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Full Description
If leaders aren't integrating their digital offerings into a philosophy of Customer Success, they will be defeated in the next decade, because technical excellence and other traditional competitive advantages are becoming too easy to imitate.
The Customer Success Economy offers examples and specifics of how companies can transform. It addresses the pains of transforming organizational charts, leadership roles, responsibilities, and strategies so the whole company works together in total service to the customer.
Shows leaders how their digital implementations will make them more Amazon-like
Helps you deliver recurring revenue
Shows you how to embrace customer retention
Demonstrates the importance of "churning" less
Get that competitive advantage in the most relevant and important arena today—making and cultivating happy customers.
Contents
Foreword ix
Maria Martinez, Executive vice president & chief customer experience officer at Cisco
Part I Why Customer Success Became Standard 1
Chapter 1 Customer Success: What It is and Why It Affects Everything 3
Chapter 2 Customer Success: It's Not Just for Silicon Valley 21
Chapter 3 The Customer Success Job Market is Taking Off 35
Chapter 4 Reason #1: Customer Success Stops Churn—The Silent Business Killer 45
Chapter 5 Reason #2: Customer Success is a Growth Engine—If You Move from Defense to Offense 53
Chapter 6 Reason #3: Your Customers Want It 65
Chapter 7 Reason #4: Even the Money People Are in Love with Customer Success 79
Part II Baking Customer Success Into Every Aspect of Your Business Model 89
Chapter 8 It Can't Be Delegated 91
Chapter 9 Product: Design from the Start for Customer Success 103
Chapter 10 Marketing: Your Job Doesn't End with the Lead 121
Chapter 11 Sales: Customer Success is Your Differentiator 129
Chapter 12 Services: Go from Hours to Outcomes 141
Chapter 13 Support: Go from Reactive to Proactive 151
Chapter 14 Finance: The New Scoreboard 161
Chapter 15 IT: The New Mission for the CIO 171
Chapter 16 HR: Happy Employees Take Better Care of Customers 179
Chapter 17 Avoiding Customer Success Silos 191
Part III Implementation Issues 195
Chapter 18 The First Step: Launching CS in an Established Business 197
Chapter 19 Leadership: What Kind of Leader Do I Need for Customer Success? 215
Chapter 20 Organizational Structure: Should Customer Success Be Part of Sales or Its Own Org? 227
Chapter 21 Roles and Responsibilities: Who Owns Renewals and Revenue? 239
Chapter 22 Budget: How Much Should I Spend on Customer Success? 251
Chapter 23 Monetization: Should I Charge for Customer Success to Boost Profitability? 263
Chapter 24 Metrics: How Do I Measure Customer Success? 273
Chapter 25 Scaling: How Do I Grow Customer Success without Throwing People at It? 295
Chapter 26 Technology: What System Do I Use? 301
Chapter 27 Professional Development: How Can I Develop My Leaders and My Team? 317
Chapter 28 Inclusion: How Can I Create a Diverse Team? 333
Chapter 29 Next Steps to Take 339
Notes 345
Acknowledgments 347
About the Authors 351
Index 353
