Take the Power Back - The Power of Customer Success - #FlipMyFunnel Festival Austin 2016
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Take the Power Back! Hello, my name is Lincoln Murphy I am the Growth Architect for Winning by Design™ @LincolnMurphy
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Transcript of Take the Power Back - The Power of Customer Success - #FlipMyFunnel Festival Austin 2016
Take the Power Back!
Hello, my name is Lincoln Murphy I am the Growth Architectfor Winning by Design™
@LincolnMurphy
Take the Power BACK!
The Power has Shifted
Customers have�ALL the�power!
Pay as you go Subscriptions
No Vendor Lock-in
Few barriers to exit
Low switching
costs
“We have to PROVE our value
everyday!”
This FREAKS Vendors Out
Take the Power BACK!
But what if it’s �NOT about�taking the�
power BACK?
But what if it’s �NOT about�taking the�
power BACK?
@lincolnmurphy
We’re all in this TOGETHER!
We need to look at POWER
differently
“POWERis the capacity
to alter the state of others”
We can’t�take it�BACK
That power is GIVENto us
Power requires them to TRUST
you
We EXIST to alter the state of our customers
We have an AMAZING
amount of power
Make your CUSTOMERS
powerful!
They’ll make YOU�
powerful!
Draw a Line in the Sand
Draw a Line in the Sand
Draw a Line in the Sand
Newton’s3rdLaw
Draw a Line in the Sand
“What go around come around, kid.” – Cypress Hill
How will they make US powerful?
Stay longer
Buy More
Expand Internally
Advocate Externally
@lincolnmurphy
How do we make our customers POWERFUL?
By making them SUCCESSFUL
Focus on�CUSTOMER SUCCESS
Desired Outcome Customer Success is when customers achieve their
interactions through with your companytheir
“”- Lincoln Murphy
@lincolnmurphy
The Future of Business�IS�
Customer Success
Customer Success Operating Philosophy
Customer Success
Operating Model
Orchestrate�Operationalize�
Instrument
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
CustomerCharacteris>cs
Method
Customer(segment)
Desired Outcome
@lincolnmurphy
RequiredOutcome
AppropriateExperience
EmailMarke>ng
Desired Outcome – Email Marketing
@lincolnmurphy
Morepeopletomyevent
DIY,no$$$,tech-first
EmailMarke>ng
Desired Outcome – Email Marketing
@lincolnmurphy
Morepeopletomyevent
API,self-service,Slacksupport
channel
Early-stageStartup
Mustwork,has$$$,less-
tech
Emailmarke>ng
Desired Outcome – Email Marketing
@lincolnmurphy
Morepeopletomyevent
GUI,24/7Support,3/yrcontract
F500Dept
AirTravel
Desired Outcome – Air Travel
@lincolnmurphy
PointAèBSafely&Quickly
needstowork,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 Customer Success is when customers achieve their
interactions through with your companytheir
“”- Lincoln Murphy
@lincolnmurphy
Interactions start�
EARLY
Marketing & Sales SET THE TONE for the relationship
“The seeds !of churn are !planted early” !– Lincoln Murphy!@lincolnmurphy!
The initial sale is critical, but it’s just the tip of the iceberg
Year1 Year2 Year3 Year4 Year5
80%
20%
Customer LifetimeValue
Year1 Year2Year3 Year4
Year5
>95%
<5%
Customer LifetimeValue
Year1 Year2Year3 Year4
Year5
>98%
<2%
Year6
Customer LifetimeValue
Engage prospects with
SUCCESS POTENTIAL
Avoid�BAD FIT customers
Acquire customers that will GROW & ADVOCATE
Cut through the NOISE to get to the account
“Enter the conversation already taking place in your customer’s mind.” – Robert Collier
“Enter the conversation already taking place in your customer’s mind.” – Robert Collier c. 1937
Their Desired Outcome
The topic of the conversation in their mind
Their Desired Outcome
@lincolnmurphy
Shortenssalescycles
Increasessalesvelocity
ImprovesCACefficiency
Expandsaccountpoten>al
Desired Outcome in ABM
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!
You are awesome. Thank you for attendingLearn more about me at http://sixteenventures.comAnd contact me via [email protected]
@LincolnMurphy
Take the Power Back!
