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Customer Success: 
Moving From Art to 
Science 
Paul Teshima 
Co-founder and CEO 
Nudge 
@pteshima 
neednudge.com 
neednud...
How Many of You: 
Are Billable? 
Have a Quota? 
Ever Received a Cape From a Customer? 
neednudge.com 3 
neednudge.com All ...
neednudge.com 4
“Looking back it always 
seems like a well thought out 
plan, but really it was just a 
bunch of smart people 
begging, bo...
A Customer Success Maturity Model 
Learn to 
Scale 
Make it 
Work, Then 
Drive Value 
Get to 
Product 
Market Fit 
Grow th...
0-20 Customers 
Get to Product Market Fit 
neednudge.com 7 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
A Customer Success Maturity Model 
Customers 
0-20 20-100 100 – 1,000 1,000+ 
Stage 
Get to Product 
Market Fit 
Make it W...
Professional Services 
Customer Success 
Customer Support 
User Experience 
Market Maturity 
Solution Complexity 
neednudg...
Product Improvements 
Product Training/Support 
Customer Success Managers 
neednudge.com All Rights Reserved Paul Teshima ...
How to Build the Business Case? 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
Experiment in Phase 2 
1, 1, 1 1/3, 1/3, 1/3 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
 Ensure you look at all 
factors to drive product 
engagement 
 Start building a business 
case with what you have 
 Ev...
20-100 Customers 
Make it Work, 
Then Drive Value 
neednudge.com 15 
neednudge.com All Rights Reserved Paul Teshima 2014 @...
“Culture eats 
Strategy for 
Breakfast” 
- Peter Drucker 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
A Customer Success Maturity Model 
Customers 
0-20 20-100 100 – 1,000 1,000+ 
Stage 
Get to Product 
Market Fit 
Make it W...
The Anatomy of a Great CSM 
Great at Storytelling Naturally Curious 
“Have” Domain 
Optimistic, But Cynical 
neednudge.com...
CLUBSM 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
“Storytelling works because the 
best ones are memorable” 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
Why Do You Need a Customer Success 
Platform Now? 
SALES CUSTOMER 
SUCCESS 
neednudge.com All Rights Reserved Paul Teshima...
 Start customer success 
storytelling sessions to 
drive culture 
 Hire for motivation and 
teach the skills 
 Start im...
100-1,000 Customers 
Learn to Scale 
neednudge.com 23 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
How Many of You Measure: 
Attrition by MRR? 
by Customer Count? 
By Net MRR? 
Average time for new customers to be fully 
...
HOW WHAT 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
A Customer Success Maturity Model 
Customers 
0-20 20-100 100 – 1,000 1,000+ 
Stage 
Get to Product 
Market Fit 
Make it W...
I have a hard time 
saying “no” to 
anyone 
CUSTOMERS 
SALES 
PARTNERS 
MARKETING 
PRODUCT 
SERVICE 
neednudge.com All Rig...
“Few races are won at the start, but many races are lost there” 
- livestrong.com 
neednudge.com All Rights Reserved Paul ...
Hold Sales/Services/Partners Accountable 
Onboarding Watchlist 
< 30 Days 30 – 60 Days > 60 Days 
neednudge.com All Rights...
Set an Actionable Plan Based on Your 
Product Value Lifecycle 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshi...
Find Hunters That 
Should Be Farmers 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
Our “Ideal” Customer Lifecycle 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
Avoid the Sample of One 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
Grow Exec Support by Developing a 
Customer Success Cadence 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
 Map our your customer 
product value lifecycle 
 Put pressure on other 
groups to do their part 
 Develop a customer 
...
1,000+ Customers 
Grow the Base 
(faster, better, cheaper) 
neednudge.com 36 
neednudge.com All Rights Reserved Paul Teshi...
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
As You Grow You Need to Upsell 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima 
Source: Pacific Crest SaaS ...
Cost to Renew/Upsell 5x Lower Than New 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima 
Source: Pacific Cre...
However New ASP is Still Too Low 
Source: Pacific Crest SaaS Benchmark Report 
neednudge.com All Rights Reserved Paul Tesh...
A Customer Success Maturity Model 
Customers 
0-20 20-100 100 – 1,000 1,000+ 
Stage 
Get to Product 
Market Fit 
Make it W...
Running the Machine 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
The Organization Was Complex 
Me 
(92) 
Consulting 
and 
Education 
(14) 
Professiona 
l Services 
(28) 
Account 
Mgmt 
(4...
 Leverage upsells/x-sells 
as a growth lever 
 Document, train and sell 
the value of the 
“machine” 
X Underestimate th...
#thebestmarketersintheworlduseEloqua 
neednudge.com 45 
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
THANK YOU 
Paul Teshima 
Co-founder and CEO 
Nudge 
@pteshima 
neednudge.com 
neednudge.com
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Customer Success Moving from Art to Science

