If there is one lesson that SaaS organizations learned during the last year, the importance of a loyal customer base can not be overstated. During a year where many companies had to make complex strategic decisions, and new sales weren’t exactly flying in at a rapid pace, existing customer accounts helped keep the lights on. With so much focus on customer success departments, investing in specific technology platforms is a necessity.
Customer success teams do much more than just run customer check-in calls. From planning onboarding and implementation to facilitating new product or feature training to working with sales on renewals and upsells, CSMs often have a ‘catch all’ of responsibilities. Because of this, the role and value provided by CSMs are instrumental to the long-term success of any organization, not just within their customer success department.
Here are three reasons a customer success platform is essential to long-term company success:
- Customer lifecycle planning: One of the critical parts of building long-term customer relationships is having a plan in place for how you want your customers to grow. CSMs and team leaders can map out the entire customer lifecycle from onboarding through retention and growth with a customer success platform. During this planning stage, CSMs can identify areas where other team representatives (sales, product, etc.) may need to be involved in helping push the relationship further.
- Transparency into all aspects of customer success: As we’ve already mentioned, building strong customer relationships is vital to any corporate strategy. When customer success is a company-wide goal, every team should have some visibility into how things progress with customer accounts. With a customer success platform, department leaders and executives can look at how customer accounts are faring, potential red flags, and where c-level representation is needed. When all departments understand the root of customer issues or complaints, working together towards a resolution is more manageable.
- All customer success metrics in one place: Managing long-term customer relationships cannot be done without data to support key strategic decisions. There are dozens of best-in-class customer success metrics to track, from product numbers like usage rates, adoption, and unique logins to less quantifiable data around customer sentiment and account health. CSMs can visualize all of this data in one place for an easy glance at account progress with a customer success platform. Executives can also see how customers are trending and where assistance is needed.
Customer success has had its moment in the spotlight, and it is not going anywhere soon. So if your team is looking to invest in a customer success-specific platform, what’s holding you back?
You can learn more about setting your company up for success with a customer success platform by scheduling a demo or downloading one of these available resources: