Step 1 - Ask the question - Tell the team you're going to answer the question: "The purpose of Customer at [company] is to X".

Step 2 - Seed the question - Use examples of purpose statements to stir some inspiration within the team, including the following:

"The purpose of Customer Success at [company] is to partner with our clients and make them look like rockstars."

"The purpose of Customer Success at [company] is to deliver feelings of magical power and joy."

Step 3 - Fill in the blank - Ask one person to solve for X, then ask the rest of the team for their input on the idea. Facilitation skills are helpful, as you'll get feedback from the group that says "I don't think it addresses this aspect…" and so on. Key in on the energy of the group and refine the message until you reach agreement. This process can take an hour or more.

Tip: Keep the purpose statement concise and referenceable. We've worked with Customer Success leaders who want purpose statements that are very long because they want to capture all of the 'things' they do. Instead, distil the essence of the effort. Otherwise, no-one will remember it.