1. Terminology
    1. Churn
      1. Is the number or clients or revenue that we lose
        1. Ej. We have 100 clients that count for 100M dollars in revenue
          1. At the en of the year we renew 90 clients which count for 95M dollars
          2. The the client churn rate would be 10%
          3. Not good
          4. The revenue churn rate is 5%
          5. Not bad
        2. What is churn in AC?
          1. What is an AC Customer? Both
          2. The ones who are in trial
          3. The ones who pay for AC
          4. Churn of Customers in trial
          5. Churn of Customers in buy-in
          6. Churn of developers in Ghost Accounts
    2. Retention
      1. Is the number of clients or revenue that we retain as clients for the product
        1. Ej. looking at the previous example
          1. Client retention
          2. 90%
          3. Revenue retention 95%
    3. Adoption
      1. This refers to our customer's use of the product
        1. Increase the number of users
    4. Engagement
      1. How the users' interaction/use grow along the time
    5. QBR
      1. Quarterly Business Review
    6. NPS
      1. Net promoter Score
    7. Customer Onboarding
  2. Main Goals of CSM
    1. Reduce Churn
      1. How do we measure churn?
      2. What is our current churn rate?
      3. What is causing the churn
        1. Fix it
    2. Increase Retention
      1. How do we keep the clients perceiving value
  3. Other tasks
    1. Increase customer adoption
      1. Help the clients to understand AC and adopt it
    2. Find ways to add value
      1. Why is that client not using this feature?
      2. How could that client take full advantage of that specific required feature ?
      3. Discounts don't add value
    3. Prevent problems before they happen
      1. Requires constant communication with the clients
      2. to identify what is stopping them for getting the expected value
      3. Detect signs of "unhappyness" because our support service or whatever
    4. Always look for new opportunities
      1. Detect when the client could require new languages, IDEs or features
      2. Up-selling
      3. Cross-selling
      4. Renewals
    5. From Forbes Agency Council’s list of strategies to create brand advocates
      1. Provide top-notch satisfaction
      2. Create value for clients
      3. Be a “go-giver”
      4. Educate customers
      5. Listen and adapt to client needs
    6. From Lau
      1. - Increase Product Adoption
      2. - Report progress and status of the adoption process
      3. - Educate Customers
      4. - Listen and adapt to client needs
  4. Successful CSM
    1. What is success
      1. What is the first victory or mliestone for a client when using AC?
        1. When the felt the potential
      2. Which are the milestones towards the complete success? what is the process?
        1. If we get lost in the process, the chances of churn will increase
        2. Time to First Value
          1. Is the moment when our client or user sees value in our product for the very first time, not necessarily the final goal.
    2. From signing-up to becoming a brand ambassador
      1. Who is our happiest client?
        1. What was the process for them?
        2. When did they achieve their milestones?
        3. How do we replicate this with other clients?
      2. We have to use data to analyze, compare, find patterns
        1. To identify the process to be
  5. CSM & Mkt
    1. Customer Success Manager
      1. Udemy Course
    2. Want A Better Customer Experience - Align Customer Success And Marketing
      1. Companies are starting to integrate customer success and marketing efforts to drive full-funnel growth.
      2. From the funnel to the Flywheel
        1. New visions of the lifecycle emphasize that marketing doesn’t end at the sale. Instead, it aims to create engaged customers that attract more customers. And the cycle continues.
          1. https://d2mkz4zdclmlek.cloudfront.net/webp/articles/want-a-better-customer-experience-align-customer-success-and-marketing2.webp
      3. To engage and delight customers, you’ll need a combination of things:
        1. A great product
        2. Content that drives engagement
        3. A sales team that understands what prospects are looking for
        4. A strong focus on customer success
        5. Responsive customer support
      4. In this model, marketing, sales, customer success, tech support, and other departments work together to create the best possible customer experience.
        1. Your marketing team can help your CSMs do their jobs by providing useful content to pass on to customers
        2. A proactive CSM, for example, will let a client know when the company publishes a blog post related to the client’s industry
      5. Setting And Delivering Great Expectations
        1. Marketing (Haldo's demos) creates a set of expectations for potential customers
          1. Your marketing team wants to stay on the safe side and say that the average person saves two hours every week with the app.
        2. But it’s up to customer success managers to make good on those promises
        3. If your customer success team can’t deliver on the promises your marketers are making, you’ll disappoint customers
        4. Customer success agents can let your marketing team know if they can promise better returns
          1. If your customer success team works with someone who saves five hours every week, that’s worth pointing out in your marketing campaign.
        5. The two teams should be in constant communication
          1. CS
          2. CSMs need to know what marketing initiatives are promising to customers
          3. Mkt
          4. And marketers need to know what customers are actually achieving
      6. Happy customers need to be encouraged to share their stories and tell their contacts about your company
        1. Which means your CSMs need to have a marketing mindset.
      7. Customer Success Is A Good Source Of Success Stories
        1. There’s no better place to find stories of your customers doing great things than your customer success team
        2. They know your customers better than anyone else, and they see when your product or service has made a difference.
      8. Traditional Roles May No Longer Apply
        1. Customer experience is the key to growth and success.
    3. How Marketing and Customer Success Can Collaborate to Drive Business Growth
    4. When Customer Success and Marketing Work Together, The Customer Wins
    5. Customer Success And Marketing: How These Teams Collaborate