<aside> 💡 Tip: A well-defined Customer Success strategy is not just about monitoring key metrics, but about aligning all customer journey phases—Onboarding, Adoption, Retention, and Expansion—with business goals. By focusing on proactive engagement, data-driven personalization, and scalable automation, CSOM can drive sustainable revenue growth and maximize customer lifetime value.

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Customer Success Operation Management - Strategy Framework

Customer Success Operation Management (CSOM) is a strategy focused on driving sustainable growth by optimizing key metrics such as Retention (7% to 1.5% churn reduction), Adoption (+20% customer adoption), Risk Reduction (+35% NPS), and Revenue Growth (+200% YoY), leveraging NSM (North Star Metric) for customer lifetime value growth, and operational efficiency through RevOps and Automation.

Strategy Framework

1. Customer Journey Mapping

Description: Customer Success Operation Management (CSOM) combines strategic management and automation of customer interactions at all stages of the funnel: Onboarding, Adoption, Retention, and Expansion. The main goal is to achieve recurring revenue and increase customer value.

• Stages of the interaction funnel CJM and the role of CSOM:
  • Product Acquisition:
    • Discovery: CSOM manages client acquisition strategies via web2app and web2web.
    • Evaluation: CSM helps clients evaluate the product by providing relevant information and demos.
    • Purchase: Simplifying the purchase process and increasing conversion through the efforts of CSOM.
  • Product Installation:
    • Product and infrastructure setup for successful integration, minimizing deployment time (target: <2 days).
    • Preparing ROI (Return on Investment) models and TCO (Total Cost of Ownership) calculations.
  • Product Usage:
    • Adoption: Increasing the usage of key features (target: >70% active users).
    • Expansion: Implementing upsell/cross-sell strategies to increase CLTV and ARPU (average revenue per user).
  • Product Maintenance:
    • Maintenance: Resolving issues within <24 hours, maintaining CSAT above 90%.
    • Educating clients and providing certification programs to improve Product Adoption.

Formula for calculating improvements in Customer Journey:

$$ \text{Total Engagement} = \sum (\text{Interactions at Each Stage}) $$

2. Success Metrics Definition

Description: Defining and measuring success metrics to evaluate the effectiveness of the strategy within the sales funnel (Retention, Adoption, Referrals) and its impact on key financial indicators.

To achieve these metrics, it is important to follow a clear strategic plan:

• Churn Rate: Reducing customer churn by creating retention programs and personalized interactions (goal: <1.5%). Using CSAT and NPS to monitor satisfaction.
• Customer Lifetime Value (CLTV): Increasing CLTV through upsell and cross-sell strategies, ensuring increased average transaction value and purchase frequency. Segmenting customers to identify high-value users.
• Net Promoter Score (NPS): Increasing the number of promoters through constant work on customer satisfaction and risk management (goal: +35%). Regular surveys and feedback collection to identify pain points.
• Economic Value Added (EVA): Optimizing operating profit by reducing customer service costs and improving process efficiency to add economic value to the company.
• Rep. Velocity: Increasing deal closure speed by improving interaction between Sales and Customer Success teams. Automating tasks to reduce sales cycle time (goal: +15% speed).