Why is Customer Success Important to Businesses?
I do not mean to sound poetic but there is something about customer success that when a brand is able to hack it, they become pacesetters in their industry.
Value proposition is the soul of a business. Customers have needs, and the success of a business is a measure of how satisfied the customers are with the value they offer. In essence, the business revolves around the customers. It is therefore not far-fetched that an entire department is designated the task of ensuring a successful customer experience through their journey with the brand.
Most brands are aware of this, however, most of them trivialise the quality of their customer success team.
There is more to a customer success team than assembling a group of persons behind a phone or laptop. I bet you most people are unaware that there is a whole lot of ideating, building, testing and execution that goes on in a real customer success team.
Let us start from the basics, shall we?
What is Customer Success?
Customer Success is all the resources utilised by a brand towards helping its customers get maximum value from its products and services while also ensuring a successful business operation.
This means that although the customer success team is not ‘Jollof rice’ at a Nigeria party, it is their responsibility to ensure success on both the customers’ and the business’ end as well.
I am pretty sure that it is clear at this point that this goes beyond sitting behind a phone desk or computer.
How to Achieve Optimum Customer Success
The customer success team has to be proactive in approach rather than reactive
Use data-led approach rather than assumptions and generalisations
Prioritise customers feedback
When a customer is able to get value from your brand and achieve the goals that led to them seeking out your brand, only then has customer success occurred.
Importance of Customer Success
The goals of most brands can be summarised thus;
To increase sales and revenue
Customer satisfaction thereby inspiring loyalty to the brand and increase customer retention
Reduce churn rate
Increase annual recurring revenue
Remember, it is cheaper to retain a customer than it is to gain a new customer. The key to achieving this is by building strong and sustainable customer relationships and this is achievable through customer success.
It is safe to say that the value of a business is a reflection of its customer success team.
Cheers,
Seun.