How has your company made strides in recent years to help ensure customer success? The strategy of customer success involves making sure clients are getting the benefits they deserve from your company. Have you looked at things from the point of view of your customers? How are their interactions with your team? Do they seem to be performing themselves as well as possible?Before we dig into the principles of customer success, let’s first define what customer success is (and isn’t)and why it’s important.
It’s a proactive method of ensuring you’re meeting the needs of your customers to help them succeed with the help of your products and services. The goal is to reduce turnover to keep customers from choosing the competition instead.
According to HubSpot, “customer success provides proactive outreach aimed at increasing upsells and cross-sells, positive word-of-mouth, and successful outcomes for customers.”
Customers today have never had more options, and it’s never been easier for businesses to create new products and services. Because of this, there’s more pressure on companies, as sales and marketing aren’t always enough to sustain growth.
Customers are vital to your business, so focusing on them and their success with your products/services helps with retention. When customers are happy and succeeding thanks to your company, they’ll often refer your business to others.
Hubspot mentions that sales and marketing were the first two growth engines in business, and customer success is becoming the third growth engine. Customers have more choices than ever, and only 3% of people say they trust sales and marketing experts. Growth is likely going to stem from how well your company can build a happy customer base and reduce churn rather than how big your sales or marketing teams are.
According to Gainsight, guaranteeing customer success yields a positive impact on businesses, as happy and successful customers are repeat customers (and often bring new customers!).
Some companies have Customer Success Managers who are in charge of training customers on best practices in the industry as well as how to best employ the product or service to achieve success. He/she helps determine what is and isn’t working as well as what else can be done to get results.
Here are a the top 5 core principles for customer success:
Customer success yields a positive impact for businesses since happy and successful customers are often repeat customers.
The Golden Rule (“Treat others as you would want to be treated yourself”) can be used as a benchmark to make sure clients remain happy and engaged with your company.
Here are a few ways in which companies can apply the Golden Rule:
Customers are crucial parts of your overall business, so it’s important to make sure they’re happy and are continuing to succeed with your help.
Does your company have a process in place? Startups, for example, may not have a system yet, while larger companies may have systems that simply need to be tweaked.
The process for customer success often varies between industries and companies, but a general process may include:
How will you keep customers from switching to a competitor? It may help to keep communication open, so your customers feel a connection to your company. Chameleon is one company working on their customer success process and working to get a dedicated team together for this purpose. They suggest adding customers to a Slack channel.
In general, the process involves:
Sometimes it helps to set measurable goals, track progress, create content to drive adoption, and remember to start and end with your goals.
Continue to analyze how successful customers are because of your work then refine your goals to encourage better success going forward.
It can also be beneficial to create a customer health score, which includes:
Thinking through these items and ranking the results could help indicate where customers stand in relation to one another and possibly what could be done to help those who aren’t as successful yet.
According to Crunchbase, customer success may look something like this:
Here are the top customer success best practices:
Customer success happens when adoption is driven to help benefit both the customer and the company.
After the initial onboarding, communication may slow down, but it’s important to continue to make customer success a priority. Keep analyzing the situation to gauge performance and consider upselling when necessary.
By taking advantage of our visual communication tool, companies can help keep customers happy and work to ensure their success. While it’s beneficial for closing customer support tickets three times faster, it’s also a good tool for proactive work to make sure they’re meeting their goals and are seeing success with the help of your company.
Is one of your strategies to provide more customer training tools? Use CloudApp to share videos and clips rather than explaining step-by-step via email. It’s much easier to process more visual information. Show, don’t tell.
Sign up today for a free CloudApp account. Use it to share thoughts and ideas instantly, and receive feedback to help ensure customer success.