When I started my first business, I had no idea how to structure a customer success team. It was something that just wasn’t on my radar. But as the company grew and we began to scale, it became clear that we needed a dedicated team to manage our relationships with customers.
So, if you’re in the same boat as me and are looking to set up a customer success team, here are some key elements you need to consider.
How to Structure a Customer Success Team: A Guide
There are a few key ways how to structure a customer success team. One way is to have a customer success manager for each customer.
This ensures that there is always someone available to help the customer with any issues they may be having. Another way is to have a team of customer success managers who work together to support all customers.
This allows for more flexibility in terms of availability and expertise. Finally, it is also important to have a dedicated customer success team who are responsible for handling all customer inquiries and issues.
This team should be available 24/7 to provide the best possible customer support.
Creating a Winning Structure for Your Customer Success Team
The makeup of your customer success team will depend on your organization’s size. As your customer base grows, your reps will not be able to provide the same level of personal support.
Instead of delivering that same value in a phone call, it can be delivered through digital means.
As your business grows, so too will your customer success team. Here’s a look at what an ideal CS team setup could look like and what the responsibilities might be.
Structure Starts With Ownership
Most call centers still have to struggle to explain to callers exactly what it is that they do.
If you haven’t defined the CS function and KPIs on a company level, someone else will. This can lead to issues further down the line, such as defining your team structure.
When you don’t take ownership of the opportunity to define your own KPIs, you run into issues with defining your team structure. Without clear goals, it’s difficult to establish an effective team structure.
Find the key performance indicators that align with revenue, and that is aligned to your growth strategy.
If CS can show that it is a growth engine and not just a cost center, then it will be much easier to understand what actions need to be taken and what the team should look like to achieve these goals.
Understanding the Customer Success Team Structure
The success of any enterprise depends on its customer-facing teams. A primary function of a customer-facing team is to build, manage, and optimize the relationships they have with their customers.
The more you can help your clients reach their goals, the happier they will be. Happy clients are more likely to remain loyal to you and recommend you to others.
Your customers are your most important asset. The more your customers can achieve with your products and services, the more they will help you achieve.
Your customer success team is there to both kickstart that engagement cycle and keep things running smoothly. That’s why you need a team of people who are both well trained and well versed in your company’s products and services.
Customer Success Team Structure: Roles and Responsibilities
The size of a customer success team is determined by the number of customers who require support, but larger enterprises generally require more team members. Each member should be assigned a specific role and responsibilities, and there should be a clear structure in place to facilitate an efficient workflow.
Your customer service team may consist of different teams, each dedicated to a specific customer group. This allows them to have a deeper understanding of each group’s unique needs, and to provide better customer service.
Here we outline some of the common roles in a customer service department, along with some of the typical responsibilities for each.
Head, Customer Success
- Leads the implementation and execution of a customer’s strategy for long-term success.
- Handles customer service for existing customers.
- Manages the growth and performance of customer success teams.
Chief Customer Officer
- Works with the executive team to implement customer loyalty or training initiatives.
- Champions customer-centricity.
- Unifies customer profiles to allow all members of a team to access a 360-degree view of the client, ensuring they have all the information necessary to provide excellent customer service.
Customer Success Director
- Maintains customer relationships by listening to and addressing their issues.
- Manages and supports the team of inside sales representatives.
- May appoint multiple directors to regions or particular segments of customers.
Customer Success Team Lead
- Tracks and measures the KPIs for both the customer service team and its members.
- Advocates for and mentors the team members, helping them with their careers and well-being.
- Manages and maintains the customer portfolio.
Customer Success Operations Manager
- Ensures that the team is operating efficiently by managing workflows and processes.
- Helps support members to improve their own performance.
- Establishes an early warning system.
Digital Success Manager
- Specializes in virtual aspects of the CS team’s operations.
- Addresses the volume segment of customers and manages exponentially large books of business (1:1000+).
Customer Success Analyst
- Assists the Customer Success Manager in identifying trends in customer behavior, and using those trends to develop strategies for improving customer retention.
- Monitors customer trends, retention, and customer satisfaction to identify opportunities for process improvement and strategy.
Customer Success Managers
- Coordinates with sales teams to guide customers through the sales journey and foster positive connections.
- Anticipates how customers will change their business needs over time and work to meet their goals.
Benefits of Having a Customer Success Team Structure
Here are three ways that having a dedicated customer relationship department can help your company.
Build Customer Loyalty
The Customer Success team is a group of customer advocates who are responsible for having one-to-one conversations to best help and guide our customers through the sales cycle. In addition, the team is an advocate for our customer’s wants and needs.
Because of this, we can implement the best solutions for them. This builds loyalty with customers and keeps them coming back!
By tracking customer behavior, the CS team can identify the best methods to increase sales and share this with the sales team. By working with other teams, the CS department can devise a plan that will help increase conversions.
Segmenting your audience and targeting them with relevant content based on their demographics, location, and buying habits is a great way to increase your conversion rates.
Improve Brand Image
A company with a positive image and great customer service is in a better position to attract and retain customers.
Brand goals are important, but so is customer service.
Tips for Establishing the Structure for a Customer Success Team
Here are some tips for structuring your customer success teams.
Focus on the Customer
Customer success is a team whose primary responsibility is to ensure customer satisfaction. By building relationships with customers, CS ensures brand loyalty. Providing excellent customer service is crucial to ensuring customer retention.
A Customer Success team can go above and beyond for their customers by knowing where they are in the sales cycle. By understanding the sequence that a customer goes through, from the first interaction to when they purchase, they can offer solutions and create customer loyalty.
One way that customer success teams can improve customer service is by offering products that better serve customer needs. This could include exclusive deals or educational content that helps customers use company products more effectively. By tracking each customer and knowing where they are in the sales process, customer success teams can be proactive in improving the overall customer experience.
Develop a Workflow
A business process is a series of steps or tasks that an employee performs repeatedly.
The customer success team’s workflow involves researching and collecting customer data to help improve the company’s products, sales process, marketing, and other business functions. By having a standardized workflow, the team can better collaborate, communicate and organize tasks.
Invest in Customer Tracking Software
Consumer behavior can be tracked across multiple online platforms.
For example, conversion rates are an important metric for customer success teams. By automating the process of collecting this data, customer service teams can focus more on providing an excellent customer experience.
Establish Channels for Communication
It’s helpful to establish channels of communication within a team so that members can easily share and access information as it relates to their role. This way, everyone is on the same page and can work together effectively.
As you can see, there are a few key elements on how to structure a customer success team. By taking the time to establish clear channels of communication, set objectives, and KPIs, and create processes and systems, you’ll be well on your way to creating a successful team that will help your business grow.