How not to grow a customer success team in a startup

•

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Customer Success Play by Ryan Engley, Director of Customer Success at Unbounce, at the 2014 Customer Success Summit.

READY?

Customer Success Summit ! !

@ryan_engley

HOW!
not!
TO GROW A
CUSTOMER SUCCESS
TEAM IN A STARTUP

Customer Success Summit ! !

@ryan_engley

photo of old
Unbounce

Customer Success Summit ! !

@ryan_engley

Customer Success Summit ! !

@ryan_engley

Customer Success Summit ! !

@ryan_engley

Image courtesy Totango: http://blog.totango.com/2013/09/pro-customer-company-is-all-about-ﬁrst-value/

Much Trials

So Targets!

How Customers

WOW

19%

Customer Success Summit ! !

@ryan_engley

1

PEOPLE HAD NO
IDEA WHAT
CUSTOMER
SUCCESS DID

Customer Success Summit ! !

@ryan_engley

Customer Success Summit ! !

@ryan_engley

wha’!
happen?

2

WE COULDN’T
MEASURE THE
CUSTOMER
SUCCESS
TEAM’S IMPACT

Customer Success Summit ! !

@ryan_engley

Customer Success Summit ! !

@ryan_engley

Called all new trials

Surveyed Customers

NPS

Monitored user
behaviour

Engaged inactive customers

Onboarded with
lifecycle emails

Actually answered the
phone

Shared feedback with
product team

Solved bugs with QA

Live Chat

Sent swag

Hosted meet ups

Monitored
Churn

Newsletter

Demos

Customer Satisfaction!
96%

3

MY TEAM WASN’T
MOTIVATED

Customer Success Summit ! !

@ryan_engley

How do you build a
motivated customer
success team!
that visibly & measurably!
contributes to your company’s success?

Customer Success Summit ! !

@ryan_engley

Customer Success Summit ! !

@ryan_engley

Customer Success Summit ! !

@ryan_engley

Customer Success Summit ! !

@ryan_engley

Customer Success Summit ! !

@ryan_engley

Customer Success Summit ! !

@ryan_engley

Don’t Focus on  
What You Do

Customer Success Summit ! !

@ryan_engley

(nobody cares)

1

Customer Success Summit ! !

@ryan_engley

BUILD YOUR
OWN CUSTOMER
LIFECYCLE

2

MEASURE KPIs
BETWEEN EACH
PHASE

Customer Success Summit ! !

@ryan_engley

3

BUILD YOUR
TEAMS AROUND
YOUR KPIs

Customer Success Summit ! !

@ryan_engley

CUSTOMER
SUCCESS

is
COMPANY SUCCESS

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Totango Case Study: Million Dollar Bet: Dimension Data is All-in for Customer...

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The State of the Customer Success Profession 2018 - Survey Results First Look

The State of the Customer Success Profession 2018 - Survey Results First Look

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Webinar - Accelerating the Impact of Customer Success in the Enterprise

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Three Companies That Elevated Their VoC and Survey Programs - CSSummit18

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Million Dollar Bet - We're All-in In Customer Success

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RSA Conference Exhibitor List 2024 - Exhibitors Data

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How not to grow a customer success team in a startup

1. READY? Customer Success Summit ! ! @ryan_engley

2. HOW! not! TO GROW A CUSTOMER SUCCESS TEAM IN A STARTUP Customer Success Summit ! ! @ryan_engley

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4. photo of old Unbounce Customer Success Summit ! ! @ryan_engley

5. Customer Success Summit ! ! @ryan_engley

6. Customer Success Summit ! ! @ryan_engley Image courtesy Totango: http://blog.totango.com/2013/09/pro-customer-company-is-all-about-ﬁrst-value/

7. Much Trials So Targets! How Customers WOW

8. 19% Customer Success Summit ! ! @ryan_engley

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11. 1 PEOPLE HAD NO IDEA WHAT CUSTOMER SUCCESS DID Customer Success Summit ! ! @ryan_engley

12. Customer Success Summit ! ! @ryan_engley

13. wha’! happen?

14. 2 WE COULDN’T MEASURE THE CUSTOMER SUCCESS TEAM’S IMPACT Customer Success Summit ! ! @ryan_engley

15. Customer Success Summit ! ! @ryan_engley Called all new trials Surveyed Customers NPS Monitored user behaviour Engaged inactive customers Onboarded with lifecycle emails Actually answered the phone Shared feedback with product team Solved bugs with QA Live Chat Sent swag Hosted meet ups Monitored Churn Newsletter Demos

16. Customer Satisfaction! 96%

17. 3 MY TEAM WASN’T MOTIVATED Customer Success Summit ! ! @ryan_engley

18. How do you build a motivated customer success team! that visibly & measurably! contributes to your company’s success? Customer Success Summit ! ! @ryan_engley

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20. Customer Success Summit ! ! @ryan_engley

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24. Don’t Focus on   What You Do Customer Success Summit ! ! @ryan_engley (nobody cares)

25. 1 Customer Success Summit ! ! @ryan_engley BUILD YOUR OWN CUSTOMER LIFECYCLE

26. 2 MEASURE KPIs BETWEEN EACH PHASE Customer Success Summit ! ! @ryan_engley

27. 3 BUILD YOUR TEAMS AROUND YOUR KPIs Customer Success Summit ! ! @ryan_engley

28. CUSTOMER SUCCESS is COMPANY SUCCESS