accelerating customer expansion by managing the customer journey
TRANSCRIPT
KIA CX ConsultingKIA CX Consulting
Accelerating Customer Expansion by Managing the Customer JourneyKia PuhmPrincipal, Kia CX Consulting
@kiapuhmwww.kiacx.com
KIA CX Consulting
Tweet us and join the conversation#CustomerLifecycle
@GetAmity @KiaPuhm
We’ll send slides and the recording
Q&A at the end - ask them in the questions box!
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KIA CX Consulting
About Kia Puhm• Customer Experience Pioneer• 21 years experience leading extremely fast growing software
companies (> 2x YOY growth)• Computer Engineer University of Toronto • Licensed Professional Engineer (PEO) • Top 50 highest ranking business women in Switzerland
• Successful exits (Adobe & Oracle), IPO's (NASDAQ, SIX Swiss Exchange) & venture funding rounds
• Principal, Kia CX Consulting
KIA CX Consulting
the key to customer expansion is understanding your customer's business &
using that knowledge to make your product critical to their business growth
KIA CX Consulting
KIA CX Consulting
Accelerating Customer Expansion
KIA CX Consulting
Accelerating Customer Expansion
KIA CX Consulting
Accelerating Customer Expansion
1. Understand Your Customer2. Manage Your Customer3. Setting Up Your Success
KIA CX Consulting
Understand Your Customer
Customer SegmentationBusiness Maturity
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Customer Segmentation
"Customer Segmentation is the subdivision of a market into discrete customer groups that share similar characteristics."
Bain & Company
KIA CX Consulting
Customer Segmentation
KIA CX Consulting
Customer Segmentation
Enterprise Strategic
Accelerate Nurture
Spend Potential
Business Maturity
KIA CX Consulting
Customer Segmentation
Use Segmentation to:• Categorize like customers• Understand general goals• Target services
KIA CX Consulting
PollHow mature is your organization's segmentation model?
1. Missing: We don't segment our customers
2. Ad-hoc: We segment customers but do not change our delivery based on segmentation
3. Repeatable: We segment customers and deliver service based on segmentation
4. Systemic: We segment customers and use segmentation strategically to land & expand accounts
KIA CX Consulting
Business Maturity
KIA CX Consulting
Business Maturity
KIA CX Consulting
Business Maturity
Use Business Maturity to:• Align product use with business goals• Pace customer• Evolve product use
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PollDoes your organization consider business maturity as part of the customer journey?
1. We don't consider business maturity & have one standard deployment for all
2. We vary our delivery depending on the customer but we aim to have all customers using the full product features as quickly as possible. We may be making adoption harder than it needs to be.
3. We vary our delivery depending on the customer and we tailor what features of the product they should focus on depending on their needs. We look to expand product usage as a longer-term land & expand strategy.
KIA CX Consulting
Manage Your Customer
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Customer Success Plan
Keeps Customers:• Motivated• Focused• Moving Forward
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Customer Success Plan
Effective CSP's:• Outline key activities• Clear & Concise• User Friendly
KIA CX Consulting
PollHow effectively does your organization use Customer Success Plans?
1. Missing: We don't use CSP's
2. Ad-hoc: CS uses plans for customers when they ask to see an outline of activities
3. Repeatable: CS uses CSP's regularly to manage customers through their journey
4. Systemic: CS uses CSP's regularly and factors in segmentation & business maturity when outlining the activities customer should be completing
KIA CX Consulting
Setting Up Your Success
KIA CX Consulting
Power of Expectation Setting
KIA CX Consulting
Construct Success1. Know Customer Objectives2. User Customer Journey to Align Goals3. Set Expectations to Generate Success4. Manage to Success
KIA CX Consulting
the key to customer expansion is understanding your customer's business &
using that knowledge to make your product critical to their business growth
KIA CX Consulting
the key to customer expansion is understanding your customer's business &
using that knowledge to make your product critical to their business growth1. Understand Your Customer 2. Manage Your Customer3. Setting Up Your Success
KIA CX Consulting
How to Get Started: 4 Questions to Answer Now…
Do you understand your customer's business? Do you segment your customers to target product & services to their needs? Do you factor business maturity in the journey to make it manageable for customers to use your product? Do you construct your success by managing customer expectations effectively?
KIA CX Consulting
About Kia CX ConsultingKIA 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.
[email protected] @kiapuhm
www.kiacx.com
KIA CX Consulting
Q&A
KIA CX Consulting
Join us on May 10 for our next webinarSimplify Customer Success with Closed-Loop Playbooks
Visit getamity.com/resources to register!
KIA CX Consulting
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.
[email protected] @kiapuhm
www.kiacx.com
KIA CX Consulting
Thank you for being here!