Customer success is a simple concept. Your goal is to keep customers happy and loyal to your brand by providing them with an incredible user experience and the valuable tools they need to succeed. Let's explore what they do and why they're important!
What does a Customer Success team do?
Understanding customer needs
Customer Success is not just about providing great customer service after a purchase. It's also about anticipating your customers' needs, helping them get the most out of their experience with you, and ensuring that they are successful with what they bought.
A product or service may be great but if it doesn't solve a problem or meet an important need, no one will use it. This is why Customer Success teams take such an active role in understanding what customers need before they even buy anything. They are also involved in developing solutions to those needs as well as making sure that those solutions are delivered in an effective way that makes customers happy with their purchase.
Engaging with customers
Customer Success is responsible for engaging with customers, qualifying them, and building relationships with them over time. They are also responsible for onboarding new customers, providing support and training, and managing retention. In addition, Customer Success can be responsible for upselling and cross-selling additional products or services to existing customers.
Educating customers on how to use your product or service
Customer Success is responsible for helping customers use your product or service as effectively as possible, so they get the most value out of it. This includes providing them with tutorials, tips and tricks, best practices and other resources to help them get started quickly and be successful with your product or service.
Helping customers identify how they can improve their results
Customer success is not only about making sure that your customers are happy and satisfied with their products and services, it's also about making sure they're using them in ways that produce the best results for their businesses. Your customers should be able to use your product or service in ways that make sense for them, so that they're getting results from their investment in your product or service.
The best customer success managers are proactive in their approach, meaning they are constantly looking for ways to help customers achieve success.
Trying to drive more adoption of the product
The most basic function of Customer Success is getting people using your product as quickly as possible so they can start generating revenue for you right away. This might include onboarding new users or helping existing ones get up-to-speed with new features and updates. You do this by providing them with personalized support and education throughout their journey with your product.
Gathering and analyzing data on customer success and failure
A successful customer has been able to achieve their goal through your product, service or platform. This person should be able to articulate how they've benefited from working with you — whether it’s increased revenue, decreased costs or improved efficiency — so that you can replicate this experience for others. Asking customers about their experience after each interaction allows you to learn what works well and what doesn’t so that you can improve upon it over time.
Achieving a higher customer retention rate
Customer retention is one of the most important metrics that any business owner should measure and optimize. The longer an individual stays with a company, the more value they bring because they're not only paying for their subscription but also helping to promote the product or service to others through word-of-mouth marketing.
The goal here is to keep existing customers happy so they don’t churn out of your product or service. This might mean offering free trials, providing better onboarding, or making sure you have an easy-to-use support system in place.
Ultimately, your customer success team is there to help your customers achieve tasks that are important to them, such as converting prospects into paying subscribers or helping a client use your platform in the most efficient way possible!