Understanding Customer Success Organizational Maturity · an effective, efficient, and scalable Customer Success program Strikedeckhelps you retain customers, and expand your relationship

Medallia © Copyright 2020. Confidential.

Going Back to the Future Understanding Customer Success Organizational Maturity 2/26/20

Megan MacalusoVP of Strategic Development

Ashley McIlwainLead Customer Success Manager


Medallia Strikedeck is a secure SaaS platform that helps you build and operate an effective, efficient, and scalable Customer Success program

Strikedeck helps you retain customers, and expand your relationship with them.

Retention Expansion Advocacy Productivity

Customer HealthAccount & User Level, as well

as by Customer Segmentation

Data Driven AlertsEarly Warning, Just In Time,

Automated Touch

PlaybooksConsistency, Scalability, Tasks,

Sentiment, and Best Practices

CollaborationSynced Accounts, Access

to the Same Data

360° ViewReal Time View of the

Customer Base


Today’s Discussion

1. Developing a Customer Success Organization in a Traditional(non-SaaS) Business

2. Getting Started & Lessons Learned3. Going Back to the Future –

Understanding CS Organizational Maturity


Developing a Customer Success Organization in a Traditional

(non-SaaS) Business


● Essity is a leading global hygiene and health company dedicated to improving well-being through our products and solutions, essentials for everyday life.

● Essity’s core business is based in traditional b2b and retail product.

● The rise of the subscription economy has extended beyond a general consumer preference and reached the point of expectation, even in the b2b world.

● Essity needed to address growth in a non-traditional way in order to be successful in the future.


● Taking new innovations into the market to establish market viability,go-to-market approach and creating a scalable rollout plan.

● Current project focuses on rolling out the first digital solutions offering for Essity, and also the first Customer Success team.

● Spotlight on Customer Success principles as cultural and operational guidance for all areas of Essity, not just our solutions offerings.

New Business Concepts


Getting Started& Lessons Learned


1. Start by starting…2. Fail fast and learn…

…We did both.

“Roads? Where we're going, we don't need roads”-Dr. Emmett Brown

New Business Concepts Mottos:


First Lesson Learned:Start by starting is sometimes messy

We needed to build our Customer Success

enablement toolset from scratch.

We needed thought leadership on how to

implement the best practices of Customer Success.

We needed to implement all of this quickly to keep up with

growing demand from the markets and the business.

“Great Scott!...The consequences of that could be disastrous”- Dr. Emmett Brown


With so many disparate approaches throughout our markets, Essity needed to centralize Customer Success Operations and come together as a single transatlantic team,

and we couldn’t do it alone

Finding the Right Partners

● Industry Experts/Strategy (ESG)● Customer Success Tools (Strikedeck/Pendo/ESG)● Staff Augmentation (ESG)● Tool Deployment (ESG)● Team Education (SuccessHacker)


● In order to effectively plan where you’re going, you first must understand where you are.

● Activity does not always constitute progress.

“You're just not thinking fourth dimensionally!”-Dr. Emmett Brown

Second Lesson Learned: Understand your organizational maturity


Going Back to the Future: Understanding CS

Organizational Maturity

Medallia © Copyright 2020. Confidential.13


Essity CS Maturity Assessment - TSIACS Capability Phase 1

FORMINGPhase 2

STORMING Phase 3

NORMING Phase 4

PERFORMING Score:

Charter 2

Effective Adoption

3

Prescriptive Engagement

2.5

Economics/ Metrics and Scalable Funding

2

Organizational Structure & Capabilities

2

Charter – Customer Success is thematic.

Adoption – Some collection of usage data

Engagement – Some proactive processes, mostly reactive need.

Scalable funding – Funding from existing support

CSM Role – Roles and team exist, but is largely reactive.


1. Segmentation 2. Engagement Model3. Org Design & Structure4. Metrics 5. Reporting

6. Playbooks7. Operationalize Manual

Processes8. CX (NPS, CSAT)9. CS Journey Map10. Access to Data11. Health-score Creation

12. CS Roadmap13. Scaling with Systems14. CSM Proactive Planning15. Digital Customer Success16. CS Learning &

Certification17. CS Monetization

Maturity

Customer Success Maturity Model

Build

Operationalize

Transform


Build

Operationalize

Transform

Point Potential Essity Performance30 18

1-10 11-25 26-40

1-12 13-24 25-30


13-241-12 25-30



Strategy Now

1. Executive buy-in2. Roadmap Defined3. Activities relate to maturity4. Objectives and Key Results Identified5. Leverage MVP and Pilots


Identify the problem

Define the Value Proposition

Experiment with Customers

Incubate with MVP

Scale to ROI

Customer Success Program Roadmap

• CSM Cost and ratios are high

• Scaled org requires less resource

• Launch Technology & automation

• Build content

• Standardize processes

• = Less time & effort

• Pendo and Strikedeckdeployment

• Create and translate content

• Create standardization across team

• Strikedeckdeployed for both automation and CSM use

• Segmented customer base has been identified for testing

• Test and iterate

• Deploy processes and technology to all customers

• Reduction in CS Manual time and effort

• Continue to identify areas of improvement, iterate process

Progress to Date


● Start by Starting is Sometimes Messy

● Understand your Organizational Maturity

● Find the Right Partners

● Align your activities with your Maturity Progress

● Keep Up the momentum – Try, Iterate, Measure, Repeat

Lessons Learned


Giveaway!

1. ESG 17 point Maturity Assessment

2. 90 minute interview with your CS leadership

3. Readout of findings and capabilities for your team!


Thank You!

Questions?

Documents

Understanding Customer Success Organizational Maturity · an effective, efficient, and scalable Customer Success program Strikedeckhelps you retain customers, and expand your relationship