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Partner Programs and Customer Success-driven Growth
2 de Mar de 2017•0 gostou•5,513 visualizações
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Originally presented on March 1, 2017, in San Francisco, California at Salesforce as part of a PulseLocal Silicon Valley event. THE KEY ELEMENTS OF CUSTOMER SUCCESS Lincoln Murphy is the co-author of "Customer Success: How Innovative Companies Are Reducing Churn and Growing Recurring Revenue" written with Nick Mehta and Dan Steinman. IIn his keynote presentation at PulseLocal SV in San Francisco on March 1, 2017, Lincoln will outline the Key Elements of Customer Success - including Success Potential, Desired Outcome, Success Milestones, Joint Accountabilities - and how these often overlooked foundational aspects of Customer Success are the keys to unlocking success not just for your customers, but for your company. Since 2006, Lincoln Murphy directly helped 400+ SaaS companies accelerate their growth by optimizing the Customer Lifecycle, from customer acquisition to retention to account expansion and advocacy.
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SaaS Customer Acquisition and Retention Expert em Sixteen VenturesAnúncio
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Partner Programs and Customer Success-driven Growth
- Partner Programs and Customer Success-driven Growth Hello, my name is Lincoln Murphy I’m excited to be presenting to you today! @LincolnMurphy
- Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” - Lincoln Murphy @lincolnmurphy
- Customer Success is NOT... • Just a Department • Only Account Management • Customer Support • About Happiness or Delight • Churn Mitigation • Saving Customers • “Checking in" with customers • Customer hand- holding @lincolnmurphy
- Customer Success is a GROWTH ENGINE
- Customer SUCCESS- driven Growth
- As customers SUCCEED and EVOLVE…
- …their relationship with us should EVOLVE and GROW
- RENEWAL & EXPANSION are part of the Customer’s SUCCESS
- Customer Success Management is the process of moving the customer toward their ever-evolving Desired Outcome. “ ” - Lincoln Murphy @lincolnmurphy
- Customer Success Management is... • Logical Segmentation • Orchestration • Intervention • Measurement • Account Management • Communication • Instrumentation • Operationalization
- Partner Success
- Partners are either… @lincolnmurphy Distribu+on (Channels) Value-add (Alliance)
- You need partners to… • get you in front of more high-quality customers with Success Potential (Distribution / Channel) • turn bad-fit customers into those with Success Potential (Value-add / Alliance) @lincolnmurphy
- Partner Success considerations… • Why are you partnering? • Why are they partnering? • What’s in it for you? • What’s in it for THEM? • What’s in it for YOUR CUSTOMERS? • What’s in it for THEIR CUSTOMERS? @lincolnmurphy
- What is your partner’s Desired Outcome?
- Enable your Partners to do MORE of their CORE business
- Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” - Lincoln Murphy @lincolnmurphy
- Interactions include… • Implementation • Onboarding • Training • Integration • Help • Upsell • Renewal • Support • Knowledge Base • Product Use @lincolnmurphy
- Interactions Start EARLY
- “The seeds ! of churn are ! planted early” ! – Lincoln Murphy! @lincolnmurphy!
- Avoid BAD FIT Customers
- Who Feels the ACUTE Pain of Bad-fit Customers? • Sales • Implementation • Product • Marketing • Support • Account Management • Customer Success Management • Your Customer! @lincolnmurphy
- Acquire customers with SUCCESS POTENTIAL
- @lincolnmurphy Technical Fit Functional Fit Competence Fit Success Potential is… Experience Fit Cultural Fit
- Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” - Lincoln Murphy @lincolnmurphy
- Required Outcome Appropriate Experience Desired Outcome WHAT your customer needs to achieve HOW they need to achieve it@lincolnmurphy
- Shared Customer Characteris+cs Method Customer Segment Desired Outcome @lincolnmurphy Required Outcome Appropriate Experience
- Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly
- Need to work, no +me to eat Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly Assigned sea+ng, WiFi, Food service, leg room Business Traveler
- Save money, enjoy des+na+on Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly Cheap fares, snacks & drinks Family Going on Vaca+on
- DESIRED OUTCOME is the key to SCALING Customer Success
- COVERAGE LEVELS and RESOURCES are determined by DESIRED OUTCOME
- Logically SEGMENT Customers
- Typical Customer Segmentation… @lincolnmurphy
- Appropriate Experience segmentation… @lincolnmurphy
- Cohort Segmentation… @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
- 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 Partner Programs and Customer Success-driven Growth
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