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©2015 Gainsight. All Rights Reserved.
Child-like Joy
June 25, 2015
The Keys to Scaling Your
Customer Success
Program
©2015 Gainsight. All Rights Reserved.
©2015 Gainsight. All Rights Reserved.
Housekeeping
• Q&A panel on your right
• Recording for colleagues who can’t make it
• All attendees will receive slides
• Twitter hashtag #customersuccess
©2015 Gainsight. All Rights Reserved.
Presenter
Lincoln Murphy
Customer Success Evangelist
@lincolnmurphy
©2015 Gainsight. All Rights Reserved.
What We’ll Cover Today
2 Customer Segmentation is Critical
3 Operationalizing around Segments
4 Automation and Technology
5 People and Processes
The Reality of Scaling a Customer Success
Program
1
©2015 Gainsight. All Rights Reserved.
1. The Reality of
Scaling a Customer
Success Program
©2015 Gainsight. All Rights Reserved.
The Reality of Scaling a Customer Success Program
• The best Customer Success Managers don’t
tell customers what they want to hear
• You tell customers what they need to hear
©2015 Gainsight. All Rights Reserved.
The Reality of Scaling a Customer Success Program
• Everything in Customer Success is evolving
• Industry / Best Practices
• Your Company
• Your Customers
• Your Organization
©2015 Gainsight. All Rights Reserved.
The Reality of Scaling a Customer Success Program
Which means "set it and forget it" cannot exist in
any aspect of Customer Success.
©2015 Gainsight. All Rights Reserved.
The Reality of Scaling a Customer Success Program
You came here for specific answers… but I can’t
give those to you in a setting like this.
#truth
©2015 Gainsight. All Rights Reserved.
The Reality of Scaling a Customer Success Program
If you get a definitive answer on how to scale your
Customer Success Program – or anything in
Customer Success – from someone that isn’t
speaking to you about your situation… be careful.
©2015 Gainsight. All Rights Reserved.
When Planning to Scale a Customer Success Program
• Study Current Best Practices
• Look for Frameworks
• Explore Methodologies
• Be Thoughtful and Creative
©2015 Gainsight. All Rights Reserved.
When Scaling, don’t ask “Will it Scale?”
• Do what needs to be done
• If it works, you’ll ask “how can I scale this?”
• If this happens, you’ll figure out a way!
• “Will it scale?” as a starting point will lead to
premature optimization and may keep you
from even getting started.
©2015 Gainsight. All Rights Reserved.
2. Customer
Segmentation is
Critical
©2015 Gainsight. All Rights Reserved.
Customer Segmentation is Critical
• Scaling a Customer Success Program requires
leveraging (scarce) resources wisely
• The most effective way to do this is to segment
your customers and assign resources logically
• Only by segmenting customers logically can you
develop an appropriate coverage model
©2015 Gainsight. All Rights Reserved.
Most Common != Best For You
• Customers are generally segmented by current
annual revenue (ARR) / contract value (ACV)
• Easy to look at customer data and see the natural
segments across revenue bands
• Relatively easy to extrapolate costs associated with
each segment
• Unfortunately this may not tell the whole story!
©2015 Gainsight. All Rights Reserved.
Customer Success Benchmark Report
Download
Your Copy
Today!
http://j.mp/csmbench
©2015 Gainsight. All Rights Reserved.
Caveat on the Benchmark Report
• Represents a moment in time
• Customer Success is Rapidly Evolving
• Best Practices aren’t widely adopted… yet.
• We’re working on that!
©2015 Gainsight. All Rights Reserved.
The Scientific Method
©2015 Gainsight. All Rights Reserved.
The Scientific Method
©2015 Gainsight. All Rights Reserved.
The Scientific Method
• Create a Customer Segmentation Hypothesis
• Basic Components of a Hypothesis
• What you are testing
• What impact we expect the change to have
• Who you expect it to impact
• By how much
• After how long
©2015 Gainsight. All Rights Reserved.
Three Basic Types of Customer Segments
Shared
Characteristics
Shared
Characteristics
Requirements-
Based
Requirements-
Based
Value-BasedValue-Based
©2015 Gainsight. All Rights Reserved.
Three Basic Types of Customer Segments
Shared
Characteristics
Shared
Characteristics
Requirements-
Based
Requirements-
Based
Value-BasedValue-Based
• Company Size
• Industry / Vertical
• Company Size
• Industry / Vertical
• Level of Support
• Number of Touch
Points
• Level of Support
• Number of Touch
Points
• ACV (Potential)
• Social Proof
• ACV (Potential)
• Social Proof
©2015 Gainsight. All Rights Reserved.
