Posted by: Howard Tarnoff, Founder and Managing Director of Customer Success, LLC
Welcome to Customer Success LLC
Throughout my time as a customer success leader, I’ve noticed a troubling trend in customer success. Rather than simply focusing on making your customers as successful as possible, it seems like customer success is becoming all about putting out fires and ensuring renewals.
That’s where the creation of Customer Success LLC comes in. Quite simply, I saw an opportunity to help customer success leaders drive a more integrated customer experience—and make their organization stronger by doing so.
What holistic customer success means to us
Today, far too many customer success experts are doing great work in silos. Instead of having a consistent workflow, which allows the customer to move seamlessly from one part of the organization to another, there are gaps and divisions in the process. One person owns customer experience, another customer engagement, yet another customer success, and then finally another owns customer advocacy.
This means that the customer experience often ends up being disjointed. Loyal customers are shuttled from one department to the next, or one point of contact to another, without having a clear idea of who can really help them–or having a clear plan for their own success.
Sound familiar? If you’ve noticed something similar within your organization, it’s time to start creating a more holistic journey for your customers. This means establishing a clear success plan, from the time a prospect becomes a customer all the way through their onboarding and beyond.
Think like your customer thinks
That’s also why you need to start thinking about this from another vantage point. Rather than being confined by the silos that exist within your organization, try to imagine your customer’s point of view.
Ideally, they’d see you as one solid organization. Right now, though, they might be seeing you as a disjointed group of people who mean well. To build customers who truly believe in your brand and who are willing to advocate on your behalf, you need to make sure your customer success operation is running without a hitch.
And how can this be done? You begin to think like a customer when the organization collectively owns the customer experience, and is dedicated to their success at every level—from your customer service reps on the front lines all the way through to your CEO.
Achieve company success through customer success
Your success as an organization, as I’ve said for years, is equal to the sum of your customers’ successes. By creating a culture that values customers’ successes above all else, you’ll begin reaping the benefits of a more engaged customer base: increased retention, accelerated sales revenue through referrals and references, and added social proof for your brand.
But developing a customer-centric company doesn’t come easy. Before you can empower your customers, you have to make sure you’re listening to their voices. The best driver of all of the benefits I mentioned above is passionate customers… but you need to reach out and cultivate them throughout the customer lifecycle if you want to see it happen.
How to create the best customer experience
So, how can we at Customer Success LLC help you do this? Quite simply, by focusing on the ways your organization can transform your customer success processes to hone in on what your customers really need.
We’ll help you create well-defined swim lanes and owners for each part of the customer journey, your organization will be able to create a road map that drives customer successes at every level. By using the voice of the customer as our guiding principle, we’ll help you make your customer success stronger than ever.
Our upcoming blog series will be dedicated to helping you get from one mindset to another: from “The Customer is Mine” to “The Customer is Ours”. Follow this space for more insights on the customer journey, advice on customer success strategies, and more. I’m excited to begin the journey to longtime customer success with you—and with your customers.
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