If a company wants to generate customer satisfaction and loyalty today, it should certainly prioritize the concept of Customer Success, or customer success. This approach seeks to deliver value to the customer at all points of contact, from the first interaction to the post-sale, promoting a culture focused on helping them to consume their service or product in the best way.
By adopting the model, instead of looking for customers who found products and services at random, organizations start to acquire qualified potential customers, as well as create an assertive path to work with them in an integrated way, always in search of success.
In practice this means, for example:
- high performance onboarding;
- marketing campaigns targeting nutrition;
among other actions that anticipate demands even before they arise.
However, as market and behavior changes have taken place drastically in recent years, mainly due to the digital transformation, many businesses still carry out the service and relationship processes in isolation, or in groups, depending on the area involved.
Knowing that it is necessary to change this mindset and increasingly prioritize the integrated processes of Customer Success, we developed this article. Check it out and learn more about the concept, its benefits and how to adopt it!
What factors is Customer Success composed of?
The first thing to keep in mind is that Customer Success and customer service are not the same thing. For example, having customers who know the company, make a purchase and have no complaints are good indicators, but embedding a culture focused on their well-being goes beyond that. What value are you providing them? What do customers get from your company that they wouldn’t find in other companies?
Consumers expect to have positive and memorable insights at all touchpoints with their preferred brands.
For the concept of customer success to really exist, the company must adopt strategies that involve all areas and stages of the purchase journey, so that they are directed to a specific audience, pre-defined and carefully evaluated. ee some pillars that make up Customer Success:
Properly segmenting the target audience through interviews, surveys, market and competition analysis, among other processes, is one of the key factors of the model. After all, all actions must have as main focus the customer’s success, which needs to be known in depth so that they are complying.
Customers follow up
Customer Success must exist from the negotiation process, when the relationship begins, so that the customer chooses the contractual clauses that are most appropriate to their profile and demands, increasing the chances of satisfaction. After that, the company must accompany you throughout the journey, in order to act proactively towards continuous improvement.
Engagement in the sales process
In order for consumers to find the products and services most suited to their needs, which directly contributes to a good experience, there is nothing better than including them in the sales process. Therefore, this is one of the pillars of the concept. Whether through a freetrial or a high-involvement sale, the likelihood that you will be assertive in your decision is much higher.
What are the benefits of Customer Success for the business?
By reading our article so far, you might get an idea of the importance of creating a customer-centric culture. In fact, when well structured, the Customer Success strategy brings a series of advantages. Among them are:
- Increase in success cases: the customer is assisted from the beginning to the end of the journey, that is, from the first contact to the post-sales;
- Intelligence in decision making: while customer success contributes to consumer satisfaction, the company benefits from access to a valuable source of data, which point out characteristics, desires and needs, contributing to the creation of increasingly actions efficient;
- Reduction in churn rate:The customer turnover indicator, or churn, automatically drops when a company starts to adopt Customer Success in its routine. This means retention, loyalty and increased sales;
- Optimization of social proof: eople start to speak highly of the brand, thus generating continuous engagement. All of this is reflected in better insights, quality relationships and profitability.
How to implement customer success processes in practice?
To start adopting Customer Success, companies must first analyze internal processes, assess how the customer experience is structured, and begin to develop a customer-centric culture.
It is also important to have a qualified team, made up of professionals who understand service, product, relationship, sales, marketing and other areas that integrate the concept.
Other indicated actions are:
- Invest in training and feedback;
- Pay attention to the churn index, because if it is high, it is a sign that something is not right;
- Create loyalty programs and campaigns;
- Intensify communication flows with customers;
- Optimize onboarding processes.
As with all actions performed by a company, adopting an approach that puts the customer at the center of everything also involves applying a better experience. Thus, your company delivers a relationship of value and exchange, fostering the evolution of the teams’ strategies and the longevity of this relationship.
Including Customer Success in business processes not only favors the customer, but directly contributes to better knowledge of the public, business intelligence, lower dissatisfaction rate and optimization of the customer experience.
All of this generates new business opportunities and favors the company’s growth in a market with increasingly demanding consumers and high competition.