What made me fall for Customer Success?

Image Credit: Chargify (https://www.chargify.com/blog/saas-customer-success/)

In the recent past the term “Customer Success” has become a buzz word in the SaaS industry. Since most of the product work on a subscription model, companies are coming up with a dedicated team that handles the retention by addressing the pain points of the customer and ensuring they have a great experience using the respective product.

The scope of the customer-facing role has enhanced drastically in the past few years. A few years ago, there was no clarity in the customer support role. People often use to misinterpret the role of a customer support executive in a product based company to a call centre agent. Trust me, the customer support role had much more to offer in terms of roles and responsibilities. Since customer support in a product company was itself in a nascent stage, a customer success team was not even in existence.

“For me, Customer Success is an extension of Customer Support.”

My interest for the Customer Success role blossomed at that early stage when there was no success role in existence in any company. So what made me fall for it?

I was working for a start-up back then. I was a part of the happiness team (The Customer Happiness Team). Myself along with a few of my other colleagues from different teams joined together for a small project named: Cross Roads.

We wanted to kick start this project for the following,

  1. Identify the pain points of the customer
  2. Understand their usage pattern
  3. Interact with multiple stakeholders and get their feedback on the product and service
  4. Collate all the feedbacks and draw useful insights
  5. Enhance the product/service based on the feedback received
  6. Reduce the churn

This is pretty much the role of a Customer Success team at this point in time but we pulled off this project so effortlessly without knowing that this project would grow up into a separate role and would be called Customer Success across companies.

We had so much fun doing this project. We picked up multiple customers spread across different geographies who had various kind of requirements. We also met a few of the stakeholders who had access to our end product.

What did we learn out of it,

Product Usage: We were taken aback for a second when we were on the site and asked our users to play around with our product. Most of our customers were first-generation computer users and it is only by then we were able to witness how difficult it was for them to use the product. The product was not difficult to use but their reluctance toward the usage of computers made accessing our product look like a herculean task. This opened up doors for a better (Enhanced) on-boarding process.

Usage Pattern: There were quite a few tech-savvy customers as well who found navigating within the product to be very easy. They still had a few repetitive tasks to be done within the product. We sometimes get so much obsessed with repetitions that we do not crib about it at all rather we quietly get it done asap. This helped us automate the repetitive tasks and make it available by default.

Feedback on Service: Most of our customers were going heaps and praises about our service but there were a few who did come up with the problem they faced. This feedback helped us streamline the process. This helped us come up with multiple checkpoints to monitor the health of the customer.

Track product usage: Before visiting our customers, we ensured that we have a thorough knowledge of the modules that they access on a frequent basis. Based on this data, we were able to suggest the right module that they could probably make use of which would make their life simple. There were cases where they weren’t aware of some features available in the product. We adopted different means through which the existence of the product features was conveyed to the customer.

Reduce Churn: The intention behind this project was not just to reduce churn, we wanted to improve the product adoption among the customers and get to know the pain points to address them. As a result of this project, our customers were really happy that there are efforts being made to ensure they have a great experience using our product. When they saw their feedback being incorporated, it built a lot of trust. All these factors eventually brought down the churn rate.

Overall it was a great learning experience. No wonder this small project that we once did grew into an on-demand role. With many customer success tools in place now to monitor the entire life cycle of a customer, this is definitely one of the best customer-facing roles that can create a huge impact.

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Handsome :P | Young | Introvert | Music Enthusiast | Budding Writer | Budding Photographer | Cricket Fanatic | Fashion Admirer | Thamizhan | தாய் பாசம் கொண்டவன்

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karthik seshadri

karthik seshadri

Handsome :P | Young | Introvert | Music Enthusiast | Budding Writer | Budding Photographer | Cricket Fanatic | Fashion Admirer | Thamizhan | தாய் பாசம் கொண்டவன்

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