Scaling Customer Success: Building the Customer Success Center of Excellence
- Length: 286 pages
- Edition: 1
- Language: English
- Publisher: Apress
- Publication Date: 2023-05-02
- ISBN-10: 1484291913
- ISBN-13: 9781484291917
- Sales Rank: #0 (See Top 100 Books)
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
Table of Contents About the Authors Acknowledgments Foreword Introduction Chapter 1: Customer Success Center of Excellence (CS CoE) Customer Success CoE Functions Core Functions Extended Functions CS Learning and Enablement (L&E) CS Community Engagement and Management Partnerships Operations CS Digital Engagement Strategy How to Build a CS CoE Organization From Theory to Practice Phase 1: Core Phase 2: Extended CoE Functions Prioritization and Execution Chapter 2: CS Business and Operational Models Common Business Models Models Based on Business Type Software as a Service (Plug n Play) Platform/Infrastructure as a Service (PaaS/IaaS) Traditional Non-SaaS/on-Prem and Evolution to XaaS Customer Success Models Based on Customer Tiers Strategic Customers Enterprise Customers All Other customers Customer Success Models Based on Company Maturity Early-Stage Startup Mid-stage Startup Late-Stage Startups and Enterprise The Five Pillars of Customer Success The Customer-Centric Business Model The Million-Dollar Question Chapter 3: Key Customer Success Workflows and Processes Common Decision Points Key Processes Customer Journey Mapping Customer Journey Stages Customer Journey Mapping Examples Example 1: Basic Customer Journey Map Example 2: Customer Journey Map Broken Down by Functional Responsibilities Example 3: Customer Product Journey Mapping for Complex Deployments Customer Onboarding Strategic Account Planning Customer Process Playbooks Optimizing Playbooks for Efficiency and Scale The Importance of Templatizing Workflows CSM Responsibility Models Model 1: Customer Success and Sales Are Joint Account Owners Model 2: Customer Success Is Responsible for Process Orchestration and Support Model 3: Customer Success Is Sole Post-sales Account Owner Chapter 4: Customer Onboarding – A Methodology Scaling Your Onboarding Dimensions of Onboarding Maturity Chapter 5: Key Metrics and Beyond Metrics vs. KPIs How Do We Measure Customer Success Org. Value? Customer Lifetime Value (CLV/LTV) and Churn Rate Customer Churn Customer Health Score Customer Loyalty (Net Promoter Score) Product Activity Score Customer Acquisition Cost (CAC) Customer Success ROI Customer Success Guiding KPIs and Metrics Leading vs. Lagging Health/Churn Indicators Leading Indicators Process Performance Metrics Examples of Quantitative Metrics Based on Company or Customer Journey Stage Capturing Quantitative Metrics Thinking Beyond Numbers – Co-defining Outcomes and KPIs Back to the Basics Co-defining Customer KPIs Outcomes-Driven Qualitative Metrics Capturing Qualitative Metrics Customer Perceived Value (CPV) How to Calculate Customer Perceived Value? Chapter 6: Making Sense of Data What Are Your Desired Outcomes? How to Map Metrics to Desired Outcomes Building a Customer 360 Dashboard Customer Health Indicators Company-wide KPIs Customer Success KPIs Key Features of a Customer Success 360 Tool Unified View of Customer Data Integrate Data Sources Swiftly and Easily Automate Customer Workflows Support Advanced Customer Segmentation Support Report Exporting Capabilities Support Streamlined Customer Communication Sample Dashboards Executive Dashboards Manager Dashboards CSM Dashboards Forecasting Dashboards Chapter 7: Designing Customer Success for Scale How to Build Customer Success for Scale Digital-Driven Customer Success Model CS Data Modeling for Standardization Customer Data Model Action Plan for Building a Standardized Customer Data Model Sample Customer Data Model Picking the Right Tools Digital-Driven Process Automations Which Processes Are Candidates for Automating? How to Automate? Automation Examples Example1: New Customer Contact Welcome Note Automation Example Example 2: Complex Onboarding Workflow Automation Chapter 8: Role of CS Operations in Scaling a CS Practice What Is a Customer Success Operations Function? What Is the Value of a CS Operations/CS CoE Function to a CS Org? How Can a Dedicated CS Ops CoE Help Scale a CS Practice? What Can Happen if a CS Team Tries to Scale Without Investing in CS Ops? What Are the Blockers That Can Prevent CS Ops from Maximizing ROI from Their Role? How to Maximize the Impact of CS Ops/CoE in an Organization? Key Projects That Can Be Driven by CS Ops/CoE Team Structure of a CS Operations/CoE Organization Where Should the CS Operations Team Roll Up To? Structure and Roles CS Operations Team Roles CS Operations Career Trajectory CS Operations Resourcing CS Operations Job Descriptions Examples Example 1: Customer Success Operations Manager Example 2: Sr. Customer Success Operations Manager Example 3: Customer Success Operations Analyst Example 4: Customer Journey Mapping Manager CS Team Velocity in Relation to CS Operations Chapter 9: Extending CS CoE CS Learning and Enablement Role of CS CoE CS L&E Metrics CS Community Management Partner Operations and Success Management Chapter 10: Where Are We Headed? Emerging Business Models Customer-Led Growth Model The New Era of Organic Growth and Creating Lifelong Customers Customer Success Predictions for a “New” World Customer Success Will Have a Clear Path to the C-Suite There Will Be a Substantial Increase in the Size and Scope of Customer Success NRR Is the New ARR Customer Success Leaders Will Need to Implement Customer Success Operations for Scale Lack of a Strong User Community Could Be the Trojan Horse for Customer Success Customer Success Will Have a Permanent Seat at the Executive Table The Evolution of the Chief Customer Officer (CCO) Role Is the CCO Role in Conflict with a Chief Sales Officer? From CCO to CEO Role of Customer Success in Company Boards Be Clear About Your USP Highlight Customer Stories Call Out How CS Impacts Overall Company Culture How You Should Prepare Appendix A: The Evolution of Customer Success Customer Success 1.0 Customer Success 2.0 Customer Success 3.0 Appendix B: Customer Account Team Roles and Responsibilities Sales Rep/Sales Account Manager Solutions Engineer (Pre-sales) Post-sales Professional Services Team Customer Success Manager (CSM) Common Responsibilities for All Customer Account Team Members Appendix C: Customer Satisfaction Survey Template Glossary References Chapter 2 Chapter 5 Chapter 6 Chapter 10 Index
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