Strategy

Trusted advisor is the floor. Strategic advisor is the ceiling. McCulloch surgically separates the two concepts and proposes the KSE model (Knowledge × Skills × Experience) as the framework for the CSM elevated to real advisor.

Most CS teams operate reactively. Wayne McCulloch's seven-pillar framework gives a clear architecture — 5 sequential customer-journey stages and 2 cross-cutting capability layers — to move from firefighting to building CS as a company capability.