Key Account and Customer Success Roadmap

Creating a roadmap that drives client results

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Who is Jermaine?Jermaine Edwards - Director, Author and Customer Growth and Customer Relationship Specialist

Jermaine is a multi business owner, 10 years in sales, sales management and key account management. Last two years he has helped organisations across the UK, Europe and US like Gartner, Dell understand how to create meaningful and profitable relationships with their key customers.

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What’s inside?

Objectives Page 4

Why this, Why now? Page 7

Client Audit Page 14

❖ Assumptions Framework

Client Journey Page 31

❖ Identify the Journey❖ Apply growth maps

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Client Actions Page 55

❖ Create the flow❖ Schedule the time❖ Own the outcome

What Now? Page 63

❖ Goals, reflection and feedback

Objectives

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Help you get visibility of the hidden opportunities to greater client sales and relationship success.

Create a clear roadmap that gives you decisive actions to gain maximum results of all

opportunities for yours and your clients benefit.

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How are we going to get there?

+ True view of customer value and opportunity

+ Customer growth roadmap aligning key account plan and customer success

+ Key actions needed to deliver outcomes

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The business case for change

Why this? Why now?

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WE CAN CHOOSE...

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RResults you get that aren’t measurable or repeatable.

ANDOM ACTS OF SUCCESS !

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Those that don’t:

● Leave thousands in lifetime value on the table.

● Leave their client relationships open to competitive advantage.

● Leave no compelling and unrivalled value that makes them irreplaceable.

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RECURRING ACTS OF SUCCESS !

Results you CAN measure and repeat.

Those that do:

● Keep thousands in lifetime value.● Protect their most important client

relationships.

● Create unique advantage that makes them irreplaceable.

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What you do with your customers attention matters!!!

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Client AuditValidating and eliminating false assumptions to

make way for new opportunities

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Assumption Framework

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”One of the greatest barriers to insight is holding on to a flawed assumption. But these assumptions are usually unconscious. We don't even know we're making them. So they're difficult to spot and to correct.” - Dr Gary Klein

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What do you most want for your customers?

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What do you know about your customers today that impacts the way you do business with them?

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NOTES:

What don’t you know about your customers today that impacts the way you do business with them?

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NOTES:

What do you need to know about your customers today that may impact the way you do business with them?

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NOTES:

What do we do with these assumptions and new understandings?

ASK

What are the 3-5 most important questions you should be asking your customers in your next meeting/conversation?

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NOTES:

STOPASKWhat are the 2-3 things that do not contribute to the outcome delivering for you and your client?

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NOTES:

STARTSTOPASKWhat are the 3-5 most important actions or activities you should start from this week?

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NOTES:

CHANGESTARTSTOPASK

What are the 2-3 things that may need to change to make the outcome possible to achieve?

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NOTES:

Summary

● Know what you want most for your customers.This will be part of defining your criteria for activity.

● Use the Ask, Stop, Start, Change to make positive steps to improving your choices.

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Client JourneyDiscovering growth opportunities

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Identify the journey

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What is a customer map?

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Visualisation of a customers, objectives, needs, feelings and barriers throughout

your relationship with them...

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12-18 months out...

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Who is your customer trying to become?

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NOTES:

Getting Results

You can produce and facilitate..

Not getting better

In order to help them. You need them to become

better customers..more open, better users etc..

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Does what we do TODAY create better customers?...

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NOTES:

Growth point

What they need tomorrow?

Objectives, needs, feelings and barriers...

What they need today?

Objectives, needs, feelings and barriers...

Start

Where are they today?

Objectives, needs, feelings and barriers...

What they don’t know they need?

Objectives, needs, feelings and barriers...

Acceleration pointValue point

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What is your customer map?

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BeginningObjectives

Today Objectives

Tomorrow Objectives

Future Objectives

Feelings, barriers & needs

Feelings, barriers & needs

Feelings, barriers & needs

Feelings, barriers & needs

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NOTES:

Identify the white, blue and red

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Growth MapsKnown

opportunities

New undiscovered

IdentifiedRisks

Growth

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Anything that might prevent you deepening trust, delivering for your

client, gain influence and grow opportunity.

Known opportunities

New undiscovered

IdentifiedRisks

Growth

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Four Common Risks...

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Risk of personal gain/loss - What’s in it for me?

Risk of external perception - What will people say/think?

Risk of future result - Will I regret this later?

Risk of present cost - What will this actually take?

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NOTES:

Current services, opportunities,

upsells that are known to you and

your client but unexplored

Known opportunities

New undiscovered

IdentifiedRisks

Growth

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Opportunity Questions...

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What is the naturally next step for a client specific points in their journey with us?

How do we know? When is it and why?

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NOTES:

Opportunities unknown to you and your client that could significantly accelerate your results

together.

Known opportunitiesNew

undiscovered

IdentifiedRisks

Growth

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Discovery Questions...

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What insight do you have about your customer that they don’t have?

What do you know about the depth and value of your services that you haven’t full explored?

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NOTES:

Summary

● Understand who your customers are trying to become.

● Critique the activities that do not make better customers and achieve their result.

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Client ActionsOwning the Outcome

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Create the Flow

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Start Today Tomorrow

Future

Schedule what gets done...

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What could you realistic change today?...

When could you start?...

What might get in the way?

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NOTES:

Own the outcome...

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How will you decide who does what?...

How will you measure success?...

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NOTES:

What now?

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Goals, Reflection and Feedback

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ReflectionTake 3 min to write down biggest learning from that exercise for you...

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NOTES:

Doing the right activity will get you a result. but, Having the right intention will

give you greater impact

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What you do with your customers attention matters!!!

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Thank you

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Key Account and Customer Success Roadmap

Creating a roadmap that drives client results

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