The main goal of customer success (CS) managers is to lead the company’s customers to success using their product. They fulfill their mission when the success of the customers leads to loyalty and advocacy for the company. Clearly, helping the customers to meet their own goals and convert them into loyal partners is a difficult thing to do.
To deliver the best customer experience, these managers need to pay attention to every aspect of their journey using the product. Many experienced CS managers claim that the first months of working with the customers is the most important period. That’s when the company shows whether it could teach the customer to have a complete control over the outcome of the use.
A number of specific practices are used during this period to make sure that the outcome is a total success. Let’s review these practices.
Focus on the Customer Journey
One of the most important techniques when it comes to helping the customer to be successful is the focus on the journey. It is absolutely necessary to focus on the entire journey rather than on its elements to ensure the successful outcome.
Clearly, a customer may experience a lot of changes while using the product, so focusing only on one or a few elements is ineffective. This strategy provides inconsistency of the experience throughout the lifecycle and eventual failure.
However, if a CS manager focuses on every aspect of the customer’s journey, it will be strong. In this case, it will be possible to complete a comprehensive analysis and define the aspects that could be improved.
Building a Proper Customer Journey Map
CS managers have to deal with different companies with different needs and preferences. It is therefore important to know the differences between the most popular customer journey maps created for specific businesses, including startups, emerging, scaling, and enterprise.
First, the maps for enterprises need constant tracking of the customer experience and optimization across the lifecycle. Also, the experience needs to be executed across a number of teams to minimize the chance of unexpected negative events.
Second, scaling companies journey maps should be defined and implemented across the entire customer lifecycle. Experienced CS managers often say the experience in this case is generally proactive.
Third, a special attention should be given to implementation and onboarding points on the journey for emerging companies to ensure fast development.
Fourth, the CS managers need to apply sufficient effort to help startups lead the customers through onboarding and renewal. These activities ensure that the customer’s client base is increasing.
Collaboration and Adjustment
Clearly, one CS manager cannot ensure the success of the product for a company. That’s why it is important to collaborate and work as a team in order for everyone to understand own role in the process.
For example, the CS team should communicate and exchange the information to ensure that everyone knows what they are doing. Also, special attention should be given to defining the success milestones that show that the customer is making progress in using the product.
Lack of these milestones will show that the plan needs to be adjusted to be effective. To achieve that, everyone needs to be involved.
Relationship with the Customer
Share the journey map, materials, plans, and predictions with the customers and build a strong relationship with them. Even though you feel that you can face a criticism, do it. The feedback, even the negative one, could lead to benefits in the long-term because you will get into the mindset of the customer.
Do not be afraid to be vulnerable to get the feedback. You need to know everything about the business you are working with and its owners are only people who can give you all information.
Here is a sample customer journey map. It will help to illustrate some points made by the article.
Social Media Presence
LinkedIn is the tool that should be used in this case but Facebook can also be useful. As a CS manager, you need to connect with your customers not just by company means but also by social media. Share messages and posts that will be useful for day-to-day activities of the customer to ensure that you provide as much useful information as you can.
Besides, you can learn about the interests of the customers. They will help you to understand them more and create posts that resemble their interests.
Use these practices to be the best CS manager you possibly can and ensure that customer’s journey is the best!
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