Tag Archives: Chief Customer Officer

A practical guide to customer centricity

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We know the theory and we know we need to be more customer centric. The biggest challenge for many organisations is how do it, at both the strategic organisational level and at the more tactical operational level.

I’ve worked with and for many organisations going through their own journey to be more customer centric, at both large well-established global organisations and more niche startup organisations and have been privileged to be in positions with them where I’ve been part of that change.

One of the more strategic level changes that is crucial for success is getting your customer leadership at the right level. It’s great to see more and more organisations across different industries and sectors investing in Chief Customer Officer or similar exec level roles now and the number has grown significantly over the last few years (and continues to grow).

Having the right leadership gives you the voice of the customer at the leadership table, having someone focused on driving customer growth and value and bringing the customer conversations to the exec and board level.

I really like this concise definition of a Chief Customer Officer:

“An executive who provides the comprehensive and authoritative view of the customer and creates corporate and customer strategy at the highest levels of the company to maximise customer acquisition, retention, and profitability.”

The customer leadership role – Chief Customer Officer or other – gives you:

  • Visibility – to understand and see what is happening to your customers
  • Clarity – of what happens when a prospect becomes a customer
  • Balance of power – creating the 3rd organisational pillar (with sales and operations)
  • Sales focus – allowing sales to focus on new business without customer distractions
  • Feedback – into what is happening outside of the business (the so called magic loop)
  • Signalling – the external messaging that we are customer centric

The magic loop above is:

Plan and Build (product management and engineering) vs. Demand and Sales (Marketing and Sales) vs. Customer Experience (Customer Success).

At the more tactical level though – in terms of things you could do more immediately – here are a number of great practical ideas for driving customer centricity in your organisation:

  1. Create a mission statement that impacts your customers and that includes customers
  2. Be a customer – yes role play (across all teams)
  3. Visit your customers – all execs and, even better, all teams
  4. Implement a customer forum or community (customers talking to each other)
  5. Create a voice of customer programme (and close that feedback loop)
  6. Bring your customer feedback into every meeting across the business
  7. Democratise customer insights and make them visible to everyone in the organisation
  8. Link team compensation to the customer and have customer focused goals
  9. Hire for customer orientation and customer empathy (and onboard them like customers)

I really, really like Amazon’s mission statement:

Numbers 6 and 7 above can be very powerful when done well and I’ve seen the idea of a customer feedback wall used very well and to great effect – where you include and share the very, very good, the good, the bad and the ugly.

Do these ideas resonate with you? What things have you done in your organisations to drive the journey to being more customer centric? And what has the impact been with your customers?

If you’re interested in chatting customer centricity or customer success, please do reach out to me – I always love hearing your own journeys and challenges and ideas (and good coffee).

And don’t forget to listen to my latest podcast with Jason Whitehead from Trituns on getting your customer onboarding right from earlier this month. Click here to listen to this one and others in the series.

Being customer centric

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A great way to think about customer centricity that really resonates with me:

“A business is customer centric when it delivers on-going growing value to and for their customers.”

I really like this because…

  1. It’s not just for the short term and the now
  2. It’s about the what (the value) and the who
  3. It allows for customers to include customers as we know them, employees and shareholders and investors

The reason being customer centric is important is not only the obvious – that our customers stay loyal when they have good experiences and the product and sales are delivering on our promises, but also as our customers keep evolving and changing, so too are the ways that we operationalise that and support those customers.

If you are customer centric, it means that you are observing that evolution that’s happening to your customer base, and you’re able to be very agile and nimble in responding to that as a business.

Being customer centric is easy to say but hard to do and it doesn’t come organically. It needs organisation wide buy-in and sponsorship, from sales, to finance, to operations, to support, to customer success, to delivery! We live at a time of unprecedented customer expectations both for business customers and our end consumers, and being customer centric is critical. Why now? Think about your ultimate consumers – they’re you and your expectations have changed. Forrester research have stated “This new world requires leaders to think and act differently” and George Colony, Forrester CEO predicts, if a company is not customer-centric, they’ll simply be out of business between 5 – 10 years. What are you doing to be more customer centric today? I’m going to share some practical ideas and examples over the next couple of days of things I’ve seen work very well with different companies.

