Tag Archives: Customer

Who’s looking after your customers’ success?

What a great question to ask. Do you know the answer, and if not, who’s finding it out for you? And even more importantly, do you know what your customers need to achieve to be successful?

Often as business owners and leaders, we naturally need to be focused on our company’s success and how we evolve and grow our business, building new products and services and acquiring new customers. 

We’ve seen a shift in the last ten years to the new world of Customer Success and the consumerisation of business services, where our business customers’ expectations are driven by their experiences as consumers. This has been and continues to be a huge change and a very challenging one. I say ‘new world’ here, but it’s not new as in ‘we’ve never done it before’ – just in that we need a different (and new) approach today.

How do we provide the same levels of services (and amazing products and platforms) that organisations like Amazon, Apple and Netflix do? They’re in completely different markets and you could see them as being irrelevant to the lettings industry. But many of your own customers use them – and many others like them – on a daily basis, and they just expect things to work and deliver, as and when and where they need and want.

Our customers are now more willing and able to leave us if we don’t do what they need or provide the value they expect – and they expect this level of flexibility. The so-called age of the customer is all about this flexibility – it’s about how businesses push value to customers, and ensuring customers become the focus and that customers are attracted to use them, not stuck with them.

When our customers are successful, and they can directly see the value our products and services give them, they will naturally gravitate more to us, use more of our services, grow with us and become great advocates.

I heard a great quote at Gainsight’s recent Chief Customer Officer Summit Europe 2018 that resonates so well and sums this up perfectly: “Make your product value painlessly obvious”.

Customer Success has to be a business-wide strategy and way of working, it isn’t just the responsibility of one team , one job function or one person , and you need a customer-centric culture to achieve this.

It often starts with one team – your customer facing team – but that team’s objectives and strategy and planning have to align with the rest of the business and radiate out to influence other teams and stakeholders.

This team absolutely can be – and often is – the starting point for this refocus back to the customer. They can plan and start new customer-based initiatives, projects and activities that then flow out across the wider business. In this fast-growing world of Customer Success, many organisations are leading the way and developing new and improved approaches that can be replicated elsewhere and by other companies, even in different industries.

How do you ensure Customer Success?

So what does a customer-centric culture look like?  At a number of startups I’ve worked with Customer Success has been a a core part of our operating philosophy from day one but in the early days it often starts with that team doing everything for customers. As you grow and expand as a business, so your Customer Success team and approach has to grow, and of course your customer-base. You move from being mainly reactive and often seemingly on the backfoot, to having a full single customer view that covers everything from commercial information, support details, customer sentiment, survey feedback, product usage, contractual information, sales information and much more. This is a critical part of our success and it continues to grow, with the right technology and tools (including a Customer Success Management platform). 

The teams have to also evolve and I’ve seen success in creating dedicated functions for onboarding and implementation (and customer education), customer and commercial operations, documentation and configuration and customer success management (that includes customer renewals, escalations, training, customer feedback, consultancy and advisory services, relationship management and customer advocacy and customer value reviews). All of these involve working very closely with the other teams and helping to make sure that customer feedback is being fed through the right channels, listened to and responded to in the appropriate way.

There is of course a balance needed between providing the level of services required (and achieving those desired customer outcomes) and over-delivering and over-servicing, and it can be challenging to strike the right balance. It’s critical to sometimes say no and to route our customers through the most appropriate channels into the business, for them to get the outcomes they require, and for this to be repeatable for them and scalable to grow with our business and our customers’ businesses.

How we measure Customer Success is critical to us – and that statement is even more powerful when reworded slightly… how do you measure your customers’ success?

There are a number of key metrics we can and do use for this, including Net Promoter Score. NPS is an easy-to-use measure to gauge customer loyalty and how it trends over time, and is used by many global businesses in many different industries. I’ve used NPS successfully in a number of different businesses, asking that one ultimate question – how likely are you to recommend us? – but also with a number of optional additional questions to get more customer insight. The score at a particular time is less important than the trend over time or the details and sentiment behind the score. When we receive completed surveys, the Customer Success Managers then carry out detailed feedback calls and campaigns with customers to understand better the reasons behind the feedback and to explore how we can improve.

It’s important to note – and this can be often overlooked – that Net Promoter Score and customers’ sentiment and feedback is not something that is just owned by your Customer Success team. These are and have to be company-wide measures and, ultimately, key business objectives. Your detractors ultimately aren’t getting the value they need and they can be calling in more for support and help, so what we need to do is help move these customers towards being promoters, and ensure that they are successful.

