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 FitFunctional FitCompetence Fit

Success Potential is…

Experience FitCultural Fit

Desired Outcome Customer Success is when customers achieve their

interactions through with your companytheir

“”-  Lincoln Murphy

@lincolnmurphy

RequiredOutcome

AppropriateExperience

Desired Outcome

WHAT your customer needs to achieve

HOW they need to achieve it@lincolnmurphy

SharedCustomer

Characteris+cs

Method

CustomerSegment

Desired Outcome

@lincolnmurphy

RequiredOutcome

AppropriateExperience

AirTravel

Desired Outcome – Air Travel

@lincolnmurphy

PointAèBSafely&Quickly

Needtowork,no+metoeat

AirTravel

Desired Outcome – Air Travel

@lincolnmurphy

PointAèBSafely&Quickly

Assignedsea+ng,WiFi,Foodservice,legroom

BusinessTraveler

Savemoney,enjoy

des+na+on

AirTravel

Desired Outcome – Air Travel

@lincolnmurphy

PointAèBSafely&Quickly

Cheapfares,snacks&drinks

FamilyGoingonVaca+on

DESIRED OUTCOME is the key to SCALING

Customer Success

COVERAGE LEVELS and RESOURCES are

determined by DESIRED OUTCOME

Logically�SEGMENTCustomers

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