The Customer Success Journey
The Customer Success journey encompasses more than the expected kinds of steps that make up a Sales journey. It actually focuses more on what happens right before the sale closes, and the stages that occur after the signing of the deal. The first main step is conversion, the nurturing of the lead to make sure that the time to first value (TTFV) is as low as possible. From there, CSMs look to create a relationship based on loyalty that will allow those customers to become positive advocates for the product, and help in referring new customers.
By actively leveraging the power of your in-product usage data throughout your customer journey, you can guide your customer, help them realize the value of your product, and keep them on the path to Customer Success. As an action plan starts with customer journey map and customer lifecycle journey: trial, onboarding, expansion, and retention. Establish clear triggers / milestones in each section of the customer success journey. Record and measure these critical moments. Take action and respond to the customers. Test and learn which methods have most impact and establish them as best practices.
Going back to the beginning it’s the Marketing teams that is responsible for creating content. Whether it is videos, blogs, social media posts, PR pages, or promotional pieces like white papers, they generate the materials that can then be used in lead generation. The marketeers furnish the reference accounts that Sales and CSMs use in their pitches and onboarding the customer success leads. Onboarding is the installation period for a product or service, after the customer has decided to buy your product. This is the most crucial part of shaping Customer Success, since this is the first interaction that your company has with the customer. As first impressions matter the most, it is very crucial to create a seamless experience for the customer during the onboarding stage. They are more focused than ever on delivering an outstanding experience that goes beyond the buying journey, and across the entire customer lifecycle. Customer loyalty is a proof that your customers are benefiting and are happy with your product because of which they keep coming back to your brand rather than going for the others in the market.
It’s how a brand treats its customers that is very important. The experience that your customers go through carries a significant influence with their peers and hence promotes your brand, by word of mouth. It is not just about meeting customer expectations, businesses must aim at surpassing their expectations. The customer experience journey focuses on helping the brand create a customer experience strategy, that would ultimately benefit both the customer, as well as the business.