1. 3
PHASE
Success
Plan
OBJECTIVE: To build brand advocates through value creation, strong
relationships, transparency and trust; thus, ensuring maximum
retention and growth potential

2. ©
2015,
SuccessFactory
Partners
LLC
CHURN & GROWTH
OVERVIEW
We
understand
and
address
Churn
and
Growth
with
the
Success
Plan
CHURN
has
an
exponen/al
nega%ve
affect
on
compounded
growth
As
a
SaaS
company
becomes
larger,
the
size
of
the
subscrip8on
base
becomes
large
enough
that
any
kind
of
churn
against
that
base
becomes
a
large
number.
The
loss
of
revenue
requires
more
and
more
bookings
coming
from
new
customers
just
to
replace
the
churn.
As
a
result,
growth
substan8ally
slows.
Conversely,
the
established
base
represents
a
lage
opportunity
for
addi1onal
revenue
which
in
most
cases
can
outpace
new
bookings.
*Images
reproduced
from
h"p://www.forentrepreneurs.com/why-­‐churn-­‐is-­‐cri$cal-­‐in-­‐saas/
In this example, the
business is nearly
three times bigger than
one with 2.5% churn.
Clearly getting to
negative (or very low)
churn is one of the
most powerful
accelerators for
growth.
Looking at the graph to
the right, we can see that
Churn is really not that
big of a number in the
early startup months. But
as the company gets
towards the end of its fifth
year, even at a relatively
low churn rate of 2.5%, in
this example, you are
losing $64k a month
which is extremely hard
to replace with new
customer bookings. And
with a churn rate of 5%,
that number is even
worse at $90k.

3. ©
2015,
SuccessFactory
Partners
LLC
SUCCESS PLAN
OVERVIEW
PURPOSE
It
all
starts
with
defining
the
purpose.
The
people,
technology
and
processes
you
put
in
place,
and
the
interac8ons
your
company
has
with
its
customers,
will
reflect
what
your
purpose
is.
Ge5ng
a
clear
understanding
about
the
purpose
will
define
the
rest
of
the
blueprint.
PEOPLE
People
are
the
lifeblood
of
any
organiza3on
and
the
highest
performing
organiza(ons
make
sure
that
the
right
peope
are
doing
the
right
ac1vi1es.
This
means
that
people
are
in
roles
that
maximize
their
strengths
and
the
‘team’
of
people
are
balanced
in
this
regard.
Building
a
high
performing
and
efficient
team
starts
with
knowing
how
to
organiza(onally
align
to
your
customers.
A
proper
assessment
and
mapping
with
help
eliminate
gaps
and
inefficiencies
and
utlize
your
people
in
the
right
ways.
TECHNOLOGY
The
technology
represents
the
tools
you
will
use
to
measure
and
assist
with
the
processes
that
you
put
in
place
to
serve
the
people
towards
their
purpose.
The
right
technology
will
vary
depending
on
the
business.
Having
a
clear
defini5on
around
the
purpose,
people
and
processes
will
ensure
that
the
most
effec3ve
and
efficient
tools
are
u(lized.
PROCESS
Once
the
purpose
is
clearly
defined
and
the
people
put
in
the
right
places,
processes
need
to
be
created
or
refined
to
compliment
the
purpose.
The
right
processes
with
guide
the
people
and
technology
into
success
realiza1on.
ASSESS
In
order
to
effectively
align
the
right
people,
processes
and
technology
to
ensure
a
positive
customer
experience,
you
must
understand
more
about
your
customers
and
how
your
people,
processes
and
technology
affect
their
motivations
and
experience.
In
order
to
accurately
understand
this,
you
must
be
in
their
shoes.
A
through
assessment
will
utilize
qualitative
and
quantitative
data
points
to
help
map
the
optimal
journey
and
shed
light
onto
your
operational
strengths
and
weaknesses.
MAP
A
customer
experience
assessment
(map)
tells
the
story
of
the
customer’s
experience:
from
initial
contact,
through
the
process
of
engagement
and
into
a
long-­‐term
relationship.
It
shows
the
hot
spots,
inflection
points
and
the
moments
of
truth
your
customers’
experience.
By
utilizing
the
data
points
and
narratives
collected
in
the
assessment,
with
the
experiences
and
knowledge
of
your
stakeholders,
you
can
build
a
blueprint
(map)
that
will
be
the
guide
to
determining
the
right
people,
processes
and
technology
properly
the
near
and
long-­‐term
needs
of
the
customer.
REALIZE
In
order
to
realize
the
purpose
set
forth
in
the
foundational
step
of
the
blueprint,
a
proper
assessment
and
map
must
be
created
and
communicated.
The
map
will
be
the
living
(evolving)
guide
to
aligning
your
people,
processes
and
technology
towards
success.
Realization
occurs
across
many
aspects
of
a
company
and
includes
cross-­‐functional
teams.
Without
overwhelming
buy-­‐in
cross-­‐functionally,
the
integrity
of
your
employee
experience
will
be
compromised.

