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`Customer success
” refers to proactive efforts aimed at eliciting a “successful experience (sense of accomplishment)” and “feelings of satisfaction” from customers regarding a company’s products and services.
Although this measure has been attracting attention from companies in recent years, the reality is that many people say that they do not understand how to set KPIs (Key Performance Indicators) or how to implement them.
What kind of services are needed to create a “customer success experience (sense of accomplishment)” that shows a new way of thinking? We will explain in detail how it compares with other services and why it is important for B to B marketing.
Reference source:
What is customer success? Introducing the reasons why it is important and how to set and work on KPIs
Characteristics of customer service that is “customer success”
Customer success has received a lot of attention from companies in recent years. The term refers to a “customer’s experience of success (a sense of accomplishment),” but more specifically, it refers to the idea of solving and supporting customers’ problems related to their products.
The most important feature of this service is that companies take initiatives “spontaneously” to lead them to success. For example, when a customer directly inquires about a company’s products, it is considered “passive,” and a service that is not proactive cannot be called “customer success.”
“Customer success” is an initiative or concept that allows companies to first propose plans that customers need, and the key point is to build a relationship of trust with customers and support them until they experience success (a sense of accomplishment).
How is it different from other services?
“Customer support” is a service that may seem similar to customer success, but is completely different.
It is a passive service that starts from inquiries from customers, and is characterized by the need to make “proposals that lead to problem-solving.” That KPI might be something like reducing response time.
On the other hand, what has been attracting attention in recent years is spontaneous customer success that involves “planned responses.” The goal is for the customer to experience success (a sense of accomplishment), and it can be said that the mission is to accompany the customer toward that goal.
Improving LTV (customer lifetime value) can be set as a KPI. This is one of the measures a company can take to increase sales.
Reference source:
What is customer success? Introducing the reasons why it is important and how to set and work on KPIs
Why is B to B marketing important?
Customer success is an essential customer service not only for B to C but also for B to B. One of the reasons for this is that efforts to establish products (onboarding) are closely related to KPIs.
For example, if a product contract is quickly canceled even after the contract is reached, it is likely that efforts to establish the product have failed, and marketing cannot be said to have been successful.
In order for a product to become established, it is important to strengthen collaboration and communicate from marketing activities to sales.
It will be necessary to provide high-quality, voluntary support that understands customer needs and increases satisfaction.
Reference source:
What is customer success? Introducing the reasons why it is important and how to set and work on KPIs
summary
For a company to succeed, it is important to always be aware of the customer’s success experience (sense of accomplishment). If companies focus on voluntary services, they can expect great business growth.
Reference source:
What is customer success? Introducing the reasons why it is important and how to set and work on KPIs