What does success look like for your customers?

Welcome to the latest edition of The Juggling Act, and the third article in my series on Customer Success Strategy.

In part one we explored what a customer success strategy is and the benefits of having one.

Then, in part two, we discovered that customer success isn't just about your customers and the importance of identifying all the key stakeholders on the path to success.

Now we know who those key stakeholders are, we can explore what success looks like for them and how to ensure they take the path to commitment rather than compliance. but more on that later.

Defining Success for Stakeholders

To effectively define success for your key stakeholders, consider these questions:

1. As a [stakeholder], what does success look like?
2. How will we, as the supplier, know they have achieved success?
3. What are the potential silent killers to the success of this stakeholder?
4. As a [stakeholder], what does success not look like?

Example from Feel Good Fitness Coach

Like we've done previously, let’s break this down using my fitness coaching business as a case study:

Stakeholder: Delia (My I-dealia Customer)

1. As Delia, what does success look like?

For Delia, success includes:

• not having to give up things they love like their favourite foods.
• knowing, with confidence, that their new habits can easily form part of their lifestyle
• not having to dedicate hours of their day to their fitness regime
• not having to deal with disparaging comments from friends and family about their efforts to be fitter and healthier
• not having to start doing things they don't want to such as weird diets, running, burpees or joining a gym

and the list goes on but hopefully you get the idea.

2. How will we, as the supplier, know she has achieved success?

This can depend on the service but the main ways I know are:

• retaining them as a client
• feedback
• client check-ins
• engagement statistics
• referrals

3. What are the potential silent killers to Delia's success?

Silent killers can be internal or external and you will have uncovered some of these when identifying your stakeholders in part two.

Examples for Delia include:

• quick fix promises from other suppliers
• influence from family and friends
• the delivery style and/or mechanism of my services doesn't suit them or doesn't work

• not setting and sticking to boundaries
• lack of motivation
• overwhelmed by trying to change everything at once
• lack of the right kind of accountability

4. As Delia, what does success not look like?

This isn't necessarily about a failure to achieve results or outcomes. For example, Delia might have a goal to lose weight and might achieve that but then puts it all back on. Here are some other examples:

• unleashing the inner judge and beating themselves up
• feeling left alone to 'just get on with it'
• feeling confused about what choices to make
• feeling judged and/or preached at
• setting unrealistic expectations
• not feeling heard or understood

Commitment vs. Compliance

By answering these questions we can help Delia and other stakeholders, like their family, take the path of commitment rather than compliance. This means they are committed to our products and services because they see real value and benefits, not just because they feel obligated. This requires us to:

• Communicate Value: Clearly articulate the benefits and outcomes they can expect.
• Provide Support: Offer continuous support and encouragement to keep them motivated.
• Solicit Feedback: Regularly seek their input to make necessary adjustments and improvements.
• Recognise Achievements: Celebrate their successes to reinforce their commitment.

Action Steps

Take a moment to reflect on your own business:

• Who are your key stakeholders (buyers and users)?
• What does success look like for them?
• How will you know they have achieved it?
• What potential silent killers could be undermining their success?
• How can you shift them from a path of compliance to a path of commitment?

In the next installment, we’ll explore how to create the desired customer experience on the path to commitment.