Building Customer-Based Project Organizations
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Designing and starting up a customer-experience transformation | McKinsey
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MARKETING: BUILDING AND MANAGING A CUSTOMER CENTRIC ORGANIZATION
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Building Customer-Based Project Organizations
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Marketing By, For, And Of The Project
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By Fister Gale, Sarah As Australia's largest telecom, Telstra needs to meet the expectations of its hyperconnected customers head-on. From mobile networks to home internet access to pay television, the company has…. By Graetsch, Ulrike Maria When leaders at rapidly growing organizations establish a project management office PMO , they're often seeking better control over which projects are started, more oversight of projects in….
Publishing or acceptance of an advertisement is neither a guarantee nor endorsement of the advertiser's product or service. View advertising policy. This enables you to understand and design the business dynamics of customer success operations. It is important to align the KPIs to the job roles. In other words, make sure that every person on the team can actually move the needle on their KPI. This may require decomposing the KPIs in to smaller chunks which can be managed and controlled by the contributors.
Assume you are the manager who is responsible for customer success. And your given charter and goal is. This is a fairly generic and even vague goal. It could mean anything and the timeframe to accomplish the goal is not clear. Also, it is not clear how you will accomplish this goal?
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Where to start? Which levers to pull? One way to make this goal more specific and to translate it into a set of SMART goals is to clarify and refine the goal and decompose it into more manageable objectives. First, it makes clear which portion of the revenue and profit contribution we are talking about. In other words, we have a better alignment to the overall picture. Secondly, the goals are now specific, measurable, actionable, realistic and time specific.
But what is driving the cost of customer success? And can you really influence it? If the revenue opportunity and cost is driven to a large degree by inbound requests from customers who have questions about getting started, then the picture looks a bit more differentiated. The cost per case customer requests is a result of time per case and cost per minute spend on the case. As customer success manager you can control the minutes per case to some degree by hiring strategies, training, having the right tools and knowledge management. But it is also dependent on the product.
This is an area where at least a shared objective between customer success and product development would be in order. The cost per minute is a matter of hiring, compensation policy, vendor selection and location strategies. All of these should be in your control if you are empowered to make these decisions. And these are usually strategic decision which is hard to revise. They require through planning and good forecasting. With this example we have gone into much detail.
But it illustrates the kind of consideration and discussion which should happen before setting and committing to smart objectives. Setting SMART objectives is a great leadership tool for delivering excellent customer success experience and performance. Make sure to decompose the overall main objective into manageable chunks which can be accomplished by the team members. These components need to add up to the overall desired outcome. Establish a cadence of informed dialogues about performance and progress with your team. A well composed and balanced KPI dashboard is key to keep the team aligned and adjust focus areas and resource allocation as you move forward.
In the related briefing center you can find additional tools and templates. The example is available as a worksheet which you can adapt to your specific requirements. This has become an major topic for many organizations as the budgets get tighter and the world around us is becoming more volatile, complex and uncertain.
Save my name, email, and website in this browser for the next time I comment. Post comment. This site uses Akismet to reduce spam. Learn how your comment data is processed. Skip to content. More importantly: Customer Success can have a compounding effect on your new sales and new revenue growth in addition to recurring revenue. What are the focus areas for Customer Success? Where can Customer Success make an impact on the objectives and key results? And which KPIs should be on your management dashboard? Customer Success Journey Before customers enter the realm of the Customer Success Team, they have gone through a journey from being a potential customer, considering the product, trying the product and finally making a purchase.
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Related Video. Areas of Impact for Customer Success But when you are leading a customer Customer Success Team you have probably found out a way to engage with customers much earlier. The primary charter of the Customer Success Team is to ensure that customers get the most out of the product or service. What are the areas of impact for Customer Success? Promoting the active trial usage of the product.