“Customer Centricity is a journey and not a destination.”

Customer Success leadership as we move into 2019

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Copied from a  recent guest blog post that I did recently for Simon Cooper from KUPR Consulting.

2018 sees us well and truly in the age of the customer and we’re seeing more and more organisations rethinking about where their growth comes from and about the right level of investment needed in their customer facing teams (not just Customer Success). Customer Success continues to grow as a way of working, as a discipline and as a new exciting career option – the role of a Customer Success Manager has been the number one advertised job on LinkedIn in a number of different countries around the world.

With this growth, the need for very good Customer Success leadership is becoming more and more critical, to ensure we’re delivering the necessary outcomes for and growing value to our customers.

I’ve worked with and within a number of different technology organisations – both startups and global enterprises – and each has its own unique challenges and circumstances but with a number of common key themes.

Why is being customer centric important at the leadership level you might ask?

It’s not only the obvious, i.e. that your customers stay loyal when they have good experiences and when product and sales are delivering on our promises, but also as our customers keep evolving and changing, so too are the ways that we operationalise this and how we support our customers. You become customer centric when you deliver on-going growing value to and for your customers.

But it’s not just about having a Customer Success team and having Customer Success managers in our companies. Having a Customer Success leader gives you:

  • Visibility – to see what is happening to your customers
  • Clarity – to understand the changes when a prospect becomes a customer
  • Balance of power – the third pillar for focus (alongside sales and operations)
  • Sales focus – sales focused on new business with no customer distractions
  • Feedback – understanding what is really happening outside of the business
  • Signalling – that critical external messaging that we are customer centric

I had the privilege of co-hosting a webinar recently with Jason Whitehead (the CEO and Founder of Tri Tuns) where we talked through some of the key questions around Customer Success leadership. Some of these are covered below – you can also find the webinar recording and details of other ones in this series here.

The challenges today

There are some amazing Customer Success leaders internationally and I’m lucky enough to know a good number of them (and I’ve learnt so much from them) but there are some big challenges that we’re facing. I’m going to look at a number of these now.

(1) Lack of Customer Success experience – it is a new and fast changing area, and there just aren’t leaders around with long track records in this world called Customer Success. That’s not to say there aren’t leaders with solid world class experience in customer facing roles but it can make finding the right person more of a challenge and require a wider search. This can be seen especially when we need more strategic thinking and planning.

(2) Customer and business maturity – the vision of what Customer Success means to a business depends on your own organisation and your specific customers. Sure there are guidelines and principles that are consistent, but our own maturity and stage as a business can and does impact what we want from Customer Success and our Customer Success leader on day one or even day 501. We may be in a stage where our Customer Success team are acting as firefighters in a more reactive position than driving new value and outcomes with customers more proactively, and the key is understanding this and where we are now. The maturity of our customers is also important to understand and by this I mean where they are in their own stage of growth, their overall adoption of new technology services and their expectations from our services.

(3) Investment being made into sales not Customer Success – for a lot of businesses, sales (in terms of new business) is still (seen as) the main growth engine and not the existing customer base. As businesses grow and expand and extend their services and offerings this is changing but it requires a shift in mindset for our CEOs and founders. This investment includes our Customer Success leader, our Customer Success managers (with different levels of experience) and potentially other Customer Success roles.

(4) Expectations for industry specific knowledge – this continues to be a growing challenge where organisations are looking through multiple lenses when hiring their Customer Success leader and looking for very specific industry and even technology experience, as well as solid experience in Customer Success and other customer facing roles. Many Customer Success leaders are amazing business generalists, and well skilled in working well in many different industry verticals and with broad (rather than deep) technical skills. 

(5) Short tenures – a number of the challenges above mean that many Customer Success leaders have had to move around in different organisations and whilst this has given a solid benefit of broad experience it can be seen as an issue. I’d always encourage good conversations with my Customer Success leader candidates to understand the drivers behind different positions and moves, and not simply put this as a blocker (which it often is).

(6) Are we a customer centric business? I don’t believe there are organisations who would say that they weren’t all about their customers but without the necessary customer focus and thinking at a strategic level, our Customer Success leader and team will not function and deliver as we need them to.

What makes a great Customer Success leader?

