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Unveiling Customer Success Strategies: Insights from Malmo Customer Success Snack Event

Learn about the takeaways from other workshops

The recent Customer Success Snack Event in Malmo brought together industry leaders and professionals to explore the evolving landscape of Customer Success (CS). The event featured five insightful workshops, each addressing distinct facets of CS, led by experienced moderators Mattias Vig, Thyra Brandt, and Harry Bandell. In this comprehensive blog post, we will delve into the key takeaways from each workshop and highlight the valuable contributions of the moderators.

Workshop 1: Scaling CS through Digitalization – Mattias Vig

Digitalization Essentials: Prioritizing Self-Service Content

In a rapidly evolving digital landscape, the significance of prioritizing self-service content when implementing digitalization for Customer Success is key. The definition of “content” varies across businesses, making it crucial to analyze customer needs. Collaboration with other departments is key to understanding customer interactions and automating assistance processes.

Defining “Customer Health” and Ownership in CS Leadership

Mattias stressed the importance of defining “customer health,” positioning Customer Success teams as change drivers. CS leaders must take ownership in empowering teams for difficult conversations and fostering a persistent yet patient mindset. Digitalization relies on reliable data, and CS teams play a pivotal role in educating the wider business on customer outcomes.

Examples of Digitalization in Customer Success

The workshop provided practical examples, including the creation of customer-facing content libraries, automation of assistance processes, and leveraging bots for common questions. The group advocated for learning components in products to encourage users to self-educate.

Examples of how to digitalise Customer Success:

Workshop 2: Retaining Revenue in Tougher Times – Thyra Brandt

Importance of Proactive Retention in Challenging Times

It is critical to retain revenue during challenging times. The reactive approach to retention, often seen as cost-cutting, can lead to wrong decisions. The group emphasized the need for a proactive Customer Success mindset, encouraging a strong focus on risk analysis, churn calculations, and efficient account management.

Actions to Create Value-Driven Dialogue

Thyra provided actionable steps to create value-driven dialogue, such as showing clear numbers, reflecting on shared achievements, and being prepared to change client focus. The workshop stressed the importance of aligning the organization with Customer Success and fostering a customer-centric mindset.

Actions to create value-driven dialogue:

How to emphasise customer-centricity on “our” terms:

Workshop 3: Influencing Organizational Change as a CSM – Thyra Brandt

Thyra’s second workshop focused on influencing organizational change as a Customer Success Manager (CSM). Internal aspects took precedence, with an emphasis on identifying friction points, defining shared KPIs, and creating effective structures for measurement and evaluation.

Driving Cross-Departmental Collaboration and Internal Messaging

The group outlined practical actions to influence internal change, including building collaboration between Sales and CS teams, effective handovers, and creating communication bridges. Internal messaging, emphasizing churn responsibility and hosting retrospectives, was highlighted as a key factor.

Examples/actions to influence internal change:

Examples of effective internal messaging:

Examples of cross-team KPIs:

Other strategic initiatives:

Workshop 4: Building a Customer-Centric Business – Harry Bandell

Aiming for a Human-First Approach

Harry Bandell urged businesses to adopt a “human-first” approach to build customer-centric organizations. All employees play a role in customer success, and a clear internal definition for Customer Success can be created irrespective of business type.

Collaboration Between Product and Sales for Long-Term Success

Harry highlighted the need for collaboration between Product and Sales to ensure long-term success and mitigate churn risks. Companies were encouraged to redefine OKRs to be customer-focused, making “Keep the Customer” a business-wide objective.

Workshop 5: Strategic/enterprise account management

Enhancing Strategic/Enterprise Account Management

Harry Bandell’s second workshop focused on strategic/enterprise account management, shedding light on the challenges associated with larger accounts. Leadership needs to implement safeguards to measure the true operational cost of managing these customers, emphasizing the need for documentation and proactive churn management.

Actions to Improve Strategic Account Management

Practical actions included setting up “Goal & Vision” meetings, establishing consistent internal meeting approaches, and promoting peer-to-peer stakeholder alignment. Automation of portfolio management processes was stressed to identify account vulnerabilities and organizational changes.

Actions to promote an internal customer-centric mindset:

Conclusion: Elevating Customer Success Together

The Malmo Customer Success Snack Event provided a rich platform for professionals to glean insights and strategies from industry experts. Mattias Vig, Thyra Brandt, and Harry Bandell, as moderators, played a crucial role in facilitating discussions and offering actionable takeaways for elevating Customer Success. The diverse workshops covered digitalization, retention, organizational change, building a customer-centric business, and strategic account management, providing a holistic perspective on the evolving landscape of Customer Success. As organizations strive to navigate challenges and embrace customer-centric approaches, the insights shared in these workshops serve as a valuable guide for the journey ahead.