Without customer success, it doesn’t matter if your product or service is the best in the world. You are not going to sell it. Without customers, your business is nothing.
It is as if you were the best musician, if nobody were interested in listening to you, it is useless. True? If your customers are not satisfied with the first contact until after the sale, your business does not make sense.
Because customer success is your own success. Customers who are satisfied with your brand have a much better chance of continuing to buy it. That’s the reason that companies hire customer success managers to manage and build their loyal customer base.
And the more loyal customers you have, the better for you. Whether you’re already working as a customer success manager or as a company, open for customer success manager jobs, people at such posts, must be certain of important things, that we are going to discuss.
With just two simple and easy-to-apply topics, you are ready to achieve customer (and yours) success.
What is Customer Success?
Customer Success is customer success. More than that, it represents a strategy in the business environment so that the growth of the business is supported by the client’s own success.
Part of the idea that the success of the customer when consuming is the success of the entrepreneur when selling. In this way, success is manifested when your clients meet their objectives during the interaction with your business, either directly or through your product or service.
If you want your company to grow up and build a solid base of customers, you must give openings for customer success jobs and hire respective professionals to handle this work for your company and build a customer base.
Before the client is successful, the first thing you have to do is a prospect. Customer development is a process that should always be applied. It doesn’t matter if your objective was to reach a new market segment or even to test if a functionality added to the product brings you the expected results.
The good thing is that during this process you will get to know your ideal client ( person ), their behavior, wishes, and needs in-depth.
And all this favors the use of more accurate strategies.
One thing is true: only the right customers are capable of succeeding with your product. After all, if they do not benefit or do not take advantage of what you offer. They will hardly have a good experience in that interaction.
Commitment to the sales process
Mainly for companies in the B2B market, in which the sales process is more complex and consultative, it is crucial to simplify and optimize your client’s path to the maximum. Your goal is to keep him committed until the moment of the purchase decision.
For any customer success initiative to be successful, your collection system must be properly structured.
This means that you need to find a way to receive from the client, in addition, that is compatible with the payment method of their choice so that both he and you are successful. Well if the client does not pay you, you will not have profits.
And without profit, it can happen that your business collapses, and customers are harmed, without the solution they expected.
Onboarding is the first step you must take after the sale, to ensure that your customer begins to use your product or service. We can understand onboarding as the accompaniment that is given to the client in the initial phase when they need it most.
In a nutshell, activation is the process by which the customer begins to perceive the value of your product or service, after having gone onboarding hair.
That initial involvement phase is important to retain the client (or make mistakes and run away). Therefore, you also have to observe your Churn Rate monthly.
This is a metric that allows you to analyze how many customers left your contact base in a certain period of time. In addition, it is also important to keep an eye on the Time to First Value metric.
This represents what I told you before, that is, the time the customer takes to perceive the value of your solution after the purchase.
Functional support (tutorials, webinars, articles, online chat) must go beyond the onboarding and activation phases. In other words, you need to be always accessible to customers.
Well, even though they are already familiar with your product or service, doubts may arise about new features and effects.
Although it is a reactive process, nothing prevents proactive action when it comes to technical customer support.
For example, identify through data monitoring or comments on social networks if your customers are having any kind of problem that negatively impacts them in relation to your product or service.
Of course, it is not possible to foresee all the problems. Therefore, having a Help Desk service can help your clients when a technical failure occurs.
In addition, it serves to increase confidence and credibility in your company.
Customer feedback loop
This stage of your process that leads to the success of your client consists of opening efficient channels of communication with him. The focus should be on expanding means of contact with the public, allowing customers to express themselves agilely about your solution (feedback).
It’s obvious, right? Nobody better to evaluate the positive and negative aspects of your product or service than the one who uses them.
The important thing is to be open to dialogue, know how to listen to them and try to improve your solution more and more.
The continuous commitment, or the ongoing, must go along with the customer feedback loop. In this way, you guarantee that he remains committed and satisfied.
And also, that you continue to perceive value even after a long time of using the solution. For this, it is essential that you identify what success represents for the client in different periods.
This is valid both after a week of purchase, and even after a year of use.
If you took the above aspects into consideration, it will not be difficult to keep a client longer and ensure that they do not look for your competition to solve their problem.
At that point, he already perceived the value, relevance, and benefits that your product provides him.
You are hardly going to want to go through all that process again, trying a similar solution. For clarification: loyalty is when the client does not actively cancel the service.
The renewal, as its name implies, happens when the client renews the contract.
Customer relationship after payment
It is a fact that the client can cancel the contract and decide to use the solution to one of your competitors. Or, depending on your business, simply stop buying your product and look for another one in the market.
Power is in your hands. When this happens, the first thing you should do is to discover the reasons that led him to abandon you. Equally, knowing what you could have done better to satisfy him.
Therefore, do not stop communicating after a time of analysis and reflection, talking about the matter, and perhaps, reversing the situation.
Again, if you followed the steps, I think that part will not be necessary.