Customer Success used to be considered only a SaaS (software as a Service) thing, but this is no longer the case. Nowadays, Customer Success is an opportunity, optimized by any company which strives to be successful. Read below to find out what types of Customer Success strategies there are and how to use them to increase your customer retention and loyalty levels.
1. What is Customer Success?
Customer Success includes activities such as:
- Offering the best possible customer experience
- Excelling at communication with your customers
- Going far and beyond when it comes to customer service
However, Customer Success is used differently by different companies, based on the industry they are in and the products they are offering. What’s common for all, however, is a customer-centric mindset.
2. Types of Customer Success Strategies
#1. Brand Awareness
Brand awareness is where it all starts. How can you expect a customer to approach you if they have never heard of your company? Raising your brand awareness should be one of your main priorities. During this initial stage, you can leave your customer with the strongest first impression, which will ultimately lead them to buy from you. To do so, invest time and effort into improving your word-of-mouth by asking your existing customers to leave you reviews.
#2. Product Information
Some customers might not fully understand what your products do, especially if you are a new player. Consider offering as much free information as possible about your products and services. Furthermore, collect ratings and feedback for each individual item, so that customers can gain a better understanding of how other customers are taking advantage of your products.
#3. Customer Acquisition
The acquisition process can be sometimes quite tricky. You need to make your customer feel like you are there for them without suffocating them. Therefore, concentrate on building a clear customer acquisition process, where each customer will have an assigned salesperson, who they can contact if they have questions. Make sure that you are meeting your leads’ needs and wishes.
Onboarding is another crucial process, where the right strategy can save you a lot of wasted time and effort later on. Make the transition between sales and onboarding smooth and take advantage of your customer’s excitement about trying the product. Furthermore, ensure that they are familiar with how and whom they should ask for help, should they ever need to.
#5. Customer support
The next Customer Success strategy concerns customer support. In the lifetime of a customer, it is very likely that they will need to contact customer support. It is up to you to make sure that they receive a solution to their problem as quickly as possible. Your customer support team should be readily available to help your customers in case they get stuck. This will help you reduce churn rates and increase your customer loyalty.
#6. Customer Loyalty
Building a loyal base of customers takes time and dedication. By basing your strategy around your customers you can increase their customer engagement. Collect customer feedback and base your strategic goals around your customers’ wants and needs. Thus, you also signal to your employees that their priority should be the customer and their aim – high customer satisfaction.
#7. Upgrading Offers
Finally, keep in touch with your customer and send them offers which might be of interest to them. You can ask them to subscribe to your newsletter and send them personalized upgrading offers. In addition, contact them if you see that their engagement level is high and pay attention to how their needs and satisfaction levels are evolving over time.