customer-success（客户成功）

Customer Success

Comprehensive customer success management covering onboarding, health scoring, QBRs, expansion playbooks, and retention strategies.

Overview

This skill covers:

• Customer onboarding programs
• Health scoring and monitoring
• QBR (Quarterly Business Review) templates
• Expansion and upsell playbooks
• Retention and churn prevention

Customer Onboarding

Onboarding Program Structure

onboarding_phases:
  phase_1_kickoff:
    duration: "Week 1"
    goals:
      - establish_relationship
      - set_expectations
      - gather_requirements
    activities:
      - kickoff_call: 60min
      - intro_to_support_channels
      - share_onboarding_plan
      - schedule_implementation
    deliverables:
      - success_plan_document
      - timeline_with_milestones

  phase_2_implementation:
    duration: "Week 2-3"
    goals:
      - technical_setup
      - data_migration
      - integration_configuration
    activities:
      - implementation_calls: 2-3x
      - technical_support
      - testing_and_validation
    deliverables:
      - working_environment
      - integrations_live

  phase_3_training:
    duration: "Week 3-4"
    goals:
      - user_enablement
      - admin_training
      - workflow_setup
    activities:
      - admin_training: 90min
      - end_user_training: 60min
      - workflow_workshop
    deliverables:
      - trained_users
      - documented_workflows

  phase_4_launch:
    duration: "Week 4-5"
    goals:
      - go_live
      - adoption_tracking
      - quick_wins
    activities:
      - launch_call
      - monitor_adoption
      - celebrate_wins
    deliverables:
      - users_active
      - first_value_achieved

  phase_5_handoff:
    duration: "Week 6"
    goals:
      - transition_to_csm
      - establish_cadence
      - document_success
    activities:
      - handoff_call
      - schedule_check_ins
      - nps_survey
    deliverables:
      - ongoing_csm_relationship
      - baseline_metrics

Onboarding Checklist

onboarding_checklist:
  pre_kickoff:
    - [ ] Review sales notes and requirements
    - [ ] Prepare success plan template
    - [ ] Schedule kickoff call
    - [ ] Send welcome email

  kickoff:
    - [ ] Introductions and roles
    - [ ] Review goals and timeline
    - [ ] Identify key stakeholders
    - [ ] Define success metrics
    - [ ] Schedule implementation calls

  implementation:
    - [ ] Account setup complete
    - [ ] Users provisioned
    - [ ] SSO configured (if applicable)
    - [ ] Integrations connected
    - [ ] Data migrated
    - [ ] Testing completed

  training:
    - [ ] Admin training delivered
    - [ ] User training delivered
    - [ ] Training materials shared
    - [ ] Self-service resources provided
    - [ ] Certification program introduced

  launch:
    - [ ] Go-live confirmed
    - [ ] Users logging in
    - [ ] First workflow completed
    - [ ] Quick win achieved
    - [ ] Launch celebration

  handoff:
    - [ ] CSM introduced
    - [ ] Regular cadence scheduled
    - [ ] Support escalation path clear
    - [ ] NPS survey sent
    - [ ] Onboarding documentation complete

Health Scoring

Health Score Model

health_score_components:
  product_engagement: # 40% weight
    metrics:
      - dau_mau_ratio:
          excellent: >0.5
          good: 0.3-0.5
          at_risk: 0.1-0.3
          critical: <0.1

      - feature_adoption:
          measure: core_features_used / total_core_features
          excellent: >80%
          good: 60-80%
          at_risk: 40-60%
          critical: <40%

      - depth_of_use:
          measure: actions_per_user_per_week
          benchmark: vs_similar_customers

  relationship: # 25% weight
    metrics:
      - nps_score:
          promoter: 9-10
          passive: 7-8
          detractor: 0-6

      - csm_engagement:
          regular_meetings: true/false
          responsive_to_outreach: true/false

      - executive_sponsor:
          identified: true/false
          engaged: true/false

  financial: # 20% weight
    metrics:
      - payment_history:
          on_time: excellent
          late_1x: good
          late_2x+: at_risk

