Customer Success Engagement Model - Discovery to Advocacy

Byron Sacks

Hi Community?

I'm fairly new to the CS space having created my current role within the last 6 months from the ground up as it didn't exist before.
I'm looking for some fast tracking as we've identified the positive impact CS is making
I'm looking for direction on a more structured approach to creating a Customer Success Engagement Model - Discovery to Advocacy. 

Could someone guide me where/ how I can get myself leveled up to bring the full might of CS to the business...or who to contact to help me with this ?
(P.S I'm based in Queensland, Australia) 

Bora Lee

Hi Byron, 

It's awesome that you have been able to build out your role! 

Would you explain a bit more about what you mean when you say 'Customer Success Engagement Model - Discovery to Advocacy.'? Is this more about mapping out the customer journey and lifecycle stages or something different?

Thanks,
Bora

Wayne McCulloch

G'day Byron,

A fellow Aussie here to give you what I've used to build CS orgs in the past (and to grow them at larger companies).

Firstly I start with a framework.  I use the Seven Pillars of Customer Success framework but you can invent your own too.  The Seven Pillars consist of:

P1. Operationalization (Your Company)
P2. Onboarding (Your Customer)
P3. Adoption (Your Customer)
P4. Retention (Your Customer)
P5. Expansion (Your Customer)
P6. Advocacy (Your Customer)
P7. Strategic Advisor (Your People)

So for example Pillar 1 is all about how you run the CS as a business to ensure you can scale best practices in a consistent way for success.  There are 10 tools you need to establish over time to achieve this Pillar (summary diagram attached below):

P1. Operationalization
T1. Moments of Truth (customer journey map)
T2. Playbooks
T3. Customer Health Score
T4. Customer Risk Framework
T5. Customer Success Plan
T6. Segmentation
T7. Voice of the Customer
T8. QBRs/EBRs
T9. Customer Delight
T10. Metrics

These 10 tools are then applied differently across these 5 Customer Journey Pillars (for example health scores weight the metric of license/feature utilization more in adoption than in Onboarding etc).

You mentioned Advocacy, so let me show you how I think about it using something I created called an Advocacy Maturity Map. I think of it as a journey we take the customers through over time and align with the different customer journey phases of the Customer Success Plan.  I've attached the map but all you need to do is to think about how you will obtain each of the advocacy assets from a customer over time (and people) and build that into the Success Plan.

Happy to chat more about this and all the other parts of the framework if you'd like.

Cheers,
Wayne

Anita Toth

@Wayne McCulloch  More details about this book? ?

Wayne McCulloch

Hi @Anita Toth - Launch day is April 27th, so not long now! 

I'm planning something special for the GGR community...stay tuned :-)

Enjoy the end of the week!

Anita Toth

Woohoo! Looking forward to it @Wayne McCulloch. ?

Byron Sacks

Hi Bora,

I'm looking for guidance on building a customer journey based on proven methodology.

For the customer "Outcome value realization"
For the business "Customer value realization"

I'd like to build my role and the teams(in the next 6 months) that demonstrates value based on CS best practices.

I hope this clarifies? 
Thanks for your interest
Byron

Byron Sacks

Looking forward to hearing more on the book
Regards
Byron