Customer success funnel for Security

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you have customers and these customers say they don't want to continue with you and that's painful because you did a lot of effort to acquire them you do even more effort to make them like on board and adopt the product and then they just leave you so that is obviously the main purpose that most people these days at least why people implement the customer success team or hey everyone and welcome to the unlocking growth show the podcast where we help businesses unlock the next level of growth I'm your host Gary CEO and co-founder of whale a slip I'd love for you to start by giving our audience a one minute explanation of what you're going to share with us today excellent Gary thank you for having me very short introduction I'm Philip wolf I'm the founder of castify and classify is a customer success platform for SAS companies so customer success is at the is our daily bread and butter basically and you write the idea of the majority of Revenue typically comes from existing customers at least in a more mature SAS company probably more than 80 or even 90 of all your Revenue if you guys think about your company comes from existing customers and that means if they stay they're gonna pay you more and if they're going to expand and use other products they're even gonna pay you even more and yeah this is the entire topic so how can customer success basically Foster these relationship make sure those customers stay with you reduce churn Drive retention and the expansion okay so we're gonna get into the nitty-gritty of how we can leverage customer success to to to grow your business but who would you say is disintended to like who is this mostly going to help and what kind impact can they get from some of your learnings I would say it depends a lot on the stage of your company in smaller companies we see a lot of defounding teams still also involved in that activity as they are involved in almost anything in the company from sales to product but also customer success in more larger organizations there's sometimes a CS leader which this is very helpful for or an entire CS team of course that basically takes care of customers based on their yeah typically their segment of customers as in large customers small customers maybe customers using a certain product or customers in a certain region depends a little bit on how this is structured but in general it's those in the company that take care of existing customers they work with the existing customers they help them to get value in the onboarding they make sure they adopt the product they reach out when they are very successful for case studies and testimonials they reach out if they are not so successful they make sure they are new and perfect we like all the show to get into a very practical mode so people that tune in can actually take what you share today and actually go implement it into their business so that's the entire purpose obviously of sharing a Playbook and its contents so with that in mind what are the three steps the three things or more if you have them that's going to help people turn customer success into the first very obvious one is the churn so lowering churn this is also the reason why most people actually Implement customer success in the first time right if you think about your journey as a startup in the beginning you don't you care more about product Market fixed and all that but at some point in time you have customers and these customers say they don't want to continue with you and that's painful because you did a lot of effort to acquire them you do even more effort to make them like on board and adopt the product and then they just leave you so that is obviously the main purpose that most people these days at least why people implement the customer success team or customer success processes in the first place so this lower insurance is the number one thing I would say worth mentioning here now this is done in various different ways if we talk about Playbook itself you need to make sure when we talk about churn that you understand first of all what is how does your turn look like in the company what's the kind of churn that your company is facing because there are several churns that require different let's say playbooks itself it's probably a topic for an entire podcast but you need to think about different kinds of churn for example in monitor we turn this churn that you can do nothing about these guys went out of business these guys got Acquired and they have already a different solution in place is nothing you could have ever done to prevent that shirt but then there's the children that you can do something about it for example the problem that the customers don't perceive enough value that's the number one reason why people live in the end that the business value that you or your software provides or your solution provides is not enough because in the end it's about Roi for the customer they look at the expenses they have with your tool and then they're gonna look into does that actually drive enough value for us and when we talk about reduced insurance it's essential that you understand what does it mean to get value from your platform and that it's essential that you help those customers that do not get the value to get this value and this might be in the onboarding that might be in the adoption it might be in different stages there might be different perceptions of that value but you need to make sure that the customer gets value all the time not just initially it might be for example another reason of insurance the champion leaves so one guy might be super successful in the team with your platform knows everything has it set up and it works amazingly then this person leaves the company no one else in the team knows about your tool and or knows about how to change things in the tool and then it's just like nobody sees the value anymore despite it was delivering a lot of value initially so it's all about value recognition and knowing which customers do not get that value throughout their life cycle and make sure they do get that now how you do that this is really you can use a tool I castify in the earlier days you can just simply make sure that you get in touch with your customers frequently and ask them questions if you have 10 customers there's nothing that speaks against you have weekly or monthly meetings for them in the very early stage of your company to really understand okay ask the right questions about do they get the value and obviously don't ask the question like do you get value from the platform it's like more like you told me in the sales or this is why you signed up initially how does the platform help you to do that and then you see unpack what is replied so when we talk about churn it's all about the most important thing is like what kinds of churn do you have and what are the kinds of insurance they're working you can do something about and for those that you can do something about I would say the one that is around value is the most important one and the number one reason that you can focus on does the customer get value if not what can I do to change that situation can I have a call can I explain them can I send them educational content videos can I lead them to a Blog article or to best practices etc etc the list is longer it depends a lot how I touch you are in your business let's say in order to do that great so to to summarize the first first item on the lists to turn customer success into growth is obviously look at churn and it is the low hanging fruits I think for a lot of businesses out there and so I love the fact that you suggest to segment basically why people churn because in some scenarios there's nothing you'll be able to do and others you will be able to take action and then go and look at how you can assure that you're having recurring impact with your clients because ultimately if a company has recurring impact with your product or service they're most likely not going to churn and then categorize your action plan if you will your playbook as we like to call them based on churn reasons it's going to allow you to be much more effective than just do a an approach to all and possible reasons and in some cases might not have any effect at all great first tip what's the second thing you have for us Philip