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DAVID BRAUN
TEMPLATEMONSTER.COM
Customer Success Team. Центр прибыли или источник
затрат?
Начнем с основ
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CUSTOMER SUCCESS
Customer Success is the function at a company responsible for managing the relationship between a vendor and its customers. The goal of customer success it to make the customer as successful as possible, which in turn, improves customer lifetime value for the vendor. Wikipedia
Lifetime value
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CUSTOMER SUCCESS
Как посчитать LTV в стартапе?
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CUSTOMER SUCCESS
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CUSTOMER SUCCESS
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CUSTOMER SUCCESS
Не прокатило с LTV, давайте считать что-то другое
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CUSTOMER SUCCESS
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CUSTOMER SUCCESS
renewal, retention, churn, adoption, satisfaction, NPS, etc.
90% метрик customer success это метрики успеха самого стартапа, а не клиента.
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CUSTOMER SUCCESS
Принципы Customer Success
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CUSTOMER SUCCESS
Success = Happiness
CUSTOMER SATISFACTION DOES NOT CORRESPOND WITH RENEWAL RATES
DURABILITY CONTROL MEASURABLE
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CUSTOMER SUCCESS
Behaviour = Technology
Business process change transforms organizations, and technology makes it possible and scalable.
Success is dependent on helping your customers change how they work.
Moving from one segment to another one
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CUSTOMER SUCCESS
Moving from one segment to another one
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Момент истины
CUSTOMER SUCCESS
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CUSTOMER SUCCESS
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
Theodore Levitt
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CUSTOMER SUCCESS
Мы предоставляем лучший продукт по наилучшей цене
Конкуренты Клиенты
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Learning = Teaching
CUSTOMER SUCCESS
Product development cycle
Continuous Learning
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CUSTOMER SUCCESS
BEST PRACTICES
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CUSTOMER SUCCESS
Personal Success Plan for every client
The formula for a great Success Plan:
• Clearly define the client’s Purpose (what is success?) • Determine the Metrics and how to Measure • Agree on the Target • Create the Timeline and Milestones • Define the Roles and Responsibilities
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What is NOT a success plan?
• an account status update • an overview of the account • a write-up of the last interaction • a “next action” plan
CUSTOMER SUCCESS
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CUSTOMER SUCCESS
Add expertise to every interaction
Clickfunnel example
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CUSTOMER SUCCESS
Measure and Materialize (M+M)
GoogleAdwords example
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5 Key Questions of Customer Success:
WHY: What is success? What are your top strategic priorities? HOW: How do you do it now? Why do you do it that way? WHAT: What resources do you have to work with? What are your limitations? WHO: Who is responsible for this success? Who will be essential to have involved? WHEN: What is your timeline? When do you hope to achieve your objectives?
Ask questions (KPI for CST)
CUSTOMER SUCCESS
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CUSTOMER SUCCESS
Next phase ruleRenewals flow naturally
• More improvement • More success targets • More expertise/services • More people/teams/divisions • More technology/functionality/modules
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А может оно мне не надо?
CUSTOMER SUCCESS
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CUSTOMER SUCCESS
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85% бизнесов к 2020 будут конкурировать
исключительно за счет пользовательского
опыта.
CUSTOMER SUCCESS
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КНИГИ: ЧТИВО
CUSTOMER SUCCESS
Thank You!CEO
TEMPLATEMONSTER.COM
David Braun davidbraun www.templatemonster.com
DAVID BRAUN
