Tiering, Prioritising, and Segmenting Your Customers
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The webinar discusses the importance of segmenting, prioritizing, and tiering customers, emphasizing that different customer types require distinct skills from Customer Success Managers (CSMs). Key considerations for segmentation include industry, brand value, and account value, while financial models dictate the number of customers a CSM should manage, ideally around ten times their cost. Additionally, it is suggested that charging for customer success services is generally not advisable, though some circumstances may allow for it based on maturity and expertise.
Tiering, Prioritising, and Segmenting Your Customers
- 1. 24.08.2017 Webinar Starting Soon! Tiering, Prioritising, and Segmenting Your Customers
- 2. Director of Customer Success Workfront RUSSDRURY General Manager Gainsight EMEA DANSTEINMAN 24.08.2017 Tiering, Prioritising, and Segmenting Your Customers
- 3. Today’s Webinar Slides will be available within 24 hours Please use the Chat window for Q&A
- 5. 1 Do I Need To Segment My Customers? 2 Which Variables Should I Consider? 3 How Many Customers Per CSM? 4 Can/Should I Charge for Customer Success? 5 Is Segmentation A One-Time Thing? 6 Audience Questions Agenda
- 6. Do I Need To Segment My Customers?
- 7. Do I Need To Segment My Customers? • Yes, because
- 8. Do I Need To Segment My Customers? • Yes, because • All customers are not created equal
- 9. Do I Need To Segment My Customers? • Yes, because • All customers are not created equal • You will naturally do it even if not consciously
- 10. Do I Need To Segment My Customers? • Yes, because • All customers are not created equal • You will naturally do it even if not consciously • Different kinds of customers require different CSM skills
- 11. Do I Need To Segment My Customers? • Yes, because • All customers are not created equal • You will naturally do it even if not consciously • Different kinds of customers require different CSM skills • It will become a financial necessity
- 12. Do I Need To Segment My Customers? STRATEGYSEGMENT High Touch Mid Touch Tech Touch ENTERPRISE MID-MARKET SMB PROACTIVE JUST-IN-TIME AUTOMATED
- 13. Which Variables Should I Consider?
- 14. Which Variables Should I Consider? • Industry
- 15. Which Variables Should I Consider? • Industry • Brand Value
- 16. Which Variables Should I Consider? • Industry • Brand Value • Country/Territory
- 17. Which Variables Should I Consider? • Industry • Brand Value • Country/Territory • Technology/Product
- 18. Which Variables Should I Consider? • Industry • Brand Value • Country/Territory • Technology/Product • Strategy/Market/Opportunity
- 19. Which Variables Should I Consider? • Industry • Brand Value • Country/Territory • Technology/Product • Strategy/Market/Opportunity • Account Value
- 20. How Many Customers Per CSM?
- 21. How Many Customers Per CSM? • It depends
- 22. How Many Customers Per CSM? • It depends • On breadth of responsibility
- 23. How Many Customers Per CSM? • It depends • On breadth of responsibility • On touch model
- 24. How Many Customers Per CSM? • It depends • On breadth of responsibility • On touch model • On the value of the customer
- 25. How Many Customers Per CSM? • It depends • On breadth of responsibility • On touch model • On the value of the customer • On Customer Success maturity
- 26. How Many Customers Per CSM? • It depends • On breadth of responsibility • On touch model • On the value of the customer • On Customer Success maturity • On effective use of technology
- 27. How Many Customers Per CSM? • It depends • On breadth of responsibility • On touch model • On the value of the customer • On Customer Success maturity • On effective use of technology • On your financial model (monthly vs. annual or multi year)
- 28. How Many Customers Per CSM? This is actually the wrong question, or at least not the whole question….
- 29. How Many Customers Per CSM? This is actually the wrong question, or at least not the whole question…. You’ll be better off thinking about it monetarily - how many $$ or ££ of Annual Recurring Revenue (ARR) should a CSM be managing?
- 30. How Many Customers Per CSM? And the answer is….
- 31. How Many Customers Per CSM? And the answer is…. ~10x the CSM’s fully-burdened cost
- 32. How Many Customers Per CSM? And the answer is…. ~10x the CSM’s fully-burdened cost This ratio will result in a financially viable model (assuming you aren’t charging for CSMs)
- 33. Can/Should I Charge for Customer Success?
- 34. Can/Should I Charge for Customer Success? • Generally, no
- 35. Can/Should I Charge for Customer Success? • Generally, no • It’s hard to charge for something the customer knows is just as valuable to you as it is to them
- 36. Can/Should I Charge for Customer Success? • Generally, no • It’s hard to charge for something the customer knows is just as valuable to you as it is to them • It’s much more difficult to maintain “trusted advisor” status if you are charging for your services
- 37. Can/Should I Charge for Customer Success? • Generally, no • It’s hard to charge for something the customer knows is just as valuable to you as it is to them • It’s much more difficult to maintain “trusted advisor” status if you are charging for your services • Differentiating what you charge for, and who you charge vs. who you don’t charge
- 38. Can/Should I Charge for Customer Success? • However
- 39. Can/Should I Charge for Customer Success? • However • Mature processes and technology could allow you to differentiate and charge for CSM to your top tier
- 40. Can/Should I Charge for Customer Success? • However • Mature processes and technology could allow you to differentiate and charge for CSM to your top tier • An extraordinary level of domain expertise could allow you to charge for CSM
- 41. Is Segmentation A One-Time Thing? • Absolutely • Do it once and leave it forever • Businesses don’t change, why should your segmentation? • Guaranteed to be perfect if you only have ONE customer
- 42. Is Segmentation A One-Time Thing? • Absolutely • Do it once and leave it forever • Businesses don’t change, why should your segmentation? • Guaranteed to be perfect if you only have ONE customer
- 43. Is Segmentation A One-Time Thing?
- 44. Is Segmentation A One-Time Thing? • Of course not
- 45. Is Segmentation A One-Time Thing? • Of course not • Your business will change
- 46. Is Segmentation A One-Time Thing? • Of course not • Your business will change • Your customers will change
- 47. Is Segmentation A One-Time Thing? • Of course not • Your business will change • Your customers will change • Your segmentation model might change
- 48. Is Segmentation A One-Time Thing? • Of course not The question is will you be ready and will you act quickly when the time comes?
- 50. Q&AQ&AQ&A
- 51. Thank YouThank YouThank You