What is a customer success strategy? Why is it important? How do I create one for my company?
What is a customer success strategy?
A customer success strategy is described as a series of actions or practices the management of a sales team takes to achieve the goals of the company. The strategy helps to ensure all customers are successful and happy as the strategy helps to anticipate any potential issues that a customer may experience and help to find the solution. Not only this, but the strategy also helps the customer to get more value out of a product or service, which helps to improve the customer experience to reach the business goals.
Creating a strong customer success strategy has many benefits including helping businesses drive current and future sales as well as contributing to an increase in upselling and cross-selling. This would help contribute to businesses gaining a proactive relationship with their customers.
A structured and consistent customer success strategy is vital for any business, and this is true across all industries and fields. It helps to identify and eliminate any customer problems that may be in the current sales cycle, leading to a more risk-resistant sales cycle. It can also help to recognise different customer needs which can lead to retaining more customers for potential future sales. This strategy is important to implement into any business when a business can create a clear and positive impact on the customer and their needs this can create a more valuable relationship. Not only this, but it can also help to improve customer loyalty and create a positive word-of-mouth for other potential customers.
Now you know the importance of a customer success strategy, you may be wondering what to include to make this a success. There are a couple of ways to look at this question and it will be different for the industry that you are in. Our philosophy for B2B interactions is that your customer success strategy should be in your mind at the beginning of your customer engagement / sales cycle, not just at the post-sale phase. What do we mean by this? If you are going to evaluate your customer’s success during a post-implementation review, what are you using to measure against? The answer…the original business case that you created with your customer during the pre-sales conversations as this will give you a baseline for review! Take a look at our blog The Financial Aspects for Customer Success for more advice on this topic. We also discuss how Shark software can be used by Customer Success teams in even more depth on our website – check it out!
What else can you do?
Ensure you enhance your customer support services. If you do not have a support service that is quickly available to customers, this is likely to lead to complaints, potentially refunds and loss of customers. Educate your sales teams. Make sure everyone in your sales team is up to date with their training, so that each customer receives the same, consistent approach throughout the sales cycle.
You should also make sure to personalise the sales experience. Doing this will make your customer feel as though you are listening to them and acting on their needs and desires. A last factor to implement to create a strong customer success strategy is to always ensure you are monitoring your feedback and acting on this to help improve your strategy and therefore improving your relationship with customers and employees.
If you would like to discuss how Shark software can help you achieve your customer success strategy goals - Get in touch with our team.