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Roadmapping Customer Success Maturity

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Roadmapping Customer Success Maturity

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Whether you’ve been doing Customer Success for years or are just getting started, the best step you can take is to understand where you are on the maturity curve so that you can take steps to move forward to the next level.

Totango’s SVP of Customer Success Jim Coleman, presents a maturity model based on Totango’s experience helping hundreds of organizations design, implement, and optimize their Customer Success strategies. This maturity model lets companies figure out where they are with their current initiatives and what they need to do to maximize customer engagement and significantly increase retention.

Whether you’ve been doing Customer Success for years or are just getting started, the best step you can take is to understand where you are on the maturity curve so that you can take steps to move forward to the next level.

Totango’s SVP of Customer Success Jim Coleman, presents a maturity model based on Totango’s experience helping hundreds of organizations design, implement, and optimize their Customer Success strategies. This maturity model lets companies figure out where they are with their current initiatives and what they need to do to maximize customer engagement and significantly increase retention.

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Roadmapping Customer Success Maturity

  1. 1. Roadmapping Customer Success Maturity © 2017 Totango Proprietary and Confidential
  2. 2. 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
  3. 3. Today’s Speakers Jim Coleman SVP of Customer Success Totango
  4. 4. Where do we start?
  5. 5. Where do we start? Where do we go from here?
  6. 6. 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 © 2017 Totango Proprietary and Confidential
  7. 7. 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 © 2017 Totango Proprietary and Confidential
  8. 8. Culture of Customer SuccessLevel2:Mapped Journey Mapping Health Onboarding Growth Support Renewal Customer Analytics Level3:Practicing Formal CS Practice Democratize Customer Data Early Warning System Escalation Management Upsell Voice of Customer / Feedback Churn Analysis Level4:Managing CS Best Practice Management Portfolio Management Customer Prioritization Customer Acquisition Financials Advocacy Analysis Level5:Optimizing 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
  9. 9. 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 © 2017 Totango Proprietary and Confidential
  10. 10. 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
  11. 11. 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 © 2017 Totango Proprietary and Confidential
  12. 12. 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
  13. 13. 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 © 2017 Totango Proprietary and Confidential
  14. 14. 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
  15. 15. 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 © 2017 Totango Proprietary and Confidential
  16. 16. Culture of Customer Success •  Customer Success is Everybody’s Business! •  Approach Customer as Partners •  Continuous Process Improvement •  Experimentation, Causal Analysis
  17. 17. 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 © 2017 Totango Proprietary and Confidential
  18. 18. 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 © 2017 Totango Proprietary and Confidential
  19. 19. Questions? Visit: www.totango.com Tweet: @totango Email: hi@totango.com

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