𝐅𝐫𝐨𝐦 𝐅𝐢𝐫𝐬𝐭 𝐈𝐦𝐩𝐫𝐞𝐬𝐬𝐢𝐨𝐧𝐬 𝐭𝐨 𝐋𝐚𝐬𝐭𝐢𝐧𝐠 𝐋𝐨𝐲𝐚𝐥𝐭𝐲: 𝐈𝐧𝐯𝐞𝐬𝐭 𝐢𝐧 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐒𝐮𝐜𝐜𝐞𝐬𝐬

Founders are under tremendous pressure to increase revenues while lowering costs. As a result, they may hesitate to invest in customer success.

However, customer success greatly impacts revenue and profitability.

“𝙋𝙧𝙤𝙛𝙞𝙩 𝙞𝙣 𝙗𝙪𝙨𝙞𝙣𝙚𝙨𝙨 𝙘𝙤𝙢𝙚𝙨 𝙛𝙧𝙤𝙢 𝙧𝙚𝙥𝙚𝙖𝙩 𝙘𝙪𝙨𝙩𝙤𝙢𝙚𝙧𝙨, 𝙥𝙚𝙤𝙥𝙡𝙚 𝙬𝙝𝙤 𝙗𝙤𝙖𝙨𝙩 𝙖𝙗𝙤𝙪𝙩 𝙮𝙤𝙪𝙧 𝙥𝙧𝙤𝙟𝙚𝙘𝙩 𝙤𝙧 𝙨𝙚𝙧𝙫𝙞𝙘𝙚 𝙖𝙣𝙙 𝙗𝙧𝙞𝙣𝙜 𝙛𝙧𝙞𝙚𝙣𝙙𝙨 𝙬𝙞𝙩𝙝 𝙩𝙝𝙚𝙢.”
– W. Edwards Deming

A climbing rope has strands plied together to strengthen the cord. The customer journey requires teams to pull together to reach success.

𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗦𝗮𝗹𝗲𝘀

The first impression of your business causes people to become interested. However, you want to attract the right people.

Quick churn is incredibly expensive since the typical cost of acquisition only gets repaid over time.

Ensure your marketing and sales targets ideal customers, highlights your benefits, and sets clear expectations to avoid a fall.

𝗢𝗻𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴

Whether one enterprise client or thousands of individual customers, checklists encourage seamless and quick onboarding, 

Describe all the features of your offerings and share case studies of how other customers have grown.

Check if customers have questions or concerns early and often.

𝗜𝗻𝘃𝗼𝗹𝘃𝗲 𝗘𝘃𝗲𝗿𝘆𝗼𝗻𝗲

Consider customer success from the vantage of every function.
· For engineers: How does your code create the best customer experience?
· For marketers: What is the best way to learn from customers?
· For recruiters: What traits in new hires result in satisfied customers?
· For client success: How can you offer unexpected benefits to customers?

To encourage questioning and learning, share constructive stories of 𝘱𝘰𝘴𝘪𝘵𝘪𝘷𝘦 𝘢𝘯𝘥 𝘯𝘦𝘨𝘢𝘵𝘪𝘷𝘦 experiences in company meetings.

I’ve worked with many customers. A simple mistake can escalate quickly if the relationship is poor, whereas most people forgive you if they like the team.

𝗠𝗲𝘁𝗿𝗶𝗰𝘀

Choose metrics aligned with growth, profitability, and market goals.

Retention is crucial, especially in times of uncertainty, to keep climbing.

Upsells, Cross-sells, and Referrals are all incredibly valuable.

Churn is painful. When it happens, however, you have to ask questions about why, where they are going, and what is perceived as better.

Satisfaction can be obtained in quantitative and qualitative feedback. Scores show trends over time, while comments offer insights and new ideas.

Look at processes, people, and customer demographics impacting these metrics and adjust as needed.

Delighted customers increase retention, upsells, cross-sells, and referrals. In other words, customer success = reach peak success. 

________________________________________

Photo by Sylvain Mauroux who can be found here: https://bit.ly/3Sj5ztw

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