Customer Success
Autor Dan Steinman, Lincoln Murphy, Nick Mehtaen Limba Engleză Hardback – 19 apr 2016
Remarcăm o schimbare de paradigmă fundamentală în modul de a face afaceri: succesul furnizorului este acum direct proporțional cu succesul clientului. Customer Success este organizată metodic pentru a ghida această transformare, începând cu o analiză a istoriei și imperativului strategic în Partea I, urmată de o secțiune aplicativă în Partea II, dedicată celor „Zece Legi ale Customer Success”. Structura propune un parcurs logic, de la înțelegerea „tsunami-ului” veniturilor recurente, până la metrici precise și strategii de segmentare a clienților. Apreciem rigoarea cu care Nick Mehta și coautorii săi demontează mitul conform căruia relațiile personale pot menține loialitatea într-o lume digitală. Abordarea lor diferă de cea din The Outcome Generation prin faptul că este mai puțin abstractă și mult mai aplicabilă la nivel de structură organizațională; în timp ce Paul Henderson se concentrează pe definirea rezultatelor, Mehta oferă un set de reguli operaționale („playbooks”) pentru echipele de execuție. Față de o altă lucrare a autorului, The Customer Success Economy, care explorează integrarea digitală la nivel macro, volumul de față rămâne pilonul central, axat pe mecanica internă a departamentelor care trebuie să livreze valoare continuă. În contextul operei lui Nick Mehta, dacă What a Unicorn Knows analizează viteza de creștere a companiilor de miliarde de dolari, Customer Success explică motorul care susține această creștere pe termen lung: retenția. Cartea este un manual de instrucțiuni pentru trecerea de la „vânzarea de produs” la „livrarea de rezultate”, oferind instrumente pentru monitorizarea sănătății clienților și optimizarea timpului până la obținerea valorii (time-to-value).
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Specificații
ISBN-10: 1119167965
Pagini: 256
Dimensiuni: 156 x 236 x 30 mm
Greutate: 0.5 kg
Editura: John Wiley & Sons, Inc.
Locul publicării:Hoboken, United States
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De ce să citești această carte
Această carte este esențială pentru liderii din companii B2B și managerii care doresc să implementeze un model de business sustenabil bazat pe abonamente. Cititorul va câștiga un cadru de lucru testat pentru a reduce rata de pierdere a clienților (churn) și pentru a transforma suportul post-vânzare dintr-un centru de cost într-un generator de profit. Este ghidul definitiv pentru oricine vrea să înțeleagă noua economie a clienților.
Despre autor
Nick Mehta este CEO-ul Gainsight, compania care a definit practic categoria de software pentru Customer Success. Alături de Dan Steinman și Lincoln Murphy, el a sistematizat cele mai bune practici din Silicon Valley pentru a ajuta companiile să treacă la modelul de venituri recurente. Mehta este recunoscut la nivel global ca un lider de opinie în strategia de afaceri bazată pe succesul clienților, fiind implicat activ în creșterea unora dintre cele mai rapide companii de tip SaaS din lume.
Descriere
Your business success is now forever linked to the success of your customers Customer Success is the groundbreaking guide to the exciting new model of customer management. Business relationships are fundamentally changing. In the world B.C. (Before Cloud), companies could focus totally on sales and marketing because customers were often ′stuck′ after purchasing. Therefore, all of the ′post–sale′ experience was a cost center in most companies. In the world A.B. (After Benioff), with granular per–year, per–month or per–use pricing models, cloud deployments and many competitive options, customers now have the power. As such, B2B vendors must deliver success for their clients to achieve success for their own businesses.
Customer success teams are being created in companies to quarterback the customer lifecycle and drive adoption, renewals, up–sell and advocacy. The Customer Success philosophy is invading the boardroom and impacting the way CEOs think about their business. Today, Customer Success is the hottest B2B movement since the advent of the subscription business model, and this book is the one–of–a–kind guide that shows you how to make it work in your company.
