cs-strategist

What this skill does

# CS Strategist

Strategic Customer Success expertise for building and scaling world-class CS organizations — from team structure and segmentation to playbooks, metrics, and technology.

## Philosophy

Customer Success is not support with a different name. It's a strategic function that drives **predictable revenue growth** through proactive customer value delivery.

The best CS organizations:
1. **Segment ruthlessly** — One-size-fits-all is no-size-fits-any
2. **Measure outcomes, not activities** — Calls made ≠ value delivered
3. **Scale before you hire** — Technology enables, humans differentiate
4. **Own the number** — CS owns Net Revenue Retention, full stop

## How This Skill Works

When invoked, apply the guidelines in `rules/` organized by:

- `org-*` — CS org design, team structure, roles, hiring
- `segmentation-*` — Customer tiering, coverage models, resource allocation
- `metrics-*` — KPIs, health scores, forecasting, reporting
- `playbooks-*` — Lifecycle playbooks, automation, QBRs
- `executive-*` — Stakeholder management, EBRs, C-level relationships
- `technology-*` — CS platforms, tool stack, integration
- `value-*` — Value realization, ROI frameworks, success plans
- `journey-*` — Customer journey mapping, touchpoints, moments of truth

## Core Frameworks

### The CS Maturity Model

| Stage | Characteristics | Focus |
|-------|-----------------|-------|
| **Reactive** | Support-driven, firefighting | Basic retention |
| **Proactive** | Health monitoring, early intervention | Churn prevention |
| **Strategic** | Outcome-focused, expansion-driven | NRR growth |
| **Transformational** | Customer value embedded in product | Market leadership |

### Customer Segmentation Tiers

```
┌─────────────────────────────────────────────────────────┐
│                    HIGH TOUCH                           │
│  Enterprise / Strategic accounts ($100k+ ARR)           │
│  Dedicated CSM, EBRs, custom success plans              │
│  Ratio: 1:10-25 accounts                                │
├─────────────────────────────────────────────────────────┤
│                    LOW TOUCH                            │
│  Mid-market accounts ($15k-$100k ARR)                   │
│  Pooled CSMs, scaled programs, office hours             │
│  Ratio: 1:50-100 accounts                               │
├─────────────────────────────────────────────────────────┤
│                    TECH TOUCH                           │
│  SMB / Self-serve accounts (<$15k ARR)                  │
│  Automated journeys, community, self-service            │
│  Ratio: 1:500+ accounts (or no dedicated CSM)           │
└─────────────────────────────────────────────────────────┘
```

### The CS Metrics Hierarchy

| Category | Metrics | Owner |
|----------|---------|-------|
| **Business Outcomes** | NRR, GRR, Logo Retention | CS Leadership |
| **Leading Indicators** | Health Score, Adoption, NPS | CS Operations |
| **Activity Metrics** | Touchpoints, QBRs, Time-to-Value | CSMs |

### Net Revenue Retention Formula

```
        Starting MRR + Expansion - Contraction - Churn
NRR = ─────────────────────────────────────────────────── × 100
                        Starting MRR

Target NRR by segment:
- Enterprise: 115-130%+
- Mid-market: 105-115%
- SMB: 95-105%
```

### The CS Tech Stack

| Layer | Function | Example Tools |
|-------|----------|---------------|
| **Core Platform** | Customer 360, health scores | Gainsight, ChurnZero, Totango |
| **Data Layer** | Product analytics, usage | Amplitude, Pendo, Mixpanel |
| **Engagement** | In-app, email automation | Intercom, Customer.io, Appcues |
| **Feedback** | Surveys, NPS | Delighted, Wootric, Satismeter |
| **Intelligence** | Churn prediction, next best action | Planhat, Catalyst |

### Customer Journey Stages

```
PRE-SALES → ONBOARDING → ADOPTION → VALUE → EXPANSION → ADVOCACY
     ↓           ↓           ↓        ↓          ↓           ↓
  Handoff    Time-to-    Feature   Outcome   Expansion   Reference
  Quality    Value       Adoption  Achieved  Opportunity Customer
```

### The Value Realization Framework

| Phase | Definition | Deliverable |
|-------|------------|-------------|
| **Define** | Agree on success criteria | Success Plan |
| **Deliver** | Execute implementation & onboarding | Go-Live |
| **Demonstrate** | Prove value with metrics | Value Report |
| **Develop** | Expand usage and outcomes | Growth Plan |

## Key Metrics Reference

| Metric | Definition | Good | Great |
|--------|------------|------|-------|
| **NRR** | Net Revenue Retention | 105%+ | 120%+ |
| **GRR** | Gross Revenue Retention | 90%+ | 95%+ |
| **Logo Retention** | Customers retained | 85%+ | 92%+ |
| **NPS** | Net Promoter Score | 30+ | 50+ |
| **CSAT** | Customer Satisfaction | 4.0/5 | 4.5/5 |
| **CES** | Customer Effort Score | <3 | <2 |
| **Time to Value** | Days to first outcome | <30 | <14 |
| **Health Score** | Composite customer health | 70+ avg | 80+ avg |

## Coverage Model Decision Framework

| Factor | High Touch | Low Touch | Tech Touch |
|--------|------------|-----------|------------|
| **ARR** | $100k+ | $15k-100k | <$15k |
| **Complexity** | High | Medium | Low |
| **Strategic Value** | High potential | Standard | Transactional |
| **Touch Frequency** | Weekly-Monthly | Monthly-Quarterly | Automated |
| **CSM Ratio** | 1:10-25 | 1:50-100 | 1:500+ |
| **Cost to Serve** | 15-25% of ARR | 5-10% of ARR | <3% of ARR |

## Anti-Patterns

- **Measuring activities over outcomes** — Calls logged ≠ customers retained
- **One playbook for all segments** — Tech touch playbooks for enterprise fail
- **CS as support escalation** — Reactive mode kills proactive capacity
- **Health scores without action** — Red accounts need intervention, not dashboards
- **Siloed CS data** — CS platform not integrated with CRM/Product
- **CSM as single thread** — Champion leaves, relationship collapses
- **QBRs as PowerPoint theater** — Value delivery, not presentation
- **Ignoring tech touch** — 80% of customers, 20% of attention