5 essential tips to ensure customer success

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One of the main challenges for managers is to make customer success the main focus of their relationship with them. One of the practices that allows this process to be organized is Customer Success. The goal of this practice is to ensure customer loyalty , positioning them as brand advocates.

When a customer becomes loyal, they will hardly consider exchanging their services for others, and may even be willing to pay more for this identification. To achieve this goal, the manager must keep in mind two pillars of Customer Success: the desired results and the points of interaction.

In this post, we bring you 5 tips to help your company take the first steps towards this goal. Follow along!

1. Specialize your team
Since we are talking about the point of contact between where to find whatsapp number the customer and the company, the professionals responsible for this direct contact must be aligned with this objective. Customer success managers and analysts are the professionals who must lead the customer strategy in search of better results.

These professionals are responsible for representing the client within the company, fighting for their interests. This stance requires a proactive attitude and good negotiation skills.

When measuring the performance of their Customer Success team, managers must define metrics and indicators that will tell them whether the company is on the right track toward this goal or whether it needs to change course. These parameters will be important when monitoring the individual performance of each analyst or customer success manager.

The fact that the company has a successful manager does not exempt the other employees from this objective, after all, it is the responsibility of the entire company to keep the customer satisfied, as the results will benefit everyone.

2. Improve customer onboarding
Onboarding is nothing more than the moment when the customer has their first contact with the company; it is the official moment of their contact with your brand. It is necessary to create a guided implementation process, in which the customer is guided in the use of your product or service, removing any possible barriers they may encounter, such as technical configurations. It is important that they can derive some result from it, also called first value.

There is no specific rule for executing onboarding, after all, each company has its own working method, whether according to its products or its organizational culture. The great advantage of onboarding is taking advantage of the initial moment of purchase to engage customers.

When a customer has difficulty understanding how a product or service works, a barrier is created that can discourage them from continuing with the purchase. When there is enough information for the user to make the most of its functions, they are satisfied and begin to see a real return on that investment .

This applies, for example, to a multi-function mixer, to a restaurant that moves away from the traditional service delivery method, or to software that introduces a disruptive innovation. Onboarding can be done in a variety of ways, including face-to-face meetings, multimedia guidance, social media materials, articles, manuals, and especially instructional videos.

3. Define the processes
There is no point in training the team and segmenting customers if the company does not have well-defined processes to achieve customer success. Management must create mechanisms that allow for the organization of work and management.

That is why it is important to establish steps to ensure customer loyalty, such as onboarding, which we discussed in the previous topic, the customer training process, contract renewals and making new sales.

A good practice is to align your customer success, sales, and marketing teams to work together as a single team with the same goal. By making it clear that your company has efficient processes and ensuring that it will deliver what it promises, your customer will feel secure, knowing that your organization is prepared to provide the right advice.

4. Monitor your results
What is not measured cannot be managed, and there is no point in setting up an entire strategy if you cannot verify the results. To measure the results, the manager can use some metrics to find out if the customer is satisfied with the service offered. Below we have separated two of the main indicators that allow this monitoring; check them out.

Churn rate
The churn rate is an indicator used to assess the rate of cancellations of subscriptions to a given service over a period of time. To calculate this indicator, divide the number of cancellations made in a period by the number of active subscriptions in the same period.

Then, just multiply the result by 100 to get the percentage value. A low churn rate shows that your company is on the right track towards customer satisfaction.

NPS (Net Promoter Score)
It is a simple and direct indicator, which aims to measure the degree of customer loyalty in relation to companies and products from the most varied segments. The indicator is based on answers given to relatively simple questions, such as:

On a scale of 0 to 10, how likely are you to recommend our company to a friend or family member?
Depending on the answer, you can place the client in 3 categories:

Those who answered 0 and 6 are detractors, who are likely to spread negative publicity about your company.
Between 7 and 8, we have the neutral customer, who will not make negative or positive publicity and who will be able to change your company for another without major problems.
Those who answer 9 or 10 are promoter, loyal customers who are willing to promote your brand and turn a blind eye to the competition.
5. Understand the difference between customer success and happiness
A good manager should be able to separate two factors that seem to be interconnected, but are not always: customer success and happiness. The goal of the Customer Success team should be to achieve its goals and not just make the customer happy.

Happiness is a subjective feeling that can vary depending on each situation, but the results are concrete and can be monitored. Customer happiness should be part of achieving the best results for the company and achieving its goals. By measuring the results, the company will know whether or not it is on the right track, and the result is customer loyalty .

As we have seen, customer success is linked to factors ranging from team training, to measuring results and truly understanding concepts. For a company to achieve this goal, it is important that, in addition to a structural change, there is a change in organizational culture, so that all sectors of the company work with the same focus.