      - growth_trajectory:
          expanding: excellent
          stable: good
          contracting: at_risk

  sentiment: # 15% weight
    metrics:
      - support_tickets:
          sentiment_trend: positive/neutral/negative
          resolution_satisfaction: score

      - feedback:
          product_feedback: positive/neutral/negative
          feature_requests: engaged/silent

scoring_formula:
  total: (engagement × 0.4) + (relationship × 0.25) + (financial × 0.2) + (sentiment × 0.15)

tiers:
  healthy: 80-100 (green)
  stable: 60-79 (yellow)
  at_risk: 40-59 (orange)
  critical: 0-39 (red)

Health Score Automation

health_automation:
  critical_score:
    trigger: score < 40
    actions:
      - alert: csm_immediately
      - alert: cs_manager
      - schedule: save_call_within_24h
      - pause: marketing_emails

  at_risk_score:
    trigger: score drops below 60
    actions:
      - alert: csm_same_day
      - schedule: check_in_call
      - review: account_for_team_meeting

  health_improvement:
    trigger: score increases by 20+
    actions:
      - flag: expansion_opportunity
      - schedule: success_story_interview
      - request: testimonial_or_referral

QBR (Quarterly Business Review)

QBR Template

# Quarterly Business Review
## {Company Name} | {Quarter} {Year}

---

### Agenda (60 minutes)
1. Business Update (10 min)
2. Success Metrics Review (15 min)
3. Product Usage Analysis (10 min)
4. Roadmap Preview (10 min)
5. Strategic Discussion (10 min)
6. Action Items & Next Steps (5 min)

---

### 1. Executive Summary

**Relationship Health**: 🟢 Healthy (Score: 85)

**Key Highlights:**
- ✅ Exceeded adoption targets by 15%
- ✅ 3 new departments onboarded
- ✅ NPS improved from 7 to 9
- ⚠️ Feature request pending: {feature}

**ROI Achieved This Quarter:**
- Time saved: 500+ hours
- Cost reduction: $50,000
- Productivity increase: 25%

---

### 2. Success Metrics

| Goal | Target | Actual | Status |
|------|--------|--------|--------|
| User Adoption | 80% | 92% | ✅ Exceeded |
| Daily Active Users | 100 | 120 | ✅ Exceeded |
| Support Tickets | <10/mo | 8/mo | ✅ On Track |
| NPS Score | >8 | 9 | ✅ Exceeded |

**Trend Charts:**
[Include usage trends, adoption curves]

---

### 3. Product Usage Analysis

**Most Used Features:**
1. {Feature 1} - 95% adoption
2. {Feature 2} - 87% adoption
3. {Feature 3} - 72% adoption

**Underutilized Features:**
- {Feature X} - 15% adoption
  - Recommendation: Training session
- {Feature Y} - 22% adoption
  - Recommendation: Workflow workshop

**Power Users:**
- {User 1}: Champion, can lead training
- {User 2}: Heavy API user

---

### 4. Roadmap Preview

**Coming Next Quarter:**
- 🚀 {Feature 1} - Addresses your request from {date}
- 🚀 {Feature 2} - Improves {workflow}
- 🚀 {Integration} - Connects with {tool}

**Beta Opportunities:**
- Would you like early access to {feature}?

---

### 5. Strategic Discussion

**Questions for You:**
1. What are your top priorities for next quarter?
2. Any organizational changes we should know about?
3. Where are you still experiencing friction?

**Growth Opportunities:**
- Department X could benefit from {product}
- {Use case} is now possible with new features
- Volume discount available at {tier}

---

### 6. Action Items

| Item | Owner | Due Date |
|------|-------|----------|
| Schedule training on {feature} | CSM | {date} |
| Connect with IT on integration | Customer | {date} |
| Share beta access | Product | {date} |
| Review expansion proposal | Customer | {date} |

