1. Architecting Effortless
Customer Experiences
Nicolle Paradise
Senior Director of Client Experience
ADP

2. @NicolleParadise
nicolleparadise.com
Hello!
• 15 years architecting, measuring, scaling,
leading customer-centric organizations
• Experience Architect and Organizer for
TEDx San Francisco
• Senior Director of Client Experience at ADP
• Previously, Head of Customer Success
(FinTech, SaaS Startup)

3. Concept of Effortless Experiences
Customer Success vs. Company Success
LAP: An Execution Model

4. What Does Effortless Mean?
What It Is NOT…What It Is…
A B
A B

5. “My Company Does Ask… (Don’t We)?”
Customer Success
MRR
LTV
Churn
CAC
CRC
ACVARR
MAU
CLT

6. LAP Model: The Ratio Solution
Action
Listen
Pilot
Customers

7. “80% of B2B customers
expect real-time
communication with
companies.”
Source: Salesforce Research, “State of the
Connected Customer”
Phase 1: Listen Externally
Action
Listen
Pilot
Customers
1. Customer Advisory Boards
• 9-13 customers
• Calls minimum 1x per quarter
• In-person CAB 1x per year
• Owned by CS
2. Surveys
• Customer Effort Score (CES)
• Customer Satisfaction Score (CSAT)
• Net Promotor System (NPS)
3. Strategic Customer Calls
• “What can we Start / Stop / Continue doing
to help you be more successful?”
• 1x per quarter

8. “70% of B2B marketing
dollars and sales efforts
are not directed at what
matters most to
customers.”
Source: McKinsey, “Do you really understand how
our business customers buy?”
Phase 2: Action Internally
2. Be Realistic
• Estimate internal level of effort via
“T-shirt sizing” methodology:
People / Process / Technology
• Determine pilot group based on what
matters most to customers
Action
Listen
Pilot
Customers
1. “What do we want to know?”
• Limit scope to 2 questions
• Determine hypotheses
• Define how to measure success and
failure for Company and Customers

9. Action
Listen
Pilot
Customers
“If you want to increase
your success rate,
double your failure
rate.”
Thomas Watson Jr. (2nd President of IBM)
1. Succeed and Fail Together
• Be transparent with customers about
all opportunities and risks
• Over-communicate
Phase 3: Pilot Together
3. The Culture of Change
• Mirror your customer
• Small companies can be edgy; big
companies have to be serious
2. Timing
• Estimate optimal pilot timing based on
the “Customer Success Cycle”
(Onboarding, Nurturing, Harvesting)

10. A B
A B
To accelerate the impact of Customer Success, we
must think like a customer:
Less Acronym Soup
More Effortless Experiences

11. Action
Listen
Pilot
Customers
Thank You!
@NicolleParadise
nicolleparadise.com