I have had many conversations in the past month with SAAS organizations who are passionate about their customer success teams. One credited the creation of this team with their company’s turnaround because this team delivered on its mandate to maximize the value customers get from the service.
This is a compelling mandate. How can it best be accomplished?
1. Know your web service
You can’t help people maximize the value they get from your service if you don’t know the service inside and out. This means knowing features and function but more than that. It means, knowing how different customers use those features and function and why they use them.
A big part of this is having anecdotes from specific customers that show the value of the features, the way it fits into a workflow, and the benefit those customers had from using the feature.
But these anecdotes can be supplemented with data. If you can capture how every customer uses your service, and analyze who is using particular features and how they use those features, you can know your web service better. This too becomes a story to tell.
Many customer success teams spend a lot of time asking each other: “Do you have any customers using xyz feature?” or “Do you have anyone exhibiting this behavior?” Collecting customer engagement data allows each customer success leader to answer these questions themselves. The team can then reach out to one customer to gain insight to serve another.
2. Know your ideal customer
It's hard to know where you are leading customers, if you don’t have a goal. Form a hypothesis of what an ideal customer of your service would look like. Describe their business, users, buyers and also their pattern of use of your service. When do they use it? Who uses it? What features do they use? In what sequence? What benefit are they getting?
But then, test your hypothesis. Look through your actual customers. Find a set of customers who approach this ideal and dig into them in more depth. Look for other groups of customers who don’t fit this ideal but who provide you with high customer lifetime value (LTV).
By iterating through actual customers and their customer engagement scores and history, you will learn a lot about your business and your ideal customer.
Pick a set of actual customers who approach the ideal and work closely with them while also monitoring their use and engagement closely over time.
3. Know each particular customer
The better you know a customer, the better you can serve them.
As much as possible, this means interpersonal, human interaction. But that interaction can be greatly helped, by collecting customer engagement metrics.
Conversation 1: Hi valued customer. Glad to be talking with you. We are committed to your success. So, how are you using our service? What do you like? What don’t you like? Have you used xyz feature? Oh, you have. Good.
Conversation 2: Hi valued customer. I’ve been analyzing your use of our service and have come up with the following 3 ways that we could add value to you. You have the right to use feature xyz, but you haven’t taken advantage of it. Here is a link to a training video that explains it well. But, could a take a few minutes to tell you now how other customers in your industry have made use of it?
Of course, these conversations could be verbal or could be through in-app marketing or email marketing to customers.
How to know and serve your customers better?
Evergage is a customer engagement management solution that enables you to understand in detail how each of your customers is engaging with your web service. This enables you to know and serve your customers better. Learn more about us today.