What is Customer Success?
Customer Success is the combination of functions and activities of Marketing, Sales, Professional Services, Training, and Support, working in concert to develop and maintain strong customer relationships and help a customer achieve their business aims.
Customer Success is an enterprise mindset that embeds a Customer’s Value Criteria into all aspects of your organization. By placing the customer’s goals and requirements into product design, relationship management, and all the touchpoint interactions, you are helping your customer be successful in their business. The value that a Customer Success perspective brings to your organization is a deeper relationship or partnership, more satisfied & engaged customer, and growth for both your customer and your organization.
Put another way, “You are successful if your customers are successful.”
Customer Success Organizational Practices
Customer Success is the set of organizational practices that ensure a customer meets its goals through:
- Deep understanding of the product and how it supports the Customer’s strategy
- Anticipation of needs
- Proactive engagement
- Domain expertise
- Continuous collection of feedback
- Analysis of performance and risks across all touchpoints
- Ongoing relationship management.
What Customer Success is Not
- Single person heroics to solve at-risk Customer issues
- Customer Support teams that handle day to day activity
- A salesperson stopping by for lunch
- Account Managers delivering quarterly results
- A marketing message about new product features.
How to Measure Customer Success
Customer success is mission critical as, statistically, successful customers spend more money over time, and are more likely to consider additional products and services. Successful customers also serve as enthusiastic brand advocates who reduce the Cost to Acquire (CAC) new customers.
Select metrics for evaluating the success of customers success management efforts can include:
Customer Success Services
An effective Customer Success strategy requires supporting your Customer at every step in their journey to getting the result they need, beginning before the sale, and sticking with them until they achieve their desired outcome. The ultimate objective of customer success is to increase sustainable, proven profitability for both the Customers and your Company. This is a difficult shift for organizations focused on building new products, lacking expert resources.
You need experts to guide you through the journey mapping, data collection, analysis, and organizational change management protocols to move from a functional view of product, sales, account management, operations, and support to a Customer Success orientation.