partner programs and customer success-driven growth

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  • Partner Programs and Customer Success-driven Growth

    Hello, my name is Lincoln Murphy Im excited to be presenting to you today!

    @LincolnMurphy

  • Desired OutcomeCustomer 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 relationshipwith us should

    EVOLVE and GROW

  • RENEWAL & EXPANSION are part

    of the Customers 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? Whats in it for you?

    Whats in it for THEM?

    Whats in it for YOUR CUSTOMERS?

    Whats in it for THEIR CUSTOMERS?

    @lincolnmurphy

  • What is your partners Desired Outcome?

  • Enable your Partners to do MORE of their

    CORE business

  • Desired OutcomeCustomer 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!

  • AvoidBAD 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 OutcomeCustomer 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

    PointABSafely&Quickly

  • Needtowork,no+metoeat

    AirTravel

    Desired Outcome Air Travel

    @lincolnmurphy

    PointABSafely&Quickly

    Assignedsea+ng,WiFi,Foodservice,legroom

    BusinessTraveler

  • Savemoney,enjoy

    des+na+on

    AirTravel

    Desired Outcome Air Travel

    @lincolnmurphy

    PointABSafely&Quickly

    Cheapfares,snacks&drinks

    FamilyGoingonVaca+on

  • DESIRED OUTCOME is the key to SCALING

    Customer Success

  • COVERAGE LEVELS and RESOURCES are

    determined by DESIRED OUTCOME

  • LogicallySEGMENTCustomers

  • Typical Customer Segmentation

    @lincolnmurphy

  • Appropriate Experience segmentation

    @lincolnmurphy

  • Cohort Segmentation

    @lincolnmurphy

  • Churn is the SYMPTOM of an Underlying Disease

  • Desired OutcomeCustomer Success is when customers achieve their

    interactions through with your companytheir

    - Lincoln Murphy @lincolnmurphy

  • Customer. SUCCESS.

  • When your CUSTOMERS

    Succeed...

  • YOU Succeed!

  • Thank You!@lincolnmurphylincoln@lincolnmurphy.com

  • Awesome! Thanks for your attention.Learn more about me at http://sixteenventures.com

    And contact me via lincoln@lincolnmurphy.com

    @LincolnMurphy

    Partner Programs and Customer Success-driven Growth

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