What is Customer Success and how to apply it in your company?

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Have you ever heard of “ Customer Success ” ? It is a great ally for customer satisfaction and delight, and, above all, for loyalty.

In a market of increasingly demanding consumers, Customer Success should not be just a form of service, but rather an aspect increasingly rooted in the culture of companies!

Want to learn more about the main strategies and actions vnpay database on user experience? Then check out some tips below!



Defining Customer Success


Customer Success is one of the relationship practices responsible for ensuring that a company's customers obtain the best possible result after purchasing a product or service.

Here we are not talking about the simple acquisition of a solution. These are interactions that include all the contact the buyer has with your brand, from the search for the solution to the moment of purchase. But mainly after-sales and loyalty, in a cycle.



Are Customer Success and SAC the same thing?


No! Despite being based on direct contact with the customer and support throughout their post-purchase journey, Customer Success and support (or SAC – customer service) are not the same!



In general terms, we can divide the functions as follows:



Customer Success:
Seeks to understand the client's business and market;
Contact is proactive and constant with the buyer;
Provides support and follow-up during a project or periodically after the sale;
Suggests improvements and more effective actions to the customer, seeking to achieve the full potential of use of the product/service;
More than personalized service, it is a company strategy and reflects its culture!




Support or SAC:
It is generally more focused on the technical knowledge and usability of a product or solution;
Service is reactive , when triggered by the customer;
Contact is punctual, seeking to resolve specific needs.


Onboarding


If your customer has gone through all the lead qualification stages and has actually purchased your product/service, the Customer Success team’s work begins! In this “passing of the baton,” your sales team will share information about the buyer and the sales process with the Customer Success professionals.

This first phase of the relationship is called “ Onboarding ”. This is where your company will begin the process of educating the customer so that they are successful and have a good experience with the solution purchased.

What information is needed for the user to start using your product? In the case of software or technology solutions, what technical knowledge is needed to start using it?

The goal of this contact is to bring autonomy, security and engagement to the customer with your company. This way, they will have more confidence in the next steps and the certainty that they made a good deal!



Ongoing


After teaching your customer how to use all the main functions of your product/service, it's time to share new achievements! By keeping the consumer engaged, you will generate even more value for the solutions you offer.

This is the time to demonstrate how the buyer can go further, proposing new steps and improvements. But how? Some examples are:



Highlight the importance of using resources and features that the customer is not yet using, showing the opportunities that they are missing out on;


Pay attention to each person’s level of “maturity”, identifying whether they are achieving their goals and objectives with the solution;


Look for expansion points: Based on the customer's experience with your company, is it possible to offer complementary products/services? Or an upgrade, more complete plans, a more advanced solution? But be careful – offering the upgrade must be based on a natural evolution that brings real benefits to your customer! This way, you avoid wearing down the relationship.