Connecting the Dots
Leading Teams in Customer Success & User Success Workflows
Chris Bové strategized and led a new Digital CS Team during a transition from public to private ownership (private equity), achieving $1.2m in revenue rescue within the campaign's first 365 days.
1.) Starting a DCSM Team from scratch
Running a team of Customer Success professionals at a subscription & SaaS company, we needed to expand our scope to include proactive reach-out to D2C customers. Strategy began with examining growth models, and segmentation of customer into cohorts needing high/med/low-touch methods of reach-out.
The result was the company's first Digital CSM Team. I was lucky enough to hire my top three candidates, and move forward with creating playbooks for a massive array of products and tiers.
As with all new ideas, perfection is the enemy of good. We began our efforts by servicing existing campaigns and promotions, but quickly began creating our own.
2.) Finding success amidst extreme Change Management
I love solving problems, and recently was given one of the best problems to solve.
Problem: The company you work for is public, and about to go private. You need to not only maintain your team's NRR but also create new streams of revenue, and possibly expand the team's responsibilities and purpose... GO!
In this particular moment of extreme change management, we could see that B2B Customer Success was going to be much more forgiving because it already had established QBRs and other cadence-driven initiatives. D2C was the worry. To maintain our customer expectations, we needed to manage this change with little or no downtime, yet we needed to ensure that CS remained aligned with our evolving eCommerce business models. With D2C workflows and customers at risk, the solution was to employ significant change in the Digital Customer Success Management team. We went back to the drawing board to create new campaigns, and to assist a full spread of new agendas in marketing and eComm.
It was time to get scrappy.
In an age when low-touch automation was on the rise, we ran SF segmentation reports for churn risk and began reaching out... manually. In a truly human-first series of campaigns, the team completely flipped the script.
Result: In our first 365 days of running our own risk mitigation campaigns, we tracked $1.2m in revenue rescue from impending churn. Not a bad start for tapping into a brand new money stream.