There are three traits that I believe are critical in great Customer Success leaders and strangely enough these are the same three traits I look for in new Customer Success managers joining my teams:

  1. Passion – a level of drive and motivation about your values and Customer Success
  2. Empathy – for customers and their teams and companies
  3. Broad technology and industry experience – broad not deep

Yes these are quite broad but they are at the essence of what Customer Success is. The last one I really like, as I think the breadth of experience in multiple customer facing roles and with different companies and technologies is a differentiator. You need to understand the bigger picture with your customers and where you and your company’s service and/or technology fit in.

A couple of other important things to add are:

  • Experience growing and scaling teams and businesses
  • Customer focus (of course)
  • Being bold – you’ll need to try new ideas and influence change
  • Being agile and not averse to change (or managing change)
  • A like for processes is a must have – you’ll have to define and build new frameworks and ways of working (and these have to keep evolving as your customers do)
  • You are the ultimate voice of the customer – and that can be a lonely place but you need to be there and you need to bring the customer (voice of and feedback) into every meeting
  • When you start, go and meet (all) your customers – hear what they’ve got to say
  • And Customer Success leaders often also take on responsibility for certain key accounts and there is no better way to learn

Does the title matter?

Yes and no. It really depends on the organisation and titles can and do vary. You may be head of Customer Success, director of Customer Success, VP of Customer Success or even the new chief customer officer (which as the newest member of the C-suite I’m happy to report that we’re continuing to see more appointments of this level).

Customer leadership is often the missing piece when companies look to be more customer centric – irrespective of the title, the role is all about increasing customer value and bringing the customer conversation to the board level. You need to be ultimately responsible for your company’s customer relationships.

Are there any differences in Customer Success leadership globally?

On the whole no – you need the same core skills, core traits and type of customer focused experience, and you will be working to and driving a similar vision and approach. There are of course the more subtle (or not) cultural differences and as you grow and expand the teams and regions you work in, you need to be very conscious of these – both for your teams and your customers.

Local language is so important as well – look at Europe as a great of example of this. I’m always a fan of having local language people in the local region to help drive value and better outcomes for my customers.

I always talk about differences with the likes of NPS and this is a good example I think of where you, as a Customer Success leader, need to be aware of potential cultural differences. We all know that only a 9 or 10 rating on an NPS results in it being classed as a promoter. Our US based friends and colleagues might often give 9’s or 10’s as ratings but in the UK – and I hope I’m not generalising – 9 or 10 is better than excellent and very, very rarely happens. That’s like 100% in an exam. A 7 could be a very good score but that only means your passive in the world of NPS. This changes how you might view the scores that you get, and where your true baseline is.

You are the voice of the customer

We all know that our customers are already talking to other customers and future prospects, – I want them to say the right thing!

It’s critical to build and to lead a voice of the customer programme. You, as the Customer Success leader, need to be constantly and consistently listening to and hearing what your customers are saying and then empowering your teams and companies to take actions.

There is a huge ROI in finding out what went wrong (and yes things always do go wrong) and fixing it and letting our customers know we’ve listened and what we’ve done.

Where do I find them?

I’m going to close off this blog post with this final point. We all know that Customer Success as its own separate formal discipline is relatively new and so, by definition, they aren’t many people with many years experience in the actual role itself. But that’s not to say that there aren’t some amazing Customer Success leaders in the industry around the world. Many come from other customer facing roles and even from multiple customer facing roles (and leadership roles). Some great examples include customer support, professional services and consulting, project management, service delivery, account management and sales roles. All of these roles bring some fantastic experience with them – from building and growing customer relationships, delivering value and outcomes, and handling difficult and challenging customer conversations.

Who’s looking after your customers’ success?

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What a great question to ask. Do you know the answer, and if not, who’s finding it out for you? And even more importantly, do you know what your customers need to achieve to be successful?

Often as business owners and leaders, we naturally need to be focused on our company’s success and how we evolve and grow our business, building new products and services and acquiring new customers. 

We’ve seen a shift in the last ten years to the new world of Customer Success and the consumerisation of business services, where our business customers’ expectations are driven by their experiences as consumers. This has been and continues to be a huge change and a very challenging one. I say ‘new world’ here, but it’s not new as in ‘we’ve never done it before’ – just in that we need a different (and new) approach today.