Common Segmentation Questions
• How do you decide the best way to segment
your customers?
• Will there ever be a case where you can segment
across multiple criteria?
• How can you be sure you made the right
decision in your segmentation model?
©2015 Gainsight. All Rights Reserved.
3. Operationalizing
around Segments
©2015 Gainsight. All Rights Reserved.
Operationalizing Around Segments
• Start by understanding the customers that make
up the segment.
• Their Desired Outcome – Required Outcome and
Appropriate Experience
• What Success Gaps you need to bridge
• The Proactive Orchestration necessary to help
them reach Success Milestones
©2015 Gainsight. All Rights Reserved.
Three Types of Customer Engagement
• Pre-planned, Proactive engagement
• Onboarding, QBRs, Lifecycle Messages
• Ad-hoc, Proactive engagement
• Alerts, Changes to customer health
• Reactive Engagement
• Break/Fix, Bugs, How-to
©2015 Gainsight. All Rights Reserved.
Coverage Levels
• Map the Coverage Level to
their Desired Outcome
• Look at the level of touch
required across the entire
customer lifetime
Tech TouchTech Touch
Medium
Touch
Medium
Touch
High
Touch
High
Touch
©2015 Gainsight. All Rights Reserved.
Tech TouchTech Touch
Medium
Touch
Medium
Touch
High
Touch
High
Touch
Coverage Levels: High Touch
• Multiple in-person
meetings during a quarter
(depending on each
customer’s initiatives)
• QBR meetings
• Creation of a blueprint
success plan
• One-to-one meeting(s)
with your executive staff
©2015 Gainsight. All Rights Reserved.
Coverage Levels: Medium Touch
• One in-person meeting per
quarter (or as needed)
• Focus on at least one high-
value meeting per month
via online or video
conferencing
• One-to-one meeting with
your executive staff
Tech TouchTech Touch
Medium
Touch
Medium
Touch
High
Touch
High
Touch
©2015 Gainsight. All Rights Reserved.
Coverage Levels: Tech Touch
• Webinar-style one-to-many
customers meetings on product
adoption
• Monthly to quarterly newsletter
• Email campaigns
Tech TouchTech Touch
Medium
Touch
Medium
Touch
High
Touch
High
Touch
©2015 Gainsight. All Rights Reserved.
Common Segment Operationalization Questions
• After Segmentation, how do you prioritize
customers?
• How do you balance what the customer needs vs.
what my segmentation dictates?
• How do you know when you've sold to the wrong
customer?
©2015 Gainsight. All Rights Reserved.
4. Automation &
Technology
©2015 Gainsight. All Rights Reserved.
Automation and Technology
• Customer Success Management
• Orchestration across the Lifecycle
• Varies across “touch” levels
• Technology enables Scaling, especially in areas
where scaling humans costs too much
©2015 Gainsight. All Rights Reserved.
Automation and Technology
Automation is - or should be – what we’d do manually
if we had unlimited time and resources.
©2015 Gainsight. All Rights Reserved.
Automation and Technology
• Allows you to scale touches with low-revenue
customers instead of letting them fend for
themselves or opting not to serve them
• Helps you deepen your engagement with those
customers you already have a high-touch
relationship with
©2015 Gainsight. All Rights Reserved.
High-Touch and Automation Don’t Mix?
• Will it hurt our relationship?
• Will automation erode trust?
• Is it unethical to pass off automated emails
as “personal” emails?
©2015 Gainsight. All Rights Reserved.
The Scientific Method
©2015 Gainsight. All Rights Reserved.
Gainsight: Scalable Customer Success
http://access.gainsight.com/copilot/
High
Touch
Medium Touch
Tech Touch
STRATEGY
ENTERPRISE
MID-
MARKET
SMB
SEGMENT
PRO-ACTIVE
Customer360
JUST-IN-TIME
Cockpit
AUTOMATED
CoPilot
©2015 Gainsight. All Rights Reserved.
Gainsight CoPilot
http://access.gainsight.com/copilot/
©2015 Gainsight. All Rights Reserved.
5. People &
Processes
©2015 Gainsight. All Rights Reserved.
People First
• Know where people fit
• Some people like interacting with other people in
person or on the phone (high-touch)
• Some people are more analytical or creative, but
don’t do well in 1:1 situations with customers
(tech-touch)
• Map Resources to Customer Segments
©2015 Gainsight. All Rights Reserved.
