Navigating the trickiest part: aligning cross-functionally, convincing executives, and orchestrating change

Align cross-functionally:

• Negotiate ownership with Customer Marketing / Lifecycle Marketing
• Structure integration of adoption and cross-sell/upsell initiatives
• Create optimal organizational structure

Convince executives:

• Demonstrate value using account-level renewal metrics
• Link Scaled CS to renewal dollars

Orchestrate change:

• Build your team: capabilities & roles
• Keep every team progressing in the same direction
• Navigate internal politics

Impact: Achieve seamless integration of Scaled CS within the organization, maximizing efficiency and stakeholder support.

Moving beyond surface-level metrics to drive meaningful product adoption and account renewal impact

Data Foundation:

• Secure access to essential customer usage & renewal data
• Create your "active usage" event for measuring MAU, WAU, DAU

Strategic Goal Setting:

• Establish adoption (product usage) as your north star KPI
• Use data to identify the golden path to success customers should follow

Campaign Optimization:

• Prioritize the most impactful digital campaigns
• Measure nurture campaigns to identify low performers needing optimization
• Master A/B testing to drive customer behavior change

ROI Analysis:

• Measure impact of Pooled CS or High-Ratio CS on renewal dollars

Impact: Develop a data-driven approach to Scaled CS, ensuring continuous improvement and demonstrable ROI.

Crafting scalable, high-impact customer campaigns

Campaign strategy:

• Build nurture campaigns for various user segments (new, lapsed, advanced)
• Create value-based messaging focused on outcomes, not features
• Design immediate "quick wins" for users in the product
• Create dynamic content

Technical Infrastructure:

• Coordinating all customer-facing touchpoints from every team
• Implement data and infrastructure for automation, including tooling evaluation
• Integrate multiple channels: email, in-app guides, and digital community

Customer-facing content:

• Strategize how campaign "push" content fits with Customer Education "pull" content
• Develop content addressing frequently-asked questions
• Partner with Product Managers & Product Marketers on customer-facing content

Impact: Deliver personalized, automated experiences that drive adoption and retention at scale.

Harmonizing digital and human touchpoints to eliminate CSM busywork

Process Optimization:

• Develop and roll out standardized processes & playbooks for CSMs
• Automate emails from CSMs at critical moments

Journey Mapping:

• Align on a comprehensive customer journey map
• Seamlessly integrate digital and human touchpoints

Team Buy-in

• Foster CSM buy-in of the value of Digital CS programs
• Leverage the CSM feedback loop for every program

Optimize service models

• Serve your hybrid-touch (SMB) segment
• Start or optimize a Pooled CS team
• Implement or refine a high-ratio CSM model

Impact: Enhance CSM productivity and effectiveness, enabling them to focus on high-value activities while leveraging scalable solutions.