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The Strategic Customer Success Strategy aims to enhance the engagement, satisfaction, and retention of Strategic customers through personalized interactions, detailed account planning, proactive support, and executive sponsorship. By leveraging tailored communications and robust customer advocacy, the strategy seeks to ensure seamless customer experiences, strategic alignment, and 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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Strategic
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CSM 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 Strategic 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 20% 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 Strategic Customers
Target: Improve prediction accuracy by 15% within 6 months.
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Strategic Customer Engagement Strategy
Objective: Provide a seamless and effective engagement experience to help Strategic 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.
Strategic
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CSM Team Structure and Hiring
Roles and Responsibilities
Customer Success Managers (CSMs) for Strategic Customers: Focus on personalized engagement, detailed account management, and proactive support for Strategic 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: Strategic
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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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Strategic
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CSM 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 50% 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 60% within 6 months. |
Churn Rate Analysis | Shows the percentage of Strategic customers discontinuing their subscriptions or services over time. | To identify trends and reduce the churn rate to below 5% 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 95% 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 90% 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 30% 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 90% 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 +40 to +50 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 20% 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 Strategic 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 Strategic customer organizations by expanding the contact network and leveraging multiple roles within each organization.
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Contact Network Expansion:
Metric: Track the number of additional contacts added within each Strategic customer organization.
Target: Achieve an average of 5 additional contacts per Strategic customer within 6 months.
Role Diversity:
Metric: Ensure contacts span various roles (buyer, champion, etc.).
Target: Have at least 3 different roles 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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Executive Sponsorship Program
Objective: Pair internal executives with each Strategic customer to ensure powerful internal advocacy, customer satisfaction, and support for strategic product enhancements and escalations.
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Executive Pairing: Match each Strategic customer with an internal executive who will act as their sponsor.
Regular Check-ins: Schedule regular check-ins between the executive sponsor and the customer to discuss strategic needs and concerns.
Advocacy: Ensure the executive sponsor advocates for the customer’s needs within the organization.
Escalation Support: Utilize the executive sponsor to help resolve major escalations quickly and efficiently.
Strategic Product Feedback: Gather and prioritize strategic product feedback from Strategic customers to influence the product roadmap.
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Strategic
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CSM Job Description
Job Description: Customer Success Manager (CSM) for Strategic Customers at MedTrainer
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