Why every business needs a customer success platform

Today more than ever, customers expect seamless experiences and immediate value from the products and services they use, anything else creates friction and drives churn.

It's obviously but worth restating...the biggest reason that most customers leave a brand is because they feel the company doesn't care about them.

So what's the right (cost effective) approach? Let's explore five critical areas where Customer Success (CSPs) can make a significant impact:

1. Teach 'em fast, or lose 'em faster

Help users grasp how to use your products or services as quickly as possible. An effective onboarding experience and pathways approach is crucial, both for retention. CSPs facilitate this in a few ways:

• Interactive tutorials: Guided walkthroughs tailored to individual user needs.
• Automated follow-Ups: Tracking onboarding progress and addressing potential issues.
• Resource libraries: Centralized access to educational materials.

Key stat: 63% of users say they're more likely to leave a key account with an effective onboarding experience.

"...the biggest reason customers leave is because the company doesn't care about them."

2. Let them know who you are and whose running your business

The world has moved on from robotic emails and pointless account calls. Helping users know who you are (not just your account managers but you leadership and teams) can be the ultimate trust builder.

It's crucial to have a strategy that can:

• Personalize interactions: Using customer data points to tailor communications and add emotional value.
• Build common ground and show empathy in a timely manner: Understanding and addressing individual customer needs when they're raised.
• Be on first name terms: Allow customers to think of you as their local business. The goal is to create the a deep emotional connection between people, not your inbox.

NB. Check out Tony Hsieh's Delivering Happiness for inspiration.

Ultimately, whatever magic is enabling you to know what your customer needs next, the best way to deliver the impact is in person.

3. Multi-faceted user experience and integration

Responsiveness and a great experience that delivers a "wow" factor is key component to keeping an account happy. A good CSP borrows functionality from (or integrates with) your CRM and LMS to provide such an experience. Some other key ingredients are:

• Real-Time support: Implementing live chat and chatbots for immediate assistance.
• Clear comms: Seamless and modern communication channels that doesn't confuse, remove authenticity or add friction.
• Data-driven: Analytics that enable you be proactive about your customers persona moves you on to the front foot. Don't wait for the next complaint email or request for for help to reach out to them.
• Less robots, more humans: Ultimately, whatever magic is enabling you to know what your customer needs next, the best way to deliver the impact is in person.

Pro Tip: Read about Zendesks approach to customer issue management.

4. Listen Like You Mean It (and Prove You Were Listening)

There is no better way of building trust than doing what you said you were going to do. Acting on customer feedback demonstrates that you value their input. Some great ways to do this:

• Collecting regular feedback: Through surveys, reviews, courses and academy solutions, anf of course through direct communication.
• Prompt responses: Acknowledging feedback promptly, either organically or automated.
• Implementing changes: Using feedback to drive improvements and informing customers about the actions taken.

The world has moved on from robotic emails and aimless account calls

5. Show them what great looks like, but don't over sell it

Transparency and authenticity build trust, equally, innovation in your space and examples of where you're better than your competitors builds brand equity. Make sure your users know by:

• Sharing Success Stories: Highlighting real user experiences that they can relate to or have a background in.
• Providing value-driven content and learning pathways: Offering resources that help customers succeed and contextual pathways on why it matters is crucial to both relationship building and growth. Customers want a dialog with you on mutual subject areas.
• Clear metrics: Demonstrating ROI through transparent reporting is table-stakes.

Fun Fact: 81% of customers need to trust a brand to buy from them.

TL;DR: make every interaction count and build a long-term relationship.

Customer Success Platforms are essential tools for building lasting relationships. By simplifying onboarding, personalizing interactions, responding promptly, and acting on feedback, businesses can exceed customer expectations and foster loyalty.

Final Thought: Investing in a CSP can transform customers into enthusiastic advocates for your brand, driving long-term success.

Cameron runs RelateHQ.com who provides turn-key solutions for businesses looking to standup customer success, academy and learning platforms at a fraction of the cost of traditional solutions.