Customer Success & Experience Topics
Customer success strategy, customer satisfaction, customer-centric problem solving, and customer experience optimization. Covers customer retention, success metrics, and cross-functional collaboration to drive customer outcomes.
Customer Success Metrics and KPIs
Covers the full lifecycle of defining, measuring, monitoring, and operationalizing customer success metrics and key performance indicators that quantify account health, retention, and revenue outcomes. Candidates should be able to describe revenue oriented measures such as net revenue retention, gross revenue retention, monthly recurring revenue, annual recurring revenue, expansion revenue, upsell and cross sell contribution, expansion rate, customer lifetime value, and churn and retention rates. The topic also includes product engagement and health indicators such as usage volume, login frequency, feature adoption, support ticket volume and resolution time, customer satisfaction score, net promoter score, and composite health scores. Candidates should explain the difference between leading indicators and lagging indicators, how to establish objective measurement frameworks and thresholds, how to segment customers and cohorts, and how to prioritize monitoring across accounts. It covers building dashboards and scorecards, automated scoring and alerting, forecasting and portfolio level key performance indicators including average account growth rate, time to value, time to revenue expansion, forecast accuracy, and team productivity metrics. Candidates should be able to link metrics to business outcomes and revenue, surface risks and expansion opportunities, design playbooks and corrective actions triggered by metric changes, work with stakeholders to define success criteria, and validate that interventions moved the metrics using instrumentation, experiment design, cohort analysis, and cohort comparison.
Reengagement and Win Back Strategies
Designing programs and campaigns to reengage inactive users and recover lapsed customers. Candidates should be able to identify inactive segments using lifecycle and behavioral signals, choose appropriate channels and tactics such as email, push notifications, SMS, in app messaging, and incentives, and craft personalized messaging and offers to reestablish product value. The topic covers segmentation strategies, timing and cadence, win back offers and retention hooks, A B testing and experimentation, measurement and success metrics including reactivation rate, conversion, retention, revenue per user, and impact on lifetime value and churn. It also includes considerations for deliverability and opt in compliance, suppression and frequency management, common obstacles like deliverability issues or user fatigue, cross functional coordination with product and analytics, and methods for automated reengagement flows and lifecycle orchestration.
Curiosity About User & Customer
Show genuine interest in understanding customer problems, user behavior, and product impact. Ask questions about who the customers are, what they need, and how the product solves their problems. Demonstrate user empathy and data-driven thinking about customer needs.
Customer Retention and Churn Prevention
Focuses on diagnosing at-risk accounts and designing concrete retention playbooks to prevent churn. Expect to assess root causes for churn such as product-market misfit, dissatisfaction with service, organizational changes at the customer, pricing or budget pressures, and competitive threats. Candidates should demonstrate a structured approach: identify at-risk signals, prioritize accounts by value and risk, build tailored action plans with short term quick wins and longer term investments, define escalation protocols for high value accounts, coordinate cross functional actions, and track outcomes using retention KPIs such as churn rate, renewal rate, and net revenue retention. The topic also covers designing customer success interventions, relationship building, friction removal, and criteria for deciding when to divest versus invest in renewal.
Retention and Expansion Strategies
Covers strategic approaches to retaining customers and growing revenue within existing accounts. Topics include reducing churn, customer segmentation, lifecycle engagement, email and in product engagement campaigns, win back programs for inactive users, loyalty and rewards programs, and monetization loops. Also includes identifying and prioritizing expansion opportunities such as upsells, cross sells, feature adoption, seat or departmental expansion, and pricing or packaging changes. Expect discussion of metrics and signals used to detect expansion opportunity, playbooks for outreach and onboarding, collaboration models with sales and customer success teams, alignment with product roadmap, measurement frameworks for expansion revenue, and processes to test and scale effective motions.
Customer Retention and Lifetime Value Optimization
Show strategic thinking about customer retention, expansion, and lifetime value. Discuss how you'd analyze retention challenges, design retention strategies, optimize customer success operations, and coordinate post-sale processes. Demonstrate understanding of financial impact of retention improvements.