Five Elements of a Customer Success Program
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Why focus on customer success? Retaining customers, maintaining customer loyalty, and getting new customers requires a holistic approach that goes beyond the basics of providing service, ensuring satisfaction, and resolving problems.
According to the Customer Success Association, “…it’s about customer relationship retention and optimization. And the most effective way to keep your customers is to make them as successful as possible in using your technology product.”
Customers who feel engaged and heard and who have experienced a real value in doing business with you are your true success stories. Their interactions at each point have been positive, both in terms of personal interactions with your team and in using your products or services. These are the customers who will remember your brand, who will tell their friends how wonderful your company is, and who will absolutely return because the relationship and the value they receive are both so strong.
Having a Customer Success Program clearly communicates to customers and prospects what they can expect if they buy your company’s product or service. Below are five key elements to consider when developing your Customer Success Program:
1. Commitment to customer service — Demonstrate that your company is deeply committed to customer service. While your marketing materials may tout your commitment, this is one area where actions speak louder than words. Include specific metrics – e.g. we will respond to support requests within 30 minutes, we have 24/7 support – and make sure they are adhered to and backed by a Service Level Agreement (SLA).
2. Company wide buy-in — Customer service is no longer the realm of front office staff or the support center. Get buy-in from all departments in the company so that the customer has a positive experience whether they are talking to operations, engineering, IT, sales, accounting, etc. Having a centralized CRM database is important so each department can clearly see what is being communicated to the customer.
3. Assign a single point of contact — Establish a dedicated account manager to proactively communicate product updates, important features the customer may not be effectively utilizing, and serve as the main conduit of information for the customer regarding their account.
4. Proactive monitoring — Proactively monitor the customer’s account and alert them to any unusual activity to ward off potential complaints or unexpected account usage surprises. This is a great way to cultivate a “we are looking out for you” feeling.
5. Solicit feedback — Soliciting feedback — and responding to it — shows your customers that you value their insights and are listening. Make soliciting customer feedback a regular task, and respond promptly. It’s crucial to thank them for their feedback and address concerns. Have a regularly scheduled check-in call to address any issues or concerns that may have recently come up.
At Service Objects, our philosophy is customer service above all, and our Customer Success Program reflects this core value. Below are just some of the features our program includes:
- 24/7 critical emergency support
- Direct access to Product Engineers to discuss Best Practices
- Guaranteed response times and server uptimes backed by a money back guarantee
- Dedicated Account Manager
- Priority customer support across our customer contact channels (phone, email, chat)