Marketing Work Closer together!

20. Trend #8 Customer Success Work Even Closer With Product and Support!

21. CS and Product teams share goals: - Drive customer adoption of product capabilities and features, so they continue to enjoy using and getting value. - Take and act on customer sentiment and feedback, seriously! (VoC, PAC, QBR, email, slack & support notes)

22. Support is transforming to be more proactive, focused on value and retention of customers. CS and Support have shared goals! 12% 61%

23. Trend #9 Mo Training!

24.

25. Trend #10 More focus on Customer Outcomes, Finally!

26. Customer Success Then and Now CS ‘10 CS ‘20 Industry SaaS Many Industries Goals Churn Retention + Experience + Adoption + Value + Growth + Outcome + Advocacy Methods Direct Touch (1-1, e.g. QBR) Direct Touch, Tech Touch, In-Product Meet customer where they are! Customer Buyer, Key Stakeholders + Users, Champions Segmentation Fixed, based on value to the company Dynamic, dependent on Customer Health and Journey Stage Key Skills Empathy, Curiosity + Master Your Craft, In Control Model CSM, Lone Ranger CSM, Expert and Collaborative Unit Economics Headcount per $ ARR, # accounts Headcount for goal achievement

27. CS 20/20 Top Trends: 1. CS earlier and everywhere 2. CS is becoming multi-touch 3. Data is King! 4. More Investment in CS Tools 5. Increased focus on driving revenue 6. Role specializations and non-standard org structures 7. CS and Marketing are becoming BFF 8. CS work more closely with product and Support 9. More Training! 10. Customer Outcomes, Finally!

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