A data-driven approach to customer success — your new growth engine
In today’s challenging economy, customer expectations are high, patience is low, and attention is at a premium. Your customers demand a seamless experience with your products and services, with easy access to detailed, helpful self-service support options. So how do you stay ahead of ever-increasing customer demands? Data. Harnessing numerous customer data points, often scattered across multiple departments, is the key to unlocking a proactive approach to customer satisfaction (and growth).
So your customer success organization is more integral to your brand than ever. And its job is significantly more complex, too. Your customer success team is tasked with ensuring that your customers have everything they need when they need it. And they must also offer a personalized experience that leads to increased product or service adoption and revenue growth.
Essentially, they need to act as a growth engine for your organization. So, instead of simply responding to customer requests, your teams should be proactive and prescriptive. Anticipate your customers’ needs, impressing and delighting them at every turn. The key to this transformation lies in intelligently using the data you’re already collecting.
Predictive insights. Self-service experiences. Highly satisfied customers.
Unifying data in the cloud to visualize it, analyze it, and apply tools like machine learning allows you to unlock new customer insights. Predict when they’ll need support. Better understand when they’re most likely to drop out of your lifecycle. Recognize when they’re most apt to increase their investment. And, of course, doing all this while carefully respecting privacy and adhering to laws regulating the use of data.
Armed with this information, and the right tech platform to glean insights from it, your teams can digitally engage with your customers at the right time with relevant content.
Like any business initiative, scalability is critical. You likely don’t have the workforce to connect with every customer personally. In an already overcrowded digital communication landscape, you’ll achieve greater success by putting the power back in your customers’ hands. Offer the self-service options they want, powered by elegant search experiences that deliver fast access to the information they need.
3 key customer experience drivers
There are three initiatives your customer success organization can implement now to ensure it proactively engages with your customers, offers a self-service experience, and generates continued and repeat business:
Ensure that a customer-first approach is baked into your organization’s DNA.
To position your customer success team as a growth engine, you must have alignment with sales, marketing, product, and other parts of your business.
Make sure everyone in your organization is on the same page about your data collection efforts. And, most importantly, evangelize how all your teams can use that data to set customers up for success and help them grow long-term relationships with your organization.
2. Identify and fill gaps.
What KPIs are important to your customer success team? Are you collecting the right data to report on them?
Ask the right questions of your data based on your KPIs, and you’re likely to uncover gaps or attrition points and identify ways to resolve them. Maybe your customers aren’t receiving enough training or information. Or your team is reaching out to them at the wrong times. Or not at all. When you understand the critical gaps, you can fill them to ensure a smooth road to customer loyalty.
Invest in documentation and metadata.
Your customers need to be able to search for, and quickly and easily find, tools and resources. Your metadata tagging strategy is vital to ensuring they can.
Many companies simply tag their content with internal or company-driven terms, but incorporating the language your customers use to search for information will help them find it faster. Continue to analyze your data over time to see if you’re missing additional content your customers need.
Your customers are at the heart of your organization’s success. And your data is what keeps it beating. When you leverage it strategically to delight your customers, you cultivate loyal customers who are eager to increase their investment in your products or services — a real win-win!
See how Elasticsearch helps foster a culture of customer success.
Rick Laner is the Chief Customer Officer at Elastic.