Professional Documents
Culture Documents
Customer Lifecycle
Kia Puhm
Principal, Kia CX Consulting
@kiapuhm
www.kiacx.com
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About Kia Puhm
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1. Customer journey
2. Account Coverage Model
3. Measuring & Monitoring Customer Health
Fundamental Elements
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1. Customer journey
2. Account Coverage Model
3. Measuring & Monitoring Customer Health
• What is it?
Fundamental Elements • Why important?
• How: Best Practices
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What is the ultimate goal of Customer Success?
Retention & expansion occurs when customers gain value from your product.
To gain value from your product, they need to be using it.
Customer Adoption is key to protecting & growing revenue.
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Poll
Where would you say your organization is in the maturity of their
customer adoption strategy?
2. Ad-hoc: CS does everything & anything to make the customer successful, lots of firefighting
3. Repeatable: CS activities align to adoption plan with some gaps, still largely reactive, no measurement
4. Systemic: CS activities that drive success are known, customer health measured and monitored, CS is continuously
becoming more proactive, spending time on business value added activities
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Customer Adoption Strategy
Retention & Expansion
1. Customer Journey
2. Account
Coverage
Model
• Adoption path
• THE foundational element
• Provides for focus & alignment
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How to Map Your Customer Journey
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Identifying Your Customer Journey
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Poll
Which of the following best describes the state of your Customer
Journey?
3. Phases & corresponding activities mapped out, journey represents our point of view
4. Phases & corresponding activities mapped out, alignment between both our & our customer's objectives, journey
represents the customer's point of view
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Account Coverage Model
• Supporting team
• 2nd foundational element
• Provides role clarity & accountability
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How to Create an Account Coverage Model
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Account Coverage Model
Account Executive
Dedicated CSM
Dedicated CSM
Premier Support
Premier Support
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Poll
Which of the following best describes how accounts are resourced at
your organization?
1. We all pile onto the account to help customer through any situation
3. Roles & responsibilities clearly defined, ownership exists at key phases but sometimes we drop the ball when we
rely on non-CS roles to help resolve a customer situation
4. Roles & responsibilities are clearly defined throughout the entire organization, ensuring activity coverage and
ownership throughout the entire customer journey
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Measuring & Monitoring Customer Health
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Measuring & Monitoring Customer Health
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Poll
How many of you currently have systems in place at your organization
to measure & monitor customer health?
1. No system in place
3. System in place, we reactively act on data to solve the problem and get customer back on track
4. System in place, we proactive act on data to avoid problems and keep customers on track
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Conclusion
• Ultimate goal of Customer Success is the Retention & Expansion of Customers
• How you drive Customer Adoption is therefore critical to your success
Aligning to your customer's objectives & becoming customer-centric drives revenue & scale
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“Every mountain top is within reach if you just keep climbing.”
― Barry Finlay
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About Kia CX Consulting
KIA CX Consulting accelerates business growth through Customer
Experience innovation. Kia provides the leading methodology to
establish a disciplined and sustainable CX framework that drives
revenue, retention, and scale.
kia@kiacx.com
647.588.1447
@kiapuhm
www.kiacx.com
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Meet Our Host
Paul Philp
Founder & CEO
paul@getamity.com
@pphilp
www.getamity.com
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Q&A
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Join us on March 9 for the next webinar series
Customer Success Best Practices
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Join Kia on March 29 for the next webinar
in the Defining & Managing Your Customer Lifecycle
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Many Thanks To Our Presenter!
KIA CX Consulting accelerates business growth through Customer
Experience innovation. Kia provides the leading methodology to
establish a disciplined and sustainable CX framework that drives
revenue, retention, and scale.
kia@kiacx.com
647.588.1447
@kiapuhm
www.kiacx.com
KIA CX Consulting
Thank you for being here!
KIA CX Consulting