The Customer Success team’s primary mission is to ensure customer success through customer-company interactions. Therefore, CS professionals accompany the customer throughout the after-sales process, from implementation to customer support, in addition to making contacts for solving problems, obtaining feedback, and encouraging upselling and cross-selling if there is an opportunity and need.
In addition, the CS professional’s missions are:
- Onboarding and activation of the solution for customers;
- Training of the team of employees and managers for strategic and efficient use of the product or service;
- Do follow-ups to make sure the solution or product is being used correctly and is being effective for the customer;
- Analyze and improve CS metrics and evaluate company and customer results frequently;
- Identify and suggest improvements in the customers’ operational process, whether it is related – directly or indirectly – or not to the services provided by the company to the customer;
- Collect customer feedback about the solution or product, the company and service efficiency and pass the feedback on to the rest of the internal teams that need this information, such as sales, operations, support, etc.
- Study the customer’s business and delve into its particularities to understand new ways to ensure customer success;
- Create trusted, transparent and lasting relationships with customers
- Re-engage and reactivate customers to avoid churn
Customer Retention And Engagement
Customer Success professionals in the company carry out reinvestment work in the customers already existing in the company. Therefore, they actively work to understand the results that the customer seeks and deliver them. But, in addition, he can be considered a friend, a customer guide within the company that ensures that in all contracts made with the company, the customer has the best possible experience to become increasingly engaged and promoter of the brand.
Customer Success professionals put into practice the famous saying that “prevention is better than cure.”. When professionals are working to ensure the client’s success, problems do not need to happen to be solved, they are anticipated through contacts and proactive actions with clients to identify possible points that may cause difficulties for them or that are good, but that can be improved and generate even better results.
This applies not only when the product or service is in use. Conducting follow-ups with customers, initiated from the implementation phase, mediated by the CS, provides opportunities for building trusting relationships and understanding how the solution or product will effectively contribute to success and whether it will meet and exceed customer expectations. Customers.
Feedback And Testimonials
With each contact, directly or indirectly, customers provide the CS team with feedback that is later passed on to the internal team. These feedbacks, positive or not, are critical to structure the next steps of the CS about the customer, but also for the company to identify points for improvement in operational processes to offer the best possible experience to its customers. And make them happier and more engaged.
In addition, the CS is the professional who has the freedom to collect testimonials and the all-important “social proof” that gives a lot of credibility to new customers and potential customers of the company, in addition to being a great proof of customer loyalty. To the company and the efficiency of the product or solution for the customer.
The CS professional must delve into the particularities of the business and take possession of as much knowledge as possible about the customer to help him improve operational processes, understand which solutions and products are needed, which ones need to be improved, all this to guide the customer through the path to success.
This also involves the constant analysis of metrics related to customer processes, which can contain essential information, indicate when the presence of the CS is even more fundamental, and identify new business opportunities with the company, such as upselling or cross-selling. Selling.
The Customer Success philosophy seeks to rescue, re-engage and reinvest in the company’s customers. It is an excellent way to promote more significant interactions, collaboration and, as the name implies, success for the customer and the company that supports them on their journey, at much lower costs than starting relationships from scratch.