Making Your Funnel Work

Customer Success
 Customer Success
Customer Success
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 CUSTOMER SUCCESS
▪ Definition
▪ Customer success vs customer support
▪ Strategy
▪ KPI’s
▪ Example dashboard
▪ NPS
▪ Where to start

Customer Success
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 WHAT IS CUSTOMER SUCCESS
Customer Success is a long-term,
scientifically engineered, and
professionally directed business strategy
for maximizing customer and company
sustainable proven profitability.

Source
Customer Success Association

Put simple:
Do your customers get the Desired
Outcome by using your product?

Customer Success
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 CUSTOMER SUCCESS vs CUSTOMER SUPPORT
Support Success

Mission React to and solve customer problems Plan and ensure a succesfull customer
quickly lifetime value
Approach Time-sensitive, reactive Long-term, pro-active

KPI’s # of cases, NPS, CSAT Retention, CLV, Upsell value, usage

Financial Cost center, efficiency Revenue center, growth

Alert to Problems Opportunities

Jobs/tasks Technical support, knowledge base CX, upsell, cross-sell, adoption

Source: Hubspot
Customer Success
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 CUSTOMER SUCCESS STRATEGY
Planning People
▪ Customer segmentation ▪ Roles and responsibilities
▪ Operating plan ▪ Organizational design
▪ Revenue and budgetplan ▪ Compensation and quota design
▪ Customer Lifecycle Management ▪ Channel success

Process Performance conditions

▪ Onboarding ▪ Enablement
▪ Value creation and communication ▪ Operations
▪ Opportunity Management ▪ Tech stack
▪ Advocacy process

Source: Salesbenchmarkindex

Customer Success
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 CUSTOMER SUCCESS STRATEGY

Source: 2checkout.com
Customer Success
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 CUSTOMER SUCCESS KPI’s
1. Portfolio Growth (Absolute Portfolio growth in MRR terms = Expansions + Upgrades +
Renewals – Downgrades – Contractions – Churn)
2. MRR Retention Rate (ex new accounts)
3. Account Retention Rate
4. Referrals (Word of Mouth)
5. Increase in Product Adoption (using more features more frequently)
6. Lower number support tickets (better product, better content, better processes)
7. Faster onboarding (organizational time spend per onboarding new clients)
8. Number of monthly onboarding (finished onboardings, usage of key features, etc)
9. Improved Product Stickyness (time spend + feature usage)

Customer Success
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 CUSTOMER SUCCESS DASHBOARD

Source:
Strikedeck

Customer Success
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 NPS (Net Promotor Score)
▪ Loyalty metric (though Promotors are spontaneous promotors, so growth)
▪ Mostly presented as score, while it should be a process/fase metric
▪ Is an expectation metric
▪ Predictor
▪ Not behaviour based, but on surveys

Alternatives
▪ CLV Customer Lifetime Value
▪ Repurchase ratio
▪ Upsell ratio

→ If you start relying on NPS benchmark and monitor them continuously against behavior based
metrics like Average Review, Branded search, Churn and check it’s trustworthiness.

Customer Success
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 CUSTOMER SUCCESS – WHERE TO START
▪ Provide all the content customers need to help themselves
▪ Measure interactions with your product (app/website/platform)
▪ Define (and redefine) what ‘getting value out of your product’ means for your customers
▪ Define (and redefine) what early warning indicators are for customers NOT ‘getting value out
of your product’
▪ Do proactive outreach to those customers who are in danger

Your staying (loyal) customers: what can you sell them

▪ More (upsell + cross sell)
▪ More often (frequency)
▪ Less cost intensive (efficiency)
▪ Advocacy (more customers)

▪ Once volumes / proven routes kick in: automate

Customer Success
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 THE END
▪ Next session about:
▪ 7B: Retention

Customer Success
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