Developing The Ultimate Customer Success Strategy
Hello, my name is Lincoln Murphy I’m excited to be presenting to you today!
@LincolnMurphy
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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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Buy More
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Advocate Externally @lincolnmurphy
This Directly Impacts Company
VALUATION
Revenue x Multiplier = Value Company Valuat ion Calculat ion
Revenue x Multiplier = Value o There’s
more!
Company Valuat ion Calculat ion
Revenue x Multiplier = Value o Customer Lifetime Value (LTV)o Customer Acquisition Cost (CAC)o Net Revenue Retention (NRR)o Total Addressable Marketo Talent Acquisition
o There’s more!
@lincolnmurphy
Company Valuat ion Calculat ion
Year 1
100%
Customer Lifetime Value
@lincolnmurphy
Year 1 Year 2 Year 3 Year 4 Year 5
80%
20%
Customer Lifetime Value
@lincolnmurphy
Year 1 Year 2 Year 3 Year 4 Year 5
> 95%
< 5%
Customer Lifetime Value
@lincolnmurphy
Customer Lifetime Value
Year 1 Year 2 Year 3 Year 4 Year 5
> 98%
< 2%Year 6
@lincolnmurphy
Resource Allocation
Year 1 Year 2 Year 3 Year 4 Year 5
< 2%
> 98%Year 6
@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
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
Sales
Marketing
Customer Success
Operationalized Enrichment
@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�[email protected]
Awesome! Thanks for your attention.Learn more about me at http://sixteenventures.com
And contact me via [email protected]
@LincolnMurphy
Developing The Ultimate Customer Success Strategy
