A successful business needs to be able to deliver high-quality products or services that deliver value to the end-users. However, that is not all!
What makes a company successful in today’s digital area is its ability to build and maintain close customer relationships. This should be achieved, by providing excellent customer experience to all your customers.
As a consequence, the growing and profitable companies of today are the once that are dedicated to understanding the desired outcomes of their consumers. In addition, they are creating experiences to help their users reach those outcomes.
Put in another way, successful firms focused on customer success!
So what exactly does this mean for your unique business?
It means that if you are concentrated on creating high-quality products or services rather than creating a great customer success strategy, you might soon run into troubles. You will probably start struggling to attract and retain consumers.
A study conducted by Walker predicts that customer experience will be more important than price and product in 2020. They concluded that customers only stay loyal if companies deliver good experiences for their users.
So we are going to provide you with a list of the top 10 customer success strategies you need to know in order to create success for your business.
You can also get help by applying customer success software. This will provide your customer success team with actionable insights and timely alerts. Then you will know which of your consumers need your attention and allowing you to focus on the most important thing: making your consumers happy!
What is customer success?
Customer success is usually defined as when your customers achieve their desired end results through their interactions with your business. If a customer is using your product or service for what it is intended to, this indicates that the customer is getting value from your offering.
To achieve customer success, you have to create a solid relationship with your consumers. That involves listening to and understanding their needs and wants, as well as supporting them along their journey to reach their own goals.
Therefore, you need to implement close customer monitoring. Then you can combine the gathered customer data and generate customer success strategies to take proactive actions that deliver value for your business.
Customer Success Strategies
To win potential prospects, people need to become aware of how your product or service can help and transform their lives. Hence, you need to educate them before they will be motivated to buy your product or service.
This can be done by a number of different free content offerings that include information about your company. For instance, you could use emails, blog posts, interviews with employees, and the like. The purpose of this kind of content is to make your brand seem more reliable and interesting to your target audience.
Once you start to educate your potential leads as well as your current users, you will be able to design a more user-friendly customer experience. That will minimize the number of potential issues that users will face when using your product or service, thereby ensuring customer success.
Your sales team is the most vital department of your business when it comes to customer acquisition. However, if those prospects convert into paying customers and move further along the consumer journey, their expectations and experience of your firm begin to evolve.
If prospects become customers, they will assume the same level of consistency as the relationship develops. Therefore, it is essential that:
● Someone from your sales team builds a strong interaction with the prospect.
● All the people from your team, with whom the prospect gets in contact, should deliver the same kind of service and value.
● The business operation department is brought into sales discussions early on.
Then you need to develop a clear strategy statement in which Marketing, Sales and any other key departments are aligned. This agreement should define your target audience(s), how you aim to help them, the role each department plays, and what your team will deliver.
All relevant departments of your firm need to be working together towards shared goals. Only then, will you be able to meet customer expectations and deliver valuable consumer experiences.
Your team needs to always be available for customers who encounter any kind of issues with your product or service. The more consumers utilize your product or service, the more questions and difficulties you should expect them to encounter.
This is typical for any business!
However, how you choose to support your customers with overcoming these challenges will have an enormous effect on customer success.
Make sure your customer support team is ready to help consumers whenever they face problems. Your team needs to provide quick and brief answers that resolve customer requests, no matter if the question is simple or complex.
This is crucial as 67% of customer churn has been found to be due to bad customer experience.
When customers gain great value from your offering and cannot see themselves using any other company, it means that they have become loyal to your firm. In most cases, the customers have even become an advocate and are therefore happy to recommend your product or service to people in their network.
A loyal customer is a customer you should be using for a review, a testimonial or even a specific referral. A common strategy is to present your happy customer with this type of request, once you have strongly established customer loyalty.
Implementing expansion strategies are all about timing. For a SaaS company, this might be tied to a renewal cycle or it may simply be an upsell or a cross-sell.
