CCO School

Function: Customer Success

Overview

All too often, a company’s Customer Success team leader does not have a “seat at the revenue table.” It’s time to end that practice, as churn reduction, expansion, and the customer experience have all become “table stakes” for companies wanting to consistently exceed their revenue and profit targets.


During this 10-week school, you’ll learn strategies, tactics, and approaches to gain and keep your seat at the revenue table in the ever-evolving role of Chief Customer Officer. Completing this school will help you to build lasting relationships with your peers, gain more executive influence, and lead your team to greater success.

Designer Bio

Layton Chaney is a thought leader and pioneer in the customer experience space. For over two decades, they have successfully grown and scaled companies while ensuring customers stay at the heart of the business and the focus of every step of the Customer Journey. As the founder and Chief Experience Officer of their consulting firm, BetterGrowth, they have coached start-up founders, Fortune 50-500 companies, and C-level executives on how to leverage the voice of the customer to increase their brand awareness and ROI.


They are also a fierce advocate for diversity in tech and have helped companies build their diversity, equity, and inclusion framework, recruiting practices, and training programs for underrepresented populations, especially within the intersections of the LGBTQIA+ community.

Information

Who Should Take

This course is designed for executives looking to build or refine their skillset as a customer success leader.

Results to Expect

By the end of this course, you will be equipped with the knowledge and skills to:

  • Define roles and responsibilities within the Customer Success org as well as work cross-functionally to deliver a better customer experience and drive more revenue for your organization
  • Create a customer journey that is cross-functional, customer-centered, value-driven, measurable, and adaptable
  • Define different KPIs to measure success and make data-driven decisions
  • Implement new CS trends (i.e. support moving out of CS, product owning, CSAT, PLG, etc) into your business to drive efficiency and growth

Homework, Assignments, or Expectations

No

Attendance Requirements

After successfully meeting 80% attendance and passing the final exam, you will receive a certificate that you can add to your Licenses and Certification Section on LinkedIn.

    

Outline

Session #1: The Customer Movement

By the end of this class, you will be able to:

  • Determine your customer persona(s) by answering who, what, where, why, and how
  • Look at your own positive and negative customer success experiences to develop a posture of service
  • Handle customer challenges by defining accountability across the organization, creating escalation plans, adopting executive sponsors, and more

Session #2: Going from Cost Center to Revenue Generating Team

By the end of this class, you will be able to:

  • Define cross-functional accountability as it relates to the customer experience (CX), as every single employee plays a hand in CX
  • Evolve CX as the needs of your company and customer evolve,  because sales is not the only growth path

Session #3: The Fundamentals of Customer Success Leadership

By the end of this class, you will be able to:

  • Build the ideal org structure and roles that create strong cross-functional relationships, deliver a better customer experience, and drive more revenue
  • Define and execute against your customer journey, creating a seamless experience
  • Make continuous improvements with productivity tools, automations, and by measuring results to make data-driven decisions

Session #4: Churn/Advocacy & The 4A’s

By the end of this class, you will be able to:

  • Identify the necessary action items that are needed in each phase for onboarding, renewals, expansion, and churn reduction
  • Use the 4 A’s (Acquisition, Activation, Adoption, and Advocacy) to compel better cross-team collaboration, create a plan of action, and more effectively communicate

Session #5: KPIs and Performance Management

By the end of this class, you will be able to:

  • Select different KPIs to measure success (ex. Net Revenue Retention, Expansion goals, quotas, CSQO, Referrals, etc)
  • Tier clients based on their customer support needs to improve satisfaction while decreasing the cost to serve
  • Use the POD system to create and easily monitor focused teams that work together to complete tasks driving better communication and execution

Session #6: Creating the Customer Journey and the CS Playbook

By the end of this class, you will be able to:

  • Create a customer journey that is cross-functional, customer-centered, value-driven, measurable, and adaptable
  • Synthesize the entire Customer Experience through Alignment Diagrams that include the Journey Map, Experience Map, and Service Blueprint
  • Build playbooks using your understanding of the Alignment Diagram and the Customer Lifecycle

Session #7: Diversity, Equity, and Inclusion in CS

By the end of this class, you will be able to:

  • Create a safe space for all employees to work using the 4 quadrants of psychological safety (learner, challenger, collaborator, and inclusion safety)
  • Make culture improvements that impact the bottom line by gaining an understanding of employee’s thoughts and feelings
  • Take action to have your Customer Success Committees reflect the diversity of your customer base

Session #8: Sales and CS: Beauty and The Beast

By the end of this class, you will be able to:

  • Create swimlanes to reinforce and remind the client what the roles, responsibilities, and objectives of their success team are
  • Deliver a better customer experience and drive more revenue for your organization

Session #9: Breaking Down Silos

By the end of this class, you will be able to:

  • Divide CX into phases and define each phase to identify where individual customers are along the journey
  • Set a communication cadence to work together instead of against each other
  • Embrace failure to create positive change

Session #10: The Future of Customer Success

By the end of this class, you will be able to:

  • Divide CX into phases and define each phase to identify where individual customers are along the journey
  • Set a communication cadence to work together instead of against each other
  • Embrace failure to create positive change

Become the leader we know you can be

Develop your career alongside a powerful network of peers and enable your team to reach new heights