What Is Customer Success?

您的业​​务需要出色的销售和营销才是成功的，这不是秘密。但是，在一个客户有无穷无尽的选择中，仅销售和营销不足以维持增长。

Businesses can no longer rely on annual contracts to lock customers in. Plus, the cost of customer acquisition has steadily increased over the past decade.

So, what else can businesses do today to succeed? The answer: Invest in customer success — one of the most popular, emerging growth opportunities in business today, cross-industry.

Who needs a customer success strategy?

如果您有客户，则应该投资客户成功。

In recent years, it's become more expensive for businesses to acquire new customers. That's why you need to focus on keeping existing customers happy — happy customers become your advocates.

当今一些最成功的新兴和成长中的公司已经在投资客户成功。实际上，growing companies are 21% more likely比他们停滞不前的同行要优先考虑客户的成功。

These growing businesses understand the最具成本效益的方式to run a business today is by ensuring customers are happy and successful, which are both products of customer success.

客户成功与客户支持

客户成功与客户支持紧密一致，以使客户满意度提高到一个新的水平。（实际上，在Hubspot，这些团队坐在一起。）

客户成功

客户成功旨在在整个时间内与客户合作主动合作，以帮助他们从购买中获得更多价值并与您分享反馈。raybet平台它可以推动客户体验前进，并确保成功进入未来的道路。

客户支持

Customer support focuses on working reactively on the front lines — fielding customer questions, issues, and requests over phone, email, live chat, and social media. Support is the function that solves problems when customers raise them; it's reactive fulfillment to specific customer requests.

Customer success has the power to help you grow your base of advocates and promoters. If you're a subscription-based business, this will help you boost renewal rates.

In turn, more happy and loyal customers mean reduced churn rates. Reducing churn and increasing customer retention directly impacts your bottom line — you'll see a boost in revenue by retaining customers (as it'ssignificantly more expensive to acquire new customers）。

A客户成功经理领导直接与客户合作的代表。根据您公司的规模和组织，客户成功经理可以向高级经理或客户支持和成功副总裁报告。raybet电子竞技

Customer success management is critical to the health of an organization as it directly impacts customer retention rates as well as the rate of cross-sells and upsells. As of today, there arenearly 3,500 open rolesfor "customer success manager."

Customer success (CS) managers have a few key responsibilities:

• 确保代表帮助客户充分利用产品或服务，从而增加了保留这些客户的可能性
• 雇用，培训和激励CS代表参与和保留最佳实践以及产品或服务特殊性
• To develop the organization's customer success strategy to actively engage and retain customers
• 领导CS代表所需的任何支持内容和材料的开发
• To segment the customer base by agreed-upon factors, such as subscription type, product adoption, business size, or the like so that CS representatives can better help them
• To address any escalated CS issues or questions
• 鼓励客户的反馈意见通过直接询问和/或客户调查
• 根据客户与CS团队的互动来分析客户的反馈，绩效和保留率，以更好地了解更广泛的客户成功策略的有效性

CS的内部组织团队应该be based on the needs of your team, size of your employee base, and complexity of your product. Let's look at a sample customer success organization and discuss how it operates to prioritize customer satisfaction.

In this sample organization, the CS managers leads a three-pronged department. One team manages customer onboarding, another heads up long-term customer success, and the third manages one-off technical issues or requests.

这种类型的团队结构可以提供更多针对性的解决方案，并为您的团队提供与客户建立长期关系的机会（这意味着更大的交叉销售和销售机会）。

How does customer success work?

There are three elements needed for customer success to be effective. These include a customer success solution (e.g. a tool or software), a team and manager of customer success employees, and a customer success strategy.

1. Choose a customer success solution.

为了主动管理与客户的所有互动，您需要在团队中实现客户成功解决方案 - 意思是客户成功软件和工具雷竞技苹果下载官方版.

例如，集线器服务集线器allows you to connect with your customers on their time and grow throughtheirsuccess. It helps you bring customer success to the forefront so you can ensure you have happy customers who want toremaincustomers, refer their friends, and tell their network about your business and offerings — a.k.a. become promoters!