If you have been working with specific customers for a while, you should be well aware of their needs. At that stage, you probably already know if they are ready to extend their financial relationship with you.
So by paying good attention to your customers and take the time to thoroughly understand their needs, as well as work with them to achieve their goals, you can build a great expansion strategy into your customer success program.
First of all, you have to target the right customers if you want to help your users to succeed in using your product.
To help you, having a detailed Ideal Customer Profile becomes essential. Share this with everyone in your business so you are all aligned.
One goal is of course to target prospects that are ready, willing, and able to use your product/service. However, it should also be your goal to identify potential customers who have the highest likelihood of gaining success with your product.
Six criteria have been identified to help you assess a customer’s success potential:
1. Functional fit: what features and functionality do the consumers need?
2. Competence fit: do the consumers have enough expertise?
3. Technical fit: what technology will the consumers need to practice or obtain?
4. Experience fit: are you able to give the consumers an experience that is appropriate for them?
5. Cultural fit: do the consumers’ beliefs and attitudes match your firm’s?
6. Resource fit: do the consumers have enough resources to invest, such as energy, time, money, etc.?
Once you have created your Ideal Customer Profile, your marketing team can then design campaigns and messaging that speaks directly to those ideal prospects. Moreover, your sales team can help qualify a prospect before selling to them.
Content marketing is the process of creating and distributing relevant and valuable content to attract, acquire, and engage a chosen target audience. The objective is to drive profitable customer action.
Publishing free content can be a great strategic way to attract customers to your business as they are seeking for information about your product or service.
By educating your prospects before selling to them, it gives them relevant knowledge, which can increase their chances of success.
8) Show examples of successful customers for social proof
Social proof coming from your existing consumers is a powerful motivator for new, potential consumers. When a prospect is exposed to proof that other users have acquired your service and achieved success, they are more likely to buy it.
Therefore, you can use social proof to your advantage by showcasing your successful users. This can be done by publishing case studies or testimonials to give your target audience the opportunity to see other people using and gaining success with your product. Both of these methods are very effective.
If you can manage to personalize the onboarding experience for all new customers, then you will be able to gain great benefits. In order to do so, you have to clarify the consumers’ goals upfront. Once done, you can provide them with training that is specific to their unique goals.
It is possible to automate the personalization of the onboarding experience for your consumers, in many cases. One way, it to surveying your customer upfront. Then you will be able to offer specific training and/or content to be shared with them, based on their answers.
When owning a SaaS company and selling different software and training products it is particularly important to help your users get immediate value from your product. Because, when a new user is receiving instant value from your offering, they are more likely to continue using it.
An excellent strategy is therefore to identify an “easy win” that your consumer can accomplish with your product. Then design an onboarding experience that helps consumers achieve that easy win instantly.
Getting value from your product, no matter how small, will create positive momentum for all new consumers. On the contrary, the opposite is also true. Meaning, that if customers start utilizing your product and experience difficulties, they might stop using your product completely.
As mentioned at the beginning of this post, offering a great software solution is no longer enough to stand out in today’s competitive marketplace. Especially, within the SaaS industry, your consumers will have plenty of options available to them. Hence, implementing a customer success strategy is no longer a luxury – it is simply a requirement.
You will start to lose market share to your competitors if you do not produce an experience to help your users accomplish their desired outcomes with your product.
And please be aware that just because you have created a customer success strategy at some point, doesn’t mean that it will be efficient day after day. As your business remains to improve, grow and evolve, so will your consumers’ needs and goals.
Therefore, a customer success strategy is not something you just create one time and then set aside. No, you need to continuously help your customers succeed. It is an iterative and endless process.
When it comes to customer success strategies there are no general solutions that will work well for every company. Rather, it is up to you and your team to create your own.
Remember; if something works properly and generates great results, keep doing it. If something doesn’t work, stop doing it and try something else instead.
The most important thing is to make the success of your customers your top priority and create excellent consumer experiences. Then your business will start to grow and generate value.