Lincoln Murphy's Scaling Customer Success in NYC
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Take the Power Back - The Power of Customer Success - #FlipMyFunnel Festival Austin 2016
- 1. Take the Power Back! Hello, my name is Lincoln Murphy I am the Growth Architect for Winning by Design™ @LincolnMurphy
- 2. Take the Power BACK!
- 3. The Power has Shifted
- 4. Customers have ALL the power!
- 5. Pay as you go Subscriptions No Vendor Lock-in Few barriers to exit Low switching costs
- 6. “We have to PROVE our value everyday!”
- 7. This FREAKS Vendors Out
- 8. Take the Power BACK!
- 9. But what if it’s NOT about taking the power BACK?
- 10. But what if it’s NOT about taking the power BACK?
- 11. @lincolnmurphy
- 12. We’re all in this TOGETHER!
- 13. We need to look at POWER differently
- 14. “POWER is the capacity to alter the state of others”
- 15. We can’t take it BACK
- 16. That power is GIVEN to us
- 17. Power requires them to TRUST you
- 18. We EXIST to alter the state of our customers
- 19. We have an AMAZING amount of power
- 20. Make your CUSTOMERS powerful!
- 21. They’ll make YOU powerful!
- 22. Draw a Line in the Sand
- 23. Draw a Line in the Sand
- 24. Draw a Line in the Sand Newton’s 3rd Law
- 25. Draw a Line in the Sand “What go around come around, kid.” – Cypress Hill
- 26. How will they make US powerful?
- 27. Stay longer Buy More Expand Internally Advocate Externally
- 28. @lincolnmurphy
- 29. How do we make our customers POWERFUL?
- 30. By making them SUCCESSFUL
- 31. Focus on CUSTOMER SUCCESS
- 32. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” - Lincoln Murphy @lincolnmurphy
- 33. The Future of Business IS Customer Success
- 34. Customer Success Operating Philosophy
- 35. Customer Success Operating Model
- 36. Orchestrate Operationalize Instrument
- 37. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” - Lincoln Murphy @lincolnmurphy
- 38. Required Outcome Appropriate Experience Desired Outcome What your customer needs to achieve How they need to achieve it@lincolnmurphy
- 39. Customer Characteris>cs Method Customer (segment) Desired Outcome @lincolnmurphy Required Outcome Appropriate Experience
- 40. Email Marke>ng Desired Outcome – Email Marketing @lincolnmurphy More people to my event
- 41. DIY, no $$$, tech-first Email Marke>ng Desired Outcome – Email Marketing @lincolnmurphy More people to my event API, self-service, Slack support channel Early- stage Startup
- 42. Must work, has $$$, less- tech Email marke>ng Desired Outcome – Email Marketing @lincolnmurphy More people to my event GUI, 24/7 Support, 3/yr contract F500 Dept
- 43. Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly
- 44. needs 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
- 45. 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
- 46. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” - Lincoln Murphy @lincolnmurphy
- 47. Interactions start EARLY
- 48. Marketing & Sales SET THE TONE for the relationship
- 49. “The seeds ! of churn are ! planted early” ! – Lincoln Murphy! @lincolnmurphy!
- 50. The initial sale is critical, but it’s just the tip of the iceberg
- 51. Year 1 Year 2 Year 3 Year 4 Year 5 80% 20% Customer Lifetime Value
- 52. Year 1 Year 2 Year 3 Year 4 Year 5 > 95% < 5% Customer Lifetime Value
- 53. Year 1 Year 2 Year 3 Year 4 Year 5 > 98% < 2% Year 6 Customer Lifetime Value
- 54. Engage prospects with SUCCESS POTENTIAL
- 55. Avoid BAD FIT customers
- 56. Acquire customers that will GROW & ADVOCATE
- 57. Cut through the NOISE to get to the account
- 58. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier
- 59. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier c. 1937
- 60. Their Desired Outcome
- 61. The topic of the conversation in their mind Their Desired Outcome
- 62. @lincolnmurphy
- 63. Shortens sales cycles Increases sales velocity Improves CAC efficiency Expands account poten>al Desired Outcome in ABM
- 64. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” - Lincoln Murphy @lincolnmurphy
- 65. Customer. SUCCESS.
- 66. When your CUSTOMERS Succeed...
- 67. YOU Succeed!
- 68. Thank You! @lincolnmurphy lincoln@winningbydesign.com
- 69. You are awesome. Thank you for attending Learn more about me at http://sixteenventures.com And contact me via lincoln@winningbydesign.com @LincolnMurphy Take the Power Back!
