Customer Success Plan

Company Name


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 2021

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Company Goals

Give an overview of what you hope to accomplish with the Customer Success Plan. This gives your success, sales, and marketing teams a big-picture perspective. 


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. 

Main KPIs

Bar Graph

Health Score


Upgrade %


Expansion %


NPS

Goal #1

Goal #2

Goal #3

Goal #4

Define Customer Expectations


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.

Expectations

Expectation 1

Expectation 2

Expectation 3

Expectation 4

Feature Importance

Bar Graph

Feature 1

Feature 2

Feature 3

Feature 4

Expectations

Expectation 1

Expectation 2

Expectation 3

Expectation 4

Expectations

Expectation 1

Expectation 2

Expectation 3

Expectation 4

Key Value Milestones

Milestone 1

Milestone 2

Milestone 3

Milestone 4

Feature Importance

Bar Graph

Feature 1

Feature 2

Feature 3

Feature 4

Feature Importance

Bar Graph

Feature 1

Feature 2

Feature 3

Feature 4

Key Value Milestones

Milestone 1

Milestone 2

Milestone 3

Milestone 4

Key Value Milestones

Milestone 1

Milestone 2

Milestone 3

Milestone 4

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PERSONA NAME

PERSONA NAME

PERSONA NAME

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Choose Your Engagement Model


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

  • High-touch onboarding involves hands-on implementation of your product/service into the client's workflow. 
  • This engagement model needs to drive enough revenue to cover these hand-on resources. 

  • Low-touch onboarding is typically used by software or tools that can be purchased through the website and is easy to set up and use immediately. 

  • This engagement model requires training inside the platform - tooltips, resources, videos, etc. 

  • High-touch adoption typically assigns a dedicated customer success manager to each account after onboarding for check-in calls, renewals, upsells, etc. 
  • This engagement model is a good option if the ongoing value of the customer is high enough for the cost to cover the CSM for each account.
  • Low-touch adoption is completely digital. You'll communicate via email, but won't typically do the hand-on calls associated with high-touch adoption. 
  • CSMs will manage many accounts and use automation, alerts and triggered messages to educate customers, promote usage, incentivize upsells.

Goals & Metrics

Onboarding Goal

Key-Value Metric

Use Case #1 Goal

Value 1 Delivered

Use Case #1 Goal

Value 1 Delivered

Use Case #1 Goal

Value 1 Delivered

Onboarding Process


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.

Persona

Onboarding Steps/Timing

CSM Tasks

Comments

Comments

Use Case 1

Create different onboarding flows for each of your main use cases. What specific tasks and milestones do they need to reach to meet their goals and expectations? 

Step 1 - Day 1

Milestone #1

Value 1 Delivered

Any notes, questions, comments?


Step 2 - Day 4

Milestone #2

Value 2 Delivered



Step 3 - Day 6

Milestone #3

Value 3 Delivered



Step 4 - Day 7

Milestone #4

Value 2 Delivered



Step 5 - Day 12

Milestone #5

Value 1 Delivered



Step 6 - Day 15

Milestone #6

Value 4 Delivered


Persona

Onboarding Steps/Timing

CSM Tasks

Comments

Comments

Use Case 2

Create different onboarding flows for each of your main use cases. What specific tasks and milestones do they need to reach to meet their goals and expectations? 

Step 1 - Day 1

Milestone #1

Value 1 Delivered

Any notes, questions, comments?


Step 2 - Day 4

Milestone #2

Value 2 Delivered



Step 3 - Day 6

Milestone #3

Value 3 Delivered



Step 4 - Day 7

Milestone #4

Value 2 Delivered



Step 5 - Day 12

Milestone #5

Value 1 Delivered



Step 6 - Day 15

Milestone #6

Value 4 Delivered


Persona

Onboarding Steps/Timing

CSM Tasks

Comments

Comments

Use Case 3

Create different onboarding flows for each of your main use cases. What specific tasks and milestones do they need to reach to meet their goals and expectations? 

Step 1 - Day 1

Milestone #1

Value 1 Delivered

Any notes, questions, comments?


Step 2 - Day 4

Milestone #2

Value 2 Delivered



Step 3 - Day 6

Milestone #3

Value 3 Delivered



Step 4 - Day 7

Milestone #4

Value 2 Delivered



Step 5 - Day 12

Milestone #5

Value 1 Delivered



Step 6 - Day 15

Milestone #6

Value 4 Delivered


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