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2023 | Buch

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Scaling Customer Success

Building the Customer Success Center of Excellence

verfasst von: Chitra Madhwacharyula, Shreesha Ramdas

Verlag: Apress

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

Inhaltsverzeichnis

Über dieses Buch

Customer Success is a relatively a new discipline that focuses on maximizing customer business value and outcomes realization. Practitioners focus on customer adoption, customer experience and then positive correlation, organic growth and retention is achieved. This book will provide a practical guide for operationalizing the Customer Success function and methodologies.
As we now step into the next phase of Customer Success, a phase of growth and standardization, it becomes important to start thinking about how to effectively scale this extremely important function. You'll see how to go from just offering a taste of Customer Success experience to your top customers, to offering it to all your customers, irrespective of their tier, spending, and current growth potential. As you expand the scope of Customer Success across all your customers, it becomes very important to understand how to operationalize Customer Success, how to convert the philosophies and ideas and best practices to usable operational models, and how to build a Customer Success Center of Excellence (CoE) focused on standardizing, scaling and expanding Customer Success practices and methodologies to optimize customer and company success and ROI.
Scaling Customer Success will show you what kind of operational processes and workflows need to be put in place based on the stage of your company, products, customer engagement model and desired outcomes, what metrics are important to measure and how to capture those metrics. You'll also study what kinds of workflows to establish, how to effectively map and analyze results and most importantly, how to do Customer Success at scale effectively.
What You'll Learn

• Understand what a Customer Success Center of Excellence is• Establish a blueprint for how to scale and automate a Customer Success practice• Review information on key Customer Success metrics and workflows
Who This Book Is For
Company leaders and customer success managers

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Inhaltsverzeichnis

Frontmatter

CS CoE Phase 1: Core

Frontmatter

Chapter 2. CS Business and Operational Models

Abstract

In this chapter we will review some common and upcoming business and operational models and explore how Customer Success(CS) methodologies can be adapted for them. We will also cover the concepts of CS 3.0 and the five pillars of Customer Success. Think of this chapter as laying the knowledge foundation for your CS practice. In order to build your CS Center of Excellence (CS CoE), you need to have a good understanding of the business and operational models of your current CS practice. This will enable you to not only effectively standardize and operationalize your current CS practice but also plan for its evolution..

Chitra Madhwacharyula, Shreesha Ramdas

Chapter 3. Key Customer Success Workflows and Processes

Abstract

Building standardized, repeatable, and scalable workflows is key to operationalizing a CS practice properly, irrespective of the size or maturity of a company and its products. Laying the right operational foundations upfront will also minimize or remove the need for costly reorgs and reworks as a company grows and matures. In this chapter, we will cover some of the key processes and workflows in a Customer Success(CS) organization. We will discuss playbooks for critical workflows like customer journey mapping, customer onboarding, and strategic account management. We will also look at how to templatize and optimize these workflows for efficiency and scale, as well as the roles and responsibilities of different team members. Having a good understanding of these concepts is required to build out the foundational components of your CS Org. and your CS Center of Excellence (CS CoE)..

Chitra Madhwacharyula, Shreesha Ramdas

Chapter 4. Customer Onboarding – A Methodology

Abstract

Customer Onboarding is one of the most important workflows in a company’s customer journey. In this chapter, Sri Ganesan, the CEO of Rocketlane, a company that builds cutting-edge customer onboarding technology, outlines his approach to building and scaling customer onboarding methodologies and presents real life examples of how companies optimized their onboarding workflows.

Chitra Madhwacharyula, Shreesha Ramdas

Chapter 5. Key Metrics and Beyond

Abstract

What you can’t measure, you can’t fix. Metrics are vital to effectively measure the value of a Customer Success organization. But you need to use the right metrics in the right way. If a business invests $1 on Customer Success, what should it expect in return based on customer revenue or profit? In this chapter, we’ll explore the metrics that are important to measure customer retention and growth and how they can be combined to deliver a unified metric that helps measure the ROI of a Customer Success Organization.

