Partner Programs and Customer Success-driven Growth
Hello, my name is Lincoln Murphy I’m excited to be presenting to you today!
@LincolnMurphy
Desired Outcome Customer Success is when customers achieve their
interactions through with your companytheir
“”- Lincoln Murphy
@lincolnmurphy
Customer Success is NOT...• Just a Department• Only Account
Management• Customer Support• About Happiness or
Delight
• Churn Mitigation• Saving Customers• “Checking in" with
customers• Customer hand-
holding @lincolnmurphy
Customer Success is a GROWTH
ENGINE
Customer SUCCESS-
driven Growth
As customers SUCCEED and
EVOLVE…
…their relationship�with us should �
EVOLVE and GROW
RENEWAL & EXPANSION are part
of the Customer’s SUCCESS
Customer Success Management is the process of moving the customer toward their ever-evolving Desired Outcome.
“
” - Lincoln Murphy @lincolnmurphy
Customer Success Management is...
• Logical Segmentation• Orchestration• Intervention• Measurement
• Account Management• Communication• Instrumentation• Operationalization
Partner Success
Partners are either…
@lincolnmurphy
Distribu+on(Channels)
Value-add(Alliance)
You need partners to…• get you in front of more high-quality
customers with Success Potential (Distribution / Channel)• turn bad-fit customers into those with
Success Potential (Value-add / Alliance)
@lincolnmurphy
Partner Success considerations…• Why are you
partnering?• Why are they
partnering?• What’s in it for you?
• What’s in it for THEM?
• What’s in it for YOUR CUSTOMERS?
• What’s in it for THEIR CUSTOMERS?
@lincolnmurphy
What is your partner’s �Desired Outcome?
Enable your Partners to do MORE of their
CORE business
Desired Outcome Customer Success is when customers achieve their
interactions through with your companytheir
“”- Lincoln Murphy
@lincolnmurphy
Interactions include…• Implementation• Onboarding• Training• Integration• Help
• Upsell• Renewal• Support• Knowledge Base• Product Use
@lincolnmurphy
Interactions Start�
EARLY
“The seeds !of churn are !planted early” !– Lincoln Murphy!@lincolnmurphy!
Avoid�BAD FIT
Customers
Who Feels the ACUTE Pain of Bad-fit Customers?
• Sales• Implementation• Product• Marketing
• Support• Account
Management• Customer Success
Management• Your Customer!
@lincolnmurphy
Acquire customers with
SUCCESS POTENTIAL
@lincolnmurphy
Technical FitFunctional FitCompetence Fit
Success Potential is…
Experience FitCultural Fit
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
SharedCustomer
Characteris+cs
Method
CustomerSegment
Desired Outcome
@lincolnmurphy
RequiredOutcome
AppropriateExperience
AirTravel
Desired Outcome – Air Travel
@lincolnmurphy
PointAèBSafely&Quickly
Needtowork,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 is the key to SCALING
Customer Success
COVERAGE LEVELS and RESOURCES are
determined by DESIRED OUTCOME
Logically�SEGMENTCustomers
Typical Customer Segmentation…
@lincolnmurphy
Appropriate Experience segmentation…
@lincolnmurphy
Cohort Segmentation…
@lincolnmurphy
Churn is the SYMPTOM of an Underlying Disease
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!
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
Partner Programs and Customer Success-driven Growth
