1.
Customer Success:
You have a Positioning
Problem
@lincolnmurphy

2.
Customer Success
DOESN’T WORK!
@lincolnmurphy

3.
There’s a Reason
Customer Success
isn’t taken
SERIOUSLY@lincolnmurphy

4.
There’s a reason CSM IS NOT…
o Given resources or budget
o Empowered to truly make the customer
successful
o Looked at as performing a real business
function
@lincolnmurphy

5.
Customer Success is POSITIONED as…
o Account Management 2.0
o Churn Busting
o Saving Customers
o Sales Buzzkill
o Customer Happiness or Delight
@lincolnmurphy

6.
HISTORY
of Customer
Success

7.
We Must Correct These ASSUMPTIONS…
• Customer Success is just a Department
• Its just renamed Customer Support
• Can magically make Bad-fit Customers
Successful
• A Fix for a Broken or Incomplete Product
@lincolnmurphy

8.
Desired Outcome
Customer Success is when customers achieve their
interactions
through with your
companytheir
“
” - Lincoln Murphy
@lincolnmurphy

9.
Customer Success Management
is the process of moving the customer
toward their ever-evolving Desired
Outcome.
“
” - Lincoln Murphy
@lincolnmurphy

10.
Customer Success GETS RESULTS…
o Churn becomes a Non-Issue
o Customers Extend their Lifetime
o Customers Expand their Relationship
with Us
o Customers Advocate for Us
@lincolnmurphy

11.
Customer Success IMPACTS…
o Customer Lifetime Value (LTV)
o Customer Acquisition Cost (CAC)
o Net Revenue Retention (NRR)
o Total Addressable Market (TAM)
o Company Valuation!
@lincolnmurphy

12.
Required CULTURE SHIFT…
o Transaction è Life Cycle
o Reactive è Proactive
o Product-focused è Customer-focused
o Focused on sales è Targeted results
o Upselling è Success-Based Expansion
@lincolnmurphy

13.
HIGH PERFORMANCE Leadership...
1. Strategic Planning
2. Tactical Execution
3. Resource Management
4. Effective Communication
5. Evangelism and Inspiration
6. Positioning everyone for success
@linclnmurphy

14.
Positioning everyone for SUCCESS ...
o Set specific goals and objectives
o Create a plan to reach these goals
o Ensure that the necessary resources are in
place
o Push back on other teams that act counter to
your mandate
@linclnmurphy

15.
Customer Success
is a GROWTH
ENGINE

16.
Customer
SUCCESS-
driven Growth

17.
As customers
SUCCEED and
EVOLVE…

18.
…their relationship
with us should
EVOLVE and GROW

19.
RENEWAL &
EXPANSION are part
of the Customer’s
SUCCESS
@lincolnmurphy

20.
Lack of expansion
is a
BAD SIGN
@lincolnmurphy

21.
CSMs
shouldn’t be
COMMERCIAL???
@lincolnmurphy

22.
Starts by acquiring
customers with
SUCCESS
POTENTIAL

23.
It’s Not
SUCCESS
GUARANTEED
@lincolnmurphy

24.
Desired Outcome
Customer Success is when customers achieve their
interactions
through with your
companytheir
“
” - Lincoln Murphy
@lincolnmurphy

25.
Required
Outcome
Appropriate
Experience
Desired Outcome
WHAT your
customer
needs to
achieve
HOW they
need to
achieve it@lincolnmurphy

26.
Customer
Characteristics
Method
Customer
(segment)
Desired Outcome
@lincolnmurphy
Required
Outcome
Appropriate
Experience

27.
Churn is the
SYMPTOM of an
Underlying Disease
@lincolnmurphy

28.
Required
Outcome
Appropriate
Experience
Desired Outcome
@lincolnmurphy

29.
ASCENSION
Path
@lincolnmurphy

30.
Required
Outcome
Appropriate
Experience
Desired Outcome
@lincolnmurphy
Required
Outcome
Appropriate
Experience

31.
CUSTOMER
SEGMENTS are
determined by
APPROPRIATE
EXPERIENCE (AX)
@lincolnmurphy

32.
AX can be your
DISRUPTIVE
DIFFERENTIATOR
@lincolnmurphy

33.
LATENT AX can be
your MARKET
OPPPORTUNITY
@lincolnmurphy

34.
AX is the key to
DEFINING CSM
Operations
@lincolnmurphy

35.
AX is the key to
SCALING CSM
Operations
@lincolnmurphy

36.
AX is the key to
PROFITABLE CSM
Operations
@lincolnmurphy

37.
Q&A
@lincolnmurphy

38.
Your 3-Step
Call to Action
@lincolnmurphy

39.
1. SPEAK
UP
@lincolnmurphy

40.
2. STAND
UP
@lincolnmurphy

41.
3. CHANGE
UP
@lincolnmurphy

42.
Thank You!

43.
Lincoln Murphy
@lincolnmurphy
lincoln@sixteenventures.com
http://sixteenventures.com