Customer Success Programs: A Value Generation Tool
Posted: Mon Dec 09, 2024 10:20 am
According to Salesforce, customers who have had a positive experience with customer service are 89% likely to make a repeat purchase.
Improving the customer experience increases loyalty and also contributes to what is known as “customer success” – that is, consumers achieving their goals thanks to the brand’s products and services. Customer success programs, in turn, contribute to improving the experience, since they allow problems to be resolved proactively and create added value. However, these types of programs require a strategy that must consider a multitude of factors.
For a customer success student database program to deliver value, it is essential to determine what level of service to offer to each customer.
Where the value of customer success programs lies
Looking at Hubspot's Annual State of Service in 2022 report , 90% of managers surveyed believe that customer expectations are now higher than ever. One of the aspects that customers value most is the quality of customer service, and in fact, this service is often a decisive factor when they have to choose between several brands.
Customer success programs help teams better serve customers. With the right strategy, you can increase profits and cross-sell and up-sell opportunities while reducing acquisition costs and customer churn rates.
Customer success programs create new opportunities to engage with consumers and provide service and value.
How to determine what services to offer to each client
If you want your customer success program to deliver results, it's essential that you come up with the right criteria for determining what level of service to offer each customer.
According to Forrester, four basic aspects must be considered when making this decision.
1. Classify your clients into groups
While the goal is to provide value to all customers, it's normal for some to receive more attention than others.
To set priorities, customer success managers need to understand the value of different types of customers and the investment they represent for the company.
For example, it makes sense to assign a customer success manager to the highest-billing customers. They spend significant amounts on the company's products or services, so it makes sense for the company to invest in maintaining that relationship as well.
You can also choose to invest in strategic customers. They may not be the ones who buy the most, but they add value to the company in other ways, for example by helping to establish other more lucrative alliances.
However, we must not forget smaller consumers who make up a significant percentage of the customer base and are also worth investing in. Many companies offer them scalable customer success programs and charge an additional fee for more extensive services.
Improving the customer experience increases loyalty and also contributes to what is known as “customer success” – that is, consumers achieving their goals thanks to the brand’s products and services. Customer success programs, in turn, contribute to improving the experience, since they allow problems to be resolved proactively and create added value. However, these types of programs require a strategy that must consider a multitude of factors.
For a customer success student database program to deliver value, it is essential to determine what level of service to offer to each customer.
Where the value of customer success programs lies
Looking at Hubspot's Annual State of Service in 2022 report , 90% of managers surveyed believe that customer expectations are now higher than ever. One of the aspects that customers value most is the quality of customer service, and in fact, this service is often a decisive factor when they have to choose between several brands.
Customer success programs help teams better serve customers. With the right strategy, you can increase profits and cross-sell and up-sell opportunities while reducing acquisition costs and customer churn rates.
Customer success programs create new opportunities to engage with consumers and provide service and value.
How to determine what services to offer to each client
If you want your customer success program to deliver results, it's essential that you come up with the right criteria for determining what level of service to offer each customer.
According to Forrester, four basic aspects must be considered when making this decision.
1. Classify your clients into groups
While the goal is to provide value to all customers, it's normal for some to receive more attention than others.
To set priorities, customer success managers need to understand the value of different types of customers and the investment they represent for the company.
For example, it makes sense to assign a customer success manager to the highest-billing customers. They spend significant amounts on the company's products or services, so it makes sense for the company to invest in maintaining that relationship as well.
You can also choose to invest in strategic customers. They may not be the ones who buy the most, but they add value to the company in other ways, for example by helping to establish other more lucrative alliances.
However, we must not forget smaller consumers who make up a significant percentage of the customer base and are also worth investing in. Many companies offer them scalable customer success programs and charge an additional fee for more extensive services.