From the initial planning stages through execution, you′ll have expert guidance to help you:
- Understand the context that led to the start of the Customer Success movement
- Build a Customer Success strategy proven by the most competitive companies in the world
- Implement an action plan for structuring the Customer Success organization, tiering your customers, and developing the right cross–functional playbooks
Customers want products that help them achieve their own business outcomes. By enabling your customers to realize value in your products, you′re protecting recurring revenue and creating a customer for life. Customer Success shows you how to kick start your customer–centric revolution, and make it stick for the long term.
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Praise for CUSTOMER SUCCESS
"Having been at Salesforce to witness the birth of Customer Success, I′m excited to see a book focused on this subject around which I have so much personal passion. One of the foundations of our success at Salesforce was Customer Success so it′s particularly great to see the history of the discipline, along with a glimpse at the future, documented in this book. I recommend it to every CEO or leader out there who is truly seeking to build a customer success–centric company."
Jim Steele, President and Chief Customer Officer, Insidesales and former President and Chief Customer Officer, Salesforce
"As one of the early investors in the technology of Customer Success, I′m particularly pleased to see the rapidly accelerating growth of the entire industry. The ′subscription tsunami′ as outlined in the book has profoundly disrupted the software world, and forced a focus on customers that did not exist previously. This book will help those who need to understand how this brave new world works, and also people looking for some practical guidance on how to execute successfully in the subscription economy. The team at Gainsight helped pioneer the Customer Success movement and definitely has the chops to put together this hitchhiker′s guide for those traveling the same road."
Roger Lee, General Partner, Battery Ventures
"The world is moving to a Subscription Economy, and this book directly addresses that shift. Smart companies aren′t trying to pitch products to strangers anymore. They′re figuring out how to grow, monetize and build an ongoing, mutually beneficial relationship with a dedicated base of subscribers. Customer success is fundamental to this process, and this book documents three core aspects philosophy, discipline, and organization in a sharp, practical way."
Tien Tzuo, CEO and Founder, Zuora
Cuprins
Gainsight Book Foreword xi
PART I Customer Success: The History, Organization, and Imperative 1
Chapter 1 The Recurring Revenue Tsunami: Why Customer Success Is Suddenly Crucial 3
Chapter 2 The Customer Success Strategy: The New Organization versus the Traditional Business Model 25
Chapter 3 Customer Success for Traditional Nonrecurring Revenue Businesses 45
PART II The Ten Laws of Customer Success 63
Chapter 4 The Practice of Customer Success 65
Chapter 5 Law 1: Sell to the Right Customer 69
Chapter 6 Law 2: The Natural Tendency for Customers and Vendors Is to Drift Apart 79
Chapter 7 Law 3: Customers Expect You to Make ThemWildly Successful 91
Chapter 8 Law 4: Relentlessly Monitor and Manage Customer Health 103
Chapter 9 Law 5: You Can No Longer Build Loyalty through Personal Relationships 113
Chapter 10 Law 6: Product Is Your Only Scalable Differentiator 125
Chapter 11 Law 7: Obsessively Improve Time–to–Value 137
Chapter 12 Law 8: Deeply Understand Your Customer Metrics 147
Chapter 13 Law 9: Drive Customer Success through Hard Metrics 159
Chapter 14 Law 10: It’s a Top–Down, Company–Wide Commitment 171
PART III Chief Customer Officer, Technology, and Future 181
Chapter 15 The Rise of the Chief Customer Officer 183
Chapter 16 Customer Success Technology 199
Chapter 17 Where Do We Go from Here? 215
Index 229
Notă biografică
NICK MEHTA is CEO of Gainsight, where he brings the right people together and puts them in the best position to win for customers, partners, employees, and their families. He′s a big believer in the Golden Rule, and he uses it to bring more compassion to interactions with others.
DAN STEINMAN is the chief customer officer for Gainsight. He is the author of dozens of relevant blogs, contributed articles, and Customer Success University created by Gainsight and a recognized thought leader in the Customer Success world.
LINCOLN MURPHY is founder of Sixteen Ventures, a consultancy helping companies accelerate growth through Customer Success. He′s a prolific writer and international speaker on Growth and Customer Success.