How to Build a Customer Success Strategy
Do your customers like your product or Are they tolerant of it? To answer that question, you will have to be compelled to raise another question: How much work does one do to create your customers successful?
Do your customers like your product or Are they tolerant of it? To answer that question, you will have to be compelled to raise another question:
How much work does one do to create your customers successful?
You will never have too much customer success, and you will never make the effort to build it. But raising your product from tolerance to love or from “nice-to-have” to “must-have” that requires more than just good practice, friendly service, and timely support.
If you focus too much on your purchasing resources, you are missing out on one of the great growth engines you have.
Acquisitions can get the ball rolling, but retention is where the big money is. Big, sustainable money that costs less and less to do. Also, this alchemy only works when customers find success with a product or service that they hoped to register.
Statistically, successful customers:
- Spend more money over time
- It is very likely that you have considered other products and services
- Serve as a product advocate for Reducing the Cost of New Customer Service
This last point, customer engagement, is the most important benefit of Customer Success and that leads to less spending on earning efforts while gaining more customers.
When your company understands what success means to your customers, and makes sure they get what they need to achieve, those customers respond to Facebook, Twitter, Linkedin, and face to face. Not only are your followers, but they are the best sellers, helping your company to grow.
But how do you get started with a customer success plan?
First, let's start with what customer success is, because whenever a word becomes “buzzword” it often loses its original meaning.
What is customer success and how do you get it?
As I said, Customer Success is a collection of strategies to bring customers to it, keep them in, and sell them more.
Customer Success is not a sales step, it is not a support step, but it is actually closing the loop between those two areas. It falls under the product and affects almost every area of the company.
There is no single customer success strategy in your company. The best plan for you, and there is the best plan for anyone else. How to Get Started with Customer Success within your organization will depend on what your company is ready for and how your customers interact with your company.
So while there is no magic bullet, there are guidelines, and those guidelines start with intent.
There is no way of the same size because each customer has different success metrics. Businesses have set different goals for their groups, depending on their customer base and products.
The goal should be achievable, measurable, and timely. Some of the common goals are:
- Customer Success Onboarding
- Account growth, and ongoing training
- Product Acceptance
- Improve Customer Quality of Life
- Quarterly Business Reviews
How do you build Customer success in your organization?
If your business has just started its customer success program, check out the steps I would recommend you take for your team.
- Start by talking to customers.
- Create an Onboarding process.
- Apply the survey to each Customer Lifecycle section.
- Be a Customer Voice.
- Improve Customer Success Features.
- Provide Customization Services.
- Send a Customer Success Report Card.
- Meet Other Departments
How does Customer Success fit into an organization?
To the best of my knowledge, the Customer Success team is part of a product team, but it has a dotted line or you can have your own both sales support and customer support.
The Customer Success Team needs customer engagement, customer training, customer support, and upsell customers. They should have some data or technical background in the science of your particular product so that they can come up with realistic plans for weak solutions or apply cases with opportunities.
To use a sports metaphor, the Success Customer team is your “big” people. This means that they also need to be able to communicate with the people who design and build the product, acting as a customer's voice as new features and versions are developed.
The Customer Success team also works with operations, ensuring that the company's structure and the company's resources are aligned more closely to achieve those growth goals.