Customer Success Talks The Power of Desired Outcomes in Customer Success with Lincoln Murphy
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Jun 11, 2025 
Lincoln Murphy, a world-renowned growth architect and early advocate of Customer Success, shares invaluable insights on aligning customer needs with desired outcomes. He emphasizes three key questions to uncover goals and advocates for joint accountability to empower both customers and service providers. Lincoln also discusses the evolution of Customer Success literature and the shift from focusing on product usage to delivering meaningful outcomes. His actionable advice is a game-changer for both individual contributors and early-career customer success managers.
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Customer Success Definition
- Customer success means customers achieve their desired outcomes through their relationship with us.
- Without knowing their desired outcomes, you can't truly do customer success.
Conduct Thorough Goal Discovery
- Do goal discovery by asking what they want to achieve, by when, and why.
- Keep pushing for specifics until you can build an action plan around their goal.
Challenge Unrealistic Goals
- Challenge customers on unrealistic goals respectfully by asking if they think the timeframe and goal are achievable.
- Set joint accountability so customers take responsibility if they don't reach goals.
