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Anatomy of a Customer Success Team
Today’s Host: Scott Schell@Schell_ShockedSenior Manager, Global Customer Success Cisco Systems, Inc.
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Customer Success Methodology#successtalk
People
Automation
Process Analytics
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- Bain & Co.
“A customer is 4 times more likely to defect to a competitor if the problem is service-related than price- or product-related.”
Anatomy of a Customer Success Team
Guest Presenter: Victoria Halsey, PhD
Vice President of Applied LearningThe Ken Blanchard Companies
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Back to the audience exercise.
1 26 = L of the A Letters of the Alphabet
2 54 = C in a D (with the J’s) Cards in a Deck with Jokers
3 18 = H on a G C Holes on a Golf Course
4 200 = D for P G in M Dollars for Passing “Go” in Monopoly
5 8 = S on a S Sides on a Stop Sign
6 24 = H in a D Hours in a Day
7 5 + 4 = D in a Z C Digits in a Zip Code
8 40 = D and N of the G F Days and Nights of the Great Flood
What answers did you come up with?
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Strengthen your customer satisfaction with a winning team
ANDunleash customer success
It’s time to…#successtalk
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Learn
• The dynamics of assembling Customer Success teams that THRIVE
• How to build a high PERFORMING Customer Success TEAM
Do
• Charter your Customer Success Team for optimal productivity
In today’s session…#successtalk
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What does customer success mean?
Taking care of the customer after the point of sale to drive adoption, reduce churn, increase up-selling and drive customer devotion.
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What’s new in customer success??
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Customer Product Adoption 57%
Churn Reduction55%
Onboarding47%
Customer Advocacy 42%
The organization The focus
Companies have had Customer Success for 3 years or less
75%
Professionals have been in Customer Success for 3 years or less
60%
Professionals have previously worked in other roles
95%
Source: Totango, 2015 Customer Success Salary Survey and State of the Profession Report
#successtalk
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Customer success & professional opportunities.
106K+ listings
#successtalk
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What percentage of the organizations you buy from help you succeed after the point of sale?
Audience Poll
60 – 79%
80 – 100%
40 – 59%
20 – 39%
0 – 19%
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Customers. Fuel. Business.
Why do we care about customer success?
$
#successtalk
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Legendary teams drive legendary service and success.
1. Select Team Members
2. Set up for Success
#successtalk
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Why we don’t hire the right people to drive our customer success?
Select customer success team members.
7
8
9
10
11
12
Hiring with no proof of performance (was referred by a friend, associate)
Over-delegating the selection process
Failing to describe the job as it actually is
Overlooking/discrediting the inside candidate
Confusing selling it to them with evaluating them for it
Not creating high enough hurdles ^^^BONUS ^^^
Hiring in a hurry
Hiring by gut feeling alone
Hiring for experience, degree and expertise over talent or proof of skills
Searching for superman-halo effect
Hiring in your own image: mini-me’s
Stereotyping/generalizing
1
2
3
4
5
6
#successtalk
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Select and hire people who THRIVE!But how do you look for the right person for customer success teams?
Title
Heart
Results
Important Skills
Values
Excellence
T H R I V E
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4 easy steps for selecting your team.#successtalk
Clarify what you need and assess what “A” players do to drive customer success.
Create a job profile to enable players to
THRIVE and develop a list of open-ended,
behavioral questions from your findings.
Requisition, recruit, seek out and check.
Interview, then evaluate – Hire the best!!
1 2 3 4
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What are the “A” players in this area doing to make themselves successful?AND
What are the bottom half NOT doing?
Clarify success criteria.
Self-skills
Motivation
Initiative
Knowledge
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Typical candidate• 3 years experience
• Customer-centric
• Good listener
High-impact candidate• Solve 90% on 1st call• 100% calls returned (callback)• Answer calls in less than 1 minute
Develop the job specs.
Specific
Relevant
Measureable
Engaging
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Typical• 10 years experience
• BS technical degree
• 5 years management
• Strong international
• Good team builder
• Technical knowledge of product
High Impact• Increase sales by 15 % and improve
margins by 3% within 12 months
• Build an Independent Rep. channel in Europe within 90 days
• Implement sales forecasting and pipeline management within 4 months
• Revamp all sales collateral material within 6 months
Example job spec: Director of Sales
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Position: ______________________________________
Determine your THRIVE criteria
TTitle
What is the actual job?
How does it link to business
results?
Key responsibility areas?
HHeart
What critical attitudes will make them
thrive?
RResults
What measurable
results will they be held
accountable for?
IImportant SkillsCan they achieve
results?
What technical and performance
skills are needed?
V
ValuesWill they fit with our customer
success culture and values?
Will they promote team synergy?
EExcellence
Do they have a proven track
record of overcoming
obstacles and achieving
excellence?
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• Can you recall a time when you were under a lot of stress from ____ and how you handled it?