People Power!
• Company Leadership
• Organizational Leadership
• Team
• Individual Contributors
©2015 Gainsight. All Rights Reserved.
Humans
• Company Leadership
• Customer Success must be top-down
• Company buy-in is critical due to cross-functional
requirements
• Must communicate what “success” is for Customer
Success
©2015 Gainsight. All Rights Reserved.
Humans
• Organizational Leadership
• Develops Customer Success Strategy
• Builds and Leads CSM Org
• Sells (and continues to sell) Customer Success to rest of
the company
• Ensures a Deliberate Focus for the CSM Org and
pushes back where required
©2015 Gainsight. All Rights Reserved.
Humans
• Team
• Aligned around a core set of principles and Goals
• Operationalized around logical customer
segments
• No Silos between segments
©2015 Gainsight. All Rights Reserved.
Humans
• Individual Contributors
• CSMs, Ops, Customer Marketing, Renewals, etc.
• Empowered to Help Customers achieve Desired
Outcome
• Trusted to push customers toward success
where required
• Knows where to focus, but is kept updated on
evolution
©2015 Gainsight. All Rights Reserved.
Scaling CSM Doesn’t Happen in a Vacuum
• Product
• Focused on our customers’ Desired Outcome
• Sales & Marketing
• Acquiring the right customers
• Support, Operations, Etc.
©2015 Gainsight. All Rights Reserved.
Processes Second
• Customer Success Management
• Single Version of the Truth
• Document and Centralize Processes
• Orchestrate via Workflows and Playbooks
• Operationalize the Handoffs
• Between Teams
• Between CSMs
©2015 Gainsight. All Rights Reserved.
http://www.gainsight.com/pulsecheck2015/
©2015 Gainsight. All Rights Reserved.
Customer Success Benchmark Report
Download
Your Copy
Today!
http://j.mp/csmbench
©2015 Gainsight. All Rights Reserved.
Q&A
©2015 Gainsight. All Rights Reserved.
June 25, 2015
©2015 Gainsight. All Rights Reserved.
THANK YOU
©2015 Gainsight. All Rights Reserved.
June 25, 2015
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The keys to scaling your customer success program

  • 1. ©2015 Gainsight. All Rights Reserved. Child-like Joy June 25, 2015 The Keys to Scaling Your Customer Success Program ©2015 Gainsight. All Rights Reserved.
  • 2. ©2015 Gainsight. All Rights Reserved. Housekeeping • Q&A panel on your right • Recording for colleagues who can’t make it • All attendees will receive slides • Twitter hashtag #customersuccess
  • 3. ©2015 Gainsight. All Rights Reserved. Presenter Lincoln Murphy Customer Success Evangelist @lincolnmurphy
  • 4. ©2015 Gainsight. All Rights Reserved. What We’ll Cover Today 2 Customer Segmentation is Critical 3 Operationalizing around Segments 4 Automation and Technology 5 People and Processes The Reality of Scaling a Customer Success Program 1
  • 5. ©2015 Gainsight. All Rights Reserved. 1. The Reality of Scaling a Customer Success Program
  • 6. ©2015 Gainsight. All Rights Reserved. The Reality of Scaling a Customer Success Program • The best Customer Success Managers don’t tell customers what they want to hear • You tell customers what they need to hear
  • 7. ©2015 Gainsight. All Rights Reserved. The Reality of Scaling a Customer Success Program • Everything in Customer Success is evolving • Industry / Best Practices • Your Company • Your Customers • Your Organization
  • 8. ©2015 Gainsight. All Rights Reserved. The Reality of Scaling a Customer Success Program Which means "set it and forget it" cannot exist in any aspect of Customer Success.
  • 9. ©2015 Gainsight. All Rights Reserved. The Reality of Scaling a Customer Success Program You came here for specific answers… but I can’t give those to you in a setting like this. #truth
  • 10. ©2015 Gainsight. All Rights Reserved. The Reality of Scaling a Customer Success Program If you get a definitive answer on how to scale your Customer Success Program – or anything in Customer Success – from someone that isn’t speaking to you about your situation… be careful.
