Customer Success
Prove value, coach journeys that create growth.
Implement a "land and expand" model to grow account revenues over time.
Context
Playbook
Customer success originated from Salesforce's revenue retention team.
The goal is to ensure customers are successful with the product or service they purchased. This is done by providing support, training, and resources to help customers achieve their desired outcomes.
Create a Health Score
- Develop a system to quantify customer engagement and product utilization
- Categorize customers into red (at-risk), yellow (neutral), green (engaged), and purple (referenceable) status
- Implement a "member-at-risk monitor" (MAR) to track customer health
Outcome Focused
- Understand each client's specific desired outcomes
- Manage implementation and activation like a project
- Use tools like the Executive Business Review (EBR) Flow Planner to guide customer interactions
Retention
- Engage renewal and upsell
- Aim to have referrals match or exceed customer churn for sustainable growth
- Develop a structured renewal process, especially within 90 days of contract renewal
- Focus on expansion revenue throughout the customer lifecycle
- Aim for a 5:1 return on investment for Customer Success expenditure
Escalate Value
- Move customers from red to purple (referenceable) status
- Obtain testimonials, referrals, and case studies
- Engage top customers in marketing activities (podcasts, conferences)
Voice of the Customer
- Represent customer perspectives in product development meetings
- Provide critical feedback to improve the product
- Create a process for escalating and addressing customer concerns
Software
Use the EBR Flow Planner, a nine-box model, to guide customer interactions and identify upsell opportunities