webinar | building your customer success practice
DESCRIPTION
Join Dan Steinman, Gainsight's Chief Customer Officer, and Nello Franco, Customer Success Evangelist and former SVP of Customer Success at Lyris, for an enlightening discussion on how to build a CSM Team.TRANSCRIPT
![Page 1: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/1.jpg)
Building Your Customer Success Practice
#customersuccess
Webinar Series
![Page 2: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/2.jpg)
Dan SteinmanChief Customer Officer,
Gainsight
Nello FrancoCustomer Success
Executive and Influencer
Our Panelists
http://blog.nellofranco.com@nfranco
http://www.gainsight.com@GainsightHQ
![Page 3: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/3.jpg)
Customer Success Mission
Proactively engage with your customers to ensure that they are receiving value from your solution(not just your product).
![Page 4: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/4.jpg)
Customer Success
Churn Risk Potential Upsell / Strong Advocates
A B
Num
ber o
f Cus
tom
ers
©blog.nellofranco.com 2013
Optimizing your resources for revenue impact
![Page 5: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/5.jpg)
Customer Success
Churn Risk Potential Upsell / Strong Advocates
Num
ber o
f Cus
tom
ers
©blog.nellofranco.com 2013
A B
Delivering value across the board moves the curve
![Page 6: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/6.jpg)
By delivering value to your customers, you will see tangible results.
1Customers will stay with you longer. (Higher LTV, Lower Churn)
Customers will act as advocates for future customers. (Lower CAC)
2 3Customers will want to buy more. (Higher ACV, ARPUand LTV)
![Page 7: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/7.jpg)
Sales to existing customers are common to fastest growing SaaS companies
![Page 8: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/8.jpg)
What are you trying to achieve?
1Are you an early stage company who wants to proactively manage your customer base?
Are you trying to scale your CSM offering?
Do you want better forecasting and predictability?
2 3 4Are you trying to improve performance for a specific metric?• Churn• Upsell• Reference
Customers
![Page 9: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/9.jpg)
Based on what you’re trying to achieve with your CSM organization…
identify the measurable objectives of your next phase of investment.
![Page 10: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/10.jpg)
The plan you deliver to your CEO should consist of more than just adding headcount.
1
Quantify the results you are trying to achieve.
Articulate how processes, people and technology are going to get you there.
2 3
Explain how you will measure the results.
![Page 11: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/11.jpg)
Determine how you’ll apply across your customer segments.
![Page 12: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/12.jpg)
And make sure the whole company is with you on this journey.
![Page 13: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/13.jpg)
Should you…
Charge for Customer Success? Not charge for Customer Success?
![Page 14: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/14.jpg)
Left to their own devices, the natural tendency of all customers is going to be towards churn.
![Page 15: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/15.jpg)
Customer Success is not an option in a recurring revenue business.
It’s something you do because it protects revenue and generates growth.
![Page 16: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/16.jpg)
A typical CSM has a level of product and domain expertise that makes them extremely valuable to customers.
1. Customer relationship skills2. Product expertise3. Domain expertise4. Conduit to all other company resources
![Page 17: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/17.jpg)
There’s a word for providing product and domain expertise to customers for a fee: Consulting.
Also known in the industry as Professional Services.
![Page 18: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/18.jpg)
Success with the product is a right.
![Page 19: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/19.jpg)
You don’t have the power.
If you don’t deliver success, your customers will find another vendor.
![Page 20: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/20.jpg)
You don’t want the fee to be the focus.
Not charging fees places your CSM organization in the value-added position of developing deep, long-term relationships with your clients.
![Page 21: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/21.jpg)
Not charging for this role does not mean “Cost Center.”
Hard metrics such as churn, renewals, growth…and ultimately the improvement to your company’s valuation should justify your
investment.
![Page 22: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/22.jpg)
Your Customer Success team should be the best lead-gen engine for your Services team.
And you can pay them for doing it!
![Page 23: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/23.jpg)
Not charging for Customer Success does not mean:
1. That it’s not valuable2. That Consulting is a promotion3. That you are not driving revenue
![Page 24: Webinar | Building Your Customer Success Practice](https://reader036.vdocument.in/reader036/viewer/2022062513/554c5d8db4c905452e8b5232/html5/thumbnails/24.jpg)
Pressure to charge for it may mean you aren’t tying yourself to the right metrics like renewal and upsell $$.