By michaelpace on February 26, 2013
- Take two of these every 4 hours for 5 days
- Go home and rest
- Drink plenty of fluids
- Make some chicken soup
- Take ibuprofen to reduce fever
- Gargle salt water for a sore throat
- Steam to loosen congestion
We’ve all been there. There is something wrong with our bodies, and we visit a doctor. After their years of training and experience, they know the path back to health. They prescribe a solution to help you get back into optimum shape. They provide clear steps on how to get from poor results to feeling great. I think you are getting where I am going; Customer Success needs to be prescriptive.
Particularly in the SAAS, but also relevant in other areas, customers need guidance to help them on to the road of success. A typical scenario has a customer researching a product for a need, considering options, developing intent to purchase, and finally purchase. During this process, they may consult with a “Sales Coach” or “Sales Representative” from your company to help them understand the possible value and help with initial set up. Then they are handed over to Support. Essentially, you have given them the medicine, but as with your personal health, there are multiple steps to success.
Here’s my prescription to help you develop a prescriptive path to Customer Success.
Identify the most common paths to Customer Success or “Happy Paths” (no more than 5) – As the doctor has learned from years of training and experience, you must understand the best practices of customers to achieve success. While product training and experience will be helpful, I believe, you should be leveraging the best practices of BPM (Business Process Management) to clearly understand your customers needs.Map out how your current processes are actually working. The two best tools from BPM for this activity are SIPOC and Swimlane tools. These tools will help you understand the people and tools involved in the processes, and will help identify overlaps, holes, and general inefficiencies. You will probably come out of this exercise with a number of opportunities.
- Map out how your current processes are actually working. The two best tools from BPM for this activity are SIPOC and Swimlane tools. These tools will help you understand the people and tools involved in the processes, and will help identify overlaps, holes, and general inefficiencies. You will probably come out of this exercise with a number of opportunities.
- Determine what is Critical to Quality for your customer. A very helpful tool process managers use to flesh out who your customer is, what they care about, and how to measure what they care about.
- Get deep into your analytics. Hopefully, in this age of Big Data, you are collecting information about your customer’s habits and trends. You need to understand what your most successful customers are doing, and how they are doing it. Examples: How often do they log in? What activities are they doing? Are they contacting Support or are they using Forums? At my previous employer, we saw an incredibly strong correlation of success with the amount of times they contacted Support. They more the better (odd but true). Do they use your product or service in a specific way? Understanding your data will assist in the Success Path creation.
Customer Success starts in the top of the funnel. How have your built awareness, consideration, and intent to buy? Ease of use is an incredibly important variable in your customer’s purchase decision. You need to ensure your marketing, or the expectations your company is setting, is obtainable, and the value you provide can be evident quickly. The most important part of Customer Success is providing evident value quickly.
The critical handoff(s) after purchase. As I just stated, you must provide evident value quickly. Hopefully, within your Sales process you are able to demonstrate real value to your customer. This is one of the huge benefits of providing trial periods. If you are lucky enough to have a fast sales cycle, you may need to take additional steps to ensure the handoff of post sales to implementation or support is done incredibly well. In fact, the harder it is for the purchase to be made (financial, complexity, etc..) the more time and money you need to spend in designing handoffs that ensure effectiveness. I highly recommend adding a Customer Success team to identify struggling customers. If your customers just purchased, their will to achieve the skill is at its highest. A Customer Success team is charged with developing exception reporting to understand customer usage gaps, and remedy the situation through a mixture of well placed content and some courtesy calls. The behavioral analysis you conducted previously should provide what’s needed for understanding your exception reporting.
Monitor behavioral and emotional responses. A low amount of companies are collecting behavioral information about their customer’s actions. A much larger portion is monitoring emotional ties to your company (Customer Satisfaction and/or NPS). Guess what? You need to be measuring both simultaneously. Let me give an example: I am a customer of a cable company that provides my phone, internet, and cable. Behaviorally, I am a great customer; I buy all of their services and upgrades. Emotionally, I can’t stand them. My NPS for them would definitely be in the detractor category. Conversely, I am a customer of an internet based music collection company. I have them on my mobile devices and desktop, but I forget to use it 99% of the time. I love the service and function, but I forget all about it. You need to be able to monitor both to prescribe the right action.
Action. Action. Action. Sometimes we end up in analysis paralysis, and forget to do something with all this data. Regardless, if you are collecting only NPS or behavioral scoring, or both, you need to do something with the info. If you are scoring low on CSAT or NPS, you do not have a strong relationship with your customer or they do not trust you. If you are scoring low behaviorally, you may need to increase awareness or education. Regardless, you will need to determine strategies to move the needle on your customer. Make sure your post sale marketing is directed to their particular issue. Make sure your customer service agents can see their scoring and have effective means at their disposal to correct the situation.
Customer Success is complex, and has been overlooked for many years. If you leverage process management tools, recognize your Sales team is deeply involved and it doesn’t start at Support, ensure solid handoffs, monitor behavioral and emotional responses, and take action, you have the prescription for Customer Success.