Success Outcomes – The heart of Generation 3
What do we mean by success outcomes?
Whenever someone buys something, they have an outcome they want to achieve.
There are two types of customer outcomes.
– the direct benefit of using your products or services
– what the customer really wants to achieve; what the customer considers to be success
Success Outcomes create a new To-Be state and have an emotional connection for the customer.
What the customer bought
Hole in the wall
Picture on the wall
Imagine a restaurant
The restaurant serves great
food. The product outcome is
customers feeling full
and enjoying a great taste
What the customers want is
a great time socialising with
friends or family. The food
is only part of the success
Implementing Generation 3 Customer Success
Step 1 – Define the Customer success outcome you serve
The IT Industry also has product outcomes and success outcomes. Here are some examples.
|Vendor Type||Product Outcome||Success Outcome|
planning and reporting
|Effective operations, lower
|Marketing Automation||Well-executed campaigns||Pipeline of a certain value|
|Content Management||Information available||Good decisions|
Step 2 – Define Your to-be state
For new business deals, use your skills in enabling success outcomes (not just product outcomes) to be different and better than competitors.
For Marketing, your focus on success outcomes gives you an opportunity for new messaging and positioning
Define the ideal customer lifecycle for your business using the DEEP Engagement Framework. Consider how you’ll use your success outcome to improve your new-business win-rate and in marketing.
Step 3 – Analyse Execution Capability
To engage with customers in a new way, you’ll need new execution capability. Execution Capability requires Process, Systems, People Skills and Partners. Generation 3 Customer Success guides you to identify the gaps in execution capability.
Step 4 – Develop the Implementation Plan
Big bang doesn’t work. You can’t implement customer success overnight. In the beginning, work with
• Customers who want a customer success program
• Staff who can lead the change and influence others
• Partners who embrace the concepts and will work with you.
Generation 3 Customer Success helps you develop a staged plan. You can progressively roll out to other customers, staff and partners.
Step 5 – Staged Roll Out
Launch your Stage 1 Plan to Customers, Staff and Partners.
Step 6 – Growth Plans
The lens of success outcomes helps you see great new growth opportunities. For example,
Doing More of What the Customer Needs to Achieve their Success Outcome
You can grow revenue by expanding the range of products and services you offer to enable the success outcome.
You can displace other vendors or do things the customer currently has to do themselves.