So the answer to the new ultimate question – the title of this post – is you and your company. Your Customer Success team helps you understand better what your customers’ success looks like, alongside of course your sales teams, and then works with the rest of the company to help achieve that success.

Customer Success is about both good outcomes and good experience and getting the mix right for that customer and what they need. If one of these isn’t right or isn’t working, you will not help your customers be successful.

Nothing is more important than your customers’ success.

6 great customer success principles to live by

… and you learnt them all in pre-school. A great article that I read today and well worth a re-post.  Written by Dennis Hennessey – Six Great Customer Success Principles To Live By – and published on the BUSINESS2COMMUNITY.

Customer success

The first blog post I’ve written in 6 months, far too long. Busy with a a new exciting position and opportunity with Appirio in our London head office, helping to drive and build customer engagement and customer success, with some great customers, helping them innovate and transform their businesses with cloud technology.  And working with an amazingly talented and passionate team.

This article really resonated with me and as principles they’re very simple to remember, understand and build into your own customer success and customer engagement teams…

  1. Listening
  2. Empathy
  3. Honesty
  4. Be polite
  5. Keep your promises
  6. Be helpful

Customer success workshop

Not rocket science by any stretch of the imagination but very powerful principles and all key to helping build, improve and take your customer relationships to the next level.

What customer success principles do you use and are any of these missing from your organisation?

A guide to understanding customer success

Two relatively recent formal functions within businesses are those of customer engagement and customer success.  Clearly not new as in we’ve not been focusing on success or engagement before but in that it wasn’t someone’s job title or sole function.

Customer success

Or was it?  Customer success and customer engagement have clearly been critical to businesses, since commerce first came about and it’s always been – or should be – part of everyone’s job and the function of every department.  But what has changed is that a need has been identified to have individuals and teams who focus just on success and engagement, particularly from a leadership perspective – and ensure all other teams are working in a customer focused joined up and collaborative way, that results in the best experience and service for our customers!  All great to have.

There’s a great blog post from last month that looks at the role of someone heading up the customer success function from Dan Steinman (Chief Customer Officer at gainsight).  Dan highlights the key traits that are needed for a successful customer success leader and does so by asking his team about him in his role – a very interesting and insightful exercise.

Do read Dan’s post for full details but in summary the key traits are:

  1. A passion for customers.
  2. A willingness to get their hands dirty.
  3. A philosophy.
  4. An understanding of what the customer success team do each day.
  5. A knack for influence management.

Influence management

Passion makes perfect sense.  You need to have be focused on the customer and making things right for them and caring about them being successful.  And your team need to share the same passion – and then let it spread beyond just your team!  It can be a cultural shift but a critical one.

Getting involved when there are customer issues and challenges, means getting stuck in and doing what is needed and engaging with the customer and team.  And not just taking a back seat overseeing it all.  It’s about credibility.

As a new field, it is evolving fast and there are lots of new ideas.  You need to be committed to what your phillosophy on customer success is and what that means for your customers and your teams.

The better you know your team and what they are doing, the better informed your decisions are – not rocket science, but all about good leadership.

The last point is the big one I think – influence management.  You need to be working across all the functions and teams in your company so that they understand their roles in customer success – from sales to operations to development to product management to admin to support – so they can understand what and when changes are needed and implement them.

As an evolving new function, there is no commonly agreed standard definition of what customer success (or engagement) management is.  Having a team focused on customer success, has a strong message for both internal teams and stakeholders and customers.

Pay as you go technology

As technology moves more and more to a utility based – pay as you go – model and more focus is on long term relationships and not the legacy models where there was a huge upfront cost (as CAPEX – capital expenditure), customer retention becomes more critical.  This is where customer success and customer engagement both come in – ensuring customers are retained.  And key to this is ensuring customers can easily see the commercial value of the platforms and services you are providing.

These new technology models, have created a need to formalise and structure the customer success function, but it’s not just in technology companies where it applies.

The more value your services provide, the more successful your customers are and the more successful you are.  Customer success can be the focus of your VP of customer success, or your chief customer officer, or your customer success director, but their role is to make sure everyone understands what customer success is all about and everyone’s own role in it, and to make your customers successful.

Customer success