Chitra Madhwacharyula, Shreesha Ramdas

Chapter 6. Making Sense of Data

Abstract

Typically, one of the first things Customer Success leaders do when they start, or inherit, a Customer Success practice is to review existing customer insights dashboards to determine value and gaps. In this chapter, we will look at the different ways in which key metrics captured through listening posts deployed throughout the customer journey can be visualized via reports and dashboards. By doing so, a CS practice can capture the desired results and business intelligence it needs to function effectively. The dashboards would be built and maintained by the Customer Success Center of Excellence (CS CoE).

Chitra Madhwacharyula, Shreesha Ramdas

Chapter 7. Designing Customer Success for Scale

Abstract

A mid-size IT company was dealing with stagnating growth of revenues from its biggest customers. Many of those customers were not happy. They would have switched to a competitor at the first opportunity. The main things holding them back were the significant cost of switching to a competitor and certain differentiating product features that they liked. To deal with this situation, the company introduced a Customer Success (CS) practice to focus solely on increasing the engagement and improving the experience of these top customers. Once that goal was achieved, the company decided to expand the footprint of CS to the rest of its customers. The challenge was, how much to invest to scale Customer Success, where to start, which areas to focus on, and how to do it properly. In this chapter, we explore what is required to build a Customer Success practice designed for scale, and driven by a digital-touch approach.

Chitra Madhwacharyula, Shreesha Ramdas

Chapter 8. Role of CS Operations in Scaling a CS Practice

Abstract

Customer Success Operations team provides standardization, intelligence, planning, and ultimately, strategy for your Customer Success practice. In this chapter, we will specifically look at the value and ways of setting up a CS operations function; whether it is a formal operations-focused Customer Success Center of Excellence (CS CoE) or a smaller ops function; and its benefits to scale and optimize a Customer Success practice.

Chitra Madhwacharyula, Shreesha Ramdas

CS CoE Phase 2: Extended Functions

Frontmatter

Chapter 9. Extending CS CoE

Abstract

As SoftCorp expanded its business model to include channel partners to sell its products and services and to manage customer experience, their CS leader Janice was tasked with training and managing the partner’s Customer Success teams so they could offer their end customers the same type of experience that SoftCorp provided to its own direct customers. Due to the growing scope of her CS organization, Janice decided to expand the scope of her CS Center of Excellence (CS CoE) to include the CS Learning and Enablement, Community Management, and Partner Operations Management sub functions. In this chapter, we’ll take a look at how to set up these functions. If you follow the best practices and guidelines outlined in earlier chapters, you can easily extend your core components to include these additional responsibilities, and more.

Chitra Madhwacharyula, Shreesha Ramdas

Chapter 10. Where Are We Headed?

Abstract

Customer Success has come a long way since it evolved into a full fledged function. From reactive to proactive, from tactical to strategic, from high touch to digital touch, it’s been an interesting but not surprising evolution. We have come a long way, but in some ways we are just getting started. They say that the best way of predicting the future is to build it, and that’s exactly what we hope we’ve done in the previous chapters. We believe firmly that an increased focus on CS Ops. and the CS Center of Excellence is the way forward for all medium and large CS practices. And while nobody knows precisely how the future will unfold, in this chapter, we’ll gaze into our crystal ball to bring you predictions backed by our own industry knowledge and the knowledge of all the CS experts who have contributed to this book. We’ll also look at trends that you can tap into immediately to make your own CS Org. and practice a lasting success.

Chitra Madhwacharyula, Shreesha Ramdas

Chapter 1. Customer Success Center of Excellence (CS CoE)

Abstract

This chapter introduces the Customer Success Center of Excellence(CS CoE), its core and specialized functions, and examines the process of building one from scratch. It provides insights into the different phases involved in building the CS CoE and discusses the importance of aligning the company's culture, processes, and technology with the customer-centric approach. By building a robust and standardized customer success practice powered by a CS CoE, companies can scale their CS practices effectively to reduce churn, increase ARR, and foster customer loyalty, making them more competitive in today's market.

Chitra Madhwacharyula, Shreesha Ramdas

Backmatter

Titel: Scaling Customer Success
verfasst von: Chitra Madhwacharyula
Shreesha Ramdas
Copyright-Jahr: 2023
Verlag: Apress
Electronic ISBN: 978-1-4842-9192-4
Print ISBN: 978-1-4842-9191-7
DOI: https://doi.org/10.1007/978-1-4842-9192-4