Customer Success Maturity Model - Dave Blake, CEO, ClientSuccess
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Transcript of Customer Success Maturity Model - Dave Blake, CEO, ClientSuccess
![Page 1: Customer Success Maturity Model - Dave Blake, CEO, ClientSuccess](https://reader031.fdocuments.us/reader031/viewer/2022021918/588936ea1a28ab22578b5d1b/html5/thumbnails/1.jpg)
Customer Success Maturity ModelHow to build & scale customer success
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Vice President, Strategic Accounts
Founder/CEO
Vice President, Global Enterprise Account
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Success is the new sales.
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Customer Success Funnel
Pre-Sales
referrals
renewals, up-sell& cross-sell
initial salesnew logos $$ $
Post-Sales
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The Case for Customer Success
MRR
$10m$9m$8m$7m$6m$5m$4m$3m$2m$1m$0m
1 5 10 15 20 25 30 35 40 45 50 55 60 65 70
MONTHS
5% Churn
2.5% Churn
0% Churn
-2.5% Churn
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Customer Success Maturity Model
People Culture Process Journey Metrics Technology Segmentation
Start Up
Emerging
Enterprise
Scaling
How do I build, scale, & optimize a high-impact team & a culture of customer success?
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People
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Customer Success Maturity Model
CSM leader, CSM team 1-15, dedicated support
VP of Customer Success, CSM managers, CSM team 15-75
Chief Customer Officer, CSM team 75+, CS operations teams
Founder, round robin tag-teaming, support rep
People Culture Process Journey Metrics Technology Segmentation
Start Up
Emerging
Enterprise
Scaling
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Volume of Clients
High $
Low $
Annual Contract Value
Low # High #
More
Product Complexity
Less
Rule of Thumb
Each CSM should manage ~$2 million in ARRCSM managing > 50 clients needs automation
How Do I Scale CSMs?
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PeopleCSM Compensation
Base Only
Base
Base
Bonus
Variable
MODEL 1
MODEL 2
MODEL 3
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PeopleCompensating CSMs & Sales
Growth75%
Retention75%
Growth25%
Retention 25%
Sales CSM
Base40%
Variable60%
Base75%
Variable: 25%
Variable Variable
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Culture
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Customer Success Maturity Model
Customer Success team created but success culture somewhat siloed
Customer-first mentality, celebration of wins, x-functional collaboration
United as a company around customer-centric KPIs and experience
Product/market fit, customer acquisition, “scrappy” success culture
People Culture Process Journey Metrics Technology Segmentation
Start Up
Emerging
Enterprise
Scaling
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Customer success is not a department, it’s a company culture.
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CustomerSuccessCulture
CX Initiatives
Cross-FunctionalAlignment
Customer Acquisition
VP on Exec Team
Board-Level Focus
Basic CS MetricsShared
Culture
Customer Success Culture Maturity
Product/Market Fit
Empowered
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Process
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Customer Success Maturity Model
Basic onboarding, implementation, support & metrics
Formalized repeatable processes across the customer journey
Specialized teams and processes focused on customer experience
Ad-hoc & reactive
People Culture Process Journey Metrics Technology Segmentation
Start Up
Emerging
Enterprise
Scaling
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Process Maturity Journey Process
Reactive
Processes mature, expand and evolve
ProactiveRepetitive
Collaborative
Predictive
Transformative
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Journey
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Customer Success Maturity Model
Onboarding, implementation & renewal journeys defined
Proactive journey defined & executed across lifecycle
Comprehensive customer experience tracked & optimized
Limited, siloed & fragmented journey
People Culture Process Journey Metrics Technology Segmentation
Start Up
Emerging
Enterprise
Scaling
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First visitor brand
impressionOnboard &
DeployValue
Realization RenewalEngaging & Evaluation
Adopt & GrowBuying
Marketing
Sales
Product
Support
Success
Customer
Implementation
JourneyCustomer Success Journey Map
Focus on the customer’s perspective first & then optimize the experience across the company
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Someone always owns the moment.
-DISNEY PRINCIPLE
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Metrics
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Customer Success Maturity Model
Standard SaaS metrics around usage, retention & growth
Predictable modeling and forecasting
Advanced insights & predictive analytics
Focused on sales MRR, customer count & basic health
People Culture Process Journey Metrics Technology Segmentation
Start Up
Emerging
Enterprise
Scaling
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Core Success Metrics
MRR/ARR, GROSS CHURN, NEGATIVE CHURN,
CRR, DRR, CMRR, LTV,# OF CUSTOMERS
Engagement Metrics
PRODUCT ENGAGEMENTCUSTOMER ENGAGEMENT
TEAM ENGAGEMENT
Success Analyses
CHURN ANALYSISDOWN-SELL ANALYSIS
COHORT ANALYSISEXPANSION ANALYSIS
Subjective Metrics
RED, YELLOW, GREENREASON CODES
Customer Success Metric Matrix Metrics
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Technology
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Customer Success Maturity Model
Disparate & siloed systems, cobbled & manual insights
Customer success management solution
Advanced automations, integrations, workflows, & analytics
Email, calendar & spreadsheets
People Culture Process Journey Metrics Technology Segmentation
Start Up
Emerging
Enterprise
Scaling
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TechnologyCobbled-together approach to retention
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TechnologyCustomer Success Technology Stack
Sales CRM
Subjective Insights
Marketing Automation
Product Usage
Customer Support
Subscription Billing
Task Management
CX/VOC
CUSTOMER SUCCESS
PLATFORM
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Segmentation
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Customer Success Maturity Model
Basic segmentation, prioritization & processes
Segmentation by size & territory; specialized teams & strategies
Global segmentation by size, geo & verticals; advanced specialization
No segmentation; prioritization on few key accounts & squeaky wheels
People Culture Process Journey Metrics Technology Segmentation
Start Up
Emerging
Enterprise
Scaling
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SegmentationProgression
NONE
SMALL
SMB
BIG
CENTRAL
MM
EAST
ENT STR
WEST
AMER APACEMEA
RETAIL TECHENT
JAPAN
HOSP FIN SERVMEDIA
Segmentation
Segm
entat
ion M
aturity
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Success is the new sales.