Roadmapping Customer Success Maturity
Transcript of Roadmapping Customer Success Maturity
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Roadmapping Customer Success Maturity
© 2017 Totango Proprietary and Confidential
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Register today! www.customersuccesssummit.com
• The premier customer success event in the industry • March 5-6 at The Palace Hotel, San Francisco • Kick off 2018 strong with best practices • Network, learn, collaborate, and have fun with peers • Early Bird pricing runs through December 31
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Today’s Speakers
Jim Coleman SVP of Customer Success Totango
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Where do we start?
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Where do we start?
Where do we go from here?
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What is the Maturity Roadmap?
• Defines core Customer Success processes and KPIs • Assesses and baselines an organization’s current CS capabilities • Aligns roadmap to advance business outcomes, mitigate CS risks • Helps meet market demand for a managed Customer Experience
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The Maturity Roadmap
1: Heroic • CS is ad-hoc and reactive, but Core CS Processes may be defined
2: Mapped • Customer Journey is mapped, Health Defined, Core CS Processes are defined
3: Practicing • All Processes are defined, documented, standardized, and integrated to each other
4: Managing • Processes are measured by collecting data on them and quality
5: Optimizing • Continuous Process Improvement adopted by quantitative and qualitative feedback, piloting new ideas
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Culture of Customer Success Le
vel 2
: M
appe
d Journey Mapping
Health
Onboarding
Growth
Support Renewal
Customer Analytics Leve
l 3:
Prac
ticin
g Formal CS Practice Democratize Customer Data Early Warning System Escalation Management Upsell Voice of Customer / Feedback Churn Analysis
Leve
l 4:
Man
agin
g CS Best Practice Management
Portfolio Management
Customer Prioritization Customer Acquisition
Financials
Advocacy
Analysis
Leve
l 5:
Opt
imizi
ng
Causal Analysis & Refinement
Risk Management
Product Evolution / Customer Advisory Board CS Process Innovation
© 2017 Totango Proprietary and Confidential
Customer Team Alignment: CS, PS,
Support Customer Team
Consolidation Departmental
Alignment: Sales, Marketing, Finance
Culture of Customer Success
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Level 1: Heroic Success
Customer Success as a discipline often reactive and relies on heroic actions. Characteristics: • No formal Customer Journey • Customer data is scattered • Processes are undefined, or
inconsistent • No systems to manage Customer
Success • Business often led by escalation
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Let’s get Started! • Define business objectives and priorities • Review your end-to-end Customer Journey • Segment your Customers • Define “healthy” Customers (based on churn risk) • Identify, consolidate Customer data • Define core CS processes
• Onboard • Adopt • Grow • Retain / Renew
• Set a cadence for review
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Level 2: Mapped
Customer Success is focused on delivering value on a customer-by-customer basis. Characteristics: • Coverage of Customer Journey w/
outreach cadence • Key Segments, Health are applied • Customer Data & Content is accessible to
team • Delivery process and value attainment
may vary per-customer • CS functions may be centralized • Value attainment is clearer, but surprises
still happen
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Formalize Proactive Success
• Charter a CS Team with accountable leader • Build internal partnerships, process alignment • Centralize/aggregate Customer data and content • Segment by value, incorporate value attainment into Health • Regularly review churn, revise health (based on escalation) • Deploy an Early Warning System, pre-empt escalations • Open Lines of Communication to Customers
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Level 3: Practicing
Customer Success is formalized, standard and proactive processes applied through Customer Journey Characteristics: • CS is a formally chartered function,
partnered with the rest of the business • Proactive processes are fully defined,
universally applied • Customer Health & Early Warning
System drive risk management • CS is regularly reviewed, optimized • Customer Data is Democratized
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Manage the Process
• Identify and consolidate your Best Practices • Focus on Growth: Internal = LCV, Customers = Strategic Value • CSM Book = Portfolio Management • Health & Segmentation -> Customer Prioritization • Align and integrate Customer Acquisition • Build Customer Advocacy
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Level 4: Managing
Customer Success is proactive, data-driven, and analytical
Characteristics: • Evolving Best Practices • Focus on Lifetime Value • Prioritization of Customers • Customer Champions & Advocates
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Culture of Customer Success
• Customer Success is Everybody’s Business! • Approach Customer as Partners • Continuous Process Improvement • Experimentation, Causal Analysis
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Level 5: Optimizing
Customer Success manages risks and opportunities well in advance; and it is embedded in the company culture. Characteristics: • Customer Success as a Culture • Proactively course-correct for the future
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Where do you go from here?
• Review your current maturity level, include feedback from multiple stakeholders internal and external
• Crawl, Walk, Run - Bridge gaps before advancing
• Commit to evolution on a regular basis 2-4 times per year
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