There are so many opinions about Customer Success in the industry. Everyone has their own method for how to use and when to use it. Some even wonder if metrics should be an important factor when it comes to growth. Most of the strategies that are provided out there are focused on customer retention and how organizations are built.
But what if you already have a successful business with dedicated customers? Have you ever considered other areas for opportunity? What components of success have you never implemented because you never had the money or the time? There are plenty of strategies that you can use to improve your success strategy.
Focus on Scaling
Does your processes only work for 20 customers or 2,000 customers? How about 20,000 customers? Regardless of the size, you’ll never become the proactive business you to be in order to grow and scale it. Are there aspects of your customer touch points that should be updated with the latest technology?
Consider making your online courses available on-demand. Maybe you should focus on finding a platform that allows you to track metrics in one easy to find location. It can be harder to scale when both your external and internal customers are tailored to the personal touch you’re trying to offer.
Use Customer Marketing
When you’re trying to scale your business, know that you don’t have to do it alone. Customer marketing can help you achieve your goals, including those for celebrating milestones, elevating marketing campaigns, onboarding, ongoing engagement, releasing new features and more. This involves a long-term effort for your team and your CMO as well. This allows your CMO to grow their influence while increasing engagement and growth through their marketing campaigns.
Creatively Segment Your Customers
All of your customers aren’t the same person. So, why would you treat them like they are? As your business grows and your customers mature, you should consider segmentation. It’s important to think creatively with your segmentation efforts. This allows you to create tailored marketing campaigns that are relevant to your customers at different parts of their customer journey.
Ignore Customer Churn
That’s right, you should ignore it. While customer churn is important, it’s only a component of the effectiveness of your efforts with your customers over time. If you obsess over churn, then you’ll end up with poor results. If you focus only on the positive engagements, then you’ll receive more positive results. Focus on the quality of those customer engagements that you’ve been receiving.
Increase Quality of Customer Engagements
How do you improve the quality of customer engagements? One way to do this is to measure the metrics that you received on your customer success software. This allows you to take a look at your customers on a monthly basis. Does this data help you understand the quality of your engagements?
Is your Customer Service Management engaging with each of your customers in high quality conversations? Are they asking, inquiring, and reminding customers why they use your products and services in the first place? While it’s easy to provide a knowledge base on your website but are you making good use of your CSMs?
You should train and develop them. You can enhance their skills through call reviews, coaching, and training to ensure they’re actively engaging with your customers. If you really want to win customers over, then immediately turn on the video while observing a customer call. This will give you a better look at how your CSMs are engaging with your customers.
Understand the Customer Journey
The last thing you should do is get to know the customer journey. When was the last time you mapped out the entire customer journey? Did you know that most business owners don’t understand the difference between the buyer’s journey and the customer journey.
The key to this step is not to map out the customer journey how you want it but to map it out in a realistic way. Understanding the customer journey can change the way that you engage with them. This includes understanding how they engage with your business, the problems they are faced with, and how they engage with your solution.
Involve Your Products & Services
Your products and services should also be included in your success strategy. Very little products and services are made with the customer in mind. Some of the most successful products were built with customers and A.I. in mind. While it’s not a sexy concept, it requires some of your best negotiation and creativity skills to make it happen.
Creating, executing, and running your customer success organization is not simple. It requires the right people, processes, skills, and technology for it to work. No matter where you are, improve your current strategy to help your customers succeed.