  • 11. ©2015 Gainsight. All Rights Reserved. When Planning to Scale a Customer Success Program • Study Current Best Practices • Look for Frameworks • Explore Methodologies • Be Thoughtful and Creative
  • 12. ©2015 Gainsight. All Rights Reserved. When Scaling, don’t ask “Will it Scale?” • Do what needs to be done • If it works, you’ll ask “how can I scale this?” • If this happens, you’ll figure out a way! • “Will it scale?” as a starting point will lead to premature optimization and may keep you from even getting started.
  • 13. ©2015 Gainsight. All Rights Reserved. 2. Customer Segmentation is Critical
  • 14. ©2015 Gainsight. All Rights Reserved. Customer Segmentation is Critical • Scaling a Customer Success Program requires leveraging (scarce) resources wisely • The most effective way to do this is to segment your customers and assign resources logically • Only by segmenting customers logically can you develop an appropriate coverage model
  • 15. ©2015 Gainsight. All Rights Reserved. Most Common != Best For You • Customers are generally segmented by current annual revenue (ARR) / contract value (ACV) • Easy to look at customer data and see the natural segments across revenue bands • Relatively easy to extrapolate costs associated with each segment • Unfortunately this may not tell the whole story!
  • 16. ©2015 Gainsight. All Rights Reserved. Customer Success Benchmark Report Download Your Copy Today! http://j.mp/csmbench
  • 17. ©2015 Gainsight. All Rights Reserved. Caveat on the Benchmark Report • Represents a moment in time • Customer Success is Rapidly Evolving • Best Practices aren’t widely adopted… yet. • We’re working on that!
  • 18. ©2015 Gainsight. All Rights Reserved. The Scientific Method
  • 19. ©2015 Gainsight. All Rights Reserved. The Scientific Method
  • 20. ©2015 Gainsight. All Rights Reserved. The Scientific Method • Create a Customer Segmentation Hypothesis • Basic Components of a Hypothesis • What you are testing • What impact we expect the change to have • Who you expect it to impact • By how much • After how long
  • 21. ©2015 Gainsight. All Rights Reserved. Three Basic Types of Customer Segments Shared Characteristics Shared Characteristics Requirements- Based Requirements- Based Value-BasedValue-Based
  • 22. ©2015 Gainsight. All Rights Reserved. Three Basic Types of Customer Segments Shared Characteristics Shared Characteristics Requirements- Based Requirements- Based Value-BasedValue-Based • Company Size • Industry / Vertical • Company Size • Industry / Vertical • Level of Support • Number of Touch Points • Level of Support • Number of Touch Points • ACV (Potential) • Social Proof • ACV (Potential) • Social Proof
  • 23. ©2015 Gainsight. All Rights Reserved. Common Segmentation Questions • How do you decide the best way to segment your customers? • Will there ever be a case where you can segment across multiple criteria? • How can you be sure you made the right decision in your segmentation model?
  • 24. ©2015 Gainsight. All Rights Reserved. 3. Operationalizing around Segments
  • 25. ©2015 Gainsight. All Rights Reserved. Operationalizing Around Segments • Start by understanding the customers that make up the segment. • Their Desired Outcome – Required Outcome and Appropriate Experience • What Success Gaps you need to bridge • The Proactive Orchestration necessary to help them reach Success Milestones
  • 26. ©2015 Gainsight. All Rights Reserved. Three Types of Customer Engagement • Pre-planned, Proactive engagement • Onboarding, QBRs, Lifecycle Messages • Ad-hoc, Proactive engagement • Alerts, Changes to customer health • Reactive Engagement • Break/Fix, Bugs, How-to
  • 27. ©2015 Gainsight. All Rights Reserved. Coverage Levels • Map the Coverage Level to their Desired Outcome • Look at the level of touch required across the entire customer lifetime Tech TouchTech Touch Medium Touch Medium Touch High Touch High Touch
  • 28. ©2015 Gainsight. All Rights Reserved. Tech TouchTech Touch Medium Touch Medium Touch High Touch High Touch Coverage Levels: High Touch • Multiple in-person meetings during a quarter (depending on each customer’s initiatives) • QBR meetings • Creation of a blueprint success plan • One-to-one meeting(s) with your executive staff
  • 29. ©2015 Gainsight. All Rights Reserved. Coverage Levels: Medium Touch • One in-person meeting per quarter (or as needed) • Focus on at least one high- value meeting per month via online or video conferencing • One-to-one meeting with your executive staff Tech TouchTech Touch Medium Touch Medium Touch High Touch High Touch
  • 30. ©2015 Gainsight. All Rights Reserved. Coverage Levels: Tech Touch • Webinar-style one-to-many customers meetings on product adoption • Monthly to quarterly newsletter • Email campaigns Tech TouchTech Touch Medium Touch Medium Touch High Touch High Touch
  • 31. ©2015 Gainsight. All Rights Reserved. Common Segment Operationalization Questions • After Segmentation, how do you prioritize customers? • How do you balance what the customer needs vs. what my segmentation dictates? • How do you know when you've sold to the wrong customer?
