Fundamentals Of Real Customer Success

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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

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