2. @joshuajforman
Agenda
• Thank You’s
• About Me
• Purpose of Presentation
• Developmental Stages
• Customer Success Evolution
• Early States of StartUp ~ Customer Relationship
• From Simple to Complex
• Developmental Lines of StartUp ~ Customer
Relationship
• Relative Maturity Rates
3. DSW Organizers
• Erik Mitisek
• Tami Door
• Ben Deda
• Countless Others
@joshuajforman
10. Depth of Experience
Held Roles As: Experience Includes:
@joshuajforman
About Me
20 years
In technology
8 years
Customer Success
Executive
7 years
In StartUps
Consultant
Business Technology
Consumer
Technology Product
Systems Integrator
11. Breadth of Experience
Working knowledge of how technology products are:
@joshuajforman
About Me
Built Marketed Sold Bought Implemented Adopted
12. Purpose of Presentation
You are better able to make relationships
with your customers and
Assess
Plan
Anticipate
How you make those relationships
@joshuajforman
13. Purpose of the Presentation
• Factors influencing your territory:
– Your target customer
• B2B / B2C
• Customer Demographics
– Complexity of Product
• Self-service functionality?
@joshuajforman
– Pricing Model
15. Developmental Stages
@joshuajforman
For any stage, there are
developmental tasks
you must master before
moving to the next
stage
How you prepare to
engage tomorrow
How you engage with
customers today
Company
Development
Stage A Stage B
16. Customer Success Evolution
Then Now
@joshuajforman
One-Time
Transactional
Recurring
Lifetime Value
Revenue Approach
19. Customer Success Evolution
@joshuajforman
• Goal
– Continually Increasing Customer Lifetime Value
• Renewals: Reduce Churn
• Increase Upsell
– Create Value for Your Customers
• Strategy
– Master the developmental tasks relevant to your stage
– Plan for future stages
20. Company’s Early Stages
@joshuajforman
Product /
Solution
Fit
Product /
Market
Fit
Scale
Maurya’s
Running Lean
Stages
21. Company’s Early Stages
@joshuajforman
Product /
Solution
Fit
Product /
Market
Fit
Scale
Founders
Founders
start
delegating to
Others
Maurya’s
Running Lean
Stages
Who is
Responsible for
Customer
Relationship
Founders
start
delegating
responsibility
to delegate
22. Company’s Early Stages
Technology Adoption Lifecycle
As defined originally by Everett Rogers in “Diffusion of Innovations”, 1961
Made popular by Geoffrey Moore in Crossing the Chasm, 1991
@joshuajforman
Graph From:
http://en.wikipedia.org/wiki/Technology_adoption_l
ifecycle
23. Company’s Early Stages
@joshuajforman
Product /
Solution
Fit
Product /
Market
Fit
Scale
Founders
Maurya’s
Running Lean
Stages
Innovators Innovators
Early
Adopters
Customer
Psychographic
Organization Developing from Simple to Complex
Who is
Responsible for
Customer
Relationship
Founders
start
delegating to
Others
Founders
have
delegated
responsibility
to delegate
24. From Simple to Complex
@joshuajforman
Pictures From:
http://www.quia.com/files/quia/users/lmcgee/AP_B
io_Animals/Chpt_32_Animal_Diversity/AnimalEmbry
oDevel_L.gif &
http://blog.lib.umn.edu/chamb169/myblog/2011/11
/fetal-development-barriers.html
25. From Simple to Complex
Differentiation
Multiply Differentiation
@joshuajforman
Pictures From:
http://www.quia.com/files/quia/users/lmcgee/AP_B
io_Animals/Chpt_32_Animal_Diversity/AnimalEmbr
yoDevel_L.gif
26. From Simple to Complex
As Company Develops, Differentiation is a major developmental task
@joshuajforman
Founders
Customer Success
Marketing
Implementation
Support
Account Management
Lead Gen
Branding
Creative
Etc..
