Does Customer Success Mean Anything Outside of SaaS?

By Lindsay Smith

Does Customer Success Mean Anything Outside of SaaS?

The other day, I heard a podcast in which Gary Vaynerchuk said, “If you care more about the end consumer than you care about your own self, you will win”. This is the heart of Customer Success. Gary’s background is in the wine industry, which got me thinking about the way we talk about Customer Success primarily in the context of the SaaS industry – understandably so, as this is where its roots lay. As I’ve learned first-hand after making an industry shift myself, the concept of Customer Success is just as applicable to the world outside of SaaS.

Customer Success is crucial to anyone that is selling anything. Pause for a moment and try to think of an industry where helping clients succeed doesn’t apply. I’m betting you can’t, because even in industries where a recurring revenue model isn’t present, an effective Customer Success strategy can be a game changer. Take an auto body shop – most don’t have a subscription based service or any other contractual model that has predictable revenue, but they do benefit greatly from repeat business and referrals, which are two of the byproducts of a successful Customer Success implementation.

Understanding a client’s goals and desired outcomes is always good for business. Maybe you’re a yoga teacher and success to you means a student leaves class feeling lighter and freer than before they arrived. However, one of your students may define success as being able to do a handstand. As a yoga teacher, you may feel that doing “yoga tricks” shouldn’t be the primary goal, but understanding your student’s desired outcome, and designing sequencing that builds core, shoulder, and arm strength – a solution you’re providing – will certainly drive a higher level of engagement with this student. This is why organizations need to understand what success looks like at the individual account level as many will define success with your product or service differently than you would.

All companies need to proactively monitor churn warning signs. In a time when consumers have access to the world in their pocket, retaining them is harder than ever. Being proactive in the relationship is surely better than attempting to win them back after they have left. Sure, monitoring engagement data, for example, can be challenging outside of SaaS where you often don’t have easily trackable items such as frequency of logins, time in software, or about-to-expire credit cards on file. Non-SaaS companies need to look for industry-specific triggers that give a glimpse into the crystal ball of retention. Online retail stores may want to monitor number of delayed deliveries or return rates on merchandise, and pizza restaurants should keep an eye on Yelp reviews. Companies may need to rely on more periodic pulse surveys and get creative with metrics such as client response rates – the amount of time it takes a customer to return a call or email to your organization – Go to the full article.

Source:: Business 2 Community

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