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, right?
Customer Success is a very important area within a company, after all, it is responsible for ensuring that 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?
Check out more about the topic!
What is Customer Success?
Quoting the words of Lincoln Murphy , a reference in the market, “customer success is when your customers achieve the desired result through interactions with your company” .
The pillars of Customer Success are the desired results and points of interaction, that is, the experience with the company and the positive results this generates for both parties .
Supporting your customer from the beginning to the end of the sales cycle has a significant impact on their success and satisfaction with your product or service.
In other words, Customer Success represents a business process with the objective of leading customers to positive results with your company .
This strategy encompasses continuous efforts to maintain added value at every stage of the sales journey
It is important to emphasize that Customer Success is not the same as customer service .
Service is a process in which the customer needs support and comes to the company, while Customer Success is the active process of helping customers achieve their results .
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 right after the sale;
- Prepare consumers to use products or services in the best way;
- Provide follow-ups on the progress of clients' projects;
- performance and results indicators
- Prepare and present feedback so that the customer is aware of the use of the product/service and its improvements;
- Teach the customer how to use what the company sold them strategically;
- Propose the best solutions for customers, whether changes or maintenance;
- Collect feedback on the product or service;
- Control the company's churn rate
- Be the communication between customers and other company channels.
What are the advantages of Customer Success?
Investing in and implementing a Customer Success department can be very useful and beneficial for your business.
We've outlined some benefits this strategy can bring to your organization. Check it out!
Reduces turnover and retains customers
Customer retention is a consequence of satisfaction with your company.
You've probably heard that it costs 5 times more to acquire a new customer than to retain an existing one, right?
Therefore, it is extremely important to reduce customer turnover and loss, which causes damage to the company's cash flow.
Having a team that cares about customers and builds relationships makes the company's concern for the public evident, increasing loyalty and reducing turnover.
Increases customer satisfaction
When we think about customer success, we talk about their goals, right?
Therefore, when they achieve the expected results with the help of your product or service, they start to have good memories of your brand .
The Customer Success team, by knowing the customer well, will know how to guide them so that satisfaction is increased.
Satisfied customers become more loyal and recommend your company to other potential consumers .
Increased customer investment
The Customer Success team is responsible for analyzing all customer purchase history and data, understanding sales opportunities, and proposing additional solutions .
This increases the number of upsells , the sales technique that promotes products or services and increases sales in your business.
How to implement Customer Success?
Now that you know more about this strategy and some of its benefits, you might be wondering how to implement it in your business, right?
Of course, each company has a different scenario and needs to act in a specific way for each strategy , but we have separated some tips that can be useful for various organizations.
Look at that!
Know your customer
This tip may seem cliché and is mentioned when we talk about any strategy, but it is extremely essential and necessary .
It is not possible to implement any team or technique without knowing who your company delivers services or products to.
Map your audience's needs, understand their pain points, and understand their journey. Then, you'll be able to deliver great experiences and truly ensure 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, provide trial versions and build journeys that guide potential customers through the purchasing process.
The sales process is essential for Customer Success and, when done properly, can lead to product acquisitions and start lasting work .
Pay attention to payment and charges
Measuring and tracking customer revenue and billing 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 trial period approaching its end, among others, you need to take action before the consequences arise.
Pay attention to payment and billing methods and ensure a good customer financial experience.
Count on a CRM
Having a CRM ( Customer Relationship Management ) helps map interactions, searches and customer profiles, making it easier to control demands .
Software tracks every customer interaction, making it easier for the Customer Success team maintain positive experiences.
Pay attention to onboarding
Onboarding is the first step in after-sales, that is, it is the process of activating the customer and starting to use 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, helping the customer transition from the systems and solutions they previously used to those they have just purchased from your company is onboarding .
Conclusion
Offering the best customer experience is essential to sell more and keep the brand important and relevant in the market .
Understanding the customer, offering good solutions, collecting feedback (and giving importance to all of it), providing support and putting the public at the center of strategies is essential .
How have you been caring for your customer's experiences and success? Now that you know a little more about the topic, put some actions into practice and implement this strategy!
