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Doing so creates an atmosphere of fairness and transparency, which is especially important when these KPIs have a direct impact on the team members salaries and bonuses. But, how do we decide that these will indeed be useful for CSMs to perform their day-to-day operations more effectively? Bring efficiency, add scale, and connect user behavior to personalized actions. Understand your customers interactions with your product and make informed product success decisions. Lets take a customer call as an example. Its important to break down the various underlying factors that manifest themselves as problems (in this case, Low Adoption). Create, monitor, and automate comprehensive Playbooks for every scenario. Whatever else you choose to add to the playbook depends on your teams needs and what you consider important. Prepare descriptions of the tools/solutions the customer success team use. Automate your actions, alerts, surveys, and more. Simply put, Playbooks provide a guided path towards handling repeated/recurring business interaction situations in the customer success management world.

Check whether additional seats have been allocated? Lets look at how to design your Customer Success playbook. Lets look at how to design your Customer Success playbook. Improve decision making and actions for enhanced outcomes. To see how SmartKarrot helps B2B companies streamline and scale customer success. Understanding your teams purpose and their impact on clients helps keep them motivated. Lets start by understanding what a playbook is. We arent just any Customer Success platform. Manage, analyze, and optimize your customer interactions. For example, how to open a clients profile in the CRM before the CSMs scheduled call with them, what data points to look at, and how to log the call summary. In addition, understanding why the processes are built this way and not the other can help your team accept and follow them. Our annual survey captures the current state of CS Intelligence and automation. Get a complete view of your customer and all their moving parts. This section shouldnt be a compilation of 100+ page instructions on CRMs, reporting solutions, and more. Make an objective assessment of what you really need by way of playbooks (and not needlessly clutter your CSM tools view). All in one place. For example, at Wrike: Clients are redirected to our Support team for technical questions, while CSMs cover value-related questions. Instead, provide a brief description of potential use cases, what CSMs should be paying attention to (and what they shouldnt), and your teams best practices. Common examples include sales, support, and product teams. In any case, make sure that the playbook is fun to read. In this article, Ill share my list of recommendations on what you should include in your CS playbook and why. Even though the customers might have procured your product to achieve the same business objective. Aplaybookhelps you quality assure the basics of yourcustomer successmethodology. Proactively uncover key insights and receive data-driven recommendations for your team. Scenario:Suppose we are designing the playbooks for a SaaS company Akme Inc that has customer churn in excess of 10% which they want to bring down to a industry norm of 8-10% by addressing the problem of low product adoption. But what do they really mean and how do we go about defining playbooks that make sense for our businesses. Send a follow-up email to the customer? Explain the main metrics based on which the results of the team and each individual are evaluated. The overall map of the analysis looked something like this. audible For example, at Wrike we use objectives and key results (OKRs). Add jokes, interesting examples, and personal experience. scripts nicole jones lead customer call distribute joining tonight wanted notes team Announces $1M+ Extended Angel Round Funding, Problems that your customers are trying to solve when they procure your product/services, High-touch relationships (Dedicated CSMs/ Frequent In-person connects), Low-touch relationships (In-frequent in-person connects during steady state), Tech-touch relationships (little manual interference, lots of automation), Nature of the product (and the features it contains), Large User base (Operational tools deployed company wide), Small User base (Only power users or small user base), Change in key personnel/departure of champion, Competition releasing a disruptive/new feature, Usability/relevance of the product for the customers business objectives, Inadequate/Insufficient user onboarding support. integrity And not become yet another checklist that will in fact, impede the speed of execution? Lastly, having clarity on why these KPIs are used to measure performance enables your team to stay focused on their goals. But what do they really mean and how do we go about defining playbooks that make sense for our businesses. If there are certain reports that CSMs should be reviewing on a regular basis (e.g., their progress towards their retention targets), add the links to such reports in this section. It can sometimes lead to an insight that, with the teams growth and development, your current processes are no longer accurate and need to be updated. So it becomes easier to adapt to your working style through this playbook for a new CSM.

