Go to Market Strategy for Customer Success by Target Market
Setting Your Customer Success Vision – Part 3 of Three Part Series
There are three elements that should be defined as part of your strategic vision for your Customer Success model:
Customer Success Corporate Climate Shift (Part 1)
Go to Market Strategy by Target Market (Part 2)
Customer Life Cycle Model (Part 3)
If you missed the first two parts, please see my blog with details on Part 1 and Part 2.
The third part of a good Go to Market Strategy that is focused on Customer Success is to build a Customer Lifecycle Model.
Many companies talk about journey mapping the customer experience. This is an important part of building a solid Customer Success model, however, you need to start with building your Customer Lifecycle model.
A typical Customer Lifecycle (CLC) model contains the stages that a customer would go through in their experience in doing business with you. An example of a Customer Lifecycle is in the diagram below:
A CLC model helps define all the touchpoints a customer engages with your company from how you attract them initially all the way through their continuous journey as a customer for life.
You may want to have more or less stages then what is shown in the diagram above, however, you may want to consider including all areas that a customer engages with your company. These stages define the most common stages a customer engages with their vendors.
The best way to build your CLC model is to bring together your top and middle management teams that represent each department within your company. Have a member of the team facilitate playing a representative customer from your target market. Have them ask the team the following types of questions:
How do I find out about your company and what you can do for me?
How do you relate to my top problems, issues or concerns?
How do you solve some of my big problems that would make it worth my time to engage with you?
Now that you have hooked me with some marketing content or some kind of introduction to your company, what should I understand about how you can help me?
Do you spend time getting to know me and listening to my challenges today?
As a potential customer, I don’t have a lot of time, how do you make the time I give you worthwhile?
How do you sell me and make it an easy decision for me to buy?
How do you service me and make your product provide value to me?
How do you maintain and help me expand the value of your product and/or services?
You can continue asking these types of questions from your customer and prospects perspective that are in your target market. These will help you define all the various stages a customer engages with you as you attract, sell, educate, implement, support and/or expand them over time. These will have natural breaks and hand offs from one organization to another in serving your customers. Feel free to get creative on naming your stages that represents your target market and the solution that you are offering to solve problems for that market and your company culture.
As always, I welcome your comments.