At Pardot, one of the areas where we really excelled was customer success. Back then, we referred to customer success as client advocacy, but the idea was the same: proactively help our customers have a great experience. Customer success is one of the most important functions, yet not as well understood as other functions.
Here are a few thoughts on customer success:
- Implement a customer success platform to ensure consistent and efficient customer interaction as well as customer analytics (Need a product? Check out Trustfuel)
- Develop a cadence around on-boarding, regular outreach, and renewal period
- Build a pipeline for the customer success team through sales development reps that are a great culture fit but choose not to go in sales as well as support reps that want to proactively help customers
- Decide who’s going to handle up-selling and cross-selling as it’s not usually the same skill set as a customer success manager
- Scale the customer success team as the number of customers grows (depending on the type of customer, one benchmark is one customer success manager (CSM) for every $1 million in annual recurring revenue)
Remember that with Software-as-a-Service, the “service” is just as important as the “software.” Customer success is critically important.
What else? What are some more thoughts on the importance of customer success?