The job of the customer success team is to increase customer retention and decrease the company's churn rate. This framework will help your organization outline a clear plan of what and how you will deliver value throughout the customer lifecycle.
Created by: John Smith I February 2020
Highlight key goals your success team has. By detailing your objectives, you'll be able to align these with your customers' expectations to define tasks, deliverables and outcomes. Are you hoping to reduce churn? Increase expansion? Or maybe your main goal is to make lifelong customers and advocates.
Bar Graph
Identify at least 3 buyer/user personas to define your main use cases for onboarding and activation flows. Your success plan will focus on these personas' main goals and expectations so you can align these with your organization's goals to provide guidance and resources to help them reach the "aha" moment as quickly as possible. Customer expectations should be collected from both internal and external sources. Add the sales and marketing teams to collaborate on the success plan, and gather information from customers, stakeholders and partners.
"A quotation that captures this user's personality."
Age: 1-100
Work: Job title
Family: Married, kids, etc.
Location: City, state
Character: Type
Personality
The bio should be a short paragraph to describe the user journey. It should include some of their history leading up to a current use case. It may be helpful to incorporate information listed across the template and add pertinent details that may have been left out. Highlight factors of the user's personal and of professional life that make this user an ideal customer of your product.
Remember - you may modify this template, remove any of the modules or add new ones for your own purpose.
Motivations
Gone are the adjectives (and unfortunately the sharp photos), but they have been replaced by actionable data: valued features, willingness to pay, and unit economics.
Motivations
Feature 4
Motivations
Feature 4
Motivations
Feature 4
Before you create your onboarding and adoption processes, you'll need to choose an engagement model that best suits your product/service for both processes. Consider these questions - What’s your company's annual sales price? Will your revenue support high-touch CSM, or will you need an engagement model with a lower cost? You might choose a combination of onboarding and adoption processes - high-touch onboarding and low-touch adoption.
High-Touch Engagement Model | Low-Touch Engagement Model |
|---|---|
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| Onboarding Goal | Key-Value Metrics |
 Use Case #1 Goal |  Value 1 Delivered |
 Use Case #2 Goal |  Value 2 Delivered |
 Use Case #3 Goal |  Value 3 Delivered |
Use this section to outline your messaging and engagement flows. Create unique engagement sequences for each of your main use cases. If you want to create an ongoing engagement process after the onboarding sequence, duplicate the section via the floating menu to the right of the section and repurpose this layout.