Understanding Customer Success Organizational Maturity · an effective, efficient, and scalable...
Transcript of Understanding Customer Success Organizational Maturity · an effective, efficient, and scalable...
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Going Back to the Future Understanding Customer Success Organizational Maturity 2/26/20
Megan MacalusoVP of Strategic Development
Ashley McIlwainLead Customer Success Manager
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Medallia Strikedeck is a secure SaaS platform that helps you build and operate an effective, efficient, and scalable Customer Success program
Strikedeck helps you retain customers, and expand your relationship with them.
Retention Expansion Advocacy Productivity
Customer HealthAccount & User Level, as well
as by Customer Segmentation
Data Driven AlertsEarly Warning, Just In Time,
Automated Touch
PlaybooksConsistency, Scalability, Tasks,
Sentiment, and Best Practices
CollaborationSynced Accounts, Access
to the Same Data
360° ViewReal Time View of the
Customer Base
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Today’s Discussion
1. Developing a Customer Success Organization in a Traditional(non-SaaS) Business
2. Getting Started & Lessons Learned3. Going Back to the Future –
Understanding CS Organizational Maturity
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Developing a Customer Success Organization in a Traditional
(non-SaaS) Business
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● Essity is a leading global hygiene and health company dedicated to improving well-being through our products and solutions, essentials for everyday life.
● Essity’s core business is based in traditional b2b and retail product.
● The rise of the subscription economy has extended beyond a general consumer preference and reached the point of expectation, even in the b2b world.
● Essity needed to address growth in a non-traditional way in order to be successful in the future.
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● Taking new innovations into the market to establish market viability,go-to-market approach and creating a scalable rollout plan.
● Current project focuses on rolling out the first digital solutions offering for Essity, and also the first Customer Success team.
● Spotlight on Customer Success principles as cultural and operational guidance for all areas of Essity, not just our solutions offerings.
New Business Concepts
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Getting Started& Lessons Learned
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1. Start by starting…2. Fail fast and learn…
…We did both.
“Roads? Where we're going, we don't need roads”-Dr. Emmett Brown
New Business Concepts Mottos:
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First Lesson Learned:Start by starting is sometimes messy
We needed to build our Customer Success
enablement toolset from scratch.
We needed thought leadership on how to
implement the best practices of Customer Success.
We needed to implement all of this quickly to keep up with
growing demand from the markets and the business.
“Great Scott!...The consequences of that could be disastrous”- Dr. Emmett Brown
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With so many disparate approaches throughout our markets, Essity needed to centralize Customer Success Operations and come together as a single transatlantic team,
and we couldn’t do it alone
Finding the Right Partners
● Industry Experts/Strategy (ESG)● Customer Success Tools (Strikedeck/Pendo/ESG)● Staff Augmentation (ESG)● Tool Deployment (ESG)● Team Education (SuccessHacker)
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● In order to effectively plan where you’re going, you first must understand where you are.
● Activity does not always constitute progress.
“You're just not thinking fourth dimensionally!”-Dr. Emmett Brown
Second Lesson Learned: Understand your organizational maturity
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Going Back to the Future: Understanding CS
Organizational Maturity
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Essity CS Maturity Assessment - TSIACS Capability Phase 1
FORMINGPhase 2
STORMING Phase 3
NORMING Phase 4
PERFORMING Score:
Charter 2
Effective Adoption
3
Prescriptive Engagement
2.5
Economics/ Metrics and Scalable Funding
2
Organizational Structure & Capabilities
2
Charter – Customer Success is thematic.
Adoption – Some collection of usage data
Engagement – Some proactive processes, mostly reactive need.
Scalable funding – Funding from existing support
CSM Role – Roles and team exist, but is largely reactive.
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1. Segmentation 2. Engagement Model3. Org Design & Structure4. Metrics 5. Reporting
6. Playbooks7. Operationalize Manual
Processes8. CX (NPS, CSAT)9. CS Journey Map10. Access to Data11. Health-score Creation
12. CS Roadmap13. Scaling with Systems14. CSM Proactive Planning15. Digital Customer Success16. CS Learning &
Certification17. CS Monetization
Maturity
Customer Success Maturity Model
Build
Operationalize
Transform
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Build
Operationalize
Transform
Point Potential Essity Performance30 18
1-10 11-25 26-40
1-12 13-24 25-30
Point Potential Essity Performance30 12
13-241-12 25-30
Point Potential Essity Performance40 08
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Strategy Now
1. Executive buy-in2. Roadmap Defined3. Activities relate to maturity4. Objectives and Key Results Identified5. Leverage MVP and Pilots
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Identify the problem
Define the Value Proposition
Experiment with Customers
Incubate with MVP
Scale to ROI
Customer Success Program Roadmap
• CSM Cost and ratios are high
• Scaled org requires less resource
• Launch Technology & automation
• Build content
• Standardize processes
• = Less time & effort
• Pendo and Strikedeckdeployment
• Create and translate content
• Create standardization across team
• Strikedeckdeployed for both automation and CSM use
• Segmented customer base has been identified for testing
• Test and iterate
• Deploy processes and technology to all customers
• Reduction in CS Manual time and effort
• Continue to identify areas of improvement, iterate process
Progress to Date
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● Start by Starting is Sometimes Messy
● Understand your Organizational Maturity
● Find the Right Partners
● Align your activities with your Maturity Progress
● Keep Up the momentum – Try, Iterate, Measure, Repeat
Lessons Learned
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Giveaway!
1. ESG 17 point Maturity Assessment
2. 90 minute interview with your CS leadership
3. Readout of findings and capabilities for your team!
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Thank You!
Questions?