product led customer success · key to customer retention & satisfaction is a well-designed...

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Product Led Customer Success

ADAM JOSEPH

CUSTOMER SUCCESS

DIRECTOR, GAINSIGHT

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• Worked in CS roles since 2003

• Previously Head of CS at Avention/OneSource &

ChannelAdvisor

• Founder of CustomerSuccessManager.com and CSM

Insight,

a leading CS consultancy business

• Host of the “Customer Success Conversations” podcast

series

• Blogger, advocate and keynote speaker on Customer

Success

• Voted as one of the “Top Customer Success Strategists”

globally

PASSIONATE ABOUT CUSTOMER SUCCESS

I N T R O D U C T I O N - ADAM JOSEPH IS THE DIRECTOR OF CUSTOMER SUCCESS AT

GAINSIGHT

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WHAT IS THE GAINSIGHT PLATFORM?

Technology that helps businesses grow faster by…

Proactively managing

retention and

downgrade risks

Identifying upsell

& cross-sell

opportunities

Driving growth

through customer

advocacy

Gainsight helps drive operational efficiencies so you can

touch customers effectively, track customer health consistently,

and transform the way companies orient around the

customer

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CS = CX x COCustomer

Success

Customer

Outcomes

Customer

Experiences

The Customer Success Equation

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The Ten CS Commandments

The basic framework behind all CS Strategies

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1. It’s a Top-Down, Company-Wide Commitment

2. Sell to the Right Customer

▪ Be aligned on the characteristics of good / bad DNA client

3. Natural Tendency for Customers and Vendors is to Drift Apart

▪ Close relationship when a purchasing decision is made but drift apart over time

4. Customers Expect You to Make Them Wildly Successful

▪ How is the client measuring success? / Are they achieving it?

▪ What has the client’s experience been with along the way?

THE TEN COMMANDMENTS OF CS

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5. Obsessively Improve Time-to-Value

▪ Establish concrete success measures and then implement - Always adjust in real time and spring into action when value is at risk

6. Deeply Understand Our Customer Metrics

▪ Successful subscription based businesses must deeply understand the details of churn/retention to grow

7. Drive Customer Success Through Hard Metrics

▪ You can’t improve what you don’t measure

THE TEN COMMANDMENTS OF CS

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8. Relentlessly Monitor and Manage Customer Health

▪ Good customer health equates to higher probability of renewal and upsell. Poor customer health ultimately results in churn

9. You Can No Longer Build Loyalty Through Personal Relationships

▪ Create a scalable customer experience that works for all types of customers (high / low / tech touch)

10.Product is your Only Scalable Differentiator

▪ Key to customer retention & satisfaction is a well-designed product married with a best in-class user experience

THE TEN COMMANDMENTS OF CS

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Analytics Engagement Feedback

In The Age Of The Customer, Much Of The Customer Experience Happens Within The Product

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JUNE 27TH 1967 WAS A SPECIAL DAY…

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WHAT CUSTOMERS EXPECT…

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WHAT CUSTOMERS

SOMETIMES GET…

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BRIDGING THE GAP

- =

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• Active and engaged users are the foundation of

every successful SaaS company

• Customer demand that your product should

work “out of the box”

• Mobile Apps are driving expectation

• Critical to companies pivoting to “freemium”

model

• Unlocks new ways of collecting customer feedback

Product Led Customer Success

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• Low Adoption Rates

• High “Consumption Gap”

• CSMs become product trainers

• Customer & Employee Churn

• Negative impact on customer advocacy

• Increased costs

• Customers not achieving ROI

The penalty for getting it wrong

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• Change of mindset to building products with ease of

use at its core

• Remove silos between Product and CS Teams

• Invest in Customer Experience (CX)

• Remember the CS equation

• Help users reach their “A-ha” moment early

• Bring on-line help / communities to the fore

• Shine a light on your product and ask, “is it helping or

hindering our users reach their desired outcomes?”

A new approach is needed

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DRIVE PRODUCT ADOPTION, ACCELERATE TTV▪ Use your product to drive adoption

CLOSED-LOOP FEEDBACK, USER SENTIMENT▪ Use your product to collect user feedback (e.g. NPS, CSAT, etc.)

PRODUCT USAGE ANALYTICS• Gain visibility to feature usage adoption & revenue for more informed

roadmap decisions

How so we do this?

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Gainsight PX empowers product teams to deeply understand user behavior, drive product adoption, and collect contextual user feedback.

Product Experience Platform

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• The bar for product experience has never been higher

• Products should be built and enhanced with simplicity and ease-of-use at their cores

• Ensure that development cycles are focused on UI not just new features

• Enable your Customer Success Teams to focus on bigger ticket items

• Email is at saturation point, engagement via the product is critical

• Product driven feedback can better capture customer feedback

• Remember the CS Equation – It is a combination of both the experiences and the

outcomes

CONCLUSIONS

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THANK YOUAdam Joseph

+44 7771 520 503

ajoseph@gainsight.com

www.Gainsight.com

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APPENDIX

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STAGES OF CUSTOMER SUCCESS MATURITY

Insights & ActionsTurn data into meaningful

actions across your team

OutcomesProactively deliver customer

outcomes at scale

Transformation Rally your entire company around

the mission of customer success

ReactiveManage escalations on a

case-by-case basis

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INSIGHTS & ACTIONS TRANSFORMATIONOUTCOMES

Lm2

Lifecycle

Management

Cv1

360° Customer

View

Ch3

Customer

Health

Cx4

Experience

Management

Ae12

Advocate

Engagement

Su13

Support

Experience

Pr11

Product Success

Se14

Services

Experience

Am5

Adoption

Management

Sa8

Stakeholder

Alignment

Re9

Risk

Escalation

Em7

Expansion

Management

Sp

10

Success

Planning

Rm6

Renewal

Management

GAINSIGHT CUSTOMER SUCCESS PLATFORM

Elements of Customer Success

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• What Product wants from

Customer Success

▪ A prioritised list of product

enhancement requests which is

regularly updated and documented

▪ Feedback on the existing product set

and how it could be further improved

▪ Feedback on the product roadmap

and how it could be further improved

▪ Competitive insights

▪ Direct access to clients (e.g. advisory

boards)

▪ Inclusion into some key customer

meetings

Customer Success &….Product

• What Customer Success

wants from Product

▪ Product Roadmap (at least for the next

90 days)

▪ Clear communication on any changes to

the existing roadmap

▪ Documentation and training on newly

released functionality

▪ Feedback on product requests being

submitted by clients

▪ Take product feedback from CSMs (i.e.

power users) and respond in a timely

fashion

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A new approach is needed