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The role of Customer Success is dramatically changing as SaaS solutions drive pervasive accountability to ensure the customer gets value from your solution.

In this presentation Paul Teshima (original SVP of Customer Success at Eloqua) walks through 13 years of learnings and a framework for a Customer Success Maturity Model, in the hope to take what was once an art and turn it into more of a science.

Publié dans : Direction et management
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Customer Success Moving from Art to Science

  1. 1. Customer Success: Moving From Art to Science Paul Teshima Co-founder and CEO Nudge @pteshima neednudge.com neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  2. 2. How Many of You: Are Billable? Have a Quota? Ever Received a Cape From a Customer? neednudge.com 3 neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  3. 3. neednudge.com 4
  4. 4. “Looking back it always seems like a well thought out plan, but really it was just a bunch of smart people begging, borrowing and stealing resources to help customers be successful” neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  5. 5. A Customer Success Maturity Model Learn to Scale Make it Work, Then Drive Value Get to Product Market Fit Grow the Base neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  6. 6. 0-20 Customers Get to Product Market Fit neednudge.com 7 neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  7. 7. neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  8. 8. A Customer Success Maturity Model Customers 0-20 20-100 100 – 1,000 1,000+ Stage Get to Product Market Fit Make it Work, Then Drive Value Learn to Scale Grow the Base CSMs 0 1-3 <8 By Segment CSM Role N/A Product Engagement Value Adoption Best Practices Variable Comp N/A 50% Corp 25% Renewal 25% NPS 30% Corp 30% Ren/NPS 30% Upsells 30% Corp 30% Ren/NPS 30% Upsells Systems CRM CRM CSP CRM CSP Marketing CRM CSP Marketing AMs N/A 0 By Quota By Quota AM Role N/A N/A X-Sell X-Sell neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  9. 9. Professional Services Customer Success Customer Support User Experience Market Maturity Solution Complexity neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  10. 10. Product Improvements Product Training/Support Customer Success Managers neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  11. 11. How to Build the Business Case? neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  12. 12. Experiment in Phase 2 1, 1, 1 1/3, 1/3, 1/3 neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  13. 13.  Ensure you look at all factors to drive product engagement  Start building a business case with what you have  Every customer matters do whatever it takes X Hire a CSM, just yet  neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  14. 14. 20-100 Customers Make it Work, Then Drive Value neednudge.com 15 neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  15. 15. “Culture eats Strategy for Breakfast” - Peter Drucker neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  16. 16. A Customer Success Maturity Model Customers 0-20 20-100 100 – 1,000 1,000+ Stage Get to Product Market Fit Make it Work, Then Drive Value Learn to Scale Grow the Base CSMs 0 1-3 <8 By Segment CSM Role N/A Product Engagement Value Adoption Best Practices Variable Comp N/A 50% Corp 25% Renewal 25% NPS 30% Corp 30% Ren/NPS 30% Upsells 30% Corp 30% Ren/NPS 30% Upsells Systems CRM CRM CSP CRM CSP Marketing CRM CSP Marketing AMs N/A 0 By Quota By Quota AM Role N/A N/A X-Sell X-Sell neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  17. 17. The Anatomy of a Great CSM Great at Storytelling Naturally Curious “Have” Domain Optimistic, But Cynical neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  18. 18. CLUBSM neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  19. 19. “Storytelling works because the best ones are memorable” neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  20. 20. Why Do You Need a Customer Success Platform Now? SALES CUSTOMER SUCCESS neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  21. 21.  Start customer success storytelling sessions to drive culture  Hire for motivation and teach the skills  Start implement key CS practices now, to impact future growth X Put account managers on accounts to upsell X Let your CSMs become Tier 1 support neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  22. 