4. ©
2015,
SuccessFactory
Partners
LLC
ASSESS
PHASE
1
Objective: To understand more about your customers and how your organizational alignment
and processes affect their motivations and experiences. A key milestone will be to identify
specific areas of opportunity to drive retention, reduce gross churn and increase innovation.
The Assessment will:
• Provide an overview of a key customer experience.
• Identify key interactions that the customer has with the organization.
• Isolate the user’s feelings, motivations and questions for each of these interactions.
• Provide a sense of the customer’s greater motivation. What do they wish to achieve, and
what are their expectations of the organization and the software?
Why Start with an Assessment?

5. ©
2015,
SuccessFactory
Partners
LLC
RESEARCH & DISCOVERY: ~2-3 Weeks
PHASE
1
TOP STAKEHOLDERSTOP INITIATIVES TO DRIVE SUCCESS
Create a shared frame of reference around the customer experience.
Build organizational knowledge of customer behaviors and needs across channels.
Identify specific areas of opportunity to drive retention, reduce churn and reduce operational
inefficiencies (gaps).
Distribute key customer insights and recommendations.
CUSTOMERS
PRODUCT
MARKETING
SUPPORT
SALES
PHASE 1
Uncovering the Current Truth
The value of the assessment is directly tied to the quality of insights it communicates. It is very important to scour
the organization for existing data and insights relevant to the experiences we are attempting to map in Phase 2. The
assessment will help us get started, while bringing focus to the research around remaining, unanswered questions.

6. ©
2015,
SuccessFactory
Partners
LLC
RESEARCH
DISCOVERY
Many insights can be drawn from reviewing web analytics and digging deep into data sources that reveal what current customers are doing when they interact with
your organization. Paired with customer satisfaction data, you can spot issues in your customer funnel or see which channels and touch points generally get higher
or lower marks. In addition to analyzing existing data, it is useful to create a survey targeted at existing and prospective customers. A survey can answer basic
questions, help validate what you learn in qualitative studies, or yield insights that help prioritize the focus of the customer interviews.
Qualitative
Quantitative
Having conversations with customers is a common and reliably successful method used to gain insights on churn and growth. We will focus on interviewing and
observing customers in their natural setting to obtain the most relevant data.
&
TIMELINE
• Get to know the team and key
stakeholders and understand
their organizational goals and
objectives.
• Understand current
state/processes, (onboarding,
churn, renewals, training,
conversions, escalations, etc.)
Gather Qualitative Info
o Conduct employee
interviews with Sales,
Support, etc.
o Conduct customer
interviews w/ a sample that
includes customers and
non-customers
Gather Quantitative Info
o Measure customer
engagement using data
around experience, churn,
usage, upsell, CSAT, etc
o Identify stickiness features
o Build and send survey to
existing and churned
customers
o Analyze social media
based sentiment.
o Verticle/Size analysis
Focus Groups (optional)
o Do online or onsite focus
groups
Behaviour Testing (optional)
o Do web-based or onsite
behaviour testing and
product onboarding
walthroughs.
ASSESSMENT: ~2-3 Weeks
PHASE
1

7. ©
2015,
SuccessFactory
Partners
LLC
MAPPING: ~2 Weeks
PHASE
2
PHASE 2
Mapping the Journey
A customer experience assessment (map) tells the story of the customer’s experience: from initial contact, through
the process of engagement and into a long-term relationship. It is used as the blueprint to understand how the
organization needs to be structured to meet the near and long-term needs of the customer.
1
2
Journey Mapping Steps
Conduct Journey Mapping
workshop. This typically is a 2
day session involving key
stakeholders from all parts of
the organization.
Transform the map into an
actionable plan that focuses on
short-term, mid-range and long-
term goals.

8. ©
2015,
SuccessFactory
Partners
LLC
REALIZE (TBD)
PHASE
3
TOP INITIATIVES TO DRIVE SUCCESS
Drive renewals and growth to company/cs plan and objectives
Establish key metrics for CS organization; refine and/or create processes
Define and communicate compensation and incentives plans
Align CS organization to plan and determine resource growth, as required
Refine and mesure against key metrics and performance indicators
Drive customer adoption
Increase customer loyality
Achieve agreed upon net churn ratio in defined market segments
Maximize customer advocacy channels
Employees: Hire, develop, incent, retain and coach
Customers: Drive brand advocacy, growth and retention
&
PHASE 3
Taking Action
The experience map created in Phase 2 allows the organization to chart corrective actions to better meet the needs
of its customers. It is the blueprint that defines how to align people, process and technology to provide a
transparent, fluid and great customer experience.
Define functional areas and develop cross-functional processes