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5 Controversial “Secrets”
Customer Success for StartupsSeed|Series A|BVenk Chandran
@venkchandran
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The “5” (+ Bonus)
1. Are you asking the right question?2. Scale First3. 1:1 Relationships are Overrated4. Dog Food is Delicious5. It’s Not Free6. Bonus: You’re Not Measuring Enough7. Bonus: Customer Success is a Product
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1. Are you asking the right question
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Stop Asking : ‘How’s it going’
It has little meaning
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Ask Transformational Questions!
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What Do You Want Your Customers To Become?
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Rypple/Work.com
Data.com
Analytics
How do you create a culture of coaching and feedback?
What If you could find your ideal customer?
What if everyone could ask questions and get insights into your business?
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They help you define the ‘End State’
First Launch
Small Cohort of power users
Behaviors defined
Behaviors embedded into
Business
Organizational Momentum
Organizational DNA
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Example: Work.com
Recognition
Coaching with managers
Behaviors defined
Embed into Onboarding/P
erformance Management
Introduce into other
divisions
DNA: Metrics based
Coaching/Performance
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2. Scale Early
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Programs at Scale
• Your Customer Community• Automated Email Campaigns• Webinars / Office Hours• Inspiring Assets– Tear sheets– Playbooks– Explainer Videos
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Why Scale Early?
• Fast(er) / Broader Feedback cycles• Save time on outreach & onboarding• Increase customer engagement• Reduce Escalations
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4 Tips for Scale
• Auto-enroll whenever possible• Market the Experience in the Sales Process• Customers should be clear on:– Cadence– Responsibilities– Outcomes
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3. Relationships are Overrated
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Precision Engagement
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month 10
Month 11
Month 12
New Customer Onboarding
Assessment [FA+4]
Renewal Conversation [T-4]Adoption Program 2
Contract End Date
Mobile Adoption
*Yes you can do all of this in Salesforce
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Account Coverage:
Segment Contract Value Customers Delivery Model
Ratio (Ideal)
VIP/Flagship/Red Account $1M+ 4 1:1 1:5
Enterprise $500K-$1M 10 Pooled / 1:1 1:10Mid-Market $200K-$500K 50 Pooled
SMB $50K-$200K 100 Scale programs N/AESMB $0-$50K 200 Scale Programs N/A
1:1 is an Exception. Not the rule!
Properly Rated
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4. Your Dog Food is Delicious
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Share how you use your own product with customers
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Salesforce on Salesforce
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5. It’s not Free
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Package and Price Early
• Package customer success:– Bundle hours– Key activities– Scale programs
• Use it to qualify value/ economics• Easily ‘negotiated’ line item
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Contracts Matter
• Auto-Renew • Cancellations = Engagement• Drive Trust
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Recap
1. Are you asking the right question?2. Scale First3. 1:1 Relationships are Overrated4. Dog Food is Delicious5. It’s Not Free6. Bonus: You’re Not Measuring Enough7. Bonus: Customer Success is a Product
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6. Bonus: You’re probably Not Measuring Enough
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Metrics: Properly Rated
• Understand your ‘Product’• Reduce Churn• Increase Revenue opportunities• Understand Customer Happiness
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Metrics that Matter
Leading• Deal Score/ Revenue at Risk• Account Coverage Ratios• Scale Programs
– Webinar attendance– Email Open Rates– Community Engagement
• Product Usage– Customer Happiness: Cohort
Analysis
Lagging• Reference-able Customers• Renewals (Churn)
– $Contracts– # Customers
• Secondary Revenue– + Licences– + Services
• Reference-able Customers
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Cohort Analysis for Customer Success
Source: Forentrepeneurs
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Tip: Instrument Everything. Focus on “1”
• You don’t know what you need tomorrow• Product/Engineering metrics
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6. Bonus: Customer Success is a Product
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Customer Success as a Product Team
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Current Experiment Observations:
• Program/Product Development• Better Internal Alignment• VIP Customers are Epics• Increased team engagement
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KANBAN + SPRINTS
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Thanks.@venkchandran