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How to Use Customer Success Software in a Non-Tech World

Customer Success software is an excellent addition to any business’s sales and CRM systems. It allows users to track their customers’ data which in turn helps the client succeed while retaining them for the long-term. For years, Customer Success software has been marketed as a solution for SaaS companies and startups in the technology sector. While it is a perfect tool for these businesses, Customer Success software can be used by any business seeking to retain customers and expand their profits.

In this article, we’ll discuss the benefits of Customer Success software, how the theories and concepts of Customer Success can benefit any business along with real-world, practical uses for Customer Success software like Kapta.

 

Benefits of Using Customer Success Software

 

Automation

Before Customer Success software came around, account managers had to do all of the tedious work to build relationships with clients including tracking and managing the customer’s important data. Key Account Management systems like Kapta automate much of the data tracking process so account managers can spend less time working in spreadsheets and more time building personal, successful relationships with clients.

 

Customer Retention

It’s cheaper to sell to an existing customer than it is to convince a new customer to come on board. Customer Success software systems help account managers maintain and strengthen customer relationships by accurately tracking the customer’s data. One of the most critical measures for SaaS companies is the client’s usage of their programs. With this metric, account managers can see who is logging into the app, predict usage trends and forecast churn.

By utilizing this data, account managers can determine which clients love the software and which ones haven’t used it in a while. They can then reach out to the inactive clients to try and correct any problems they may be experiencing as well as reaffirming their commitment to building upon their success.

 

Expansion

Renewals, cross and up-sell opportunities contribute significantly to a client’s lifetime value for any firm. Customer Success systems allow account managers to visualize and monitor each account’s long-term goals which make it easier for them to identify products and services the customer will be more likely to purchase. An organized system like this allows account managers to keep tabs on what each customer is looking to accomplish and then identify opportunities to cross-sell more products and services.

 Focusing on this link between the company’s products and services with the client’s goals will create long-term success for not only the customer, but the service provider as well, as the customer, will begin to see the intrinsic value in purchasing from them.

 

Using Customer Success in a Non-Tech World

 So, what if your company doesn’t specialize in software sales? Or what if your services and products have nothing to do with technology at all? The core-ideas and values of Customer Success still apply to you. Here are some examples:

 

Be Proactive

One of the key principles of Customer Success is remaining proactive and anticipating what customers might need next. Traditionally, businesses might have chosen to simply wait for customers to come to them, only relying on marketing materials and the occasional sales push.

The key to Customer Success is to consistently stay in contact with key accounts to better understand their goals so you can find ways to help them achieve their success. While SaaS vendors will do this through careful monitoring of the client’s usage data and other metrics, any business that serves clients with ongoing products and services can schedule a call or email once or twice a week to check-in with the client.

 

Be Strategic

Results-based strategies are another pillar to the success of CS. If you are careless, and just let clients fall to the wayside without creating and following a consistent game plan, the success of your clients and the ultimate success of your relationship will stumble. CS software packages like Kapta include templates and playbooks to ensure your business has a sound CS strategy; however, you can also accomplish this without software, it’s just much more tedious.

Grab a notepad and jot down these three steps:

  1. Identify your customer’s goal
  2. Determine how they will solve their problems
  3. Develop a list of your services or products that will help them achieve success.

Your strategy should be more detailed than that simple list, but breaking it down to those three steps is a simple way to visualize your entire Customer Success strategy. Keep a strategy playbook for each of your clients, and be proactive in your approach.

 

Build a Win-Win Relationship

If your client achieves success, your business does as well. The goal is to create a link between your services and your customer’s success so they will stay with your company for the long-haul and begin to see your products and services as a primary contributor to achieving their goals.

When speaking with each of these clients, you want to add a personal touch to your products and genuinely listen to their goals. Traditionally, sales were viewed in a negative light where the salesman does the selling and pushes useless products onto a client that isn’t really interested. Customer Success and Key Account Management are shifting this focus, and instead building a win-win relationship with clients where each party benefits from the exchange.

 

Determine Your KPIs

KPIs are different for every company and every business model, so it’s essential to determine what you’ll be measuring as a form of success. The most common KPIs for many companies are:

 

Churn

If your service is based on a subscription-model, measuring the churn rate is an efficient way to determine how often customers are continuing service and what percentage are canceling.

 

Expansion Revenue

This will determine if repeat customers are buying more products or services from your than they did the first time. Overall, you want to expand your offerings to customers in the long-run, so their success almost becomes dependent on your services.

 

Satisfaction

Sending a brief email survey after each purchase or asking clients about their satisfaction with the services will give you a beat on the pulse of your accounts and if there is anything that needs to be changed.

 

Conclusion

So how are you ensuring your customers are successful? Have you given it much thought? Try implementing some Customer Success strategies into your sales and account management teams and see how quickly your retention rates increase as your clients begin to look at your company as the leading proponent of their success.

