Lincoln Murphy's Keynote at the first annual Customer Success Conference in Israel was focused on the problem Customer Success has when it comes to getting resources and being taken seriously, and how to fix that.

1. Customer Success:
You have a Positioning
Problem
@lincolnmurphy

2. Customer Success
DOESN’T WORK!
@lincolnmurphy

3. There’s a Reason
Customer Success
isn’t taken
SERIOUSLY@lincolnmurphy

4. There’s a reason CSM IS NOT…
o Given resources or budget
o Empowered to truly make the customer
successful
o Looked at as performing a real business
function
@lincolnmurphy

6. Customer Success is POSITIONED as…
o Account Management 2.0
o Churn Busting
o Saving Customers
o Sales Buzzkill
o Customer Happiness or Delight
@lincolnmurphy

7. HISTORY
of Customer
Success

8. We Must Correct These ASSUMPTIONS…
• Customer Success is just a Department
• Its just renamed Customer Support
• Can magically make Bad-fit Customers
Successful
• A Fix for a Broken or Incomplete Product
@lincolnmurphy

9. Desired Outcome
Customer Success is when customers achieve their
interactions
through with your
companytheir
“
” - Lincoln Murphy
@lincolnmurphy

11. Customer Success Management
is the process of moving the customer
toward their ever-evolving Desired
Outcome.
“
” - Lincoln Murphy
@lincolnmurphy

12. Customer Success GETS RESULTS…
o Churn becomes a Non-Issue
o Customers Extend their Lifetime
o Customers Expand their Relationship
with Us
o Customers Advocate for Us
@lincolnmurphy

13. Customer Success IMPACTS…
o Customer Lifetime Value (LTV)
o Customer Acquisition Cost (CAC)
o Net Revenue Retention (NRR)
o Total Addressable Market (TAM)
o Company Valuation!
@lincolnmurphy

14. Required CULTURE SHIFT…
o Transaction è Life Cycle
o Reactive è Proactive
o Product-focused è Customer-focused
o Focused on sales è Targeted results
o Upselling è Success-Based Expansion
@lincolnmurphy

15. HIGH PERFORMANCE Leadership...
1. Strategic Planning
2. Tactical Execution
3. Resource Management
4. Effective Communication
5. Evangelism and Inspiration
6. Positioning everyone for success
@linclnmurphy

16. Positioning everyone for SUCCESS ...
o Set specific goals and objectives
o Create a plan to reach these goals
o Ensure that the necessary resources are in
place
o Push back on other teams that act counter to
your mandate
@linclnmurphy

18. Customer Success
is a GROWTH
ENGINE

19. Customer
SUCCESS-
driven Growth

20. As customers
SUCCEED and
EVOLVE…

21. …their relationship
with us should
EVOLVE and GROW

24. RENEWAL &
EXPANSION are part
of the Customer’s
SUCCESS
@lincolnmurphy

25. Lack of expansion
is a
BAD SIGN
@lincolnmurphy

26. CSMs
shouldn’t be
COMMERCIAL???
@lincolnmurphy

27. Starts by acquiring
customers with
SUCCESS
POTENTIAL

28. It’s Not
SUCCESS
GUARANTEED
@lincolnmurphy

29. Desired Outcome
Customer Success is when customers achieve their
interactions
through with your
companytheir
“
” - Lincoln Murphy
@lincolnmurphy

30. Required
Outcome
Appropriate
Experience
Desired Outcome
WHAT your
customer
needs to
achieve
HOW they
need to
achieve it@lincolnmurphy

31. Customer
Characteristics
Method
Customer
(segment)
Desired Outcome
@lincolnmurphy
Required
Outcome
Appropriate
Experience

32. Churn is the
SYMPTOM of an
Underlying Disease
@lincolnmurphy

33. Required
Outcome
Appropriate
Experience
Desired Outcome
@lincolnmurphy

34. ASCENSION
Path
@lincolnmurphy

35. Required
Outcome
Appropriate
Experience
Desired Outcome
@lincolnmurphy
Required
Outcome
Appropriate
Experience

36. CUSTOMER
SEGMENTS are
determined by
APPROPRIATE
EXPERIENCE (AX)
@lincolnmurphy

37. AX can be your
DISRUPTIVE
DIFFERENTIATOR
@lincolnmurphy

38. LATENT AX can be
your MARKET
OPPPORTUNITY
@lincolnmurphy

40. AX is the key to
DEFINING CSM
Operations
@lincolnmurphy

41. AX is the key to
SCALING CSM
Operations
@lincolnmurphy

42. AX is the key to
PROFITABLE CSM
Operations
@lincolnmurphy

43. Q&A
@lincolnmurphy

44. Your 3-Step
Call to Action
@lincolnmurphy

45. 1. SPEAK
UP
@lincolnmurphy

46. 2. STAND
UP
@lincolnmurphy

47. 3. CHANGE
UP
@lincolnmurphy

48. Thank You!

49. Lincoln Murphy
@lincolnmurphy
lincoln@sixteenventures.com
http://sixteenventures.com