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
   

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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.
   

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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”
   

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4. What does scale and
   growth mean to your
   business?
   

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5. Scaling Customer Success = Revenue
   Markets and Verticals
   Number of Customers
   Geographies
   Products & Services
   Number of Employess
   Bokings and Revenue
   

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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?
   

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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
   

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8. What are the challenges
   you will face?
   

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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
   

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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
    

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11. Conqure the challnege with Data
    

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12. People, Process, Tools,
    and Repeatability based on
    Business Maturity
    

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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
    

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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
    

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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
    

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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
    

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17. Recommendations for
    Revenue Growth in
    Customer Success
    

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18. Growth Strategy Framework
    What are your goals?
    Integrate Scale & Growth Strategy
    What are your investments?
    What are your constraints?
    Execute
    Asses Results
    

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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
    

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20. Thank You
    anika@thecustomersuccesspro.com
    www.thecustomersuccesspro.com
    www.linkedin.com/anikazubair
    

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