Defining & Managing Your Customer Lifecycle

KIA CX ConsultingKIA CX Consulting

Defining & Managing Your Customer LifecycleKia PuhmPrincipal, Kia CX Consulting

@kiapuhmwww.kiacx.com


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About Kia Puhm• Customer Experience Pioneer• 21 years experience leading extremely fast growing software

companies (> 2x YOY growth)• Computer Engineer University of Toronto • Licensed Professional Engineer (PEO) • Top 50 highest ranking business women in Switzerland

• Successful exits (Adobe & Oracle), IPO's (NASDAQ, SIX Swiss Exchange) & venture funding rounds

• Principal, Kia CX Consulting


1. Customer journey2. Account Coverage Model3. Measuring & Monitoring Customer Health

Fundamental Elements


1. Customer journey2. Account Coverage Model3. Measuring & Monitoring Customer Health

Fundamental Elements

• What is it?• Why important?• How: Best Practices

KIA CX Consulting


What is the ultimate goal of Customer Success?Retention & Expansion of Customers

Retention & expansion occurs when customers gain value from your product. To gain value from your product, they need to be using it. Customer Adoption is key to protecting & growing revenue.

How you drive Customer Adoption is therefore critical to your success


PollWhere would you say your organization is in the maturity of their customer adoption strategy?

1. Missing: Don't have one

2. Ad-hoc: CS does everything & anything to make the customer successful, lots of firefighting

3. Repeatable: CS activities align to adoption plan with some gaps, still largely reactive, no measurement

4. Systemic: CS activities that drive success are known, customer health measured and monitored, CS is continuously becoming more proactive, spending time on business value added activities


Customer Adoption StrategyRetention & Expansion

1. Customer Journey

2. Account Coverage

Model

3. Measuring & Monitoring Customer Health


Identifying Your Customer Journey

• Adoption path• THE foundational element• Provides for focus & alignment

• Alignment critical for scaling


How to Map Your Customer Journey

1. Identify your customer's objectives (why bought)2. Identify your objectives3. Map out the phases, activities & metrics

Map journey from customer's perspective• Allows for internal alignment• Proactive management only possible when you know what's important to customer


Identifying Your Customer Journey


PollWhich of the following best describes the state of your Customer Journey?

1. Have not identified customer journey

2. Phases mapped out, more of an internal deployment/implementation process

3. Phases & corresponding activities mapped out, journey represents our point of view

4. Phases & corresponding activities mapped out, alignment between both our & our customer's objectives, journey represents the customer's point of view


Account Coverage Model

• Supporting team• 2nd foundational element• Provides role clarity & accountability

• Enables most efficient use of resources


How to Create an Account Coverage Model

1. Enumerate skills to support phase activities2. Map skills to roles3. Identify account team


Account Coverage Model

Dedicated CSMPremier Support

Account ExecutiveDedicated CSM

Premier Support

Account DirectorVirtual CSM

Account DirectorPooled CSM

Education & Product Support


PollWhich of the following best describes how accounts are resourced at your organization?

1. We all pile onto the account to help customer through any situation

2. Roles clearly defined, confusion exists wrt ownership at certain times

3. Roles & responsibilities clearly defined, ownership exists at key phases but sometimes we drop the ball when we rely on non-CS roles to help resolve a customer situation

4. Roles & responsibilities are clearly defined throughout the entire organization, ensuring activity coverage and ownership throughout the entire customer journey


Measuring & Monitoring Customer Health

• Feedback / early warning system• Provides visibility into customer health • Helps CSM's prioritize their time • Allows adoption strategy to be measured

• Healthy customers adopt faster, are more efficient to service


Measuring & Monitoring Customer Health


PollHow many of you currently have systems in place at your organization to measure & monitor customer health?

1. No system in place

2. System in place, but we have no process outlined to act on the data

3. System in place, we reactively act on data to solve the problem and get customer back on track

4. System in place, we proactive act on data to avoid problems and keep customers on track


Conclusion• Ultimate goal of Customer Success is the Retention & Expansion of Customers• How you drive Customer Adoption is therefore critical to your success

• Defining & Managing Your Customer Lifecycle operationalizes Adoption Strategy• 3 fundamental elements are:

• Identify Customer Journey (route to success)• Outline Account Coverage Model (team to ensure success)• Measure & Monitor Customer Health (feedback system)

Aligning to your customer's objectives & becoming customer-centric drives revenue & scale


“Every mountain top is within reach if you just keep climbing.” ― Barry Finlay

What will you take away?


About Kia CX ConsultingKIA CX Consulting accelerates business growth through Customer Experience innovation. Kia provides the leading methodology to establish a disciplined and sustainable CX framework that drives revenue, retention, and scale.

[email protected] @kiapuhm

www.kiacx.com


Meet Our Host

Paul PhilpFounder & [email protected]@pphilp

www.getamity.com


Q&A


Join us on March 9 for the next webinar seriesCustomer Success Best Practices

Visit getamity.com/resources to register!


Join Kia on March 29 for the next webinarin the Defining & Managing Your Customer Lifecycle

Visit getamity.com/resources to register!


Many Thanks To Our Presenter!KIA CX Consulting accelerates business growth through Customer Experience innovation. Kia provides the leading methodology to establish a disciplined and sustainable CX framework that drives revenue, retention, and scale.

[email protected] @kiapuhm

www.kiacx.com


Thank you for being here!

Defining & Managing Your Customer Lifecycle

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Transcript of Defining & Managing Your Customer Lifecycle