Customer Success Maturity Model - Dave Blake, CEO, ClientSuccess
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Dave Blake, CEO of ClientSuccess presented "Customer Success Maturity Model" on the Operator Stage at SaaStock 2016 in Dublin on September 22nd 2016
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Customer Success Maturity Model - Dave Blake, CEO, ClientSuccess
- 1. Customer Success Maturity Model How to build & scale customer success
- 2. Vice President, Strategic Accounts Founder/CEO Vice President, Global Enterprise Account @davecblak dave@clientsuccess.co
- 3. Success is the new sales.
- 4. Customer Success Funnel Pre-Sales referrals renewals, up-sell & cross-sell initial salesnew logos $$ $ Post-Sales
- 5. The Case for Customer Success MR R $10m $9m $8m $7m $6m $5m $4m $3m $2m $1m $0m 1 5 10 15 20 25 30 35 40 45 50 55 60 65 70 MONTHS 5% Churn 2.5% Churn 0% Churn -2.5% Churn
- 6. Customer Success Maturity Model People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling How do I build, scale, & optimize a high-impact team & a culture of customer success?
- 7. People
- 8. Customer Success Maturity Model CSM leader, CSM team 1-15, dedicated support VP of Customer Success, CSM managers, CSM team 15-75 Chief Customer Officer, CSM team 75+, CS operations teams Founder, round robin tag-teaming, support rep People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
- 9. Volume of Clients High $ Low $ Annual Contract Value Low # High # More Product Complexity Less Rule of Thumb Each CSM should manage ~$2 million in ARR CSM managing > 50 clients needs automation How Do I Scale CSMs?
- 10. People CSM Compensation Base Only Base Base Bonus Variable MODEL 1 MODEL 2 MODEL 3
- 11. People Compensating CSMs & Sales Growth 75% Retention 75% Growth 25% Retention 25% Sales CSM Base 40% Variable 60% Base 75% Variable: 25% Variable Variable
- 12. Culture
- 13. Customer Success Maturity Model Customer Success team created but success culture somewhat siloed Customer-first mentality, celebration of wins, x-functional collaboration United as a company around customer-centric KPIs and experience Product/market fit, customer acquisition, “scrappy” success culture People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
- 14. Customer success is not a department, it’s a company culture.
- 15. Customer Success Culture CX Initiatives Cross- Functional Alignment Customer Acquisition VP on Exec Team Board-Level Focus Basic CS Metrics Shared Culture Customer Success Culture Maturity Product/ Market Fit Empowered
- 16. Process
- 17. Customer Success Maturity Model Basic onboarding, implementation, support & metrics Formalized repeatable processes across the customer journey Specialized teams and processes focused on customer experience Ad-hoc & reactive People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
- 18. Process Maturity Journey Process Reactive Processes mature, expand and evolve Proactive Repetitive Collaborative Predictive Transformativ e
- 19. Journey
- 20. Customer Success Maturity Model Onboarding, implementation & renewal journeys defined Proactive journey defined & executed across lifecycle Comprehensive customer experience tracked & optimized Limited, siloed & fragmented journey People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
- 21. First visit or brand impression Onboard & Deploy Value Realization Renewal Engaging & Evaluation Adopt & Grow Buying Marketing Sales Product Support Success Customer Implementation Journey Customer Success Journey Map Focus on the customer’s perspective first & then optimize the experience across the company
- 22. Someone always owns the moment. -DISNEY PRINCIPLE
- 23. Metrics
- 24. Customer Success Maturity Model Standard SaaS metrics around usage, retention & growth Predictable modeling and forecasting Advanced insights & predictive analytics Focused on sales MRR, customer count & basic health People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
- 25. Core Success Metrics MRR/ARR, GROSS CHURN, NEGATIVE CHURN, CRR, DRR, CMRR, LTV, # OF CUSTOMERS Engagement Metrics PRODUCT ENGAGEMENT CUSTOMER ENGAGEMENT TEAM ENGAGEMENT Success Analyses CHURN ANALYSIS DOWN-SELL ANALYSIS COHORT ANALYSIS EXPANSION ANALYSIS Subjective Metrics RED, YELLOW, GREEN REASON CODES Customer Success Metric Matrix Metrics
- 26. Technology
- 27. Customer Success Maturity Model Disparate & siloed systems, cobbled & manual insights Customer success management solution Advanced automations, integrations, workflows, & analytics Email, calendar & spreadsheets People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
- 28. Technology Cobbled-together approach to retention
- 29. Technology Customer Success Technology Stack Sales CRM Subjective Insights Marketing Automation Product Usage Customer Support Subscription Billing Task Management CX/VOC CUSTOMER SUCCESS PLATFORM
- 30. Segmentatio n
- 31. Customer Success Maturity Model Basic segmentation, prioritization & processes Segmentation by size & territory; specialized teams & strategies Global segmentation by size, geo & verticals; advanced specialization No segmentation; prioritization on few key accounts & squeaky wheels People Culture Process Journey Metrics Technology Segmentation Start Up Emerging Enterprise Scaling
- 32. Segmentation Progression NONE SMALL SMB BIG CENTRAL MM EAST ENT STR WEST AMER APACEMEA RETAIL TECHENT JAPAN HOSP FIN SERVMEDIA Segmentation SegmentationMaturity
- 33. Success is the new sales.