27. Developmental Lines
• Developmental lines of activities in your
customer relationships:
Those that provide value to
the Customer:
– On-boarding
– Technical Support
– Continuous Value
Creation
@joshuajforman
Those that provide value to
the Company:
– Feedback
– Referral Customers
– Market Advocates
28. Developmental Lines
Capability Maturity Model (CMM)
Optimizing / Continuous
Improvement
Measured & Managed
Defined
Repeatable
Initial / Adhoc
@joshuajforman
Process is being continually improved
Measurements are in place, and
reviewed regularly, leading to ability to
manage process
Process is defined as “the way we do it”
and documented
Process is repeatable, some learning has
taken place, and some documentation
New process in initial stage
Process Maturity
29. Developmental Line:
Repeatable
Documented
Processes
Develop Self Service, Template Implementation Processes Plans, Productizing Services
@joshuajforman
Initial
Deliver Initial
Product Value
Optimizing
Measure & Manage
Assess how to
grow customers
use of the
product
On Boarding / Professional Services
Defined
Self Service
Functionality /
Productized
Services
Are your services a product or a feature?
30. Developmental Line:
On Boarding / Professional Services
Start with initial on-boarding
process.
Eventually find repeatable
process that works
@joshuajforman
Optimizing / Continuous
Improvement
Measured & Managed
Defined
Repeatable
Initial / Adhoc
31. Developmental Line:
On Boarding / Professional Services
More Complex Product:
– Develop project templates
@joshuajforman
Optimizing / Continuous
Improvement
Measured & Managed
Defined
Repeatable
Initial / Adhoc
Self Service On-boarding:
– Develop self-service wizards
32. Developmental Line:
On Boarding / Professional Services
More Complex Product:
– Measure project completion time
– Measure CSAT
@joshuajforman
Optimizing / Continuous
Improvement
Measured & Managed
Defined
Repeatable
Initial / Adhoc
Self Service On-boarding:
– Measure effectiveness of process
*You can’t just measure, have to use the metrics
to manage the process
33. Developmental Line:
@joshuajforman
Optimizing / Continuous
Improvement
Measured & Managed
Defined
Repeatable
Initial / Adhoc
Learning
Metrics
Internal Feedback
External Feedback
Continuous
Improvement
Improved Processes
New Metrics
Better Management
On Boarding / Professional Services
*Assess how to grow customers use of the
product
34. Developmental Line:
Optimizing
Measure & Manage
@joshuajforman
Phone &
Email
Ticket
System
Web
Portal
Knowledge
Base
Customer
Communities
Technical Support
ZenDesk, FreshDesk, UserVoice
NOT Remedy, ServiceNow
Initial
Repeatable
Defined
Tools
Social
Processes Heard, Understood, Satisfied
35. Developmental Line:
Technical Support
Heard, Understood, Satisfied
Process Step Key Factor
Customer
Heard
Customer
Understood
Customer
Satisfied
@joshuajforman
Quick
Response
Customer knows you
understand them, the
context, & the problem
Customer satisfaction
with you.
36. Developmental Line:
Technical Support
Heard, Understood, Satisfied
Process Step Key Factor
Customer
Heard
Customer
Understood
Customer
Satisfied
@joshuajforman
Quick
Response
Customer knows you
understand them, the
context, & the problem
Maybe show
them a
different way
to look at it
Customer satisfaction
with you.
37. Developmental Line:
Technical Support
Heard, Understood, Satisfied
Process Step Key Factor
Customer
Heard
Customer
Understood
Customer
Satisfied
@joshuajforman
Quick
Response
Customer knows you
understand them, the
context, & the problem
Maybe show
them a
different way
to look at it
You may not
have even
solved the
problem
Customer satisfaction
with you.
