lincoln murphy's scaling customer success in nyc

Scaling Customer Success

Hello, my name is Lincoln Murphy I’m excited to be presenting to you today!

@LincolnMurphy

Lincoln Murphy�@lincolnmurphy�lincoln@lincolnmurphy.com

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Advocate Externally @lincolnmurphy

@lincolnmurphy

Make your CUSTOMERS

powerful!

They’ll make YOU�

powerful!

HOW will they make you powerful?

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Advocate Externally @lincolnmurphy

How do you make your customers POWERFUL?

By making them SUCCESSFUL

Desired Outcome Customer Success is when customers achieve their

interactions through with your companytheir

“”-  Lincoln Murphy

@lincolnmurphy

Customer Success is NOT...•  Just a Department•  Only Account

Management•  Customer Support•  Churn Mitigation

•  Saving Customers•  “Checking in" with

customers•  Customer hand-

holding•  About Happiness or

Delight @lincolnmurphy

Customer Success is a GROWTH

ENGINE

Customer SUCCESS-

driven Growth

As customers SUCCEED and

EVOLVE…

…their relationship�with us should �

EVOLVE and GROW

RENEWAL & EXPANSION are part

of the Customer’s SUCCESS

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Advocate Externally @lincolnmurphy

Customer Success Management is the process of moving the customer toward their ever-evolving Desired Outcome.

“

” -  Lincoln Murphy @lincolnmurphy

Customer Success Management is...

• Segmentation• Orchestration•  Intervention• Measurement

•  Expansion• Communication•  Instrumentation• Operationalization

Customer SuccessManagement

@lincolnmurphy

Grow BECAUSE of your effort, not IN SPITE of it

Desired Outcome Customer Success is when customers achieve their

interactions through with your companytheir

“”-  Lincoln Murphy

@lincolnmurphy

Interactions are…•  Intervention– Proactive– Reactive

•  Transactional• Self-service

@lincolnmurphy

Interactions include…•  Implementation•  Onboarding•  Training•  Integration•  Help

•  Upsell•  Renewal•  Support•  Knowledge Base•  Product Use

@lincolnmurphy

Interactions Start�

EARLY

“The seeds !of churn are !planted early” !– Lincoln Murphy!@lincolnmurphy!

Avoid�BAD FIT

Customers

Who Feels the ACUTE Pain of Bad-fit Customers?

•  Sales•  Implementation•  Product•  Marketing

•  Support•  Account

Management•  Customer Success

Management•  Your Customer!

@lincolnmurphy

Acquire customers with

SUCCESS POTENTIAL

@lincolnmurphy

Technical FitFunctional FitCompetence Fit

Success Potential is…

Experience FitCultural Fit

It’s NotSUCCESS

GUARANTEED @lincolnmurphy

Desired Outcome Customer Success is when customers achieve their

interactions through with your companytheir

“”-  Lincoln Murphy

@lincolnmurphy

RequiredOutcome

AppropriateExperience

Desired Outcome

WHAT your customer needs to achieve

HOW they need to achieve it@lincolnmurphy

SharedCustomer

Characteris:cs

Method

CustomerSegment

Desired Outcome

@lincolnmurphy

RequiredOutcome

AppropriateExperience

AirTravel

Desired Outcome – Air Travel

@lincolnmurphy

PointAèBSafely&Quickly

Needtowork,no:metoeat

AirTravel

Desired Outcome – Air Travel

@lincolnmurphy

PointAèBSafely&Quickly

Assignedsea:ng,WiFi,Foodservice,legroom

BusinessTraveler

Savemoney,enjoy

des:na:on

AirTravel

Desired Outcome – Air Travel

@lincolnmurphy

PointAèBSafely&Quickly

Cheapfares,snacks&drinks

FamilyGoingonVaca:on

EmailMarke:ng

Desired Outcome – Email Marketing

@lincolnmurphy

Morepeopletomyevent

DIY,no$$$,tech-first

EmailMarke:ng

@lincolnmurphy

Morepeopletomyevent

API,self-service,Slacksupport

channel

Early-stageStartup

Desired Outcome – Email Marketing

Mustwork,has$$$,less-

tech

Emailmarke:ng

@lincolnmurphy

Morepeopletomyevent

GUI,24/7Support,3/yrcontract

F500Dept

Desired Outcome – Email Marketing

DESIRED OUTCOME is the key to SCALING

Customer Success

COVERAGE LEVELS and RESOURCES are

determined by DESIRED OUTCOME

Logically�SEGMENTCustomers

Typical Customer Segmentation…

@lincolnmurphy

Typical Customer Segmentation…

@lincolnmurphy

Appropriate Experience Segmentation…

@lincolnmurphy

Multiple Required Outcome Segmentation…

@lincolnmurphy

Cohort Segmentation…

@lincolnmurphy

Churn is the SYMPTOM of an Underlying Disease

Desired Outcome Customer Success is when customers achieve their

interactions through with your companytheir

“”-  Lincoln Murphy

@lincolnmurphy

Without Customer Success•  Stagnating Customers•  Customer Churn•  Revenue Churn•  Reputation Suffers•  TAM shrinks

•  Sales Friction Increases•  Sales Cycles Extend•  CAC Increases•  Talent Acquisition

Suffers•  Company Value Drops

@lincolnmurphy

With Customer Success•  Expanding Customers•  Net Revenue Retention•  Great Reputation•  TAM Increases•  Sales Friction

Decreases

•  Sales Cycles Shorten•  CAC Efficiency•  Talent Acquisition

Improves•  Company Value

INCREASES

@lincolnmurphy

Desired Outcome Customer Success is when customers achieve their

interactions through with your companytheir

“”-  Lincoln Murphy

@lincolnmurphy

Customer. SUCCESS.

When your CUSTOMERS

Succeed...

YOU Succeed!

Thank You!@lincolnmurphy�lincoln@lincolnmurphy.com

Awesome! Thanks for your attention.Learn more about me at http://sixteenventures.com

And contact me via lincoln@lincolnmurphy.com

@LincolnMurphy

Scaling Customer Success