how customer success-centricity drives revenue, growth, and valuations - rd summit 2016
TRANSCRIPT
How Customer Success-centricity�Drives Revenue, Growth, and Valuations
Hello, my name is Lincoln Murphy I’m excited to be presenting at
@LincolnMurphy
Revenue x Multiplier = Value o Customer Lifetime Value (LTV)o Customer Acquisition Cost (CAC)o Net Revenue Retention (NRR)o Total Addressable Marketo Talent Acquisition
o There’s more!
@lincolnmurphy
Company Valuat ion Calculat ion
Desired Outcome Customer Success is when customers achieve their
interactions through with your companytheir
“”- Lincoln Murphy
@lincolnmurphy
Customer Success is NOT…• Just a Department• Customer Support• Account
Management• Happiness or
Delight
• Churn Mitigation• Saving Customers• “Checking in" with
customers• Customer hand
holding @lincolnmurphy
Customer Success Management is the process of moving the customer toward their ever-evolving Desired Outcome.
“
” - Lincoln Murphy @lincolnmurphy
Customer Success Management is...
• Segmentation• Orchestration• Intervention
• Instrumentation• Operationalization• Enrichment
Desired Outcome Customer Success is when customers achieve their
interactions through with your companytheir
“”- Lincoln Murphy
@lincolnmurphy
Who Feels the ACUTE Pain of Bad-fit Customers?
• Sales• Implementation• Product• Marketing
• Support• Account
Management• Customer Success
Management• Your Customer!
@lincolnmurphy
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
CustomerCharacteris9cs
Method
Customer(segment)
Desired Outcome
@lincolnmurphy
RequiredOutcome
AppropriateExperience
Needtowork,no9metoeat
AirTravel
Desired Outcome – Air Travel
@lincolnmurphy
PointAèBSafely&Quickly
Assignedsea9ng,WiFi,Foodservice,legroom
BusinessTraveler
Savemoney,enjoy
des9na9on
AirTravel
Desired Outcome – Air Travel
@lincolnmurphy
PointAèBSafely&Quickly
Cheapfares,snacks&drinks
FamilyGoingonVaca9on
DIY,no$$$,tech-first
@lincolnmurphy
MoreQualityLeads
API,self-service,Slacksupport
channel
Early-stageStartup
Desired Outcome – Inbound Marketing
InboundMarke9ng
Mustwork,has$$$,less-
tech @lincolnmurphy
MoreQualityLeads
GUI,24/7Support,3/yrcontract
F500Dept
Desired Outcome – Inbound Marketing
InboundMarke9ng
Brasil-specific Learnings• Lack of Trust between
Customers and Vendors
• Relationships matter a lot
• Failure to Logically Segment Customers hurts Scalability
• Lack of deep CSM talent pool
• Lack of Purpose-built CSM for Brazilian Market
• Unique Financial Instruments (Boleto)
@lincolnmurphy
Thank You!@lincolnmurphy�[email protected]
Awesome! Thanks for your attention.Learn more about me at http://sixteenventures.com
And contact me via [email protected]
@LincolnMurphy
How Customer Success-centricity�Drives Revenue, Growth, and Valuations