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The Ultimate Growth Engine:
Using Customer Success to
Expand Revenue, Grow Profit,
and Increase the Value of Your
Company
Lincoln Murphy@[email protected]
POWER
is the capacity to
alter the state of
others
Your company
EXISTS
to alter the state of
your customers
How will they
make YOU
powerful?
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Advocate for Us
@lincolnmurphy
Then why do you leave those four things to chance?
How do you
make your
customers
POWERFUL?
By making
them
SUCCESSFUL
Desired OutcomeCustomer Success is when customers achieve
their
interactionsthrough with your
companytheir
“
”- Lincoln Murphy
@lincolnmurphy
HISTORY
of
Customer
Success
Customer Success is NOT…
• Just for SaaS
• Software
• Just a
Department
• Customer
Support
• Account
Management
• Stopping Churn
• Happiness or
Delight
@lincolnmurphy
Customer
Success is a
GROWTH
ENGINE
Customer
SUCCESS-
driven Growth
As customers
SUCCEED and
EVOLVE…
…their relationship
with us should
EVOLVE and
GROW
A contract
Does Not
Equal
SUCCESS
RENEWAL &
EXPANSION are part
of the Customer’s
SUCCESS@lincolnmurphy
Year 1
100%
Customer Lifetime Value
@lincolnmurphy
Year 1 Year 2 Year 3 Year 4 Year 5
80%
20%
Customer Lifetime Value
@lincolnmurphy
Year 1 Year 2 Year 3 Year 4 Year 5
> 95%
< 5%
Customer Lifetime Value
@lincolnmurphy
Customer Lifetime Value
Year 1 Year 2 Year 3 Year 4 Year 5
> 98%
< 2%
Year 6
@lincolnmurphy
Resource Allocation
Year 1 Year 2 Year 3 Year 4 Year 5
< 2%
> 98%
Year 6
@lincolnmurphy
Year 1 Year 2 Year 3 Year 4 Year 5
80%
20%
Customer Lifetime Value
@lincolnmurphy
Year 1
100%
Customer Lifetime Value
@lincolnmurphy
Stay Longer
Buy More
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@lincolnmurphy
Customer Success Impacts…
oCustomer Lifetime Value (LTV)
oCustomer Acquisition Cost (CAC)
oNet Revenue Retention (NRR)
oTotal Addressable Market (TAM)
oTalent Acquisition
Desired OutcomeCustomer Success is when customers achieve
their
interactionsthrough with your
companytheir
“
”- Lincoln Murphy
@lincolnmurphy
RequiredOutcome
AppropriateExperience
Desired Outcome
WHAT your
customer
needs to
achieve
HOW they
need to
achieve it@lincolnmurphy
RequiredOutcome
AppropriateExperience
Desired Outcome
Behavioral
LoyaltyAttitudinal
Loyalty
@lincolnmurphy
Churn is the
SYMPTOM of an
Underlying
Disease@lincolnmurphy
RequiredOutcome
AppropriateExperience
Desired Outcome
Behavioral
LoyaltyAttitudinal
Loyalty
@lincolnmurphy
Customer Success Management
is the process of moving the customer
toward their ever-evolving Desired
Outcome.
“
”- Lincoln Murphy
@lincolnmurphy
CUSTOMER
SEGMENTS are
determined by
APPROPRIATE
EXPERIENCE (AX)
AX can be your
DISRUPTIVE
DIFFERENTIATOR
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@lincolnmurphy
Acquire
customers with
SUCCESS
POTENTIAL
@lincolnmurphy
Technical FitFunctional Fit
Competence Fit
Success Potential is…
Experience FitCultural Fit
Resource Fit
It’s Not
SUCCESS
GUARANTEED@lincolnmurphy
Stay Longer
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Advocate for Us
@lincolnmurphy
Customer.
SUCCESS.
When your
CUSTOMERS
Succeed...
YOU
Succeed!
Thank You!