How do we provide the same levels of services (and amazing products and platforms) that organisations like Amazon, Apple and Netflix do? They’re in completely different markets and you could see them as being irrelevant to the lettings industry. But many of your own customers use them – and many others like them – on a daily basis, and they just expect things to work and deliver, as and when and where they need and want.

Our customers are now more willing and able to leave us if we don’t do what they need or provide the value they expect – and they expect this level of flexibility. The so-called age of the customer is all about this flexibility – it’s about how businesses push value to customers, and ensuring customers become the focus and that customers are attracted to use them, not stuck with them.

When our customers are successful, and they can directly see the value our products and services give them, they will naturally gravitate more to us, use more of our services, grow with us and become great advocates.

I heard a great quote at Gainsight’s recent Chief Customer Officer Summit Europe 2018 that resonates so well and sums this up perfectly: “Make your product value painlessly obvious”.

Customer Success has to be a business-wide strategy and way of working, it isn’t just the responsibility of one team , one job function or one person , and you need a customer-centric culture to achieve this.

It often starts with one team – your customer facing team – but that team’s objectives and strategy and planning have to align with the rest of the business and radiate out to influence other teams and stakeholders.

This team absolutely can be – and often is – the starting point for this refocus back to the customer. They can plan and start new customer-based initiatives, projects and activities that then flow out across the wider business. In this fast-growing world of Customer Success, many organisations are leading the way and developing new and improved approaches that can be replicated elsewhere and by other companies, even in different industries.

How do you ensure Customer Success?

So what does a customer-centric culture look like?  At a number of startups I’ve worked with Customer Success has been a a core part of our operating philosophy from day one but in the early days it often starts with that team doing everything for customers. As you grow and expand as a business, so your Customer Success team and approach has to grow, and of course your customer-base. You move from being mainly reactive and often seemingly on the backfoot, to having a full single customer view that covers everything from commercial information, support details, customer sentiment, survey feedback, product usage, contractual information, sales information and much more. This is a critical part of our success and it continues to grow, with the right technology and tools (including a Customer Success Management platform). 

The teams have to also evolve and I’ve seen success in creating dedicated functions for onboarding and implementation (and customer education), customer and commercial operations, documentation and configuration and customer success management (that includes customer renewals, escalations, training, customer feedback, consultancy and advisory services, relationship management and customer advocacy and customer value reviews). All of these involve working very closely with the other teams and helping to make sure that customer feedback is being fed through the right channels, listened to and responded to in the appropriate way.

There is of course a balance needed between providing the level of services required (and achieving those desired customer outcomes) and over-delivering and over-servicing, and it can be challenging to strike the right balance. It’s critical to sometimes say no and to route our customers through the most appropriate channels into the business, for them to get the outcomes they require, and for this to be repeatable for them and scalable to grow with our business and our customers’ businesses.

How we measure Customer Success is critical to us – and that statement is even more powerful when reworded slightly… how do you measure your customers’ success?

There are a number of key metrics we can and do use for this, including Net Promoter Score. NPS is an easy-to-use measure to gauge customer loyalty and how it trends over time, and is used by many global businesses in many different industries. I’ve used NPS successfully in a number of different businesses, asking that one ultimate question – how likely are you to recommend us? – but also with a number of optional additional questions to get more customer insight. The score at a particular time is less important than the trend over time or the details and sentiment behind the score. When we receive completed surveys, the Customer Success Managers then carry out detailed feedback calls and campaigns with customers to understand better the reasons behind the feedback and to explore how we can improve.

It’s important to note – and this can be often overlooked – that Net Promoter Score and customers’ sentiment and feedback is not something that is just owned by your Customer Success team. These are and have to be company-wide measures and, ultimately, key business objectives. Your detractors ultimately aren’t getting the value they need and they can be calling in more for support and help, so what we need to do is help move these customers towards being promoters, and ensure that they are successful.

So the answer to the new ultimate question – the title of this post – is you and your company. Your Customer Success team helps you understand better what your customers’ success looks like, alongside of course your sales teams, and then works with the rest of the company to help achieve that success.

Customer Success is about both good outcomes and good experience and getting the mix right for that customer and what they need. If one of these isn’t right or isn’t working, you will not help your customers be successful.

