Customer Success: How to help Salespeople with Customer Segmentation

The age-old issue of Customer Success and Sales alignment, only this time focused on segmentation. This is my attempt to definitively address this eternal quandary. For context, on Friday, May 19, 2017, I did a Customer Success Ask Me Anything (AMA) on Facebook live. It was awesome. The video is embedded below and below that is the transcript (edited for better readability) that answers the question.

How do we help our salespeople with Customer Segmentation?

So the question is how do we help our salespeople do segmentation? And the other is sort of how do we segment customers internally? And so we can take care of our most important customers. Okay. I don’t understand why there’s this need to segment customers differently in sales, in marketing, and in Customer Success. It’s customer segmentation. It’s not departmental segmentation. This is not an inwardly-focused exercise. It usually is, unfortunately, but it should
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Customer Success: Determining Which Customers on which to Focus

From a Customer Success perspective, this is the wrong question to ask. You must “focus” on all customers since proper Customer Onboarding is critical for all customers to achieve their Desired Outcome. The way you operationalize around all of your customers to ensure they’re all Onboarded in an Appropriate way will come down to logical Customer Segmentation. For context, on Friday, May 19, 2017, I did a Customer Success Ask Me Anything (AMA) on Facebook live. It was awesome. The video is embedded below and below that is the transcript (edited for better readability) that answers the question.

What users to focus on during Onboarding and Engagement?

So the question is “When looking at data and focusing on super users and zero users, who leverage with adoption tactics. Do you find it’s best to pursue feedback from super users, zero users, or both?” I’m assuming when we say super
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Customer Success: Who Should Handle Upsells?

One of the great Customer Success questions – regardless of how many answers are given or by whom – that refuses to ever actually be answered is who should handle upsells… sales or Customer Success. This is my attempt to definitively answer this question. For context, on Friday, May 19, 2017, I did a Customer Success Ask Me Anything (AMA) on Facebook live. It was awesome. The video is embedded below and below that is the transcript (edited for better readability) that answers the question.

Should Sales or Customer Success handle Upsells?

I was pulled into a conversation on Twitter the other day. You can follow me on Twitter. I often rant there about Customer Success stuff. You can follow me @lincolnmurphy. Somebody posted a video and said, “This company has their salespeople handle upsells and Lincoln Murphy says that you shouldn’t have your salespeople handle upsells.” I went
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Customer Success: How to Reset Mismanaged Expectations

Carefully. One of the biggest drains on Customer Success Management resources is customers that have not had their expectations properly managed and having to work around that. Avoid that where you can by doing things correctly from the outset, but if you’re there already, maybe this will help you. For context, on Friday, May 19, 2017, I did a Customer Success Ask Me Anything (AMA) on Facebook live. It was awesome. The video is embedded below and below that is the transcript (edited for better readability) that answers the question.

How do you reset customer expectations if they haven’t been managed correctly?

Carefully, is the answer. That’s an awesome question because it’s applicable to most companies who have been in business for any amount of time. But we’re gonna have done things in the early days, that’s we realize we didn’t need to do. And again, a great example is
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Customer Success: Customer Engagement Across the Entire Lifecycle

Customer Success is when your customers achieve their Desired Outcome through their interactions with your company. Those interactions occur across the entire lifecycle. I define Customer Success Management as the process of moving customers toward their ever-evolving Desired Outcome. Again, across the entire lifecycle. You can’t have Customer Success without engagement across the lifecycle. For context, on Friday, May 19, 2017, I did a Customer Success Ask Me Anything (AMA) on Facebook live. It was awesome. The video is embedded below and below that is the transcript (edited for better readability) that answers the question.

How to keep customers engaged post-training?

He goes on to say: We’re running into the issue of customers diving straight into our tool, post training. But then we have severe decline two to four weeks after that training. I have several ideas brewing to tackle the problem. But been reading a lot of your blogs
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Customer Success: Working with Customers that don’t like Technology

Luckily this type of thing is rare, but with Customer Success as our operating philosophy, or Customer Success Management as our operating model, we need to work within the confines of our customer’s comfort zone… not ours. This is a thought-provoking question with, hopefully, an equally thought-provoking answer. For context, on Friday, May 19, 2017, I did a Customer Success Ask Me Anything (AMA) on Facebook live. It was awesome. The video is embedded below and below that is the transcript (edited for better readability) that answers the question.

What if our customers don’t like technology?

I see this sometimes for sure. People will say, you know this customer segment something of farmers may fit into this. Again, generalization. Our customers don’t like or this market they don’t like technology. You know, they’re not very tech-forward. I did some work in the oil and gas, or with the companies in
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Customer Success: How to Tell Customers What to Do

For many Customer Success Management teams, it’s easy to fall into the trap of ‘just let your customers figure it out.’ In fact, it’s easy to think that’s in their best interest. Leave them alone and they’ll discover what they need to on their own. But in most cases, that’s the exact opposite of what you need to do. For context, on Friday, May 19, 2017, I did a Customer Success Ask Me Anything (AMA) on Facebook live. It was awesome. The video is embedded below and below that is the transcript (edited for better readability) that answers the question.

Should we tell customers what to do?

Zoe had a similar problem as Joshua in the previous question, and she said that they called the customer and asked why their use declined. They found that the biggest issue was they didn’t know what to do next. She said they
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How to Get Customers to Help Define Engagement Models

Don’t hide from your customers. Don’t pretend you know everything. Talk to your customers and figure out from that discovery process what your engagement model should look like. You can then extrapolate segment-based models or, for some customers, create unique engagement models just for them (if it makes sense). For context, on Friday, May 19, 2017, I did a Customer Success Ask Me Anything (AMA) on Facebook live. It was awesome. The video is embedded below and below that is the transcript (edited for better readability) that answers the question.

Is it appropriate to ask a customer how often they would like to meet?

Some customer segments, possible the ones that may not pay us very much, if we ask them that question they might want to meet all the time. And here’s the thing. I see this actually, unfortunately, sort of frequently. How often do our … I run
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Lincoln Murphy Customer Success AMA – May 5, 2017

On Friday May 5, 2017, I did a Customer Success Ask Me Anything (AMA) on Facebook live. It was awesome. The video is embedded below and while there seems to be an audio/video sync issue, the audio is crisp and listening to this will be time well-spent. If you don’t want to watch or listen, I got the entire AMA transcribed (and cleaned it up a bit for readability, added links, etc.) and posted that below. I answered 20 questions! Like and Follow me on Facebook so you can be notified the next time I go live. Right now, I’m planning on doing another Facebook AMA on May 19, 2017. But follow me just to be sure.
The audio and video are a bit out of sync, so just listen, don’t watch. Or… just watch… but that’d be weird.

Question 1 – Setup Fees

The first question is from
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The 5 Fatal Flaws of most Customer Journey Maps

Customer Journey maps are a favorite tool of Customer Experience (CX) and Customer Success Management (CSM) professionals around the world. Very often, they are elaborate, colorful maps – some look like movie storyboards or even children’s board games – that take the customer on a journey to nowhere. Very often, they are elaborate, colorful maps – some look like movie storyboards or even children’s board games – that take the customer on a journey to nowhere. What journey are you mapping? If it’s not the one that takes your customer to their Required Outcome in an Appropriate Way (together, those two things make up the customer’s Desired Outcome), then it’s a map to nowhere for the customer… and to churn for you. Honestly, from a true Customer Success Management standpoint, we shouldn’t even be talking about maps at all. Instead, we should be talking about something more like a
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