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The Core Customer Success Strategy aims to enhance the engagement, satisfaction, and retention of Core customers through a balanced approach of personalized interactions and scalable processes. By leveraging a mix of automation tools and tailored communications, this strategy seeks to optimize customer experiences, ensure strategic alignment, and foster long-term loyalty. This comprehensive approach focuses on measurable outcomes, ensuring every step is data-driven and aligned with overall business goals. |
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Core Customer CS Objectives and Success Metrics
Objective 1: Increase Customer Engagement
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Support Ticket Resolution Time: Measure the average time taken to resolve support tickets raised by small customers.
Target: Maintain current Resolution Times over the next 6 months despite impending case volume increase
Upsell and Cross-sell Rates: Track the rate at which small customers purchase additional products or services.
Target: Achieve a 15% upsell/cross-sell rate within 12 months.
Enhanced Customer Health Score Accuracy: Measure the accuracy of the enhanced health score in predicting customer behavior for Large Customers
Target: Improve prediction accuracy by 15% within 6 months.
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Core Customer Engagement Strategy
Objective: Provide a seamless and effective engagement experience to help Core customers quickly realize the value of MedTrainer and maintain continuous value delivery.
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http://Outreach.io: For post-renewal email sequences.
Salesforce: For tracking post-renewal customer interactions.
Community Platforms: For fostering ongoing engagement.
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Large Customer CS Team Structure and Hiring
Roles and Responsibilities
Customer Success Managers (CSMs) for Core Customers: Focus on personalized engagement, detailed account management, and proactive support for Core customers.
Data Analysts: Analyze customer data to identify trends and opportunities for engagement and support CSMs with data-driven insights.
Customer Success Operations: Ensure tools and processes are optimized for effective customer engagement and support the CS team with operational efficiency.
Support Team: Provide technical support and handle customer inquiries, collaborating closely with CSMs to ensure seamless customer experiences.
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Engagement Model: Core Customer CSM
Weekly Activities:
Internal Meetings:
Volume: 2-3 Meetings.
Time Spent: 2 hours.
Focus: Ensure these meetings are efficient and outcome-focused.
Examples:
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Leverage Automation:
Use tools like http://Outreach.io and Salesforce to automate repetitive tasks and communications.
Implement triggers and workflows to reduce the manual workload on DCSMs.
Prioritize High-Impact Activities:
Focus on activities that have the highest impact on customer satisfaction and retention.
Use data to identify and prioritize these activities.
Utilize Self-Service Resources:
Encourage customers to use the knowledge base and other self-service resources.
Regularly update these resources to ensure they are comprehensive and helpful.
Monitor and Adjust:
Continuously monitor the effectiveness of engagement strategies and adjust as needed.
Use feedback loops to gather insights and improve processes.
Efficient Collaboration:
Use collaborative tools to streamline communication and collaboration within the team.
Schedule regular but brief syncs to keep everyone aligned and address any issues quickly.
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Core Customer CS Journey Map (Sample)
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Dashboard Requirements
Dashboard Name | Summary | Why It's Important |
Customer Engagement Overview | Displays engagement rate metrics, including percentage of customers interacting with emails, webinars, and other digital communications. | To monitor and improve the level of interaction and engagement small customers have with digital content, aiming for a 40% engagement rate within 6 months. |
Content Consumption | Tracks the number of times educational content (videos, articles, webinars) is accessed and interacted with. | To measure the effectiveness of educational content and increase consumption by 50% within 6 months. |
Churn Rate Analysis | Shows the percentage of large customers discontinuing their subscriptions or services over time. | To identify trends and reduce the churn rate to below 7% within 12 months by improving the overall customer experience and satisfaction. |
Customer Retention Rate | Measures the percentage of customers retained over specific periods (monthly, quarterly, yearly). | To ensure a high retention rate of 92% within 12 months by monitoring customer loyalty and addressing issues promptly. |
Onboarding Completion | Tracks the percentage of new customers completing the onboarding process within the first month. | To streamline the onboarding process and achieve a 80% completion rate within the first 3 months, ensuring new customers quickly realize the value of the product. |
Time to First Value (TTFV) | Measures the average time it takes for a new customer to achieve their first significant value from the product. | To reduce TTFV by 20% within 6 months, ensuring customers quickly see the benefits of the product and are more likely to stay engaged and satisfied. |
Customer Satisfaction (CSAT) | Collects and displays CSAT scores from surveys conducted after key interactions (onboarding, support resolution, QBRs). | To achieve an average CSAT score of 87% or higher within 6 months, ensuring high levels of customer satisfaction and loyalty. |
Net Promoter Score (NPS) | Measures customer loyalty and the likelihood of customers recommending your product to others. | To increase NPS from +30 to +40 within 12 months, indicating higher customer loyalty and satisfaction. |
Support Ticket Resolution Time | Displays the average time taken to resolve support tickets raised by small customers. | To maintain current resolution times over the next 6 months despite an increase in case volume, ensuring timely and efficient customer support. |
Upsell and Cross-sell Rates | Tracks the rate at which small customers purchase additional products or services. | To achieve a 15% upsell/cross-sell rate within 12 months, contributing to revenue growth and customer success. |
Customer Health Score | Evaluates the overall health and engagement level of each customer, including metrics like product usage, support interactions, and satisfaction scores. | To maintain an average health score of 75% or higher, providing a comprehensive view of customer well-being and allowing proactive measures to prevent churn and enhance engagement. |
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Playbooks General Core Customers
See GitLab example HERE.
