The Customer Success Economy

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