Customer Success: 3 Goals For A Top Strategic Priority

According to a recent Forrester report (“The State of Customer Experience, 2012” by Megan Burns, April 24, 2012), more than 90% of companies are making customer experience a top strategic priority, with 75% aiming to differentiate from their competitors (and industry) on the basis of customer experience. In this day and age, similar technologies and services are popping up at remarkable speeds. Everyone is racing to bring in new customers and meet sales targets but more often than not, existing customers are kind of left to their own devices. Big mistake, don’t they realize that’s where more than 80% of their revenue comes from?

Factoring in that most firms don’t have a centralized customer experience team or that efforts are scattered throughout various departments, it’s difficult to gauge the customer experience they have in place. “The current state of customer experience management in most companies is ad hoc at best,” describes the report. Sometimes it’s the support team that has the most contact with the customers, other times it could be the community manager hearing feedback from various social channels; but information about the customer experience gets siloed and every one keeps a piece of the puzzle.

So what are they planning to do about this?

Customer success professionals are planning to spend their 2012 funding to tackle three goals:

1. Spread word about customer experience to employees
2. Solidify measurement and voice of customer capabilities.
3. Beef up customer experience expertise.

It’s high time that organizations view customer experience as a revenue branch of their business and not just as a support role. All the telltale signs of a healthy customer or one that’s at risk of churn are readily at their fingertips. Key business metrics like cost of sales and service, loyalty, and revenues can be used to define and identify the level of experience quality needed to prevent customer churn and how much “wow” it would take to turn satisfied customers into truly loyal brand advocates.

How does your organization view the role of customer success managers? Is customer success one of your top strategies for 2012?

Ellis Luk

I'm the marketing and communications manager at Totango - but you can call me Chief Content Officer. When I'm not writing, you can find me obsessing over memes, debating grammatical usage or getting distracted by the latest Tumblr gif blogs. Customer love starts with a friendly hello!

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  • wdatt

    I definitely agree with this. Way too many organizations are using some of their best methods of reaching out to customers (social media) merely as a speaker rather than a microphone. The reason that so many brands are struggling with converting fans to actual activity and sales is that they don’t really get social media. Too many companies are of the mindset that all they really have to do to succeed is set up a Facebook page, throw a few bucks into Facebook ads, maybe use one of the types of companies at http://www.buyfacebookfansreviews.com and that will just automatically catapult them to success. Things don’t work out that way online. They have to be able to offer something to people that they value and listen to their customers. This is the best way to achieve long-term success. The additional factor here is that while Facebook offers features to increase engagement, those features are really only designed to increase engagement on Facebook pages themselves. You have to go out and offer people something of value on Facebook to really find a way to get success.

    • http://www.totango.com Guy Nirpaz

      True. Adding to your comment, marketing into the existing customer base by providing on-going value can go long way…

  • wdatt

    I definitely agree with this. Way too many organizations are using some of their best methods of reaching out to customers (social media) merely as a speaker rather than a microphone. The reason that so many brands are struggling with converting fans to actual activity and sales is that they don’t really get social media. Too many companies are of the mindset that all they really have to do to succeed is set up a Facebook page, throw a few bucks into Facebook ads, maybe use one of the types of companies at http://www.buyfacebookfansreviews.com and that will just automatically catapult them to success. Things don’t work out that way online. They have to be able to offer something to people that they value and listen to their customers. This is the best way to achieve long-term success. The additional factor here is that while Facebook offers features to increase engagement, those features are really only designed to increase engagement on Facebook pages themselves. You have to go out and offer people something of value on Facebook to really find a way to get success.

    • http://www.totango.com Guy Nirpaz

      True. Adding to your comment, marketing into the existing customer base by providing on-going value can go long way…

  • Anonymous

    I definitely agree with this. Way too many organizations are using some of their best methods of reaching out to customers (social media) merely as a speaker rather than a microphone. The reason that so many brands are struggling with converting fans to actual activity and sales is that they don’t really get social media. Too many companies are of the mindset that all they really have to do to succeed is set up a Facebook page, throw a few bucks into Facebook ads, maybe use one of the types of companies at http://www.buyfacebookfansreviews.com and that will just automatically catapult them to success. Things don’t work out that way online. They have to be able to offer something to people that they value and listen to their customers. This is the best way to achieve long-term success. The additional factor here is that while Facebook offers features to increase engagement, those features are really only designed to increase engagement on Facebook pages themselves. You have to go out and offer people something of value on Facebook to really find a way to get success.

    • http://www.totango.com Guy Nirpaz

      True. Adding to your comment, marketing into the existing customer base by providing on-going value can go long way…

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