The Customer Success Economy, Why Every Aspect Of Your Business Model Needs A Paradigm Shift by Mehta, Nick -- Read -- Imperial Library of Trantor

Index

Cover Table of Contents Foreword PART I: Why Customer Success Became Standard

1 Customer Success: What It Is and Why It Affects Everything

Making and Selling Aren't the Only Things That Matter Anymore, Dad The Business of Business Is Helping People Why Customer Success Is About More Than Happy Customers So Why Do You Need This Book? Customer Success and the Economy What You Can Expect from This Book The Ten Laws of Customer Success

2 Customer Success: It's Not Just for Silicon Valley

Six Steps for Customer Success Adoption The Internet of Things and the Six Layers of Customer Success Summary

3 The Customer Success Job Market Is Taking Off

The Demand Side: What Should Hiring Managers Expect? The Supply Side: What Should Candidates Expect? What Is a Customer Success Manager, Exactly? The Rise of Customer Success Operations Summary

4 Reason #1: Customer Success Stops Churn—The Silent Business Killer

Churn: How Do You Measure It? Why Does Churn Happen? Summary

5 Reason #2: Customer Success Is a Growth Engine—If You Move from Defense to Offense

The New Framework: The Helix Model of Revenue Growth Double-Click #1: Customer Success Drives Expansion Double-Click #2: Customer Success Drives New Logo Growth Double-Click #3: Gross Retention Drives Revenue Growth Summary

6 Reason #3: Your Customers Want It

Anything to Add about the Client Experience? Your Employees Care about Client Outcomes, Too Summary

7 Reason #4: Even the Money People Are in Love with Customer Success

Investors Are Doing the Math Why VC Firms Love Customer Success Why Private Equity ( PE ) Firms Love Customer Success Why Research Analysts Are Scrutinizing Customer Success Summary

PART II: Baking Customer Success Into Every Aspect of Your Business Model

8 It Can't Be Delegated

I'm Sorry, I Need to Own What Now? I Want to Be a Great Customer-centric CEO: What's Step #1? Why Culture Isn't Enough Summary

9 Product: Design from the Start for Customer Success

Why Do Product Teams Need to Change? The Five Principles The Path Forward The Scaling Problem The Cost Problem: “CSM of the Gaps” The Revenue Problem Product and CS: The New Sales and Marketing Summary

10 Marketing: Your Job Doesn't End with the Lead

Marketing in the Helix Step #1: Align on the Customer Journey Step #2: Adopt Shared Goals Step #3: Share Data Step #4: Collaborate on One-to-Many (“Tech Touch”) Communications Voice of the Customer Summary

11 Sales: Customer Success Is Your Differentiator

1. Focused Markets Mean Rep Capacity Models Alone Don't Work 2. Focused Markets Enable Advocacy 3. The Renewals Eventually Get Big 4. Expansion Is the Only Way to Make the SaaS Model Work How to Make Customer Success an Asset to Sales Who Owns the Customer? Collaborate with Your Partners to Boost Revenue Even Further How Can Sales Help Customer Success? Summary

12 Services: Go from Hours to Outcomes

The Old World of Services Reconciling Services with Product-Led Growth Nailing the Hand-off Generating Strong “Time to Value” Capturing Data Driving Services Sales Summary

13 Support: Go from Reactive to Proactive

The Division of Labor between Support and CSM Get Visibility into Client Data Give Visibility into Escalations Support Teams Can Be Proactive, Too! Collaboration with R&D Ticket Deflection Career Paths for Support Summary

14 Finance: The New Scoreboard

What “Bang” Should I Be Aiming For? Gross Retention versus Net Retention Three Dimensions to the GRR-versus-NRR Problem Do I Optimize for GRR or NRR? How Many “Bucks” Should I Spend, and Where? How Should We Spend the Bucks? How Should We Account for CS? Summary

15 IT: The New Mission for the CIO

IT: An Essential Partner to Customer Success Three Reasons Your Customer 360 Is Stuck in the 1990s Summary

16 HR: Happy Employees Take Better Care of Customers

Why the Customer Success Job Is Hard—And Why That Matters Your Teammates Are Clients, Too Applying Servant Leadership in CS What Does This Mean for a Chief Customer Officer? Summary

