Why Top Businesses Are Implementing Customer Success To Growth

2019/02/04 08:00

customer success

It’s no secret that most businesses are operating in increasingly competitive environments, which means growth has become that much harder.

Today’s customers have endless options available to them in every area of life and business, which has placed a lot of additional pressure on businesses to be unique and memorable.

While having a stellar sales and marketing team will definitely place you on the path to success, it’s often not enough to generate the kind of growth your business needs to thrive.

It’s, for this reason, that customer success has become one of the largest growth opportunities in business and it can make a difference in your business too.

Customer Success Defined

Unlike customer support, which is a more reactive function, customer success aims to build stronger relationships with clients by ensuring they’re getting the most out of your products or services.

Customer success is a proactive business function that focuses on successful outcomes, positive reviews as well as upsells and cross-sells. Most businesses will actually place their customer service and customer success teams together so that they can work in unison to amplify customer satisfaction rates.

Why Customer Success Matters

Sales and marketing were the original growth engines of business. At the turn of the 21st century, sales were used to grow businesses and printing a logo on pens was as much marketing as customers would ever see. Customer service wasn’t a primary focus at this time because contracts ensured that customers stayed loyal.

Once the internet hit, customers soon realized that they could perform their own research and a salesperson was no longer their only point of contact. Businesses quickly discovered that they would need to start competing for the attention of customers if they wanted to stay relevant and make sales, which is when marketing started becoming far more important. At this point, contracts were still the norm, so there still wasn’t a massive focus on customer retention.

Today, customers have more options and information available to them than ever before and the power lies with the buyer, not with businesses. According to a report by HubSpot, less than 5% of people consider sales and marketing professionals to be trustworthy, which means businesses need to work even harder to convince a customer to buy from them – this is where customer success comes in.

By focusing on providing your customers with the most successful outcome, there’s a higher chance that they will become brand advocates and repeat customers. Businesses still need to make sales and marketing a priority but there does need to be a bigger emphasis on reducing customer churn and building a larger base of happy brand advocates.

If you really think about it, the success of your business and the success of your customers go hand in hand. The happier your customers are, the more they will use your product and the more revenue you will generate for your business.

Implementing Customer Success in Your Business

customer success strategies

To implement customer success in your business, you’re going to need to data and the right software. Customer success software is designed to collect data on past customer behaviors, allowing businesses to create outcomes-based metrics and processes that will help them grow.

Customer success software can be connected to CRM software and help desk software as well as social media management tools, giving businesses access to data that will steadily grow an established customer base and decrease customer churn rates.  

Here are some of the top customer success software options:

How Customer Success Can Benefit Your Business

Here are just a few of the ways that customer success implementation can change your business.

  1. A Greater Focus on Employee Satisfaction

Businesses that implement customer success are forced to take a closer look at how satisfied their employees really are. The reality is that employees are less motivated to keep customers happy when themselves are unhappy. Implementing customer satisfaction will give you the opportunity to check in with your employees and create a happier working environment.

2.Refine Business Processes

Since customer satisfaction and customer support have different functions in a business, this could be the ideal time to relook at internal sales, marketing, and customer support processes. It’s important to make sure that teams are clear on what their roles and objectives are as this will increase productivity and lead to a successful outcome for all. This is also a good opportunity to ensure that your teams are working together to achieve the same goal.

3. Enhance Your Marketing Strategy

Storytelling has become an integral part of marketing and customer success stories can be used to generate new and exciting content that would appeal to new customers. Customers respond to referrals from real people and brands that really understand their needs, something that customer success data can help you bring across. Just be sure to make your customer stories authentic and to tell them in a way that would appeal to your audience.

4. Update Your Customer Personas

If there was ever a time to update and refine your customer personas, this would be it. With additional data on what’s important to your customers and how they think and respond, your customer personas become even more accurate – data that your marketing team will certainly be able to put to good use.

5. Change the Way You Do Business

Customers crave authenticity and implementing customer success processes will allow you to become a more authentic brand. Making customers your core focus is no longer optional and you will soon discover how decreasing customer churn can boost your bottom line in ways you never thought possible.