Creating a Post-Sales Process for Customer Success

By Brooke Goodbary

Creating a Post-Sales Process for Customer Success

Customer Success teams interact with many cross-functional departments, building and maintaining relationships from Support to Account Management. But few relationships have more impact on future customer success than the one between Customer Success and Sales. At no time is coordination and collaboration between these two teams more critical than immediately following a sale, when Customer Success is tasked with making the vision sold a reality.

A clearly defined handoff process allows Customer Success to immediately start delivering on the value Sales presented to the customer.

The vast majority of Account Executives (AEs) want the customers they sign up to be successful, but they might be a bit hazy about what Customer Success teams actually do. As a result, it’s easy for an AE to forget to share critical information with a Customer Success Manager (CSM). For Success teams, this leads to a feeling that “Sales throws us customers over the wall after a deal is signed” – as a colleague once put it. For customers, this leads to a feeling that they’re wasting time repeating the same conversations they had during the sales process with a CSM who hasn’t been given any context.

Customer Success teams need to work with Sales to create a handoff process that captures the knowledge an Account Executive gathered during the sales process. Success teams should use this information to define roles and goals with stakeholders and expand relationships. Having a clear post-sales handoff process increases your chances of customer success by reducing the time it takes for customers to see value. Customer Success and Sales teams who work together as part of an established post-sales process provide a better customer experience, are better able to meet customer goals and have more opportunities to expand customer relationships.

Step 1: Transferring Knowledge

The Account Executive has spent weeks or months digging into the customer’s needs and building a convincing argument for why your product is the best solution. The customer’s enthusiasm and motivation are at an all-time high and they’re excited to get started. A sloppy transition from Sales to Customer Success can slow things down and create barriers to success before the ink on the contract has dried.

AEs need to quickly bring CSMs up to speed on the details of each new deal. Considering that the average sales cycle might include as many as 30 touch points, there’s usually a lot to catch up on. For this reason, it’s helpful to create a knowledge transfer framework that standardizes the process and ensures no major details are overlooked or forgotten. I’ve created a separate post that outlines the main questions and topics that should be discussed as part of this knowledge transfer. These questions draw heavily from my experience over the years- some topics have led to unexpected insights, while others can help identify hidden red-flags. Similar to the way you customize your onboarding experience to fit the nuances of your product and your Go to the full article.

Source:: Business 2 Community

Be Sociable, Share!