Produced by

If you give a mouse a

playbook…efficiency, scalability, and

accountability

If you give a mouse a

playbook, he’s going to ask

to use it.

When he starts to use it,

he’ll probably notice that it’s

incomplete, so he’ll write

some more.

When he’s finished writing

more, he’ll ask you how it’s

connected to the customer

lifecycle.

When he notices that it’s

not, he’ll want to map out

the customer lifecycle with

some of his teammates.

He’ll get carried away and

write down an outline for the

playbook like an essay.

He’ll finish the outline

quickly, which means

he'll want to get feedback

from you and other CSMs.

He’ll love that

feedback so he’ll probably

want some from customers,

too!

He’ll have the step-by-steps

in place, but you’ll need to

give him some great

examples of what each step

looks like.

He’ll start to feel really

happy about his playbook,

so he’ll print it out on paper

first.

Once he checks off all the

boxes, he’ll probably want to

program it into a CRM or

Customer Success

platform.

He’ll be so successful using

his playbook that he’ll ask

you for some new CSMs to

share it with.

*I beg your forgiveness, Laura Numeroff and Felicia Bond, for blatant

infringement of your property*

And the chances are, if he

asks you to hire new CSMs,

he’s going to want a

playbook to go with it.

About Me

AcademicDir. of ResearchDir. Of Client Ops

UserTesting

Real People

Real Insights

Real Fast

UserTesting

UserTesting

• Mobile App Prototype Testing

• Website Prototype Testing

• Comparison (2 Prototypes) Testing

• Games (Dev cycle specific, Ads)

• Competitor Testing

• Information Architecture/Card Sorting/Tree Testing

• Diary Studies

• Email Testing (Design and Copy)

• Copy testing

• Landing Pages

• Conversion/Sales Funnel Testing

• A/B Optimization Ideas

• Pairing with Analytics

• Survey Validation

• Logo Creative Comparisons

• Mobile Ad Testing

• International Testing

• Video Testing

• In Home Testing

• SEM/SEO

• QA

We eliminate bad user experiences from Earth…

UserTesting…and help at every stage of development

We were growing

quickly…

UserTesting

…and everyone was

doing it their own way

UserTesting

We had larger

customers with higher

expectations

UserTesting

Step 1: Map your customer journeyCartoon

characters

optional*

Step 2: Write an outline

• Preboarding

• Onboarding

• Integration

• First Value

• Renewal Season

• Reboarding

• Offboarding

• Rhythm

• Red Alert

• Advocate

• Growth/expansion

opportunity

• Random acts of

kindness

Step 3: Fill it in slowlyOnboarding

Send client the UX Goals worksheet

Introductory call completed

Client has done one or more of the following in first 30:

Dashboard training

First study

Standard UX assessment

Research road mapping

Send client received Welcome Kit

Step 4: Feedback

Step 5: Use it

The Results

• Efficiency

The Results

• Scalability

The Results

• Accountability

Warning

• Great playbooks can squash creativity.

• How will you encourage innovation?

Warning

• Great playbooks are static

• Who will own its ongoing evolution?

87% freshness on

rotten tomatoes