  • 32. ©2015 Gainsight. All Rights Reserved. 4. Automation & Technology
  • 33. ©2015 Gainsight. All Rights Reserved. Automation and Technology • Customer Success Management • Orchestration across the Lifecycle • Varies across “touch” levels • Technology enables Scaling, especially in areas where scaling humans costs too much
  • 34. ©2015 Gainsight. All Rights Reserved. Automation and Technology Automation is - or should be – what we’d do manually if we had unlimited time and resources.
  • 35. ©2015 Gainsight. All Rights Reserved. Automation and Technology • Allows you to scale touches with low-revenue customers instead of letting them fend for themselves or opting not to serve them • Helps you deepen your engagement with those customers you already have a high-touch relationship with
  • 36. ©2015 Gainsight. All Rights Reserved. High-Touch and Automation Don’t Mix? • Will it hurt our relationship? • Will automation erode trust? • Is it unethical to pass off automated emails as “personal” emails?
  • 37. ©2015 Gainsight. All Rights Reserved. The Scientific Method
  • 38. ©2015 Gainsight. All Rights Reserved. Gainsight: Scalable Customer Success http://access.gainsight.com/copilot/ High Touch Medium Touch Tech Touch STRATEGY ENTERPRISE MID- MARKET SMB SEGMENT PRO-ACTIVE Customer360 JUST-IN-TIME Cockpit AUTOMATED CoPilot
  • 39. ©2015 Gainsight. All Rights Reserved. Gainsight CoPilot http://access.gainsight.com/copilot/
  • 40. ©2015 Gainsight. All Rights Reserved. 5. People & Processes
  • 41. ©2015 Gainsight. All Rights Reserved. People First • Know where people fit • Some people like interacting with other people in person or on the phone (high-touch) • Some people are more analytical or creative, but don’t do well in 1:1 situations with customers (tech-touch) • Map Resources to Customer Segments
  • 42. ©2015 Gainsight. All Rights Reserved. People Power! • Company Leadership • Organizational Leadership • Team • Individual Contributors
  • 43. ©2015 Gainsight. All Rights Reserved. Humans • Company Leadership • Customer Success must be top-down • Company buy-in is critical due to cross-functional requirements • Must communicate what “success” is for Customer Success
  • 44. ©2015 Gainsight. All Rights Reserved. Humans • Organizational Leadership • Develops Customer Success Strategy • Builds and Leads CSM Org • Sells (and continues to sell) Customer Success to rest of the company • Ensures a Deliberate Focus for the CSM Org and pushes back where required
  • 45. ©2015 Gainsight. All Rights Reserved. Humans • Team • Aligned around a core set of principles and Goals • Operationalized around logical customer segments • No Silos between segments
  • 46. ©2015 Gainsight. All Rights Reserved. Humans • Individual Contributors • CSMs, Ops, Customer Marketing, Renewals, etc. • Empowered to Help Customers achieve Desired Outcome • Trusted to push customers toward success where required • Knows where to focus, but is kept updated on evolution
  • 47. ©2015 Gainsight. All Rights Reserved. Scaling CSM Doesn’t Happen in a Vacuum • Product • Focused on our customers’ Desired Outcome • Sales & Marketing • Acquiring the right customers • Support, Operations, Etc.
  • 48. ©2015 Gainsight. All Rights Reserved. Processes Second • Customer Success Management • Single Version of the Truth • Document and Centralize Processes • Orchestrate via Workflows and Playbooks • Operationalize the Handoffs • Between Teams • Between CSMs
  • 49. ©2015 Gainsight. All Rights Reserved. http://www.gainsight.com/pulsecheck2015/
  • 50. ©2015 Gainsight. All Rights Reserved. Customer Success Benchmark Report Download Your Copy Today! http://j.mp/csmbench
  • 51. ©2015 Gainsight. All Rights Reserved. Q&A ©2015 Gainsight. All Rights Reserved. June 25, 2015
  • 52. ©2015 Gainsight. All Rights Reserved. THANK YOU ©2015 Gainsight. All Rights Reserved. June 25, 2015