"The customer results map is the most important document and exercise for any business, because it is the ultimate judge that enables every other thing that you do for your customer. What does the customer want to achieve, and how is it achieved regardless of your product's existence? If we can have the objective truth locked in, and then we can map our success methodologies to it, that's the core of everything."
Why it matters
Without a Customer Results Map, customer success becomes a feature tour. With one, every onboarding decision, every expansion conversation, and every renewal becomes anchored to a real, measurable outcome the customer cares about.