Client Questionnaire
Generate guided discovery questions that spark meaningful dialogue and reveal what matters most to your clients.
CS
Improve retention, upsell, and client experience through stronger vCIO and Customer Success practices.
Explore in this discipline:
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Member Resources
Resources to strengthen your client success practice.
Lab Apps 
Methodologies 
Research Papers 
Podcast Episodes 
Industry Trends
Stay ahead of market shifts with reports on key drivers, risks, and compliance priorities shaping your client’s industry.
Client Enrichment
Deep-dive into a client’s business profile to uncover insights, surface opportunities, and prepare for high-impact conversations.
CS Strategy Audit
Assess and align your customer success approach with a structured audit that highlights gaps, priorities, and next steps.
Client Discovery Goals
Create a client-ready deliverable that maps industry trends, business goals, and key initiatives into one polished report.
CS Discipline 1: Strategy
Executive Overview CS Strategy is the foundation of every Customer Success program. It defines how you segment clients, align services, and allocate resources so every engagement supports clear business outcomes. This discipline turns one-off wins into a repeatable, scalable system that grows with your clients. What You’ll Learn This download gives you the complete set […]
CS Discipline 2: Health
Executive Overview CS Health is the early warning system for your Customer Success program. It tracks client experience, technology adoption, engagement, service quality, and alignment so you can see risks and opportunities before they appear. When managed well, Health turns raw data into a single, actionable view of every client relationship. What You’ll Learn This […]
CS Discipline 3: Deliverables
Executive Overview CS Deliverables turn your strategy into tangible outputs. Reports, proposals, budgets, and roadmaps make progress visible and actionable. Instead of conversations that fade, deliverables create a record of decisions, plans, and next steps. They connect every engagement to measurable outcomes and help clients see the value of your work. What You’ll Learn This […]
CS Discipline 4: Process
Executive Overview CS Process is the engine that keeps Customer Success moving with structure and consistency. It defines when engagements happen, what they include, and how they adjust as clients mature. With a clear process, good intentions turn into repeatable results. This ensures that no client is overlooked and that every interaction is tied back […]
CS Discipline 5: People
Executive Overview CS People is about organizing the human side of CS. It defines the roles, responsibilities, and support systems that turn strategy into execution. This discipline ensures that the right people are in the right conversations, equipped with the training, and oversight needed to deliver a seamless client experience. Without this structure, even the […]
CS Discipline 6: Technology
Executive Overview CS Technology is the engine that turns your Customer Success program into a real-time, automated system. It connects data, processes, and AI so that every engagement, deliverable, and decision is powered by accurate insights. This discipline makes it possible to deliver scalable, consistent Customer Success while allowing your team to focus on high-value, […]
MSP Client Enrichment: Turning Buyer Signals Into Strategic Advantage
Most MSPs walk into prospect meetings armed with technical knowledge and a pitch deck. The ones who win walk in armed with intelligence. This paper lays out a four-stage methodology for client enrichment, from reading buyer signals and framing around mission, to deploying that intelligence with discipline and sustaining it as a continuous practice long […]
The Industry Trends Report: How Preparation Changes the MSP-Client Conversation
Executive Summary Most MSPs walk into client meetings with a general sense of what the client needs and a mental list of things they want to sell. The conversation defaults to the familiar: security gaps, infrastructure upgrades, maybe a compliance checkbox. The client listens politely, files the proposal away, and nothing changes. The Industry Trends […]
The 5-Step Discovery Ladder: A Structured Framework for MSP Client Discovery
Executive Summary Discovery is one of the most discussed and least structured disciplines inside an MSP. Most providers know that asking questions matters, but very few have a repeatable system for how those questions are sequenced, what they are designed to surface, and how they move the conversation from rapport to roadmap. During a recorded […]
The Maturity–Appetite Matrix: A Practical Model For MSP Customer Segmentation
Executive Summary This paper is based on a Customer Success research session featuring contributions from Kevin Clune, Luis Giraldo, Joe Markert, and Denes Purnhauser. Together, the group explored why many MSP segmentation efforts become subjective, inconsistent, and hard to operationalize, and why a simpler, behavior-driven model can create clearer engagement decisions. At the center of […]
The Hidden Architecture of CS: Why Process Fails Without Governance
Executive Summary Customer Success inside an MSP has become increasingly process oriented. Teams define onboarding workflows, create playbooks, document QBR structures, and map out client journeys. During a recent research session with Luis Giraldo, Denes Purnhauser, Joe Markert, and Kevin Clune, the group set out to define the intersection between these processes and the use […]
The Growth-Defense Loop Framework: A Dual Motion Model for MSP Customer Success
Executive Summary Most MSPs try to create progress by pushing projects. They build a roadmap, propose upgrades, and measure success by completion. That creates activity, but it does not reliably create outcomes. During a working session on Customer Success loops, contributors surfaced a simple tension that explains why so many QBRs stall. MSPs feel pressure […]
Driving Adoption: Change Leadership vs. Change Management in MSP Customer Success
Executive Summary Most MSPs approach transformation work as a technical exercise: design the solution, install the tool, train the users, close the project. In an AI-driven world, that model is breaking down. Technical readiness alone does not produce adoption, and without adoption, there is no business outcome. During a research working session on Customer Success […]
The Five Levels of Client Business Goals and the Chasms Between Them
Executive Summary During a recent research session conducted by Joe Markert and Kevin Clune, the group focused on the Client Business Goals methodology and the five-level pyramid that underpins it. The discussion was intended to clarify and stress-test language already present across the CS glossary, blueprints, and prior research, and to ensure that this language […]
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Roadmap
How our research progresses from discovery to deployment.
1
Problem Discovery
2
Framework Development
3
Education & Enablement
4
Tools & Optimization
Identify key challenges MSPs face with client retention, upsell opportunities, and inconsistent vCIO practices. Conduct surveys, interviews, and peer feedback to validate pain points.
Through surveys, peer interviews, roundtables, and feedback loops, we gather real-world insights from MSP owners, vCIOs, and client success leaders. This helps us prioritize the issues that matter most—and ensures we focus our research on problems that will drive measurable impact.