Win by Design Not by Chance - Lincoln Murphy, Growth Architect & Customer Success Strategist
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Win by Design Not by Chance - Lincoln Murphy, Growth Architect & Customer Success Strategist
27 de Sep de 2016•0 gostou•1,173 visualizações
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Lincoln Murphy, Growth Architect & Customer Success Strategist at 16 Ventures presented "Win by Design, not by Chance" on the Playbook Stage at SaaStock 2016 in Dublin on September 22nd, 2016 SaaStock is Europe’s premier Conference for B2B SaaS at RDS, Dublin Ireland in September 2017
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Win by Design Not by Chance - Lincoln Murphy, Growth Architect & Customer Success Strategist
- Win by Design, Not by Chance Hello, my name is Lincoln Murphy I’m excited to be presenting to @LincolnMurphy
- Stay longer Buy More Expand Internally Advocate Externally @lincolnmurphy
- Grow BECAUSE of your effort, not IN SPITE of it
- Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” - Lincoln Murphy @lincolnmurphy
- EXPANSION comes from the Customer’s SUCCESS
- Customer SUCCESS- driven Growth
- As customers SUCCEED and EVOLVE…
- …their relationship with us should EVOLVE and GROW
- Customer Success is NOT… • Just a Department • Customer Support • Account Management • Happiness or Delight • Churn Mitigation • Saving Customers • “Checking in" with customers • Customer hand holding
- Customer Success is a GROWTH ENGINE
- Customer Success Management is the Orchestration, Operationalization, Instrumentation, and Intervention designed to ensure customers achieve their ever-evolving Desired Outcome. “ ” - Lincoln Murphy @lincolnmurphy
- Customer Success Management @lincolnmurphy
- Your Success is meeting your REVENUE FORECAST
- Their SUCCESS is achieving their Desired Outcome
- Our success is DIRECTLY tied to their success
- Customer Success Directly Impacts Company VALUATION
- Revenue x Multiplier = Value Company Valuation
- Revenue x Multiplier = Value o There’s more! Company Valuation
- Revenue x Multiplier = Value o Customer Lifetime Value (LTV) o Customer Acquisition Cost (CAC) o Net Revenue Retention (NRR) o Total Addressable Market o Talent Acquisition o There’s more! @lincolnmurphy Company Valuation
- Year 1 Year 2 Year 3 Year 4 Year 5 80% 20% Customer Lifetime Value @lincolnmurphy
- Year 1 Year 2 Year 3 Year 4 Year 5 > 95% < 5% Customer Lifetime Value @lincolnmurphy
- Customer Lifetime Value Year 1 Year 2 Year 3 Year 4 Year 5 > 98% < 2% Year 6 @lincolnmurphy
- Resource Allocation Year 1 Year 2 Year 3 Year 4 Year 5 > 98% < 2% Year 6 @lincolnmurphy
- Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” - Lincoln Murphy @lincolnmurphy
- Interactions Start EARLY
- “The seeds ! of churn are ! planted early” ! – Lincoln Murphy! @lincolnmurphy!
- Avoid BAD FIT Customers
- Acquire customers with Success POTENTIAL
- Technical Fit Functional Fit Competence Fit Experience Fit Cultural Fit @lincolnmurphy
- Why Do You EXIST?
- POWER is the capacity to alter the state of others
- You EXIST to alter the state of your customers
- You can’t TAKE power
- Power is GIVEN
- Power requires TRUST
- Newton’s 3rd Law
- “What go around come around, kid.” – Cypress Hill
- Make your CUSTOMERS powerful!
- They’ll make YOU powerful!
- How will they make YOU powerful?
- Stay longer Buy More Expand Internally Advocate Externally @lincolnmurphy
- How do you make your customers POWERFUL?
- By making them SUCCESSFUL
- Required Outcome Appropriate Experience Desired Outcome What your customer needs to achieve How they need to achieve it@lincolnmurphy
- Customer Characteris9cs Method Customer (segment) Desired Outcome @lincolnmurphy Required Outcome Appropriate Experience
- Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly
- Needs to work, no 9me to eat Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly Assigned sea9ng, WiFi, Food service, leg room Business Traveler
- Save money, enjoy des9na9on Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly Cheap fares, snacks & drinks Family Going on Vaca9on
- @lincolnmurphy
- Churn is the SYMPTOM of an Underlying Disease
- Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” - Lincoln Murphy @lincolnmurphy
- Without Customer Success • Stagnating Customers • Customer Churn • Revenue Churn • Reputation Suffers • TAM shrinks • Sales Friction Increases • Sales Cycles Extend • CAC Increases • Talent Acquisition Suffers • Company Value Drops @lincolnmurphy
- With Customer Success • Expanding Customers • Net Revenue Retention • Great Reputation • TAM Increases • Sales Friction Decreases • Sales Cycles Shorten • CAC Efficiency • Talent Acquisition Improves • Company Value INCREASES @lincolnmurphy
- Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” - Lincoln Murphy @lincolnmurphy
- Customer. SUCCESS.
- When your CUSTOMERS Succeed...
- YOU Succeed!
- Thank You! @lincolnmurphy lincoln@lincolnmurphy.com
- Awesome! Thanks for your attention. Learn more about me at http://sixteenventures.com And contact me via lincoln@lincolnmurphy.com @LincolnMurphy Win by Design, Not by Chance