CSM making a difference

Let's consider a real-life example of Customer Success in the context of a popular subscription-based streaming service, such as XYZ (Name changed).

Customer: XYZ

1. Onboarding and Personalization:

• Objective: Ensure new subscribers have a seamless onboarding experience and discover content tailored to their preferences.
• Actions: Upon signup, XYZ prompts users to create profiles and select genres of interest. The platform uses algorithms to recommend personalized content based on viewing history and preferences. The onboarding process includes a tutorial to familiarize users with the interface and features.

2. Ongoing Engagement:

• Objective: Keep subscribers engaged by providing a continuous stream of content that matches their interests.
• Actions: XYZ uses data analytics to analyze viewing habits and suggest new releases or trending shows. The platform notifies users of upcoming seasons, new releases, and content similar to what they've previously enjoyed. Personalized recommendations and playlists are regularly updated to maintain user interest.

3. Proactive Issue Resolution:

• Objective: Address technical issues or user concerns promptly to ensure a seamless viewing experience.
• Actions: XYZ invests in a robust customer support system, allowing users to report issues through various channels. The support team responds quickly to resolve technical problems, billing inquiries, or account issues. The platform communicates transparently about any service disruptions, outages, or updates.

4. Value-driven Communication:

• Objective: Help users discover hidden gems and showcase the breadth of content available on the platform.
• Actions: XYZ regularly communicates with users through newsletters, emails, and in-app notifications. The platform highlights award-winning content, exclusive releases, and behind-the-scenes features to showcase value. Recommendations often include curated lists, such as "Trending Now" or "Top Picks for You."

5. Upsell and Cross-sell Opportunities:

• Objective: Encourage users to explore premium plans, additional features, or related services.
• Actions: XYZ offers different subscription tiers with varying levels of access and streaming quality. Users are prompted to consider premium plans, family plans, or add-ons for enhanced features. The platform occasionally introduces new services or partnerships, providing opportunities for users to explore additional offerings.

6. Customer Feedback and Advocacy:

• Objective: Gather user feedback, address concerns, and turn satisfied customers into advocates.
• Actions: XYZ uses surveys and feedback forms to collect user opinions on content, features, and overall satisfaction. Positive feedback is acknowledged, and improvements are communicated based on user suggestions. The platform actively encourages users to share their favorite shows on social media, turning them into advocates for the service.

In this example, XYZ's approach to Customer Success involves a combination of personalized onboarding, ongoing engagement, proactive issue resolution, value-driven communication, opportunities for upselling, and a focus on customer feedback and advocacy. This customer-centric strategy contributes to high user satisfaction, loyalty, and a positive brand reputation.