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Customer Success Maturity Model - Dave Blake, CEO, ClientSuccess

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Dave Blake, CEO of ClientSuccess presented "Customer Success Maturity Model" on the Operator Stage at SaaStock 2016 in Dublin on September 22nd 2016

Dave Blake, CEO of ClientSuccess presented "Customer Success Maturity Model" on the Operator Stage at SaaStock 2016 in Dublin on September 22nd 2016

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Customer Success Maturity Model - Dave Blake, CEO, ClientSuccess

  1. 1. Customer Success Maturity Model How to build & scale customer success
  2. 2. Vice President, Strategic Accounts Founder/CEO Vice President, Global Enterprise Account @davecblak dave@clientsuccess.co
  3. 3. Success is the new sales.
  4. 4. Customer Success Funnel Pre-Sales referrals renewals, up-sell & cross-sell initial salesnew logos $$ $ Post-Sales
  5. 5. The Case for Customer Success MR R $10m $9m $8m $7m $6m $5m $4m $3m $2m $1m $0m 1 5 10 15 20 25 30 35 40 45 50 55 60 65 70 MONTHS 5% Churn 2.5% Churn 0% Churn -2.5% Churn
  6. 6. Customer Success Maturity Model People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling How do I build, scale, & optimize a high-impact team & a culture of customer success?
  7. 7. People
  8. 8. Customer Success Maturity Model CSM leader, CSM team 1-15, dedicated support VP of Customer Success, CSM managers, CSM team 15-75 Chief Customer Officer, CSM team 75+, CS operations teams Founder, round robin tag-teaming, support rep People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
  9. 9. Volume of Clients High $ Low $ Annual Contract Value Low # High # More Product Complexity Less Rule of Thumb Each CSM should manage ~$2 million in ARR CSM managing > 50 clients needs automation How Do I Scale CSMs?
  10. 10. People CSM Compensation Base Only Base Base Bonus Variable MODEL 1 MODEL 2 MODEL 3
  11. 11. People Compensating CSMs & Sales Growth 75% Retention 75% Growth 25% Retention 25% Sales CSM Base 40% Variable 60% Base 75% Variable: 25% Variable Variable
  12. 12. Culture
  13. 13. Customer Success Maturity Model Customer Success team created but success culture somewhat siloed Customer-first mentality, celebration of wins, x-functional collaboration United as a company around customer-centric KPIs and experience Product/market fit, customer acquisition, “scrappy” success culture People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
  14. 14. Customer success is not a department, it’s a company culture.
  15. 15. Customer Success Culture CX Initiatives Cross- Functional Alignment Customer Acquisition VP on Exec Team Board-Level Focus Basic CS Metrics Shared Culture Customer Success Culture Maturity Product/ Market Fit Empowered
  16. 16. Process
  17. 17. Customer Success Maturity Model Basic onboarding, implementation, support & metrics Formalized repeatable processes across the customer journey Specialized teams and processes focused on customer experience Ad-hoc & reactive People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
  18. 18. Process Maturity Journey Process Reactive Processes mature, expand and evolve Proactive Repetitive Collaborative Predictive Transformativ e
  19. 19. Journey
  20. 20. Customer Success Maturity Model Onboarding, implementation & renewal journeys defined Proactive journey defined & executed across lifecycle Comprehensive customer experience tracked & optimized Limited, siloed & fragmented journey People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
  21. 21. First visit
 or brand impression Onboard & Deploy Value Realization Renewal Engaging & Evaluation Adopt &
 Grow Buying Marketing Sales Product Support Success Customer Implementation Journey Customer Success Journey Map Focus on the customer’s perspective first & then optimize the experience across the company
  22. 22. Someone always owns the moment. -DISNEY PRINCIPLE
  23. 23. Metrics
  24. 24. Customer Success Maturity Model Standard SaaS metrics around usage, retention & growth Predictable modeling and forecasting Advanced insights & predictive analytics Focused on sales MRR, customer count & basic health People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
  25. 25. Core Success Metrics MRR/ARR, GROSS CHURN, NEGATIVE CHURN, CRR, DRR, CMRR, LTV, # OF CUSTOMERS Engagement Metrics PRODUCT ENGAGEMENT
 CUSTOMER ENGAGEMENT TEAM ENGAGEMENT Success Analyses CHURN ANALYSIS
 DOWN-SELL ANALYSIS
 COHORT ANALYSIS
 EXPANSION ANALYSIS Subjective Metrics RED, YELLOW, GREEN REASON CODES Customer Success Metric Matrix Metrics
  26. 26. Technology
  27. 27. Customer Success Maturity Model Disparate & siloed systems, cobbled & manual insights Customer success management solution Advanced automations, integrations, workflows, & analytics Email, calendar & spreadsheets People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
  28. 28. Technology Cobbled-together approach to retention
  29. 29. Technology Customer Success Technology Stack Sales CRM Subjective Insights Marketing Automation Product Usage Customer Support Subscription Billing Task Management CX/VOC CUSTOMER
 SUCCESS PLATFORM
  30. 30. Segmentatio n
  31. 31. Customer Success Maturity Model Basic segmentation, prioritization & processes Segmentation by size & territory; specialized teams & strategies Global segmentation by size, geo & verticals; advanced specialization No segmentation; prioritization on few key accounts & squeaky wheels People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
  32. 32. Segmentation
 Progression NONE SMALL SMB BIG CENTRAL MM EAST ENT STR WEST AMER APACEMEA RETAIL TECHENT JAPAN HOSP FIN SERVMEDIA Segmentation SegmentationMaturity
  33. 33. Success is the new sales.
  34. 34. @davecblak dave@clientsuccess.co Thank you!

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