Customer experience, relationships, and positive interactions are increasingly discussed topics in the business world. If you care about any of these, you've probably heard of Customer Success, haven't you?
Customer Success is a very important area within a company, after all, it is responsible for ensuring that the interactions between the company and the customer generate positive and desired results .
A good relationship with the public says a lot about the success of a business, so understanding this strategy is important for the market.
How much do you already know about Customer Success and the reasons for adopting this strategy?
Learn more about this topic!
What is Customer Success?
Quoting Lincoln Murphy , a leading figure in the industry, "customer success is when your customers achieve their desired outcome through their interactions with your company .
The pillars of Customer Success are the desired outcomes and the points of interaction, that is, the experience with the company and the positive impact this generates for both parties .
Following the customer from the beginning to the end of the sales cycle greatly influences the success and satisfaction with your product or service.
In other words, Customer Success represents a business process aimed at leading customers to positive outcomes with their company .
This strategy encompasses ongoing efforts to maintain added value at each stage of the sales journey
It's important to emphasize that Customer Success is not the same as customer service .
Customer service is a process in which the customer needs support and reaches out to the company, while Customer Success is the proactive process of helping customers achieve their goals .
The activities of a Customer Success department vary depending on the focus and size of the company, but, in general, this area has some of the following responsibilities:
- Activate customers immediately after the sale;
- To prepare consumers to use products or services in the best way possible;
- Conduct follow-ups on the progress of client projects;
- performance indicators and results;
- Prepare and present feedback so that the client is aware of the use of the product/service and its improvements;
- To teach the customer how to use what the company sold them in a strategic way;
- To propose the best solutions for clients, whether for relocations or maintenance;
- Gather feedback on the product or service;
- Control the company's churn rate
- It serves as the communication channel between customers and the company's other channels.
What are the advantages of Customer Success?
Investing in and implementing a Customer Success area can be very useful and advantageous for the business.
We've outlined some benefits this strategy can bring to your organization. Check them out!
It reduces turnover and retains customers
Customer retention is a consequence of customer satisfaction with your company.
You've probably heard that it costs five times more to acquire a new customer than to retain an existing one, right?
Therefore, it is extremely important to reduce customer churn and loss, which damages the company's cash flow.
Having a team that cares about customers and builds relationships makes the company's concern for its audience noticeable, increasing loyalty and reducing churn.
It increases customer satisfaction
When we think about customer success, we're talking about their objectives, right?
Therefore, when they achieve the expected results with the help of your product or service, they begin to have positive memories associated with your brand .
The Customer Success team, by knowing the client well, will be able to guide them in a way that increases satisfaction.
Satisfied customers become more loyal and recommend your company to other potential consumers .
Increased investment from clients
The Customer Success team is responsible for analyzing the entire purchase history and customer data, understanding sales opportunities and proposing additional solutions .
In this way, the number of upsells , a sales technique that promotes products or services and boosts sales in your business.
How to implement Customer Success?
Now that you know more about this strategy and are aware of some of its benefits, you must be wondering how to implement it in your business, right?
Of course, each company has a unique situation and requires a specific approach for each strategy , but we've compiled some tips that can be useful for various organizations.
Look at that!
Know your customer
This tip might seem cliché and is mentioned whenever we talk about any strategy, but it is extremely essential and necessary .
It's impossible to implement any team or technique without knowing who your company is delivering services or products to.
Map out the audience's needs, understand their pain points, know their journey, and then you will be able to deliver good experiences and truly guarantee customer success .
Have a good sales process
Design sales processes so that the customer feels engaged in purchasing the product or service.
The company can, for example, offer trial versions and build journeys that guide the potential customer through their purchasing process.
The sales process is essential for Customer Success and, when done properly, can lead to product purchases and the start of a long-lasting relationship .
Pay attention to payments and collections
Measuring and tracking billing and collections for customers is an important task for the Customer Success team.
If there are many warning signs, such as missed or late payments, plans about to expire and not renewed, the approaching end of the trial period, among others, it is necessary to take action before the consequences occur.
Pay attention to payment and billing methods and ensure a positive financial experience for the customer as well.
Conte com um CRM
Having a CRM ( Customer Relationship Management ) helps map customer interactions, searches, and profiles, making it easier to manage demands .
The software tracks every customer interaction, making it easier for the Customer Success team to monitor the customer journey and maintain positive experiences.
Pay attention to onboarding.
Onboarding is the first step in post-sales, that is, it's the process of activating the customer and starting the use of the product or service .
This phase ensures that customers are actually using the product or service correctly so that their experiences are the best possible.
Furthermore, assisting the client in transitioning from the systems and solutions they previously used to those they have just acquired from your company is the ideal onboarding
Conclusão
Offering the best customer experience is essential to selling more and maintaining the brand's importance and relevance in the market .
Understanding the customer, offering good solutions, gathering feedback (and valuing all of it), providing support, and placing the audience at the center of strategies is essential .
How have you been taking care of your customer's experience and success? Now that you know a little more about the topic, put some actions into practice and implement this strategy!
