Founders are under tremendous pressure to increase revenues while lowering costs. As a result, they may not invest in customer success.
However, customer success greatly impacts revenue and profitability.
"Profit in business comes from repeat customers,
customers that boast about your project or service,
and that bring friends with them." – W. Edwards Deming
A climbing rope has strands plied together to strengthen the cord. The customer journey requires teams to pull together to reach success.
Marketing and Sales
The first impression of your business causes people to become interested. However, you want to attract the right people.
Quick churn is incredibly expensive since the typical cost of acquisition only gets repaid over time. So, ensure your marketing and sales targets ideal customers, highlights your benefits, and sets clear expectations to avoid a fall.
Whether one enterprise client or thousands of individual customers, checklists encourage seamless and quick onboarding,
Describe all the features of your offerings and share case studies of how other customers have grown. Finally, check if customers have questions or concerns early and often.
Consider customer success from the vantage of every function.
· For engineers: How does your code create the best customer experience?
· For marketers: What is the best way to learn from customers?
· For recruiters: What traits in new hires result in satisfied customers?
· For client success: How can you delight customers with unexpected benefits?
To encourage questioning and learning, share constructive stories of positive and negative experiences in company meetings.
I’ve worked with many customers. A simple mistake can escalate quickly if the relationship is poor, whereas most people forgive you if they like the team.
Choose metrics aligned with growth, profitability, and market goals.
Retention is crucial, especially in times of uncertainty, to keep climbing. Upsells, Cross-sells, and Referrals are all incredibly valuable. Churn is painful. When it happens, however, you have to ask questions about why, where they are going, and what is perceived as better.
Satisfaction can be obtained in quantitative and qualitative feedback. Scores show trends over time, while comments offer insights and new ideas. Look at processes, people, and customer demographics impacting these metrics and adjust as needed.
Delighted customers are a valuable investment to increase retention, upsells, cross-sells, and referrals. In other words, customer success = peak success.
Photo by Sylvain Mauroux who can be found here
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This post was informed by my hard-earned experience and written by me with AI editing.