A customer success program is the driving force behind getting your customers educated on your services and up and running with your business. Many big companies will have teams of people dedicated to customer success—not all businesses can afford to do this, so maybe assign a point person, or ensure your techs are trained up on soft skills. Having someone dedicated to bringing a customer into your business and explaining things is key to limiting frustrations, and support tickets at the time of implementation can easily pay back. Providing this service as part of your offering adds value and shows your commitment to your relationship with your customers—beyond the bottom dollar. Fully supported and smooth onboarding equals happy customers who feel valued.
Part of success is answering the tickets that come in and recognizing the opportunity they provide. Foremost tickets are time sensitive and customers see the time to a response as an indicator of their value to you. You can just answer a question and move on with your day and not garner any benefit or loss. Alternatively, you can open a dialogue regarding what caused the issue, how to resolve it and most importantly ask if they have any other questions or concerns. Ask questions with sincerity and acknowledge their time and contributions. Every touch point is an opportunity to build loyalty and cultivate growth.
4) Communication and transparency
No one ever likes to be left in the dark—in life or in business. This is key when thinking of your customer base. If they don’t know what is happening, or where a service is going, then they are not likely to remain loyal. In the market today, loyalty often goes as far as the bottom dollar. If you have someone reaching out and interacting with your customers on a regular basis and being transparent with them it builds a sense of community or partnership. Business is more than just a transaction, and regular communication and transparency can save a customer even before they know they are a churn risk.
Communicating with, educating, integrating, and supporting your customers is key to cultivating your business. Doing business with these points in mind will ensure you maintain a healthy and engaged customer base.
Colin Knox is director of product strategy, SolarWinds Passportal.