Establish a core concept driven by customer success

Enterprises need to establish a core concept driven by customer success.

The core value of the enterprise is customer success. The ultimate goal of all employees is to focus on customer success, and let it become the gene in our blood, so that every department in the company is oriented towards customer success .

Five-step method for building a customer success system

First of all, to form a team, you need to have a customer success team dedicated to this matter.

This is a relatively difficult thing, because there are not many people with experience in customer success in the market, so most companies will adopt the method of recruiting and training people with relevant experience. More importantly, it is difficult to meet people with relevant experience, either only engaged in traditional industries, or only engaged in SaaS industry, or only have sales experience, or only implementation experience, or no market operation experience, or lack of certain professional Experience (for example, if you are doing CRM products, you need to have certain professional experience in CRM; if you are doing financial software, you need to have certain basic financial knowledge).

The products and services of each company have certain particularities. Although the management is similar, leading such a team must seek change in stability, which has led to the customer success team of each company, especially the direct management of the customer success director. , It is very difficult to find people who can go to work directly, and they all need a certain period of internal training.

Second, change the process.

Once the customer success team is established, how to connect with production and research, how to serve customers, how to solve customer sales problems, how to solve customer product needs, etc., all these require changes in internal and external processes. It is also a very important part of the internal management of the system.

Third, take the initiative to serve.

After the customer success team is established, if it still only provides after-sales or passive services, then this customer success will become more and more difficult to achieve. After building a good team and the process is becoming more and more normal, it is necessary to work hard on how to improve the service. This refers to active service, active discovery of needs, active guidance of customer expectations, and then feedback to the customer success system and products. Service is marketing, service is sales value!

Fourth, look at the data.

After the active service awareness is gradually established, tools are needed to allow customer success specialists to actively and objectively learn about the customer's situation, and the judgment of the customer is not limited to the subjective judgment of a few people. At the same time, from the company level and the customer analysis level, it is necessary to use larger and more data to serve customers well, intervene in advance, and avoid loss.

Track customers of the same type through data, obtain and sort out cases, and then feed back to other types of customers to provide more standardized suggestions, thus making the work professional and simple. For example, after observing some customers whose applications are not very good, push some business scenarios of the same application in the same industry to make it easier for customers to accept and reach them more effectively.
After systematizing customer success through data, the building of customer success is already quite good.

Fifth, change ideas.

Changing the concept of customer success not only changes the internal understanding of customer success, but also changes the customer's understanding of customer success.
If you want to achieve customers’ understanding of customer success, then the concept of customer success is not the business of a company’s customer success team, nor is the concept of “customer success first”. In fact, the entire company should have customer success first. concept. For example, when a customer encounters a problem, the whole company pays attention to it, responds quickly and provides a solution. This is not over yet. More importantly, we need to think about how to avoid it next time, or how to make it more convenient in the future.

After the five-step construction and operation, it can be gradually refined and standardized in a spiral manner, so that the customer success system continues to mature.