Anika Zubair - Customer Success for Revenue Growth: People, Process, Tools, and Repeatability

Transcript

1. Customer Success for Revenue Growth: People, Process, Tools, and Repeatability Anika Zubair
2. Why are we here? What does revenue growth mean to your business? Three big challenges to scaling Reactive to Proactive Approach Recommendations for Revenue Growth in Customer Success Questions 1. 2. 3. 4. 5.
3. It's not easy... “I’d love to scale my CS program and make it more proactive than reactive.” "Where do I start when it comes to growing revenue with customers?" “I’d love to scale my CS program and make it more proactive than reactive”
4. What does scale and growth mean to your business?
5. Scaling Customer Success = Revenue Markets and Verticals Number of Customers Geographies Products & Services Number of Employess Bokings and Revenue
6. If it doesn't contribute to NRR, it doesn't make sense... Where: Where is business growth happening? What: What resources do you need to be able to handle this growth? When: When do you have to be ready for this growth? How: How will this growth affect your team?
7. People Culture Communication Career Paths Training Specialisation Compensation What are your investments? Process Lifecycle Management Process & Policy Metrics Tools Knowledgebase CS Platform LMS Community Repetability Handoffs QBRs Success Plans
8. What are the challenges you will face?
9. Internal Challenges Budget Restraints → Define your ideal organization based on forecasting Data Inconsistency → CS Ops and Data Warehouse Lack of collaboration → Create a culture of customer first
10. Customer Challenges Adoption of Tech → Training the trainer with a success plan Change Management → Integrate into how they work Siloed Work → Sharing a Maturity Model
11. Conqure the challnege with Data
12. People, Process, Tools, and Repeatability based on Business Maturity
13. Customers Sub 50 One major locations (Europe) Early Stage: Aquire Customers People 25 people All in one office CSM is jack of all trades Process Basic Journey Map Manual Health Score Basic Customer metrics Tools Basic CRM Support Case Management Knowlesgebase Goal: Customer Acquisitions and product market fit Constant: Grow number of customers, grow market share, and prove the business model
14. Customers 100s Europe SMB and Midmarket Mid Stage: Reactive to Proactive People 150 people VP of Customer Success Small CSM team Role Definition Process Lifecycle process with segmentation Outcome metrics with forecasting (NRR, TTV, NRR) Tools CRM Support and Success/Platforms Knowledgebase LMS Goal: Grow European market share and expand product and offerings Constant: Grow the number of customers, improve reliability, quality and proactiveness of delivery
15. Customers 1000s EMEA, North American/ APAC New Verticals Customer Advocates Mature Stage: Optimize for IPO People 450+ people Job Roles and Career Paths Formal Enablement Dedicated Ops Manager Process Unique User Journey based on data and segmentation Automation for Digital CS Tools CRM Support and Success/Platforms Knowledgebase LMS/Community Goal: Continue improving the quality and reliability of the product while growing internationally Constant: Own market share in EMEA and one other Geo. ARR Segmentation, churn maintenance and renewals across segmentation
16. Customers 1000s+ Worldwide Multi Segments and verticals Enterprise Stage: Global Growth People 1000-10000 Global Offices Mature CS and service teams HR systems & Enablement Process Unique User Journey based on data and AI Full Ops teams Deep Data Insights Tools CRM Support and Success/Platforms Knowledgebase LMS/Community Partner Portal Goal: Grow global market share and expand product portfolio and GTM and improve customer experience Constant: Market share, financial metrics, customer base, ARR, customer sentiment and satisfaction, and retention/ expansion rates
17. Recommendations for Revenue Growth in Customer Success
18. Growth Strategy Framework What are your goals? Integrate Scale & Growth Strategy What are your investments? What are your constraints? Execute Asses Results
19. Identify what is required for a CSM for reactive work vs support and remove it from their plate Recommendations for CS Growth Dive in and make proactive work at least 10% of the time Not all proactive work needs to be delivered via a QBR Document proactive engagement differently Be Prescriptive to your CSMs Customer communication at scale is more than just emails Scaling takes data to drive automation Bring in a data team or CS ops Scaled engagement doesn’t mean no human interaction
20. Thank You anika@thecustomersuccesspro.com www.thecustomersuccesspro.com www.linkedin.com/anikazubair