Customer Success: Reducing Churn & Growing Revenue

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

17 weeks, 1 hour a week
Sessions

Self-Paced
Level

Intermediate
Subtitles

English

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Overview

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This comprehensive guide explores customer success strategies, leadership roles, and growth tactics. Learn to reduce churn and grow recurring revenue with actionable laws and frameworks. This resource provides a deep dive into the principles and practices of customer success, offering a structured approach to building and maintaining long-term customer relationships. It explores the strategic importance of customer success in modern business models and equips learners with actionable insights for driving growth and retention. Designed for professionals seeking to enhance their understanding of customer-centric strategies, it bridges theory with real-world application. This resource is ideal for B2B professionals in customer-facing roles, including Customer Success Managers, Account Managers, and Customer Experience leaders. A basic understanding of SaaS or subscription models is helpful, along with familiarity with customer relationship management concepts. This course presents a strategic framework for building customer-centric organizations that thrive in the subscription economy. It blends executive insight, proven practices, and tactical laws to reduce churn and grow recurring revenue. This course is based on Customer Success, by Nick Mehta, Dan Steinman and Lincoln Murphy. From Customer Success Copyright © 2016 by Gainsight. All rights reserved published by John Wiley & Sons, Inc., Hoboken, New Jersey Used by arrangement with John Wiley & Sons, Inc.

Syllabus

The Recurring Revenue Tsunami: Why Customer Success Is Suddenly Crucial
- This module explores the critical role of customer success in sustaining SaaS growth, examining the shift from one-time software sales to recurring revenue models. It covers the importance of customer loyalty, the challenges of subscription renewals, and the evolution of software delivery methods. Learners will gain insights into how businesses can build long-term B2B relationships through effective customer success strategies.
The Customer Success Strategy: The New Organization versus the Traditional Business Model
- This module explores the transformation of organizational structures to prioritize customer success, highlighting the differences between traditional business models and modern customer-centric approaches. Learners will gain insights into how customer success impacts various departments and drives long-term value through cultural and operational shifts.
Customer Success for Traditional Nonrecurring Revenue Businesses
- This module explores strategies for implementing customer success in traditional nonrecurring revenue businesses, with a focus on adapting customer success principles to different business models and evaluating their impact on retention and satisfaction.
The Practice of Customer Success
- This module explores the principles and practices of customer success in SaaS and subscription-based businesses. It covers the historical development of the subscription economy and how customer success strategies contribute to long-term business growth and retention. Learners will gain insights into implementing customer-centric approaches across different business models.
Law 1: Sell to the Right Customer
- This module explores strategies for identifying the ideal B2B SaaS customers and evaluating different sales touch approaches. Learners will gain insights into aligning sales efforts with product market fit and reducing churn through better customer selection. It covers practical methods for analyzing customer data and market opportunities.
Law 2: The Natural Tendency for Customers and Vendors Is to Drift Apart
- This module explores the challenges of maintaining strong customer-vendor relationships in B2B SaaS, focusing on factors that lead to customer drift, strategies for improving product adoption, and the impact of human dynamics on customer success.
Law 3: Customers Expect You to Make Them Wildly Successful
- This module delves into customer success strategies, focusing on how to measure and improve return on investment (ROI), align expectations across customer relationships, and implement effective touchpoint frameworks to drive sustainable growth and customer engagement.
Law 4: Relentlessly Monitor and Manage Customer Health
- This module explores the importance of monitoring and managing customer health in B2B SaaS environments, focusing on strategies to improve retention and growth through effective metrics and touchpoints. Learners will gain insights into how customer health drives action and influences long-term success.
Law 5: You Can No Longer Build Loyalty through Personal Relationships
- This module explores strategies for building customer loyalty in B2B SaaS environments by focusing on customer segmentation, coverage models, and structured interaction cadence. Learners will gain insights into how to systematically engage with customers using data-driven approaches. The module emphasizes the shift from personal relationships to scalable, metric-based strategies.
Law 6: Product Is Your Only Scalable Differentiator
- This module explores how product design serves as a key driver for long-term business success, particularly in B2B SaaS. It examines how product features can be leveraged to improve customer engagement, retention, and scalability. Learners will gain insights into comparing different touch models and payment structures to optimize business strategies.
Law 7: Obsessively Improve Time-to-Value
- This module focuses on strategies to enhance time-to-value by establishing clear metrics, implementing iterative improvements, and optimizing processes for customer satisfaction and business outcomes. Learners will gain insights into how to measure success, adapt quickly, and deliver value efficiently.
Law 8: Deeply Understand Your Customer Metrics
- This module explores key B2B SaaS metrics, focusing on churn and retention strategies. Learners will gain insights into evaluating customer behavior and optimizing touch strategies for sustainable growth.
Law 9: Drive Customer Success through Hard Metrics
- This module explores the use of hard metrics to measure and drive customer success in B2B SaaS environments. Learners will gain insight into tracking user behavior, optimizing strategies, and evaluating the effectiveness of customer success initiatives. The content provides practical guidance for improving customer retention and satisfaction through data-driven approaches.
Law 10: It's a Top-Down, Company-Wide Commitment
- This module explores the importance of embedding customer success as a core company philosophy, focusing on how top-down strategies align with business goals and drive sustainable growth in SaaS models through cross-functional collaboration.
The Rise of the Chief Customer Officer
- This module explores the evolving role of the Chief Customer Officer (CCO) in modern organizations, focusing on customer-centric strategies, the impact of cloud environments, and key performance metrics like product delivery and retention. Learners will gain insight into how CCOs contribute to business success and align customer success with broader organizational goals.
Customer Success Technology
- This module explores the role of technology in enhancing customer success, covering data management, automation, and team collaboration strategies. Learners will gain insights into how tools and processes can drive scalability and improve customer interactions. The content provides practical knowledge for implementing technology solutions in customer success roles.
Where Do We Go from Here?
- This module explores key strategies for improving customer success, including metrics, retention techniques, and real-world examples from companies like Starbucks. Learners will gain insights into how businesses can create sustainable growth through customer-centric approaches.