Results Proof of talent: Remains calm under
pressure
• Describe a tough decision you made and no policy covered it. Please be specific.
AttitudesEmpowered: Acts without a specific policy
• Describe a challenging time when others relied on you to interpret information or a message for them.
SkillsAbility to communicate
• Tell me about a time when you had to act with great speed and great efficiency.
ValuesAlacrity
What questions reveal if applicant has what it takes to be an “A” player?
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Describe a time when you…
Sample interview questions
Tell me about a time when you…
Tell me about a situation where
you…
Can you recall a time when you…
and how you handled it…
What have been your experiences
in…
Walk me a through a situation in which
you…
This job will require you to spend a lot of time… Tell me about
your experience in that…
What did you do in your last job to contribute to a (teamwork environment…
or whatever you are assessing…..)
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Most employees operate at only 65 to 70% of their potential!
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Building a high-performing customer success team.
Develop Criteria Assemble Team Accelerate Performance
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What were the characteristics of your best team?
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PERFORM characteristics
Purpose and Values
Empowerment
Relationships and Communication
Flexibility
Optimal Productivity
Recognition and Appreciation
Morale
P
E
R
F
O
R
M
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Purpose and Values
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Does your customer success purpose resonate with everyone?
Making Major League Memories
Petco Park Guest Services
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Create a clear team charter.
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To proactively (70%) and reactively (30%) cultivate strong relationships with customers so as to onboard, teach and advocate for their needs; thus increasing strategic value of our products and make the contract renewal process easier for our sales department to drive organizational revenue.
Defining your purpose.
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What is teamwork?Working together to develop ties of mutual trust and respect.
Work through differences to arrive at win-win solutions.
Help each other do our best.
Value and respect all differences.
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Empowerment
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What have you done in your organization to empower customer success team members? ?
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Relationships & Communication
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Communication is the lifeblood of the team.
How, what, and how often communication takes place greatly affects your team’s success.
Team Member
Best Communication Method
Tips for most effective communication
Jim [email protected] Needs time to think, likes pre-agendas and clear objectives
Sioux Phone (xxx) 456-6789 Likes to talk out ideas and to get things done; wants to have people follow up
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Flexibility
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Optimal Productivity
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Legendary internal or external customer success starts with a proactive analysis to save time and focus.
Question Answer
Customer Segment
?Needs / Motivators
What would amaze them – make us a legend?
What could we teach them to inspire customer loyalty?
What metrics can you use to measure success?
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Recognition & Appreciation
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Is it a simple “Thank You”?
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Great leaders notice what others do.
ANDThey praise to help people picture the
positive.
The value of praise.
__________, I really appreciated the
way you _____________.
It made me feel _________ and I just want to say
_____________.
“A praising is so impactful for people because they discover that THEIR behavior changed you; it made a
difference for you.” Dr. Margie Blanchard
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Morale
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“When people are financially invested, they want a return. When people are emotionally invested, they want to contribute.”
- Simon Sinek
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Create a Team
Charter
Develop THRIVE Criteria
Hire the
“right”
people
Implement PERFOR
M Practices
Getting started.
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Let’s go from satisfactory to legendary customer success!
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Role – Cisco Customer Success Manager (CuSM)
Description: Drives adoption and expansion of solutions by aligning to key customer business
outcomesKey Activities Skills1. Customer Lifecycle Advocate: Be responsible for customer adoption and expansion of
Traditional and Cloud solutions by aligning to key customer business outcomes and KPIs. Promote Customer Satisfaction and Loyalty (Low Churn)
2. Consumption Enablement: Drive Adoption of contractually and/or agreed capabilities, number of users, licenses, features, service units and bundles and therefore ensure customers are capturing value.
3. Measure and Report Impact: Measure impact on business outcomes and leverage dashboard and other communication mechanisms to represent the values and quantified impact to outcomes.
4. Expand Opportunity : Leverage adoption information to identify expand opportunities through additional services or expanded coverage
5. Align Solution: Align expanded capabilities to KPIs and desired outcomes. Determine which incremental services/capabilities can continue to address the challenges and outcomes. Structure the right solution.
6. Hand off to Expand for Close: Hand off for proposal development, negotiation and close.
1. Relationship management2. Business acumen3. Intellectual curiosity4. Problem solving5. Orchestration 6. Knowledge of Cisco solutions and tools7. Sales
Do you have this
role in your business?
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Discover how strategic automation practices can lower your cost to serve customers.
Using Technology to Automate Your Customer Lifecycle Management StrategyMarch 29, 2016
Upcoming Sessions#successtalk
Find out how to increase your average revenue per customer with valuable upsell opportunities.
Expand Selling Practices in ActionMarch 15, 2016
Learn how to improve your customer retention through effective data management.
Growing Customer Lifetime Value with Best in Class Data Management PracticesFebruary 23, 2016
Thank you.
#successtalk