38. Developmental Line:
Technical Support
Having as needed one-on-one
conversations
Customers emailing individuals or
email alias
Email conversations not centrally
routed or tracked
May have process to be able to
repeat with multiple customers
@joshuajforman
Optimizing / Continuous
Improvement
Measured & Managed
Defined
Repeatable
Initial / Adhoc
39. Developmental Line:
Technical Support
Implement a ticket system to easily move
to Defined:
– Requires you to define your workflow
of how to respond to customer
questions / issues
– Defines your portal experience
– Defines your knowledge base
– Can also define how you interact
socially
@joshuajforman
Optimizing / Continuous
Improvement
Measured & Managed
Defined
Repeatable
Initial / Adhoc
40. Developmental Line:
Technical Support
Utilize canned reports (and build your own)
to measure and manage performance
@joshuajforman
Optimizing / Continuous
Improvement
Measured & Managed
Defined
Repeatable
Initial / Adhoc
*You can’t just run the reports, you have to
manage your processes with them
43. Developmental Line:
Continuous Value Creation
UpSell
• Two ways to drive UpSells:
– Help new customer end users adopt existing
products and features
– Expand product and feature use by current or new
end users
@joshuajforman
45. Developmental Line:
@joshuajforman
Optimizing / Continuous
Improvement
Measured & Managed
Defined
Repeatable
Initial / Adhoc
Continuous Value Creation
“Regular” customer check-ins that are
adhoc conversations. No repeatable
process on what to ask or how to
connect.
46. Developmental Line:
Continuous Value Creation
Improvement Create repeatable processes for
@joshuajforman
Optimizing / Continuous
Measured & Managed
Defined
Repeatable
Initial / Adhoc
different customer segments and
touch frequency
Use customer success tools to define
when interactions are needed
- Customers in danger of cancellation
- Customers with upsell opportunity
47. Developmental Line:
Continuous Value Creation
@joshuajforman
Optimizing / Continuous
Improvement
Measured & Managed
Defined
Repeatable
Initial / Adhoc
Utilize canned reports (and build your own)
to measure and manage customer accounts
*Know what customers are doing, not just what
they are saying they are doing
48. Developmental Line
@joshuajforman
Optimizing / Continuous
Improvement
Measured & Managed
Defined
Repeatable
Initial / Adhoc
Continuous Value Creation
Learning
Metrics
Internal Feedback
External Feedback
Continuous
Improvement
Improved Processes
New Metrics
Better Forecasting
49. Developmental Line:
Customer Revenue Responsibility Matrix
Marketing Sales Customer Success
@joshuajforman
New Customer Leads /
Oppty’s
Responsible Consulted Informed
Close New Customers Informed Responsible Consulted
Existing Customer –
Renewal
Informed Consulted Responsible
Existing Customer –
New Oppty
Identification
Informed Consulted Responsible
Existing Customer –
New Oppty Close
Informed Responsible Consulted
50. Relative Maturity Rates
@joshuajforman
Optimized
Managed &
Measured
Defined
Repeatable
Initial
On Boarding
Technical Support
Continuous Value
Creation
52. @joshuajforman
Thank You
josh@forman-consulting.com
@joshuajforman
www.linkedin.com/in/joshuaforman
Blog: www.forman-consulting.com
53. @joshuajforman
References
• http://en.wikipedia.org/wiki/Diffusion_of_innovations
• http://www.insightsquared.com/2014/05/4-tips-to-perfect-the-
art-of-the-upsell/
• http://www.forentrepreneurs.com/2013-saas-survey/
• Crossing The Chasm, Geoffrey Moore, 1999
• Running Lean, Ash Maurya
• Modus Law
• Foundry Group
• Service Excellence
• Managing the Software Process, 1989 by Watts Humphrey
• Individual graphics references on specific slide
Notes de l'éditeur
Take a minute to bring your attention into the room
Allow the air to move out of your body, you’ve taken all the nurturance you are going to get from that breath, and let it go with a message of appreciation
Make some kind of non-verbal connection with a couple people around you
Let’s take a moment to see who’s in the room
How many of you are presently, or past, or future, somehow connected to a startup. Is that what brought you here.
How many people are more connected to more established companies?
Did you come because of an interest in Business customer, or consumer customers. Show of hands for Business. And for consumers.
Now a little bit about the roles we play in companies.
How many people here are involved directly in Customer Success, Professional Services, Technical Support, or Account Management?
How many people here are founders?
How many people are directly involved in Sales?
Provide a model / map
Pyschographic profiles for each kind of technology user.