Fundamentals Of Real Customer Success

Ensure your customers stay longer, buy more, and advocate for you by helping them achieve their desired outcome.

What you'll learn
Discover why customer success matters for you, your company, and your customers
Define what customer success is and isn't
Explore the components of a desired outcome and how to figure out your customers' desired outcomes
Operationalize your customers' journey by identifying success milestones, joint accountabilities, and success gaps
Create a success potential checklist to determine good-fit customers
Solve the underlying problems that cause churn so that it becomes a non-issue for your company
Use customer success as a growth engine so customers stay longer, buy more, and advocate for you
Measure success, for both yourself and your customers
Position customer success correctly with your customers and colleagues to demonstrate the value you bring
Requirements
There are no requirements to take this course.
Description
You're doing something, but chances are it's not REAL Customer Success.I've built this course to help you understand customer success from the ground up. CS is not merely about managing accounts or helping your customers out when they have problems. Your job is to make sure customers get what they need from your product in the way they need it. It's a simple definition, but it takes a lot of hard work to do it the right way. Whether you're brand new to CS or experienced in the field, this course can help you identify new approaches to support your customers' objectives.I'm your instructor, Lincoln Murphy, and I invented Customer Success. Okay, I didn't invent it, but I helped make Customer Success what it is today. From writing THE book on the subject to speaking at events around the world, most people that are in Customer Success have either learned directly from me or from someone sharing my ideas. But I don't just talk about this stuff, I actually do it, too. I've worked with hundreds of companies of all shapes and sizes around the world. And while I've helped them, I've also learned from them.And some of what I've learned, I'll share with you, including:Why customer success matters to your company, your customers, and youWhat customer success is and isn'tThe concept of the desired outcome, and how to help your customers achieve theirsThe success milestones and joint accountabilities that your customers must go through to succeedThe idea of a success potential checklist to identify good and bad-fit customersThe root causes of churn that you can eliminate to make it a non-issueUsing customer success as a growth engineHow to measure success for yourself and your customersHow to position customer success correctly for your customers and colleaguesThroughout this course, I've provided exercises to put concepts into practice immediately. To get the most out of this course, don't just listen to me talk - apply what you're learning to YOUR customers. I highly recommend you pause to do these exercises along the way, and download the templates to use on the job.If you're ready help your customers stay longer, do more, and advocate for you, join me in this course today!

Overview

Section 1: Introduction

Lecture 1 Welcome

Lecture 2 Your Purpose

Section 2: Why Customer Success Matters

Lecture 3 Why Customer Success Matters to Your Company

Lecture 4 Why Customer Success Matters to Your Customers

Lecture 5 Why Customer Success Matters to YOU

Lecture 6 Exercise: Your Ideal Customer Success Job

Section 3: Defining Customer Success

Lecture 7 What Customer Success IS NOT

Lecture 8 Exercise: Misconceptions You've Encountered

Lecture 9 What Customer Success IS

Lecture 10 Exercise: List Lifecycle Interactions

Section 4: The Customer's Desired Outcome

Lecture 11 Desired Outcome Overview

Lecture 12 Appropriate Experience

Lecture 13 Desired Outcome Discovery Process

Lecture 14 Exercise: Desired Outcome Discovery

Section 5: Customer Success Management

Lecture 15 Customer Success Management

Lecture 16 Success Milestones & Joint Accountability

Lecture 17 Exercise: Identify Your Customer's Milestones & Joint Accountabilities

Lecture 18 Operationalize the Journey

Section 6: Customer Success Managers (CSMs)

Lecture 19 Characteristics of a Great CSM

Lecture 20 How to Be a Great CSM

Lecture 21 Tools of the Trade

Lecture 22 Working with Other Departments

Section 7: Success Potential

Lecture 23 Success Potential Defined

Lecture 24 Success Potential Inputs

Lecture 25 Considerations for Success Potential

Lecture 26 Exercise: Create Your Success Potential Checklist

Section 8: What About Churn?

Lecture 27 What is Churn?

Lecture 28 Eliminate Churn in 5 Easy Steps

Lecture 29 Exercise: Why Did Your Customers Churn?

Section 9: Growth Engine

Lecture 30 Customer Success is a Growth Engine

Lecture 31 CSMs and Selling: Evil or Divine?

Lecture 32 Customer Advocacy

Lecture 33 Exercise: Map Your Customer's Ascension Path

Section 10: Measuring Success

Lecture 34 Customer-Facing KPIs

Lecture 35 Internal KPIs

Lecture 36 Measuring the Customer's Success Vector

Lecture 37 Exercise: Identify Your Success Vector Inputs

Section 11: Positioning Customer Success Correctly

Lecture 38 Positioning Customer Success Correctly With Your Co-Workers

Lecture 39 Exercise: Your Internal Positioning Statement

Lecture 40 Positioning Customer Success Correctly With Your Customers

Lecture 41 Exercise: Your External Positioning Statement

Section 12: Conclusion

Lecture 42 Thank you for taking this course!

Lecture 43 Next Steps

Customer success managers (CSMs) or account managers who want to a how-to guide for CS best practices,Those who are interested in pivoting their careers to customer success and want an overview of what the job entails,Employees who want to learn customer-centric approaches to apply to their own work, even if they are not CSMs