KIA CX Consulting KIA CX Consulting Defining & Managing Your Customer Lifecycle Kia Puhm Principal, Kia CX Consulting @kiapuhm www.kiacx.com
KIA CX ConsultingKIA CX Consulting
Defining & Managing Your Customer LifecycleKia PuhmPrincipal, Kia CX Consulting
@kiapuhmwww.kiacx.com
KIA CX ConsultingKIA CX Consulting
Tweet us and join the conversation#CustomerLifecycle
@GetAmity @KiaPuhm
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Q&A at the end - ask them in the questions box!
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About Kia Puhm• Customer Experience Pioneer• 21 years experience leading extremely fast growing software
companies (> 2x YOY growth)• Computer Engineer University of Toronto • Licensed Professional Engineer (PEO) • Top 50 highest ranking business women in Switzerland
• Successful exits (Adobe & Oracle), IPO's (NASDAQ, SIX Swiss Exchange) & venture funding rounds
• Principal, Kia CX Consulting
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1. Customer journey2. Account Coverage Model3. Measuring & Monitoring Customer Health
Fundamental Elements
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1. Customer journey2. Account Coverage Model3. Measuring & Monitoring Customer Health
Fundamental Elements
• What is it?• Why important?• How: Best Practices
KIA CX Consulting
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What is the ultimate goal of Customer Success?Retention & Expansion of Customers
Retention & expansion occurs when customers gain value from your product. To gain value from your product, they need to be using it. Customer Adoption is key to protecting & growing revenue.
How you drive Customer Adoption is therefore critical to your success
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PollWhere would you say your organization is in the maturity of their customer adoption strategy?
1. Missing: Don't have one
2. Ad-hoc: CS does everything & anything to make the customer successful, lots of firefighting
3. Repeatable: CS activities align to adoption plan with some gaps, still largely reactive, no measurement
4. Systemic: CS activities that drive success are known, customer health measured and monitored, CS is continuously becoming more proactive, spending time on business value added activities
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Customer Adoption StrategyRetention & Expansion
1. Customer Journey
2. Account Coverage
Model
3. Measuring & Monitoring Customer Health
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Identifying Your Customer Journey
• Adoption path• THE foundational element• Provides for focus & alignment
• Alignment critical for scaling
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How to Map Your Customer Journey
1. Identify your customer's objectives (why bought)2. Identify your objectives3. Map out the phases, activities & metrics
Map journey from customer's perspective• Allows for internal alignment• Proactive management only possible when you know what's important to customer
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Identifying Your Customer Journey
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PollWhich of the following best describes the state of your Customer Journey?
1. Have not identified customer journey
2. Phases mapped out, more of an internal deployment/implementation process
3. Phases & corresponding activities mapped out, journey represents our point of view
4. Phases & corresponding activities mapped out, alignment between both our & our customer's objectives, journey represents the customer's point of view
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Account Coverage Model
• Supporting team• 2nd foundational element• Provides role clarity & accountability
• Enables most efficient use of resources
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How to Create an Account Coverage Model
1. Enumerate skills to support phase activities2. Map skills to roles3. Identify account team
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Account Coverage Model
Dedicated CSMPremier Support
Account ExecutiveDedicated CSM
Premier Support
Account DirectorVirtual CSM
Account DirectorPooled CSM
Education & Product Support
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PollWhich of the following best describes how accounts are resourced at your organization?
1. We all pile onto the account to help customer through any situation
2. Roles clearly defined, confusion exists wrt ownership at certain times
3. Roles & responsibilities clearly defined, ownership exists at key phases but sometimes we drop the ball when we rely on non-CS roles to help resolve a customer situation
4. Roles & responsibilities are clearly defined throughout the entire organization, ensuring activity coverage and ownership throughout the entire customer journey
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Measuring & Monitoring Customer Health
• Feedback / early warning system• Provides visibility into customer health • Helps CSM's prioritize their time • Allows adoption strategy to be measured
• Healthy customers adopt faster, are more efficient to service
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Measuring & Monitoring Customer Health
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PollHow many of you currently have systems in place at your organization to measure & monitor customer health?
1. No system in place
2. System in place, but we have no process outlined to act on the data
3. System in place, we reactively act on data to solve the problem and get customer back on track
4. System in place, we proactive act on data to avoid problems and keep customers on track
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Conclusion• Ultimate goal of Customer Success is the Retention & Expansion of Customers• How you drive Customer Adoption is therefore critical to your success
• Defining & Managing Your Customer Lifecycle operationalizes Adoption Strategy• 3 fundamental elements are:
• Identify Customer Journey (route to success)• Outline Account Coverage Model (team to ensure success)• Measure & Monitor Customer Health (feedback system)
Aligning to your customer's objectives & becoming customer-centric drives revenue & scale
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“Every mountain top is within reach if you just keep climbing.” ― Barry Finlay
What will you take away?
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About Kia CX ConsultingKIA CX Consulting accelerates business growth through Customer Experience innovation. Kia provides the leading methodology to establish a disciplined and sustainable CX framework that drives revenue, retention, and scale.
[email protected] @kiapuhm
www.kiacx.com
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Meet Our Host
Paul PhilpFounder & [email protected]@pphilp
www.getamity.com
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Q&A
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Join us on March 9 for the next webinar seriesCustomer Success Best Practices
Visit getamity.com/resources to register!
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Join Kia on March 29 for the next webinarin the Defining & Managing Your Customer Lifecycle
Visit getamity.com/resources to register!
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Many Thanks To Our Presenter!KIA CX Consulting accelerates business growth through Customer Experience innovation. Kia provides the leading methodology to establish a disciplined and sustainable CX framework that drives revenue, retention, and scale.
[email protected] @kiapuhm
www.kiacx.com
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