17 Avoiding Customer Success Silos

Avoiding Silos around Feature Adoption Avoiding Silos in Customer Feedback Summary

PART III: Implementation Issues

18 The First Step: Launching CS in an Established Business

Empower a Leader for This Transformation The Decisions You'll Need to Make Articulating the Benefits to Other Departments The Value of Journey Mapping Five Lessons from Failed Customer Success Programs Summary

19 Leadership: What Kind of Leader Do I Need for Customer Success?

The Next Generation of Customer Success Leadership The World's Top CS Leaders Are Doing These Four Things What Type of Leader Is Best for My Stage? What's Hot in the Job Market CS Leaders Won't Be Successful on Their Own Trends in the Customer Success Executive Search Market Summary

20 Organizational Structure: Should Customer Success Be Part of Sales or Its Own Org?

1. Hire a VP of Customer Success 2. Consolidate “Post-Sales” Under a Chief Customer Officer 3. Customer Success > Customer Success Management What's in a Name? Should CS Report into Sales? Where Does the CRO Role Fit In? Summary

21 Roles and Responsibilities: Who Owns Renewals and Revenue?

CSMs Owning Renewals: The Arguments in Favor CSMs Owning Renewals: The Arguments Against Executive Ownership versus CSM Ownership CSMs Owning Expansion: When Does This Make Sense? Where We Net Out What about Upsell Specifically? A Final Word on the “Trusted Advisor” Summary

22 Budget: How Much Should I Spend on Customer Success?

Fail #1: Underfund Customer Success Fail #2: Stretch Customer Success Thin in Budget Fail #3: Mixing Entering and Exiting Costs in Budget Fail #4: No Business Case to Support Your Budget Fail #5: Bad PowerPoint to Support Your Budget Fail #6: Customer Success Not Being in the Right Part of the Financials Fail #7: Hire CSMs with No Ops Support Fail #8: Not Talking to IT in Your Planning Fail #9: Not Aligning with Sales and Marketing in Budgeting Fail #10: Not Investing in Developing the Team Fail #11: Not Leaving Room for Experimentation Fail #12: Not Investing in Systems Fail #13: Starting Budgeting Too Late Summary

23 Monetization: Should I Charge for Customer Success to Boost Profitability?

When Are You Ready? What Are You Selling? How Should I Roll It Out? How Should I Price My CS Offering? How Should I Measure Success? Summary

24 Metrics: How Do I Measure Customer Success?

The Fast Way to Measure Customer Health The Advanced Way to Measure Customer Health Next Steps Correlation versus Causation in Customer Success Summary

25 Scaling: How Do I Grow Customer Success without Throwing People at It?

Customer Success and the Rule of 40 How Do You Get Your Company to Break Even or More? Ten Ways Innovative Leaders Are Scaling Customer Success Summary

26 Technology: What System Do I Use?

Is Customer Success Art or Science? Project Plan: What Does a Best-in-Class Evaluation Process Look Like? Evaluation Team: Whom Should I Involve Internally in the Evaluation Process? Business Case: How Do I Define the TCO and ROI for This Project? Vendor Research: What Are the Available Options? RFP: What Functional and Platform Requirements Should We Look for in a CSM Platform? Solution Presentations: What Should We Cover During Our Reviews with the Vendors? References and Proof of Concept: What Steps Should We Take to Vet Our Preferred Choice? The Importance of Getting This Decision Right Summary

27 Professional Development: How Can I Develop My Leaders and My Team?

For the CSM For the Director or Manager of CSMs For the VP of CS For the Chief Customer Officer How Do I Train My Team on These Skills? Ten Questions CEOs Should Ask Their CCOs Summary

28 Inclusion: How Can I Create a Diverse Team?

Why Inclusion Is Specifically Important in Customer Success Customer Success May Help Increase Diversity Summary

29 Next Steps to Take

If You're a CEO If You're a CS Leader If You're a CS Practitioner, or if You Want to Become One

Notes Acknowledgments About the Authors Index End User License Agreement

← Prev
Back
Next →

← Prev
Back
Next →