Customer success, support and client management posts written by wrikers. So every CSM has a clear understanding of how their personal goals connect to the global goals. A critical analysis might show some of the following factors as being responsible for the low adoption: Once we have identified the underlying factors, it is imperative to do a systemic analysis towards assessing how each of these factors the Customer Success Management team handles. And the more advanced CSM tools provide playbooks as a part of their templates for CSMs. The purpose is to provide clear boundaries on which team is responsible for what, which issues the teams should be working together on, and how that collaboration should look. Its likely that many of these questions are repetitive and you already have them documented in emails, communication platforms, and other sources. Define and track onboarding by phase, user progress, account, and portfolios. Dont miss an episode of the Customer Success Intelligence Podcast. Dont be afraid that your description will contain too much detail its better than forgetting to add critical points that could lead to problems later on. Its also important to share how each metric or KPI is calculated. Head of Global Customer Engagement @Wrike, Building a 1st Year Developer Relations Program, Why Big data Analysis is Important For Product Manag, 3rd in the Series: Foresight over Failing Fast, Data Management and Analytics for Product Mana, Product Manager interview guide for Leaders. This section would also be a good place to highlight who to escalate questions/issues to and whose approval would be required in different situations. Resources for new and seasoned Customer Success teams. Get status updates, warnings, and extensive reports at the right time so you can make effective decisions. Once you identify the scenarios, then starts the important job of constructing the playbooks themselves. As a manager, youre used to getting multiple questions from your team members on a daily, even weekly basis. Certain steps are usually performed before the call, such as reviewing the clients history, analyzing usage metrics, etc. 26. However, you need to be careful while adopting out-of-the-box playbook templates by taking the time to ensure that they are oriented towards achieving the business objectives that you have set for yourself. So your job here is to gather all of these questions, exclude the ones that are too specific (or keep them, if youd like), and add them to the playbook. Transcribe your calls and catch key phrases used by customers to trigger actions. Every step of the process that you, as a manager, consider important needs to be described properly. Deliver consistent customer experiences and repeatable success. Its important to be as specific as possible to leave minimum room for any misinterpretations. A playbook saves managers time and helps clarify processes and goals. One of the most important sections to have in the playbook is the FAQs. Before describing your teams processes, goals, metrics, KPIs, and more, spend some time reflecting on your teams purpose and how they make your clients lives easier. Playbook has become a significant buzzword in the customer success management circles in the last couple of years. Youre a Product ManagerHow to Find Your North Star? A positive, external effect of formulating the whys is that the manager will have the opportunity to reassess team processes on a general and granular level. Playbook has become a significant buzzword in the customer success management circles in the last couple of years. Intelligence-driven, scalable insights for onboarding, adoption, retention, and revenue growth. In our example, customer churn could be caused by several contributory factors some of which are: In this scenario, we have information that the customers often are unable to adopt the full feature set of the product thereby resulting in low perceived value and consequently less than optimal renewals and higher than normal churn. Optimize product usage by monitoring in-depth user data and receiving actionable insights. What needs to be done? Playbooks help you align your teams, and help make on-boarding of new CSMs easy. The dictionary defines the term Playbook as a book containing a sports teams strategies and maneuvers. For example, I added a collection of productivity tips for CSMs that proved to be incredibly efficient when I was a CSM. Describe how these metrics are connected to the companys global ones. Describe it!

The number of variables here are varied. Hence it is unlikely that a templatized approach to playbooks would be very effective. List action items such as asking discovery questions, checking the clients progress toward the goals they set for your product, showcasing new releases, discussing adoption, scheduling a follow-up call in the end, and more. Creating a playbook for your customer success team allows you to have a single source of truth for the most common questions that both new and experienced team members ask. I recommend preparing clear checklists for each important activity. A good starting point would be listing all the teams CS needs to work with on a regular basis.

