Whether you’ve been doing Customer Success for years or are just getting started, the best step you can take is to understand where you are on the maturity curve so that you can take steps to move forward to the next level. Totango’s SVP of Customer Success Jim Coleman, presents a maturity model based on Totango’s experience helping hundreds of organizations design, implement, and optimize their Customer Success strategies. This maturity model lets companies figure out where they are with their current initiatives and what they need to do to maximize customer engagement and significantly increase retention.

1. Roadmapping Customer
Success Maturity
© 2017 Totango Proprietary and Confidential

2. Register today!
www.customersuccesssummit.com
• The premier customer success event in the industry
• March 5-6 at The Palace Hotel, San Francisco
• Kick off 2018 strong with best practices
• Network, learn, collaborate, and have fun with peers
• Early Bird pricing runs through December 31

3. Today’s
Speakers
Jim Coleman
SVP of Customer Success
Totango

4. Where do we start?

5. Where do we start?
Where do we go from here?

6. What is the Maturity Roadmap?
• Defines core Customer Success processes and KPIs
• Assesses and baselines an organization’s current CS capabilities
• Aligns roadmap to advance business outcomes, mitigate CS risks
• Helps meet market demand for a managed Customer Experience
© 2017 Totango Proprietary and Confidential

7. The Maturity Roadmap
1: Heroic
• CS is ad-hoc and reactive, but
Core CS Processes may be
defined
2: Mapped
• Customer Journey is mapped,
Health Defined, Core CS
Processes are defined
3: Practicing
• All Processes are defined,
documented, standardized,
and integrated to each other
4: Managing
• Processes are measured by
collecting data on them and
quality
5: Optimizing
• Continuous Process
Improvement adopted by
quantitative and qualitative
feedback, piloting new ideas
© 2017 Totango Proprietary and Confidential

8. Culture of Customer SuccessLevel2:Mapped
Journey Mapping
Health
Onboarding
Growth
Support
Renewal
Customer Analytics
Level3:Practicing
Formal CS Practice
Democratize
Customer Data
Early Warning System
Escalation
Management
Upsell
Voice of Customer /
Feedback
Churn Analysis
Level4:Managing
CS Best Practice
Management
Portfolio Management
Customer
Prioritization
Customer Acquisition
Financials
Advocacy
Analysis
Level5:Optimizing
Causal Analysis &
Refinement
Risk Management
Product Evolution /
Customer Advisory
Board
CS Process Innovation
© 2017 Totango Proprietary and Confidential
Customer Team
Alignment: CS, PS,
Support
Customer Team
Consolidation
Departmental
Alignment: Sales,
Marketing, Finance
Culture of
Customer Success

9. Level 1:
Heroic Success
Customer Success as a discipline often
reactive and relies on heroic actions.
Characteristics:
• No formal Customer Journey
• Customer data is scattered
• Processes are undefined, or
inconsistent
• No systems to manage Customer
Success
• Business often led by escalation
© 2017 Totango Proprietary and Confidential

10. Let’s get Started!
• Define business objectives and priorities
• Review your end-to-end Customer Journey
• Segment your Customers
• Define “healthy” Customers (based on churn risk)
• Identify, consolidate Customer data
• Define core CS processes
• Onboard
• Adopt
• Grow
• Retain / Renew
• Set a cadence for review

11. Level 2:
Mapped
Customer Success is focused on delivering
value on a customer-by-customer basis.
Characteristics:
• Coverage of Customer Journey w/
outreach cadence
• Key Segments, Health are applied
• Customer Data & Content is accessible to
team
• Delivery process and value attainment
may vary per-customer
• CS functions may be centralized
• Value attainment is clearer, but surprises
still happen
© 2017 Totango Proprietary and Confidential

12. Formalize Proactive Success
• Charter a CS Team with accountable leader
• Build internal partnerships, process alignment
• Centralize/aggregate Customer data and content
• Segment by value, incorporate value attainment into Health
• Regularly review churn, revise health (based on escalation)
• Deploy an Early Warning System, pre-empt escalations
• Open Lines of Communication to Customers

13. Level 3:
Practicing
Customer Success is formalized, standard
and proactive processes applied through
Customer Journey
Characteristics:
• CS is a formally chartered function,
partnered with the rest of the business
• Proactive processes are fully defined,
universally applied
• Customer Health & Early Warning
System drive risk management
• CS is regularly reviewed, optimized
• Customer Data is Democratized
© 2017 Totango Proprietary and Confidential

14. Manage the Process
• Identify and consolidate your Best Practices
• Focus on Growth: Internal = LCV, Customers = Strategic Value
• CSM Book = Portfolio Management
• Health & Segmentation -> Customer Prioritization
• Align and integrate Customer Acquisition
• Build Customer Advocacy

15. Level 4:
Managing
Customer Success is proactive, data-
driven, and analytical
Characteristics:
• Evolving Best Practices
• Focus on Lifetime Value
• Prioritization of Customers
• Customer Champions & Advocates
© 2017 Totango Proprietary and Confidential

16. Culture of Customer Success
• Customer Success is Everybody’s Business!
• Approach Customer as Partners
• Continuous Process Improvement
• Experimentation, Causal Analysis

17. Level 5:
Optimizing
Customer Success manages risks and
opportunities well in advance; and it is
embedded in the company culture.
Characteristics:
• Customer Success as a Culture
• Proactively course-correct for the future
© 2017 Totango Proprietary and Confidential

18. Where do you go from here?
• Review your current maturity level, include feedback from
multiple stakeholders internal and external
• Crawl, Walk, Run - Bridge gaps before advancing
• Commit to evolution on a regular basis 2-4 times per year
© 2017 Totango Proprietary and Confidential

19. Questions?
Visit: www.totango.com
Tweet: @totango
Email: hi@totango.com