1. Onboarding Playbook
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Key Components:
CSAT and NPS surveys
Regular feedback sessions
Strategies for acting on customer feedback
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Playbooks - Trigger Based
1. Onboarding Trigger Play
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Trigger: Initiated when a customer submits more than three support tickets within a month.
Day 1: Email acknowledging the support issues and offering additional resources.
Day 2: Follow-up email with a link to a comprehensive guide or video tutorial addressing common issues.
Day 5: Personal outreach from a DCSM to offer assistance and ensure the customer’s concerns are resolved.
Goal: Reduce frustration, provide additional support, and improve overall customer satisfaction.
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References/Advocacy
Objective: Increase the number of references and advocates within large customer organizations by expanding the contact network and leveraging multiple roles within each organization.
Step | Description | Tools/Methods |
Capturing Advocates | Identify and engage potential advocates through check-ins and surveys. Ensure CSMs are measured by the number of reference-able contacts they provide, spanning multiple roles within the organization. | Regular check-ins, surveys, feedback analysis, advocate programs with incentives. Track the number of advocates secured per CSM, focusing on role diversity. |
Reporting on Advocates | Track and report on advocate metrics and maintain a database. Measure the success of CSMs based on the diversity and number of contacts they add. | Advocacy metrics, dashboards in Salesforce or CS platform, regular reports. Maintain a database of multi-threaded contacts (buyers, champions, etc.). |
Utilizing Advocates | Leverage advocates for case studies, testimonials, and marketing content. Ensure diverse representation from different roles within customer organizations. | Case studies, testimonials, customer references, advocate content in webinars, blogs, user groups, and product feedback loops. |
Success Metrics for Expanding Customer Contact Network
Contact Network Expansion:
Metric: Track the number of additional contacts added within each Core customer organization.
Target: Achieve an average of 2 additional contacts per Core customer within 6 months.
Role Diversity:
Metric: Ensure contacts span various roles (buyer, champion, etc.).
Target: Have at least 1 different role represented within each customer organization.
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Voice of Customer
Key Points:
Customer Insights:
Gather direct feedback from customers to understand their needs, preferences, and pain points.
Improved Product and Service:
Uses feedback to make informed improvements to the product and services, enhancing overall customer satisfaction.
Proactive Issue Resolution:
Identifies potential issues early through regular feedback, allowing for proactive resolution before they escalate.
Enhanced Customer Relationships:
Demonstrates to customers that their opinions are valued, strengthening trust and loyalty.
Data-Driven Decisions:
Provides quantitative and qualitative data that guides strategic decisions and prioritizes customer-centric initiatives.
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Regular Surveys:
Deploy CSAT and NPS surveys post key interactions to gather customer satisfaction and loyalty data.
Feedback Channels:
Utilize multiple channels (emails, in-app surveys, community forums) to collect feedback.
Data Analysis:
Analyze feedback to identify common trends and actionable insights.
Action Plans:
Develop and implement action plans based on feedback to address customer concerns and improve their experience.
Follow-Up:
Communicate back to customers about how their feedback is being used to make improvements.
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Core CSM Job Description
Job Description: Customer Success Manager (CSM) for Core Customers at MedTrainer
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