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Roadmapping Customer Success Maturity © 2017 Totango Proprietary and Confidential
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
