Invest in customer success it is essential for any business that wants to grow, be a reference where it operates and, more than that, expand its sales in a much faster way.Companies that constantly invest in the development of their human capital know that the more qualified the team is, the better the results will be.
And it is based on this philosophy that managers who value customer success educate and accompany their customers regularly. After all, training them and making them understand all the functions and possibilities of a product or service is one of the ways to increase their satisfaction – or success – with the brand.
To offer a good customer success service is to learn to work with a winning after-sales service, capable of anticipating possible problems that may arise and really having satisfied customers with your company.
Its correct management is an innovative way to get your customer back, in a short time, to do business with your company.
But, although it seems simple, this strategy deviates from the standard and deserves a more detailed explanation. So, stop and answer.
After all, do you know what the role of a CS manager is? And why is this work important, even vital for any company? If you still don’t have these answers in your head, that’s fine. This is exactly what this article is about.
Are we going to understand all these concepts?
What is Customer Success?
Customer Success (or CS) is an evolution of traditional after-sales. Created by SaaS (Software As A Service) companies, its purpose is to make the customer fully satisfied with the use of their purchased product or service to the point of becoming a defender of the brand.
To this end, the CS operates not only taking questions from customers, but creating materials and guiding these consumers on the best ways to enjoy their products and services.
Basic CS differences for standard aftermarket
Since it is understood as an evolution of standard after-sales, we can mention some points that differentiate it. Are they:
For a good success management, the company must appoint responsible people to accompany the consumer throughout the process. In other words, a CS Manager must accompany the client from their negotiation to the regular and autonomous use of the services.
This good relationship with the customer will allow the company to act quickly on his needs. This will help to develop a history of doubts and bottlenecks that may arise during the process.
While traditional after-sales awaits the arrival of doubts and demands from customers, customer success works by anticipating the possible difficulties they will have in relation to the use of their products or services.
This is the case with the regular sending of instructional materials aimed at making full use of all the solutions that the product offers. Follow-up meetings, e-mails, blogs and Youtube channels, for example, are some channels that can be used for this purpose.
Commitment from the first contact
Even with all the effort of promotion and sales team, new customers have common difficulties and fears in the process of adapting to the product.
With CS, the company can show its commitment to satisfy the customer since its first purchases or hires. This factor increases the customer’s level of trust with the company and considerably reduces dropouts.
Therefore, understanding how to calculate customer satisfaction is essential for any business.
Benefits of implementing customer success in companies
Customer success can be supported by today’s most efficient marketing and sales strategies. One of the main ones is inbound marketing, but we can mention other benefits, such as:
Mass content production
Usage guidance blogs and videos can be created for more than one customer. In addition to passing on to current customers, quality content can also attract potential customers.
Reduction in CAC and increase in LTV
CS strategies have a positive impact on companies’ CAC and LTV. In relation to reducing the cost of acquiring customers: in addition to these new contacts being attracted by the company’s content and authority, they are also convinced by the satisfaction that other consumers show in relation to their business.
With the confidence established, cross selling and up selling offers are seen as consultancies and support for customer growth. And not as opportunistic offers. This will increase lifetime value and, of course, will yield more profits for the company.
Evangelizing customers not only advertise your brand for free, but also defend it from negative comments. A satisfied customer has great potential to become an evangelizer, so invest in this strategy!
But of course it will be much easier to do this if you are selling to your company’s ideal customer profile (ICP).
Improvement of internal processes
The monitoring of each stage of the sales funnel allows the company to promote improvements in its processes, reducing costs that do not represent value for the customer or for the business.
Therefore, the manager must go far beyond knowing what customer success is in theory. To extract all the possible benefits that this strategy can bring, it is necessary to analyze exactly how to implement it in your company.
Get to work! Doubts when building customer success management
Before implementing success processes, it is necessary to understand customer success management, since many companies and professionals are still unfamiliar with the specific after-sales work, much less in approaching future problems that their client does not even know they can exist.
Check below what are the main doubts on the topic and how to resolve these issues clearly and objectively!