 

If you would like to try one of the leading Customer Success software platforms available, download your free demo of Kapta today.

Customer Success for Services Companies

Up until now, Customer Success (CS) strategies have primarily lived in the software and technology fields. As a leading provider of Customer Success software, we’re always looking for new ways that Customer Success strategies can be integrated into any company’s existing customer relationship systems.

In this article, we’ll examine the different ways that service-based companies such as marketing agencies, along with product-based businesses can utilize the scientific theories and ideas of Customer Success to keep their clients happy, while also fostering the growth of their customers to increase profits in the long run.

 

The Theories Behind Customer Success

For those new to the Customer Success world, here is a quick overview of CS:

The primary goal of implementing a Customer Success software system is to ensure the long-term success of the customer. Traditionally, salespeople were instructed to manage accounts simply to keep the customer, and nothing more. With innovations in Key Account Management systems like Kapta, the goal is now to ensure that the client is more profitable with the ability to thrive in the long-run.

If the client is profitable, the service provider is profitable.Customer Success entails going out of your way to ensure that the client is happy while providing them with a quality service that sets them up for long-term success.

 

The CS Process for SaaS Vendors

 The structure of Customer Success varies from company to company, but traditionally it follows these steps:

  1. Customer Success is Launched – typically within an hour after a free-trial of software is secured or payment is made. It’s vital to be “on the ball” in a sense and to be proactive in your approach.
  2. Requirements Gathering – A salesperson will contact the client, preferably by phone, and have a brief conversation to determine which problems the client is trying to solve. These issues are collected and saved in a file with the account.
  3. Finding the Decision-Makers – the decision-maker for the company won’t always be the person that purchases the software. Finding the key decision-makers of the client’s organization will help the software spread throughout the company which equals more sales and a stronger connection.
  4. What Are They Doing Now? – Referencing the problems identified in step two, it’s important to know how the client is currently solving their problems to determine how your company can be of help to them.
  5. Help them Learn the Software – this involves sending any training material to them so they can get the most out of the software, additionally scheduling webinar training if possible.
  6. Keep in Touch – checking-in with the client regularly from the start of the relationship will ensure that 1) they are getting the most out of the software and 2) let them know that you care about them and it adds a personal touch.
  7. Survey – typically, SaaS companies will send an NPS survey to evaluate their satisfaction with the service so far and any issues that need to be corrected. It also keeps the door open for future contact.

 

Using These Steps in Your Service-Based Company

A lot of these steps may seem exclusive to SaaS companies, but they can easily be transferred over to just about any company that wants to implement a Customer Success platform in their sales and account management processes.

 

Step One:

Instead of contacting them after they’ve purchase software, here you would reach out after you’ve landed a new client in your marketing agency or other service company. As soon as they have started working with you, you want to be in contact with them immediately.

 

Step Two:

Not much has changed from the traditional SaaS approach in this stage. Here you’ll talk to the client and determine the problems they need help with. They may need to increase their social media engagement, boost their website’s SEO, etc. It’s all about identifying their needs and proposing your company’s solutions.

 

Step Three:

Finding the decision-makers may be easier as a service-based company because your clients may very well be small businesses simply looking to bring in more customers and more times than not, your initial contact may be the decision-maker. This will vary from client to client, so adjust your techniques accordingly.

 

Step Four:

This is identical to any company whether providing services or products. Identifying the customer’s needs is the root of the selling process and determining how your product or services can individually solve their problems will seal the deal for your clients.

 

Step 5:

While you are not selling them a software tool, there is still information that you can give your client. If you are selling a product, provide them with the manual or suggested uses packet. If it’s a service, for example, a marketing agency, provide them with case studies from your most successful projects with real, tangible facts to show how good you are at what you do.

 

Step 6:

This will be the same for all companies as staying in touch with your new clients is essential to building a healthy and long-lasting relationship with them.

 

Step 7:

Finally, you should provide them with some form of a follow-up to see how they are enjoying your service or product and keeping the door open for the future.

 

Automate the Customer Success Process

While a personal touch is nice, wherever you can automate your processes, you should. Kapta features tools for Customer Success including Templates to help streamline the account planning process for your company. Kapta also offers organizational tools, so every client and the key decision-makers are kept in order along with any notes about the specific account.

The goal isn’t to replace your account managers; instead, the goal is to make the process more seamless and efficient so your account managers can spend more time communicating with clients and building a relationship instead of trapped in spreadsheets all day, trying to stay organized.

 

Conclusion

Putting customer’s success as priority number one pays off in the long-run and implementing a CS system into your enterprise will help your company and clients achieve long-term success. Feel free to read some of our other articles on our website and download a free trial of Kapta today.