By Burke Alder
As a customer success professional, it’s not uncommon to look at customer churn and ask yourself, “What are we doing wrong?” While everyone makes mistakes sometimes, there are clear trends in customer success that can be addressed with strategy and insight.
When we came across customer success thought leader Lincoln Murphy’s LinkedIn post on the biggest mistakes in customer success, it got us thinking.
Here, we’ll discuss how customer success leaders can not only anticipate these common mistakes, but also overcome any missteps made in the customer journey.
10 Biggest Customer Success Mistakes and What to Do Next
1. You’re not putting the customer first.
Often referred to as the ‘golden rule of customer success’, the entire idea of putting the customer first is at the root of customer success theory. Too often, Customer Success Managers (CSMs), leaders, or even company executives can become over-excited and try to push customers into doing something they’re not ready for, like agreeing to an upsell or activating a new department. While the thought comes from the right place, this is a common example of putting the contract and revenue before the customer’s wants, needs, and comfort level. Step back and make sure that any decisions are for the good of the customer before you bring them to the table.
2. You’re not focusing on individual required outcomes.
At their heart, CSMs are creatures of habit. It can be easy to try to fit customers into a mold of how you think a customer journey should look. We get it—everybody loves routine. But not all customers think, act, or respond alike. The key to keeping and growing customers is to focus on the needs and outcomes for individual customers, not on generic outcomes or responses. This keeps customers, and customer success team members, awake, engaged, and on their toes.
3. You don’t have defined KPIs or outcomes.
How can you deliver value if you don’t even know what that value looks like? CSMs are often lured into a sense of process—just slowly checking milestones off of a list. But your customers enter into a relationship with your organization to solve clear problems and reach clear goals. Customer success leaders must make sure they don’t lose site of these KPIs and desired outcomes, because losing sight of these goals could mean losing a customer altogether.
4. You’re not delivering on experience.
While, of course, it’s fundamental to deliver on the previously mentioned KPIs, it’s also important to not lose sight of the overall customer experience. Customers know that there are multiple vendors out there who can deliver similar solutions for relatively same costs. The key differentiator between SaaS vendors is the overall customer experience they provide. CSMs must be able to deliver on the experience while still addressing the issues important to individual customer accounts.
5. You’re confusing silence with success.
It’s a common misconception that silence on a customer’s end automatically means they’re experiencing success. Customers, much like people in everyday life, don’t always speak up right away when something is wrong. This is why Go to the full article.
Source:: Business 2 Community