Although it may be obvious to you as the manager, it may not be the case for your new hires. And never assume that the team should already know something and skip over it. Features and SDKs you can integrate into your apps. Does a CSM need to log the summary of the call somewhere in your CRM? Reach out to groups of customers when you need to. Employee success drives customer success. Ultimately, the CSM approach also must make viable economic sense and hence the depth of the customer success engagement must be corelated with the size of the business opportunity with a customer. Having touched upon the factors that influence playbook design, lets look at an example of how we can use this information to create playbooks that are tuned to our requirements. anthony All OKRs set for each team contribute to higher-level, departmental OKRs, which in turn contribute to company-wide global OKRs. The business objectives can be varied for every end customer depending on their business niche. Increase your productivity real-time, automated alerts. Identify, monitor, and execute timely account expansions with real-time reports and indicators. This eventually means that you should deploy different playbooks. It always helps to take an iterative approach to deploying playbooks and testing these for efficacy and making incremental adjustments. Create the right scoring system for your organization. There is no dearth of information available on playbooks. In our example, we found that inadequate user onboarding was the underlying factor that needed the most work and therefore needed to have a playbook defined to drive consistent and predictable results. Drive adoption, upsell and cross-sell using extensive product data. Create surveys to get timely feedback from your customers. The. You may also want to rewrite the answers to be more concise and universal. Few of the things might be same as other companys playbooks but the details are unique for your company. The SaaS world has long moved on to a very iterative mode of developing products and services to stay current with the challenges that their customers face, so why should the approach of the customer success managers who handle such accounts as customers be any different. The purpose of aplaybookis to build scalable processes for yourcustomer successteam.

Make the playbook a document that your team members would want to read! This would mean you may want to have a stratified approach for Super-star customers versus Point-solution customers. Another important topic thats worth covering in the playbook is how and when the customer success team needs to collaborate with other teams. When writing about this division in the playbook, I provided a relatively large set of examples on which questions can be considered technical and which are value-related. How getting into a Product team helped me become a better Marketer. How to Overcome Customer Data Silos with SmartKarrot, What Is a Customer Success Specialist? This definition is quite accurate in the case of Customer Success Management space as well. Then comes the call itself. Published 16 Apr 2020, Updated 6 Jan 2021. Then explain where the field of responsibility of one team ends and another one begins. Finally, describe what needs to happen after the call. For details please visit our, SmartKarrot Inc. Again, wherever possible, provide detailed instructions ideally in a checklist format. Having this section k allows you to save a lot of time that youd otherwise spend answering the same questions over and over again. These are: In our example, the exercise results in a high-level playbook like the following: Following a step-by-step approach like this will allow you to achieve the following: Playbooks are an invaluable tool towards building scale and consistency within CSM operations. Resources and insights straight to your inbox. While assessing these factors, a very high premium should be placed on the ability to have mechanisms which are consistent (repeatable), efficient (no wasted interactions) and scalable (can be adopted across the board for a large number of customers without additional overheads). In his prior role as head of healthcare practice for a high growth US healthcare tech organization, he built a centralized knowledge house to drive customer-centric delivery. We have the insights, imagination, and technology that others dont. It helps enableyourcustomer success managers enableyourcustomers to best utilizeyourproduct for their business objectives. Allowing you to take a measurable approach on assessing the efficacy of your playbook design. Aligning playbooks to achieving your business objectives. Provide a detailed description of all the processes that are critical to your teams success. Therefore, you must consider the following aspects as you embark on your journey of defining appropriate playbooks: Even if there was congruity in the all the above-mentioned variables, there is the size of the customer opportunity to contend with. Ritesh has over 20 years of experience collaborating with customers and adding value to their organizations. After publishing my previous article on this topic, I received many practical questions on writing a playbook and tailoring it to the teams needs. And it will also contain reactive approaches that tells your actions while intervening when a customer went off the path. The first step is to understand scenarios that we might need playbooks for. Proactively identify at-risk customers and prevent churn using automation, early warning insights, and more! The playbook consists of the proactive play that you would use to move your customer along the path of success. flip Primary Roles and Responsibilities, We use cookies to ensure that we give you the best experience on our website. Customer success specialists are the first step in the hierarchy of th document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); See how SmartKarrot can help you deliverwinning customer outcomes at scale. There are a few things that need to be kept in mind while constructing a playbook. document.getElementById( "ak_js_2" ).setAttribute( "value", ( new Date() ).getTime() ); ROI of Customer Education: How to Calculate the Value Effectively?

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