22. 100-1,000 Customers Learn to Scale neednudge.com 23 neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  23. 23. How Many of You Measure: Attrition by MRR? by Customer Count? By Net MRR? Average time for new customers to be fully on-boarded? neednudge.com 24 neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  24. 24. HOW WHAT neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  25. 25. A Customer Success Maturity Model Customers 0-20 20-100 100 – 1,000 1,000+ Stage Get to Product Market Fit Make it Work, Then Drive Value Learn to Scale Grow the Base CSMs 0 1-3 <8 By Segment CSM Role N/A Product Engagement Value Adoption Best Practices Variable Comp N/A 50% Corp 25% Renewal 25% NPS 30% Corp 30% Ren/NPS 30% Upsells 30% Corp 30% Ren/NPS 30% Upsells Systems CRM CRM CSP CRM CSP Marketing CRM CSP Marketing AMs N/A 0 By Quota By Quota AM Role N/A N/A X-Sell X-Sell neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  26. 26. I have a hard time saying “no” to anyone CUSTOMERS SALES PARTNERS MARKETING PRODUCT SERVICE neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  27. 27. “Few races are won at the start, but many races are lost there” - livestrong.com neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  28. 28. Hold Sales/Services/Partners Accountable Onboarding Watchlist < 30 Days 30 – 60 Days > 60 Days neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  29. 29. Set an Actionable Plan Based on Your Product Value Lifecycle neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  30. 30. Find Hunters That Should Be Farmers neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  31. 31. Our “Ideal” Customer Lifecycle neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  32. 32. Avoid the Sample of One neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  33. 33. Grow Exec Support by Developing a Customer Success Cadence neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  34. 34.  Map our your customer product value lifecycle  Put pressure on other groups to do their part  Develop a customer success cadence with your executive team X Stop CSMs from leaving the team to other roles X Hire AMs without domain and product knowledge neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  35. 35. 1,000+ Customers Grow the Base (faster, better, cheaper) neednudge.com 36 neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  36. 36. neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  37. 37. As You Grow You Need to Upsell neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima Source: Pacific Crest SaaS Benchmark Report
  38. 38. Cost to Renew/Upsell 5x Lower Than New neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima Source: Pacific Crest SaaS Benchmark Report
  39. 39. However New ASP is Still Too Low Source: Pacific Crest SaaS Benchmark Report neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  40. 40. A Customer Success Maturity Model Customers 0-20 20-100 100 – 1,000 1,000+ Stage Get to Product Market Fit Make it Work, Then Drive Value Learn to Scale Grow the Base CSMs 0 1-3 <8 By Segment CSM Role N/A Product Engagement Value Adoption Best Practices Variable Comp N/A 50% Corp 25% Renewal 25% NPS 30% Corp 30% Ren/NPS 30% Upsells 30% Corp 30% Ren/NPS 30% Upsells Systems CRM CRM CSP CRM CSP Marketing CRM CSP Marketing AMs N/A 0 By Quota By Quota AM Role N/A N/A X-Sell X-Sell neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  41. 41. Running the Machine neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  42. 42. The Organization Was Complex Me (92) Consulting and Education (14) Professiona l Services (28) Account Mgmt (4) Product and Premier Support (34) Customer Success (12) neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  43. 43.  Leverage upsells/x-sells as a growth lever  Document, train and sell the value of the “machine” X Underestimate the value of over communicating X Stop storytelling about customer success neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  44. 44. #thebestmarketersintheworlduseEloqua neednudge.com 45 neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  45. 45. neednudge.com All Rights Reserved Paul Teshima 2014 @pteshima
  46. 46. THANK YOU Paul Teshima Co-founder and CEO Nudge @pteshima neednudge.com neednudge.com

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