the secret to rapid growth in any market: take your company to the next level with customer success

THE SECRET TO RAPID GROWTH IN ANY MARKET

Lincoln Murphy, FounderSixteen Ventures

Take your company to the next levelwith Customer Success

Presented at Resultados Digitais & SalesHacker workshops in Brazil

October 2015

Lincoln Murphy@lincolnmurphy

“The purpose of business is to create and keep a

customer.”

Who’s heard ofCustomer Success

before today?

Copyright © 2015 Sixteen Ventures. All rights reserved.

Hand Raising Clinic!

Who’s heard ofCustomer Success

before today?


Customer Success is Hot• Part of the SaaS Business Model now• Driver of Customer Lifetime Value (LTV)

• Longer Lifetime• More Revenue• Second Order Revenue


When to do Customer Success?• Before you Launch (or Now)• Churn Kills

• Company Value• Morale• Total Addressable Market


Who has aRecurring Revenue

Business?


Who intends to dobusiness with a customermore than one time?


The initial sale is critical, but it’s just the tip of the iceberg

Develop a Sense of Urgencyaround Value Delivery


Exercise:

List 3 ways you can get your customer to value quicker


customer success = “Your customer achieving their

Desired Outcome through their interactions with your

company.”Copyright © 2015 Sixteen Ventures. All rights reserved.

Customer Success Management = “Proactively managing the process of your

customers achieving their Desired Outcome”


Desired Outcome is Transformational1. Acquire the Best Customers2. Engage & Deliver Value Quickly3. Expand Their Investment4. Mobilize your Advocates5. Retain & Renew Customers


Exercise:

Define the Desired Outcome for your Ideal Customer



Required Outcome Appropriate Experience(this is the Job to be Done and the Minimum features & functionality that get you in the game)

Polished UI24/7 telephone supportOnline, contextual helpCommunity support

Desired Outcome

Protip: Use Desired Outcome in your Marketing and Sales


“Enter the conversation already taking place in your customer’s mind.” – Robert Collier


“Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937


Success = Their Desired Outcome


The topic of the conversation in their

mindSuccess = Their Desired Outcome


The Success Gap• Their Desired Outcome may only be

achieved outside of your product• Understand and bridge this gap• Hold customers accountable when

outside of your controlCopyright © 2015 Sixteen Ventures. All rights reserved.

Exercise:

List 3 Success Gaps that exist in your business


Exercise:

List 3 things your customers are accountable for in order to

achieve their Desired OutcomeCopyright © 2015 Sixteen Ventures. All rights reserved.

Success Milestones are the steps required for a

customer to achieve their ever-evolving Desired

Outcome.Copyright © 2015 Sixteen Ventures. All rights reserved.

Create Success MilestonesInvoicing App Free Trial Example1. Prospect needs to invoice a new client2. Prospect signs-up for a 30 Day Free Trial3. They configure account & add a way to get paid4. They create the invoice & add the client5. They complete and send the invoice6. Their client pays the invoice online on day 2 of

30.7. Tell the prospect they got paid and ask for the

saleCopyright © 2015 Sixteen Ventures. All rights reserved.

Create Success MilestonesEcommerce Store Builder Example (Customer POV)1. Create the Store2. Figure out how to get paid3. Stock the virtual shelves4. Get feedback on the design5. Open for Business6. Get customers (Success Gap?)7. Make their First Sale!


Create Success MilestonesEcommerce Store Builder Example (In-App)1. Sign-up2. Create the Store3. Customize the Store4. Setup Payment Method5. Add & Configure Items6. Soft-launch Store w/ Friends and Family7. Publish Store and Promote8. Email them about the Frist Sale



Customer In-App(what do they need to do to be successful with your product?)

(what do they need to do in the product to achieve their Desired Outcome?)

Success Milestones


Step Success Milestones In-App CustomerPotential

Success GapMeaningful

Activity Note

1 Determine Ideal Customer Profile ✔ ✔

2 Identify companies that match ICP ✔ ✔

3 Scrape contacts at those companies ✔ ✔ 3rd party integration opp

4 Add Prospects to database ✔ ✔ not meaningful on it's own

5 Email the prospect through the system ✔ ✔ not meaningful on it's own

6Have conversation with prospect through the system ✔ ✔ ✔

7 Mark prospect as qualified or not ✔ ✔

8 Register prospect for live demo ✔ ✔ 3rd party integration opp

9 Close the prospect ✔ ✔

10 Mark prospect as won ✔ ✔

Exercise:

List the Success Milestones for your Ideal Customers.


ReadyWillingAbleAcquisition EfficiencySuccess PotentialExpansion PotentialAdvocacy Potential


Ideal Customer Profile

Ideal Customer ProfileReadyWillingAbleAcquisition EfficiencySuccess PotentialExpansion PotentialAdvocacy Potential


Success Potential• Only Acquire Customers with Success Potential

• Technical Fit• Functional Fit• Experience Fit• Support Fit


Exercise:

Identify your Less-than-Ideal Customer today.Who is a bad fit?


“The purpose of business is to create and keep a

customer.”

Lincoln Murphy@lincolnmurphy

For a Deep-Dive on Customer Success

http://sixteenventures.com/shbrazil

