As a Service, Customer Success, Sense Making

The product customer success cycle

This DanelDoodle pretty much speaks for itself but just a few added notes. The feedback loop is the critical element for success (aside from the obvious one – the customer/user being at the centre of everything).

A good feedback loop is not an easy thing to build so the simplicity of the diagram belies the effort. Feedback loops should incorporate many things, the most impart being, in summary:

  1. A good reporting interface into how customers and users are using the product that both product development and customer success teams have access to and share insights from in terms of how outcomes can be improved. This should include both quantitative data as well as qualitative, e.g. survey responses.
  2. A feedback loop between customer success teams and product development teams where the former bring field insights to the latter and these influence new feature development. Conversely, new feature ideas can be shared by product development teams and discussed with customer success teams before they are developed further. A good collaboration system will help with this.
  3. A similar reporting interface as above for the customer (those responsible for end users) so they gain insights into how the product/s are being used. This should include an element that allows the customer to build their own reports and feedback loops which I have hacked solutions around (covered here and here).
Customer Success

Customer Success Influencers

Not much elaboration needed but a few words just to be clear about what I am saying in this doodle:

  • These three elements of product, service and strategy are the biggest (but not only) influencers on the success enterprise customers have with the use of their technology. For instance I believe the sales process and what is promised has a huge impact too but not for this list.
  • I’m indicating with the size of the circles which ones I believe have the most influence.
  • The pull and push points relate to the nature of the influence on the use and ultimate success of the technology.
  • I think most of the items listed in each area are clear enough but if you are not on the job to be done point I added a link to a good explanation. And on professional services, by these I generally mean paid for services delivered by the vendor or partners and could include things like change management, training, etc.