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May 31, 2022

As the founder of a startup, I know firsthand how challenging it can be to keep up with the demands of a growing customer base. When we first started, my team and I were responsible for every aspect of the business, from product development to customer support. We quickly realized that we couldn’t continue operating like this if we wanted to scale our business successfully. We knew we needed to find a way to provide an exceptional level of service without burning ourselves out in the process. After some trial and error, we finally figured out how to scale customer success without losing our minds in the process. In this blog post, I’ll share what worked for us and hopefully give you some ideas on how you can do the same for your own business.

How to Scale Customer Success

There is no one-size-fits-all answer to this question, as the best way to scale customer success will vary depending on the specific needs of your business.

However, here are some tips on how to scale customer success effectively:

  • Hire additional customer success managers to support a growing customer base
  • Implement automation tools to help manage customer interactions
  • Continuously assess and improve your customer success processes

How to Scale Customer Success for a Strategic Client Segment

How can you scale a high-touch enablement model?

The first thing you need to do is get everyone on your team trained on customer success.

Your team’s training should include a quarterly review of how each of your Customer Success Managers (CSM) handles their QBRs. This will allow you to provide feedback to each of them on areas where they can improve.

You should also shadow your team members during other client conversations to get a better understanding of the types of issues they are facing.

Having a clear, concise, and easy-to-follow playbook is important for all teams. It ensures that everyone understands what they need to do to best support their customers.

To serve your more strategically important clients, it’s wise to invest in tools that will help you manage your customer’s success. Having a good operating system in place can help you manage a higher volume of customers.

In addition to those tools, I’d also like you to consider using more collaboration tools such as aText and Slack, to take your team’s efficiency to an even higher level.

As you scale your customer success team, it’s important to automate email messages. This will ensure that every client receives the same high level of service and communication based on their customer journey milestones.

Rather than having your sales agents send out the same emails over and over again, have them use a template.

After your customer completes a major task, like submitting their Promoter Score, you could send them a templated email. Or, after they’ve completed their Onboarding, you can send them a congratulatory message.

You can send out automated emails that appear to be personalized, using your customer success operating system. This can help ensure that customers feel like they’re getting a personal email, rather than a templated one.

When we automatically send out emails as if they were sent by our individual team members, we can increase our consistency in how we communicate with our customers. This, in turn, will make our customer service team more efficient and reactive.

When addressing this question, we must ask ourselves if the Customer Success Management team is focused mainly on high-touch engagement or if they are looking to scale their efforts for a more efficient model that can be proliferated to the Small and Midsize Business client segment.

6 Key Areas of Customer Success

Customer success is the practice of ensuring your customers are receiving the most value possible from your product or service. There are 6 key performance indicators (KPIs) that measure how successful you are at achieving this goal.

  1. Usage Metrics: How often does your customer use your product?
  2. Service Utilization: How much of potential license seats, storage capacity, or other variable is your customer accessing?
  3. Business Metrics: Is your product meeting expectations?
  4. Product Adoption Metrics: Has the customer been onboarded efficiently?
  5. Voice of Customer Data: What is your customer saying about your product?
  6. Support and Escalation Feedback: What challenges has the customer encountered?

Your customer success metrics are a great message, but they’re not an outcome in themselves. Always think about how you can leverage this data to help your customers grow.

Let’s take a closer look at these metrics and how they can help your business.

1. Product Usage Metrics

Tracking user activity is a great way to understand whether your users are benefiting from the product. By measuring these stats, you can figure out which areas need improving and which areas are working well.

Customer usage analytics are an important way to measure how well a product has been integrated into a customer’s routine. You can measure this by tracking the number of log-ins to the product, the average time a user spends logged in, and the average amount of time the user is actively engaged with the application.

If your customers are already using your service, then they’re probably ready for new features or expansion.

If you’ve noticed that usage of your product is inconsistent, consider revisiting the onboarding process. Maybe there are better ways to achieve your business goals by using this product.

2. Service Utilization

If your clients pay you for 40 users and 10 specific features, then they need to meet those requirements to realize their return on investment.

You can measure how deep and how wide your customers are using your products by tracking how many users log in and how often they access different features of your software.

If your client is nearing the limits of their contract, then they’re ready for an upgrade.

If your customer service platform has automation capabilities, you can use it to send targeted emails or text messages to customers when they reach certain milestones. This can help you ensure that they’re getting the most out of their subscription and avoid any potential problems.

If your customers are not using your service as much as they could be, it may be time to start a win-back or re-engagement campaign. By doing so, you can increase customer satisfaction and loyalty.

3. Business Metrics

The surest way to measure the success of your customer service is by tracking the outcomes of your customers. This shows whether your product or service has lived up to expectations.

These key performance indicators (KPIs) measure the practical value of your partnership with your customers.

By measuring the successes of your customer, you can determine if the product you’ve provided them has helped them achieve their goals. For example, did your software help them increase their email subscribers, or did they break into a new industry?

Setting goals is a fantastic way to stay motivated, and they should be rewarded every time you reach them.

If your clients are not meeting their sales targets, there is still time to do something about it if you are tracking these KPIs.

Your clients may need more education, or they may need to change their goals and strategies to align with the changing market.

4. Adoption Metrics

Customer adoption tells you if your customers are actually using your product or service. It is not enough to just have them log in to your service every day; they must use it or they will not get the full benefit and they will cancel.

Create an engagement objective based on license and feature use. Combine this with data about your user’s behavior to create an overall “engagement” score for each user.

You can keep track of which of your features or training resources are being utilized the most. This can help you see which accounts are progressing and which may need more attention.

Next, you should focus on the high adoption of your solution. This means your customers are using it regularly and can derive value from it.

If your client has high user adoption of your software, this is a good sign that they understand how to use your tool and can use it to achieve their own goals. This is a good opportunity to expand your client’s use of your solution, perhaps by upgrading their licenses.

If your clients have low scores for usage, you should reach out for feedback or arrange more training sessions.

5. Voice of Customer

Getting a direct response from your customers is a huge advantage.

NPS surveys are a fantastic way to find out how customers feel about your business.

You can survey customers at milestones or at recurring times, such as when they’ve been targeted with a new marketing campaign or when they reach a certain health condition.

After you’ve listened to your customers’ concerns, be sure to follow up. Doing so will show them that you care about their feedback and that you’re willing to act on it.

Listening to your customers can help you create an enterprise that is more customer-focused and able to deliver on the promise of personalized customer service.

When your customers are satisfied, they are more likely to stay loyal to you. This, in turn, leads to more growth and less turnover.

6. Support and Escalation Feedback

Having a record of your support and escalation engagement history helps you keep track of how your customers interact with your team and product.

Customer data should be collected and stored in a central database so that everyone can access it. This will ensure everyone is on the same page and can make decisions based on the same information.

Use escalation data to contextualize your engagements. This will help you better tailor your campaigns, as well as help you identify which customers are at risk of churning.

If a customer experiences a set number of escalated issues within a given period, they can be enrolled in an automated “win back” program. This program focuses on improving customer service.

The only way to ensure accurate and effective automated workflows is by using a customer success platform.

Conclusion

If you’re struggling to keep up with the demands of your growing customer base, don’t despair. There are ways how to scale customer success without losing your mind in the process. By following the tips outlined in this blog post, you can provide an exceptional level of service without burning yourself out. So what are you waiting for? Get started today and see how easy it can be to scale customer success in your business!

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