What is customer success? Back to the basics
When a customer approaches you for your product or service, it is very vital to note that they haven't come around specifically for your products and services, but they are there specifically to pay for the outcome your tools are capable of delivering. It is then NOT quite realistic to believe that your customers or potential clients will stay on a successful path and discover how your products and services will help solve their problems on their own without your step by step guidance on the on-boarding process.
That said, it's now quite understandable why SAAS (software as a service) has played a huge role in delivering great customer success journey, think of Mailchimp - for automated mailing, Trello - a tool for organizing your tasks in boards, Slack - a workspace messaging tool, and Zapier - a tool that connect the other SAAS tools to automate your work and be more productive. These tools help in the process of customer success delivery, starting from customer on-boarding to delivery and support stage.
These tools have also made it quite competitive to keep up with the trends and always staying ahead of the game. You’ve got to continually prove to the customer that they’re making the right decision to do business with you over your competitor.
So what if you managed to attract a potential customer to the door, they are kind of sold on your pitch, the question is, will you entertain them enough to bring them in to the next stage? How long before they jump off the window?
This is where customer success plays a huge role, and it starts right from the beginning, when they show the initial interest, (usually from your Ad/content somewhere). The idea is to continually make the process of finding, learning about your product, adopting the product, and keeping them engaged with your products and services as easy, seamless and frictionless as possible, and most importantly doing all these for "the right customer".
Wait, who is "the right customer":
Good question👏: - "the right customers" are the customers who are trying to solve a real world problem or are trying fill a need that your product or service can actually deliver well.
So where do we begin?
As one of my friend says, it all starts as a mindset—the moment you shift from selling just a product and start delivering value to your customers, where you build your business model around a real, existing problem that needs an actual solution. Think of a dedicated drive to develop a truly customer-centered business, a long-term journey developed on a mutual benefit.
Built on customer success, is a vital means to helping your customers succeed beyond their expectations in solving their problems using your products.
You are on 🔥🔥, that's another wonderful question: - Let's try breaking it down in bits,
- by holding their hands and guiding them through the process,
- by helping them discover your product,
- by helping them adopt your product,
- by always being there when they feel a bit lost and they need your assistance,
- and finally by always trying to reach out to your customers with new solutions they even had no idea that they needed in the first place.
Think of a customer who doesn't even know what they are looking for in the first place.
Wow, just wow!
Wait, that's not all, there is one more thing, ensuring that customer success fits right into your general business goal, by proactively impacting customer lifetime value through the increase in retention and growth driven approach.
Here are the basics
Design customer success through engaging experiences
The current market customer journey has extra procedures than before, meaning that to stay unique, you've got to constantly prove your worth throughout the process. It all starts with a deep understanding of your customers–who are they? What problems are they trying to solve? How will your products and services play a role? What are their expectations and motivations? With these information at hand, you can then embark on the journey to creating the ultimate customer experience.
Make the process as natural and human as possible
Great relationships are based on great communication skills. Start by asking yourself this question: How should I be talking to my customers? What are the best channels to use? And how do I balance between being polite and professional? It's important to note that your customers are human beings, just like you, and treating them as a fellow human being always makes a huge difference.
Get and use customer feedback to improve the experience
If you are looking to retain your customers for an even a longer period, the initial thing you'd wanna find out is why they would ever wanna leave. Then it is key to understand why your paying customers actually give you the dollars. What unique feeling and experience do they get from your services that makes them want to give you more $?
The best customer success experience starts with an A-team
Your team are at the core of this successful experience. Is your team ready to deliver on these goals? How is your team structured? Are they trained well enough to ensure that they will deliver on this experience?
Data metrics plays a role: Get what matters
One thing that we discovered at a very early stage is that customer success is data-focused. So what part of the data you collect should you focus on to ensure that you deliver on a successful customer experience journey? Why do you collect the data in the first place? We decided to go an extra mile to share with the you, as part of our service transparency, the internal tool we use to understand customer data and generate reports, check it out here.
Choosing and working with the right tools
Ensure that you have the right tools to help you automate these processes. Looking to improve your customer support? Don't try to handle this on an email. The SAAS tools I mentioned earlier have proven to help improve the customer journey experience, so it's key to take advantage of the available tools to deliver on your acquisition and retention journey.
Reach out to find out
Wondering about what your customers feel about the experience? Directly reach out to them and ask for that feedback. So yeah the support network and the analytics tools are great, but it is always key to remember to infuse the direct human experience into the mix.
It’s time to get serious about creating value... Lets now talk about designing the perfect customer journey: how to onboard like a superstar