So, what exactly is customer success? At its core, customer success is not just another department within your company; it is a mindset, a philosophy that revolves around making sure your customers get the results they want when they use your product or service. In execution, customer success is the responsibility of the entire organization. "We are all sales" is a well-known saying I'm sure you are familiar with. From my perspective, it's actually better translated to "We are all accountable for the success of our customers". If you make your customers successful then the growth and repurchase of your product/service will follow, even from other customers. I am convinced of that. Hence my passion for this subject.
Customer success is largely in the after-sales service, but certainly not exclusively. If as a salesperson you sell the wrong product or service to your customer, try to correct that afterwards... Very difficult. So yes, even the sales department has its part to contribute to customer success
Let's break it down off topic. We cited it a moment ago. A successful customer is more than just selling the right product or solving problems and answering questions. Solving problems and answering questions is what a customer service department is generally very strong at. Also called case management. But that is rather reactive today. You often act on a past event. And often, in the case of e.g. wrong billing, the damage in trust has already been done. Customer success is about proactively guiding your customers to success. And then you ask yourself, how can you as a customer service department be proactive in the case of a billing error? Well did you know that in >90% of billing errors occur in the first billing? Often the rate plan has not been implemented correctly or the correct discounts from the framework contract have not been applied. So a customer service department, especially in the case of a complex project or an important customer, might want to verify the billing before sending them out. Now well, customer success goes beyond the billing example.
It's about understanding the end customer, their goals, challenges and needs.
Aligning your efforts to help them achieve their goals is a step in the right direction.
Imagine a scenario where your customers not only use your product, but benefit from it. That is the essence of customer success. It's about creating value not only for your company but, more importantly, for your customers.
Now let's talk about some of the key concepts and principles of customer success. One fundamental aspect is the customer journey. It is crucial to understand how your customers go through the various stages of interaction with your company.
From the moment a customer discovers your product to the initial purchase, familiarization period and ongoing use, each stage must be carefully considered. Customer success is about seamlessly guiding the customer through this journey, meeting their needs at every step. Fulfilling this need is done through the so-called "Customer Journeys" you build.
Another crucial element is customer health. This is not just about the absence of problems, but about the overall well-being of your customer relationship.
Are they achieving their goals? Are they satisfied with the support they receive? These are the questions that determine a client's health. This requires a proactive approach and goes beyond the often current reactive approach in various after-sales service companies.
Why is customer success important? It's not just a feel-good concept; it has a direct impact on your company's bottom line. And indirectly on your top line.
Satisfied customers are more likely to renew subscriptions, buy additional products and become advocates for your brand. I often make the comparison to the "sales" that brings the customer in through the front door, where the customer success organization makes sure the back door stays closed. And you may now be asking yourself the question. How do you keep the back door closed? Well in theory it's very simple. Make sure the customer has a flawless journey and surprise them in a positive way. Make sure that if there are obstacles in the course for the customer that you remove them or if you can't, that you proactively warn the customer based on previous experiences of other customers.
All rights reserved
