Customer success should be a top priority but it’s not in many organizations. Even if you have a successful business, you should consider other opportunities.
Which parts of success have you not invested in because you don’t have the budget or time for it?
Here are seven business tips for improving the success of your customers.
1. Scale Your Business
Think in specific about how you want to scale and grow your business. Do you have enough processes for your customers?
Do you need to get more? What are you going to do when your business experiences more growth than imagined?
No matter the size of your business, unless you consider scaling, you’ll never become the business you need to grow into the organization you and your investors want to be.
Are there certain components of your customer touchpoints that could be updated with technology?
Maybe there are certain tasks or activities that could be automated. As your business grows, your CSM should be able to handle these activities.
It’s going to be harder to scale and grow your business when your external and internal customers are used to how you operate.
2. Get Your Customer Marketing Involved
When you’re focused on scalability, know that you don’t have to do this on your own. Your customer marketing team can help you with scaling your business and with marketing campaigns, onboarding, engagement, and introduction of new features and capabilities.
You want to ensure all of these systems are in place for your new and existing customers. This allows your CMOs to grow and create influence while engaging customers through their marketing expertise.
3. Segment Your Customers
Not all of your customers are the same. It can be difficult to find a way to segment your customers, but it doesn’t have to be stressful.
It can take a few tweaks to get it right, but it should be the focus of your efforts. As you and your business mature, your customers will as well.
That’s where segmentation comes in. If you divide the relationship into customer success and sales, there’s probably a portion of your customers who will organically grow.
This creates a segment for which you can implement tech most of the time while others need additional service.
You need to think creatively when it comes to your segmentation efforts. There are wonderful benefits to experience when segmenting your customers.
4. Forget About Customer Churn
That’s right. You need to ignore customer churn. While tracking it is important, it only addresses the effectiveness of your engagement and marketing activities with your customers over a certain period of time.
If you only focus on churn, then you’ll end up with negative results. If you focus on the positive, then you’ll receive positive results. Rather than focusing on churn, you should work on improving customer engagement.
5. Focus on Customer Engagements
It’s important to track and measure your CSMs? Are they only engaged in converting new customers?
Are they reminding current customers why they chose your company in the first place? Are they tying solutions to common problems your customers experience?
They should do all of these and more. You should train them to call and coach reviews and ensure they’re engaging with all of your customers on a regular basis.
Sometimes using video during a customer call can give you a better idea of how they engage with each of your customers.
6. Study the Customer Journey
When was the last time you mapped out the customer journey? Many organizations fail to do this simple step.
You don’t want to create the customer journey you want but what your customers want. Remember it’s about your customers, not you.
Knowing how your customers engage with each aspect of your business is important to understand. Find out how they engage with their problems as well as your solutions.
These are key points to effectively mapping out a customer journey. Taking the time and energy into this step can give you the results you’re seeking.
7. Learn From Your Customer Support Team
It’s likely that your customer support team is in a different department that’s separate from your success team.
Combining both teams can help you better understand the customer experience. It ensures that everyone is on the same page.
For example, you can find out if the head of the success team has analyzed support tickets in the past six months.
Not only will it improve the customer journey and onboarding process, but it can improve your products and solutions as well as the overall customer experience.
Creating a successful customer success program is a complicated process. This is where you’ll want to invest in the right processes, team members, and technology.
Even if your business isn’t where it needs to be, you can take this time to improve your strategy to move internally and help your customers succeed.