Nothing is more important than your customers’ success.

CIO Connect 2013 conference – thoughts, ideas and observations

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I was invited recently to attend the CIO Connect 2013 Conference in London, billed as the IT leadership conference in 2013 and this year with a theme on the gaming changing CIO. It was a great 2 days spent listening to global technology and business leaders’ key note sessions, attending workshops and networking with IT leaders from around the world.

CIO Connect

Most definitely a conference that should be in your diary if you’re a technology leader and more importantly if you share an interest in the major business changes and disruptions, that are happening now and how technology can play the best role in them – and add the value to your business it should.

CIO Connect 2013

They had none other than Brian Cox presenting last year – sadly I couldn’t go – and the final presentation this year on day one was by Dr. Steve Peters, author of the Chimp Paradox (billed as a mind management programme to help you achieve success and almost gospel for the Team GB Cycling team and many other leading sports teams and players). Day 2 was rounded off with a session from Fraser Doherty who founded Super Jam.

Super Jam logo

I always find it useful to capture comments, thoughts, notes, observations and light bulb moments from conferences like this and play them back after the event. A blog gives you the ideal forum to do this with and to share them with a wider audience. Any comments and questions are very welcome!

The thoughts and more…

  • Kevin Segall was presenting on the idea of keeping things simple and reflecting on his time at Apple and working with Steve Jobs. I had the privilege of seeing Kevin a few years ago and he’s a great speaker and very entertaining. The simpler things are the better and simplicity never fails. People love simplicity. Even in the organisation structures we see in business these days, the simpler they are the better and more powerful. A great example of Apple and how Steve Jobs was the ultimate decision maker and could make or break ideas. It might sound harsh but at Apple it works.
  • The “I” in CIO is no longer just about information.  It’s now far broader and covers innovation, integration, intelligence, implementation and imagination.
  • CIOs need to be compelling in improving the digital customer experience.
  • As CIOs we need to work with our peers to define the business decision making criteria. Help build and maintain a “make $ and save $” register to record technology successes.
  • The concept of the PR of IT as people, processes and best practices and CIOs working to ensure these are all aligned.
  • We must see how the overall customer experience works for the business and how this fits with technology. How do we serve the customers (better)?
  • Big themes in 2013 for the CIO are (and continue to be) the cloud (and moving services to the cloud), BYOD (good old bring your own device into the business), big data and security (which ties in to all the above).
  • View IT as a benefit centre, not a cost centre. And as a benefit centre IT is then a value contributor to the business. This represents a big shift for many businesses where IT can still be viewed as a back office service provider for the business. But this is changing and there was a general consensus on how this change is accelerating now.
  • With IT as a benefit centre, prioritise what will get these benefits as early as possible.
  • Focus on people, not on technology and be compassionate.
  • CIOs and their (technology) teams will be the engine rooms for major business changes, over the next 3-5 years.
  • The new norm for how technology teams need to be focused is as 50% strategic, 30% tactical and 20% operational. This is a big shift from now where only 20% is strategic and the vast majority of time and energy is spent maintaining the status quo and keeping the lights on (i.e. BAU). This is all about looking at the commoditisation of IT and moving the BAU parts to be run as lower cost (well) managed services.
  • For business programmes and projects, move to working with the key stakeholder at the business owner, not just the project sponsor. And with the programmes being business investments, not IT projects.
  • The CIO needs to be viewed a business leader. And as CIOs we have a unique understanding of the complexity of the business processes.
  • In many companies there is a vacant seat on the board for the “Chief Customer Officer”.  This is someone who acts as a bridge between the CMO, the COO and the CIO divide, and most importantly this person owns the overall end-to-end customer experience.
  • We need to test the public view of stuff (services that we provide) and to get out and be a consumer of our services. Do they work like they should? And like we expect?
  • The “Chief Customer Office” is the new board member who represents the customer experience in the market.
  • Stop talking about something called digital, as something different. It’s all one now. Platforms, channels and media. We need a more holistic approach – something I’ve blogged about before.
  • We are now in an exponentially changing world, no longer a place where business is linear. Technology is a critical game changer in this new world.
  • And finally from Dr. Steve Peters, the two key areas to focus on for performance and success, are emotional skills and impulse control, and everything is about probability.