2.雇用和培训客户成功团队。

你需要一个人(or, preferably, a team) of people working on customer success. The number of representatives and managers on yourcustomer success teamwill depend on the size of your business and available resources.

Note:请记住，随着公司的发展，扩大客户成功团队，以便您可以主动协助您的客户群。raybet电子竞技

3.创建客户成功策略。

Depending on the product you sell and what your customers need from you, your customer success strategy may vary a bit. However, here are some universal steps to creating a客户成功策略for your team:

1. 建立customer success team.
2. 实施适当的客户成功工具和软件雷竞技苹果下载官方版.
3. Identify your customers' end goals (and whytheyneed customer success).
4. Create a roadmap for success to explain your business's expectations and goals for customer success in both the short and long term.
5. 在您的团队中分享并实施策略，并确保每个人都知道他们个人和团队的期望。
6. 分析您的结果 - 您的客户是否拥有成功所需的工具和支持？
7. 随着业务和客户群的增长，对您的客户成功策略和团队进行修改。

现在，您对客户的成功有了更好的了解以及为什么如此重要的原因，让我们研究一些方法来帮助您的客户成功。

5 Tips for Helping Customers Succeed

随意修改以下客户成功秘诀，以更好地适合您的客户及其需求。由于每个客户的业务和基础都不同，因此您可能会发现，对于您的特定情况，其中一些技巧比其他技巧更好。

1. Implement a customer success program.

创建客户成功计划to guide your team to effectively and proactively assist your customers. Every business will have a version of a customer success strategy, so ensure your customer success strategy meets the needs and expectations ofyourcustomers.

不要忘记随着业务的增长来修改策略 - 客户的需求必将随着时间而变化，尤其是随着您的产品和功能的发展。

2.教育您的客户。

为了最好地支持您的客户，您需要预见到与您的产品一起使用时必将出现的问题。为了确保他们不会坐在电话上或等待您对询问的反应，请通过教育您的产品来增强客户的能力。

如果您出售复杂的产品或服务（例如软件），这一点尤其重要。雷竞技苹果下载官方版例如，你可以创建知识库where you list product and feature descriptions or include live chat on your site so success reps can better support your customers in real-time.

3. Onboard customers.

在您的客户上在您的品牌和产品的整个旅程的整个最初部分中，为他们提供支持。向他们提供他们需要的工具，培训，资源和知识来滚球。reybet雷竞技下载登上客户是一种让他们高兴并让他们熟悉您的产品的好方法 - 并主动回答任何问题。

By onboarding your customers, you set the tone for what to expect from your business throughout the rest of the time they're customers. Examples of onboarding materials include step-by-step tutorials, unlimited one-on-one guidance from reps, or milestone celebrations when a customer achieves success using your product.

4.与其他团队进行沟通。

保持公司各个部门之间的沟通方式将有所帮助raybet电子竞技you帮助您的客户。与营销合作创建博客和视频内容，以解释产品或功能的工作原理。

与销售沟通以了解和针对客户接近您的特定疼痛点。聊天以支持您的积极主动和反应性的努力，以使与客户的所有互动都是专业且一致的。

5. Promote customer loyalty.

忠诚度来自客户对您业务的积极经验。您希望您的客户感到满意，并确定他们从投资中获得价值。有许多方法可以促进客户忠诚度以建立品牌拥护者和推广者以提高您的客户保留率。

你可能创建客户忠诚度计划，为您的当前客户建立一个社区，以相互互动，或为当前客户进行额外购买而建立要点和折扣系统。

You Succeed When Your Customers Do

最成功的企业是那些确保客户持续幸福和成功的人。通过在您的公司创建客户成功计划，并确保您的客户在与您的业务合作的整个时间内都得到支持，您就可以raybet电子竞技将他们变成品牌的忠实拥护者。

This will allow you to grow sustainably all while building long-term relationships with the people you depend on most:您的客户.

编者注：该帖子最初于2019年7月发表，并已更新以进行全面性。