Six Steps to Customer Success

Six Steps to Customer Success2018-07-15T15:14:52+00:00

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.

Product outcomes

– the direct benefit of using your products or services

Success outcomes

– 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.

To illustrate…

What the customer bought

Drill bit

Product outcome

Hole in the wall

Success Outcome

Picture on the wall

Imagine a restaurant

Product outcome

The restaurant serves great
food. The product outcome is
customers feeling full
and enjoying a great taste

Success Outcome

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
ERP Automated processes,
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

Existing Customers

New Business

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.

There are four types of Generation 3 Growth