---

### Next QBR: {Date}

Expansion Playbook

Expansion Triggers

expansion_signals:
  usage_based:
    - approaching_seat_limit: 80% of licensed
    - feature_usage_ceiling: using advanced features
    - api_volume_increasing: growth trend
    - storage_approaching_limit: 80%+ used

  behavioral:
    - champion_promoting: internal advocacy
    - new_department_interest: cross-team requests
    - executive_engagement: c-level using product
    - feature_requests: for_higher_tier_features

  business:
    - company_funding: new_round_announced
    - company_growth: hiring_increase
    - new_initiative: announced_project
    - renewal_approaching: 90_days_out

Expansion Conversation Framework

expansion_framework:
  discover:
    questions:
      - "What new initiatives are you planning?"
      - "Which other teams could benefit?"
      - "What's limiting you today?"
    listen_for:
      - growth_plans
      - pain_points
      - budget_cycles

  align:
    approach:
      - connect_to_their_goals
      - quantify_current_value
      - project_expanded_value
    messaging: |
      "Based on the {$X value} you've seen with
      {current_use_case}, expanding to {new_use_case}
      could deliver {projected_value}."

  propose:
    elements:
      - specific_recommendation
      - pricing_options
      - implementation_timeline
      - roi_projection

  close:
    tactics:
      - executive_alignment
      - champion_support
      - pilot_option
      - renewal_bundle

Retention Strategies

Churn Risk Playbook

churn_indicators:
  high_risk:
    - no_login_30_days
    - usage_drop_50%
    - support_complaints_increase
    - executive_sponsor_left
    - competitor_mentioned

  actions_by_risk:
    critical:
      - csm_call_within_24h
      - manager_escalation
      - executive_outreach
      - save_offer_prepared

    at_risk:
      - csm_call_within_48h
      - health_check_meeting
      - re_training_offered
      - success_plan_review

save_offers:
  by_reason:
    price:
      - discount: 20% for 3 months
      - annual_commitment: additional_discount
      - downgrade_option: lower_tier

    not_using:
      - training: free_intensive_session
      - implementation: professional_services
      - pause: 1-3_months

    competitor:
      - competitive_discount
      - feature_commitment
      - executive_meeting

    organizational:
      - contract_flexibility
      - pause_option
      - reduced_seats

Output Example

Request: "Create a QBR presentation for a customer"

Output:

# QBR Presentation - Acme Corp
## Q4 2025

---

## Slide 1: Executive Summary

### Health Score: 85/100 🟢

**This Quarter's Wins:**
- 📈 User adoption: 85% → 92%
- 💰 ROI delivered: $150,000
- ⭐ NPS: 8 → 9

**Focus Areas:**
- Expand to Marketing team
- Increase API usage
- Prepare for renewal

---

## Slide 2: Success Metrics

| Metric | Q3 | Q4 | Change |
|--------|----|----|--------|
| Active Users | 150 | 180 | +20% |
| Projects Created | 500 | 750 | +50% |
| Time Saved | 200h | 350h | +75% |

**ROI Calculation:**
- Hours saved: 350h × $50/hr = $17,500/mo
- Annual value: $210,000
- Investment: $60,000
- **ROI: 3.5x**

---

## Slide 3: Adoption Analysis

**Top Used Features:**
1. Task Management: 95%
2. Time Tracking: 82%
3. Reporting: 75%

**Opportunity Features:**
- Automation: 25% (training scheduled)
- Integrations: 30% (Slack integration available)

---

## Slide 4: Roadmap Alignment

**Coming in Q1:**
- ✅ AI Assistant (addresses your feature request)
- ✅ Salesforce Integration
- ✅ Advanced Analytics

**Early Access:**
Would you like beta access to AI features?

---

## Slide 5: Strategic Discussion

1. Marketing team interest → Expansion opportunity
2. API usage growing → Developer tier consideration
3. Renewal in 90 days → Multi-year discount available

---

## Slide 6: Action Items

| Action | Owner | Date |
|--------|-------|------|
| Marketing demo | Acme | Jan 15 |
| API tier proposal | CSM | Jan 20 |
| Renewal discussion | Both | Feb 1 |

**Next QBR: April 2026**

*Customer Success Skill - Part of Claude Office Skills*