Customer Success (CS) is enjoying a lot of attention, particularly in Software-as-a-Service (SaaS) where CS is a critical enabler of renewal subscriptions. Customer Support, by comparison, is perceived as a reactive (and less attractive) break-fix department. While organizationally, Support may be a separate team, it can also play a key role in customers' success. Organizations that are willing to lower the silo walls can enjoy significant opportunities for improved Customer Success.
Why Some Touchpoints Matter More, and What To Do About It
Customer Success is a rapidly changing discipline, yet at its core it remains one of the best ways to help existing customers achieve their business goals. For us to help our customers within the context of our product, we need to be specific about the value our product delivers, and how we can help them derive even more value from our relationship for years to come. It is helpful to envision the complete Customer Lifecycle for each of our products and identify key events and milestones at different points on our Customer’s Journey.
In this article, I will discuss the seven categories of Customer Lifecycle events and how Customer Success professionals can leverage each of these to maximize the value of their solution:
Natero was founded on the premise that Customer Success teams need better access to actionable customer data. Early on, we also recognized that CSMs were struggling with more than just customer intelligence. Customer Success teams were often working out of their inboxes, and juggling spreadsheets, shared docs, and productivity apps just to stay in sync and manage their customer tasks.
This often led to reactive behavior and business processes that couldn’t scale.
“Customer Success is not just a buzzword at Freshdesk – it’s a growth driver.”
We are delighted to share that Freshdesk uses Natero's CSM platform to proactively manage Customer Success.
"As we shifted away from firefighting mode and transitioned to more closely resemble an Integrated CSM model, the importance of proactively driving value with our key accounts came into focus."
The last eighteen months at DocSend have allowed us to experiment and standardize different proactive customer touchpoints. I’m proud to be able to say that we’ve renewed and expanded nearly all of our strategic accounts. And some part of that is due to the “push” system we’ve built that’s codified the individual customer touchpoints based on where our customers are in their lifecycle with DocSend.
Predictive Analytics World, a leading vendor-neutral analytics event, is holding its fifth annual conference this October 12-13 in London as part of the Data Driven Business event.
"Your segmentation strategy needs to be tailored to your unique customer base and resources so you can boost adoption, minimize churn, and maximize expansion revenue."
Segmentation divides your customer base into groups of customers with similar needs so that you can deliver services that are most appropriate for each segment, and maximize retention and expansion revenue. Segments are often designed to allocate scarce or expensive resources to the most valuable customers, but they can also be used to provide programs or services to suit the needs of different customer groups.