Roadmapping Customer Success Maturity

Roadmapping Customer Success Maturity

© 2017 Totango Proprietary and Confidential

Register today! www.customersuccesssummit.com

•  The premier customer success event in the industry •  March 5-6 at The Palace Hotel, San Francisco •  Kick off 2018 strong with best practices •  Network, learn, collaborate, and have fun with peers •  Early Bird pricing runs through December 31

Today’s Speakers

Jim Coleman SVP of Customer Success Totango

Where do we start?

Where do we start?

Where do we go from here?

What is the Maturity Roadmap?

• Defines core Customer Success processes and KPIs • Assesses and baselines an organization’s current CS capabilities • Aligns roadmap to advance business outcomes, mitigate CS risks • Helps meet market demand for a managed Customer Experience

© 2017 Totango Proprietary and Confidential

The Maturity Roadmap

1: Heroic • CS is ad-hoc and reactive, but Core CS Processes may be defined

2: Mapped • Customer Journey is mapped, Health Defined, Core CS Processes are defined

3: Practicing • All Processes are defined, documented, standardized, and integrated to each other

4: Managing • Processes are measured by collecting data on them and quality

5: Optimizing • Continuous Process Improvement adopted by quantitative and qualitative feedback, piloting new ideas

© 2017 Totango Proprietary and Confidential

Culture of Customer Success Le

vel 2

: M

appe

d Journey Mapping

Health

Onboarding

Growth

Support Renewal

Customer Analytics Leve

l 3:

Prac

ticin

g Formal CS Practice Democratize Customer Data Early Warning System Escalation Management Upsell Voice of Customer / Feedback Churn Analysis

Leve

l 4:

Man

agin

g CS Best Practice Management

Portfolio Management

Customer Prioritization Customer Acquisition

Financials

Advocacy

Analysis

Leve

l 5:

Opt

imizi

ng

Causal Analysis & Refinement

Risk Management

Product Evolution / Customer Advisory Board CS Process Innovation

© 2017 Totango Proprietary and Confidential

Customer Team Alignment: CS, PS,

Support Customer Team

Consolidation Departmental

Alignment: Sales, Marketing, Finance

Culture of Customer Success

Level 1: Heroic Success

Customer Success as a discipline often reactive and relies on heroic actions. Characteristics: •  No formal Customer Journey •  Customer data is scattered •  Processes are undefined, or

inconsistent •  No systems to manage Customer

Success •  Business often led by escalation

© 2017 Totango Proprietary and Confidential

Let’s get Started! • Define business objectives and priorities •  Review your end-to-end Customer Journey •  Segment your Customers • Define “healthy” Customers (based on churn risk) •  Identify, consolidate Customer data • Define core CS processes

•  Onboard •  Adopt •  Grow •  Retain / Renew

•  Set a cadence for review

Level 2: Mapped

Customer Success is focused on delivering value on a customer-by-customer basis. Characteristics: •  Coverage of Customer Journey w/

outreach cadence •  Key Segments, Health are applied •  Customer Data & Content is accessible to

team •  Delivery process and value attainment

may vary per-customer •  CS functions may be centralized •  Value attainment is clearer, but surprises

still happen

© 2017 Totango Proprietary and Confidential

Formalize Proactive Success

• Charter a CS Team with accountable leader • Build internal partnerships, process alignment • Centralize/aggregate Customer data and content • Segment by value, incorporate value attainment into Health • Regularly review churn, revise health (based on escalation) • Deploy an Early Warning System, pre-empt escalations • Open Lines of Communication to Customers

Level 3: Practicing

Customer Success is formalized, standard and proactive processes applied through Customer Journey Characteristics: •  CS is a formally chartered function,

partnered with the rest of the business •  Proactive processes are fully defined,

universally applied •  Customer Health & Early Warning

System drive risk management •  CS is regularly reviewed, optimized •  Customer Data is Democratized

© 2017 Totango Proprietary and Confidential

Manage the Process

•  Identify and consolidate your Best Practices • Focus on Growth: Internal = LCV, Customers = Strategic Value • CSM Book = Portfolio Management • Health & Segmentation -> Customer Prioritization • Align and integrate Customer Acquisition • Build Customer Advocacy

Level 4: Managing

Customer Success is proactive, data-driven, and analytical

Characteristics: •  Evolving Best Practices •  Focus on Lifetime Value •  Prioritization of Customers •  Customer Champions & Advocates

© 2017 Totango Proprietary and Confidential

Culture of Customer Success

• Customer Success is Everybody’s Business! • Approach Customer as Partners • Continuous Process Improvement • Experimentation, Causal Analysis

Level 5: Optimizing

Customer Success manages risks and opportunities well in advance; and it is embedded in the company culture. Characteristics: •  Customer Success as a Culture •  Proactively course-correct for the future

© 2017 Totango Proprietary and Confidential

Where do you go from here?

• Review your current maturity level, include feedback from multiple stakeholders internal and external

• Crawl, Walk, Run - Bridge gaps before advancing

• Commit to evolution on a regular basis 2-4 times per year

© 2017 Totango Proprietary and Confidential

Questions?

Visit: www.totango.com Tweet: @totango Email: [email protected]