How many customers must each Customer Success Manager (CSM) serve?
One of the main doubts of those who work with customer success management is knowing how to provide quality service to as many customers as possible in order to have a cost according to the recipe.
The answer to that question is not that simple. Your customers are not the same, much less the products you sell, right? Therefore, it is not possible to define, in a generic way, how many customers a CS can serve, since it depends on your type of business, customers and products.
Some companies define it by the number of daily schedules available and multiply by the number of customers that must be contacted monthly.
However, it is necessary to reflect deeply at this moment, as the SC is someone who should always be available.
It is more efficient and objective to base this decision on other parameters. If you have a large company, for example, you can reserve each CS to meet about 100 thousand reais of recurring monthly revenue.
“But how so?”.
Instead of defining a number of customers, the tip is to work with a customer success management based on the budget or MRR (Recurring Revenue) that the CSM will manage.
This will make solutions much more efficient and strategic. As a result, it will improve your ROI and increase your company’s total revenue.
Yes! The CSM is also an opportunity manager or better, due to the continuous relationship, it is able to highlight new opportunities in each client.
How often should I serve customers?
A very pertinent question, which has a lot to do with what was answered earlier. This will depend on your customer success management team and the number of customers it serves per month.
The ideal is to do, at least, one hour of service with each client per month. If you have the opportunity to increase that number, even better! But be careful not to overdo it. Avoid that the customer feels invaded and that you pass as a boring salesman.
Regularity can be based on the amount of news in the product, important content to be delivered, evaluations of the use of the systems … in short, everything that is important for the customer – not for the supplier.
If you are able to serve each after-sales customer more than once a month, do so once or twice more. Thus, your customer success management will soon start generating positive results.
It is not enough to just call, evaluate, present, research. Good management must offer new opportunities, support customers to generate new revenues, reduce costs, innovate in their processes. But to do this, a team that knows the customer is needed.
How to segment customers in success management?
There are two ways to segment customers in success management. The first one is by value or LTV, as already mentioned. The second is the CS profile – this segmentation is also widely used.
The ideal is that you take into account the profile of your company. If it is large, with many customers and high profit generation, it is best to invest in teams by value division.
If your reality is that of a small or even a medium-sized company, you can make your strategy based on the CS profile.
The advantage of this solution is that the service is more personal, with more detailed information. And this generates a possibility of great results, taking advantage of the potential of the CS employee.
And, to fix the processes, invest in feedback meetings. With the pre-sales, sales and CS team together, it is easier to generate value for the customer all the time.
Should I invest in customers with little ticket?
You should invest in any customer. This is a valuable lesson for the marketing team. If he is not a good buyer, you should try to make him one. But this needs to be done strategically.
Do less CS service with these customers and don’t invest an hour or more in each one. Start small and you will see that, over time, it can increase the value of that ticket. Then, you can offer a more differentiated customer success service.
To increase the Valuation Success (VS), it is essential that the CS work hard and be proactive in the after-sales. How? The formula is simple. We explain.
After the customer consumes a product or service from your company, he will have an active and specialized support so that his shopping experience is the best possible.
In addition, the customer will also have the opportunity to learn about complementary products, content that interests him and everything else the sector can do to ensure that customer’s loyalty and help him always!
With all this work done, his evaluation of your company will be high. This factor can lead you to refer your business to friends, recommend or even make a free advertisement via social networks or testimonials on your website.
All of these types of positive assessment build Valuation Success, which must always be accompanied by research.
So, as you can see, the connection between CS and VS is direct and will make your company significantly improve your financial health.
This way, you have not only more mature customers, but consumers ready to spread your brand across the market.
And then, selling more and better, reducing costs, is much closer to occurring. And this is, let’s face it, the ideal scenario for any company!
If you were unsure about how to implement the success sector in your company, talk to a consultant today.
Enjoy and read two articles that will help you ensure the best customer experience.
The first talks about what NPS is and how it helps to measure customer satisfaction.
The second, on the other hand, addresses the importance of follow up, which also occurs in the post-sale stage.
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