Business owners, particularly those in the Software as a service (SaaS) industry, are placing a heavy emphasis on customer success. In essence, customer success details the result of the customer’s experience with your product or service. In other words, it all comes down to whether they find success with your brand.
There are plenty of ways you can improve the odds of customer success for your audience. We are to explore the differences between customer service and success teams, and why both are crucial to your business. Next, we will explain what you should tell consumers when they first buy a product and enroll in your success program. Finally, we will discuss the benefits of creating varied content for your blog.
Let’s dive in!
Master Customer Service
First, there’s a common misconception that customer success is merely customer service masquerading as a different team. The truth is, there’ s a big difference between success and service.
Customer service is in place to help consumers who have technical issues with their account, payment problems, or general inquiries. You can outsource your service team to another business, such as LTVPlus, or you can operate your team in-house. Regardless of the path you take, the role of a service agent is to help customers who haven’t committed to a purchase, or need help going through the sales funnel.
Customer success teams, on the other hand, are used to help consumers who have already purchased your product and want to make full use of your product. For example, if you operated a marketing website, you would want to have a successful team on standby to help consumers implement the tools you’ve provided. Due to the specialized nature of this team, it’s recommended that your success team is in-house.
You must master customer service before you create a success team. Typically, consumers will turn to the first available staff member when they have an issue. If you don’t master your service team first, your success team may end up doing some of their work, which slows down the rate that they can help customers use your product. If you’re worried about customers not reaching your service team, there are plenty of free WordPress plugins that allow you to create contact forms on the essential pages of your website.
Set Expectations Early
Trust is built into the framework of every business transaction. If you want to ensure the success of your team, you have to learn to set expectations early and then follow through. At this point, you’ve likely figured out how to get an email list populated with potential customers, but how do you set expectations?
The best way to let customers know what to expect is to send them an email the moment they subscribe or purchase a product on your website. Depending on how they got on your email list, you’re going to want to send an email letting them know what to expect now that they are on your mailing list.
If you’re marketing to just your subscribers, this information would consist of letting consumers know how often you’ll email them, what they can expect now that they’ve subscribed, and whether or not you’ll send them discounts in the future.
Customer success emails have slightly different expectations. You should assume in this email that the consumer made their purchase and plan on using your product right away. Thank them for their investment and explain some of the core benefits of using your product. Remember, avoid talking about features. Focus on the real-world benefits the consumers can expect now that they are customers.
Create Varied Content
The last way you can ensure success in customer success is to create varied content for your blog that readers can view at any time. You can create separate sections in your blog with tutorials, guides, tips, and more.
Let’s go back to the marketing website we mentioned earlier. Using this example, you would want to create blog content that highlights the core benefits of your product, and tutorials on how users can achieve these results. Next, you’ll want to create guides that contain tips for consumers who wish to implement your product but aren’t sure where to start.
Keep in mind that your blog content is only meant to supplement your success team, not control it. Your customers should receive regular emails checking in, but you need to have blog content available so consumers can get immediate answers if they are stumped and no one is in the office.
Customer success plays a critical role in feedback scores, traffic, and sales. People are generally willing to go back to a website if the staff had their interests in mind during their previous experience.
As your business grows, you’ll have to adapt your success team to handle new products and pain points. The most important thing you should remember is that our customers are the reason for our success, the least we can do is make sure they are getting every ounce of value out of our products and services.