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5 Questions every Customer Success team should ask themselves

The Customer Success function has made its way into almost every other SaaS company, working its way up and carving its foothold on revenue.

The new business model shows the growing importance of the Customer Success function and its ability to impact revenue from existing customer base.

For the Customer Success team to fulfill their potential, they need to be equipped with the right metrics and analytics tools that would help them leap higher, leave their mark as a vital function in the business, and prove they’re not just a cost center, as commonly believed.

Having said that, here are 5 questions every Customer Success team should ask themselves:

1. Do you really know your customers?

Whether you have several or thousands of customers, you should aspire to get to know them as much as you can. When I say know them, I don’t mean merely know their names and whereabouts as many times customer success teams handle dozens, hundreds or thousands of customers (depending on the product nature). Knowing them refers to a more behavioral aspect, like when you face a certain audience, you should understand what motivates it and which problem they pit themselves against. You should know what a day in their office is like (i.e., read “A day in the life of a Customer Success Manager: What do they do?”), which forums or groups they hang out in and which type of information would be valuable for them.

Again, whatever volume of customers you’re up against, with the right tools you could analyze all volumes of user engagement and identify trends that would point you to the right direction on who needs your help immediately and who is ready to buy.

2. Can you identify with your customers?

Can you see how customer experience looks through your customers’ eyes?

The best way to identify with your audience is both by listening to your customers and by personal experience; go through every step of your funnel and think of how your users are experiencing it. Start from the very beginning as if you were a prospect and continue until you reach the phase you wish they would be as ideal customers. This process will help you understand where they might get stuck, where you can improve with your service or product, what is working less, and what is working best.

Have other people who don’t know your product also try and go through your funnel and ask them to share their experience with you to get a better view on where you could improve.

If you are able to think like your customer, it will be much easier to approach them and increase the probability that they would listen to what you have to say.

3. Can you read between the lines?

Sometimes listening to your customers doesn’t mean literally hear what they have to say. Sometimes you just need to figure it out! Numbers can speak too, and when you use the right metrics and the right measurement system, you can see what your users are trying to tell you through their actions.

If, for example, you see many users get into your new feature page but there is very low usage rate, you could figure out it’s not working as they’ve expected and focus on fixing that impression.

If, on the other hand, many visit that feature page but NOBODY uses it – it might be a technical flaw which you should report on to your product department, etc.

4. Are you aware of the customer’s history with your company?

Whether you are Sales, Support or Customer Success, it’s essential that you know what your clients’ history with your product is BEFORE you contact them.

It’s very important you understand whether you or any other employee from your company has previously engaged with them, if so, when and what was it about? Have they encountered any issues with your product or service? How engaged are they so far? Did they register or attend any webinars, download any materials, etc?

A very good example is the way Zendesk, the leading cloud-based service software solution, is using Totango tools in order to show their clients the status of their users – when they first logged in, which modules they’ve used recently, what their engagement score is, etc. (read more).

Zendesk-Totango App

5. Do you know which customers you should focus on?

When you need to share your attention for many accounts, you definitely need to make sure you spend it efficiently. Every customer success team should have a system that highlights and prioritizes a list of customers that need to be contacted. Those customers should ultimately be the most engaged ones that are ready for your call, the ones that are at risk and need your help, or the ones you define in any other way that needs your attention.

Example for customers at risk view

When there are many users it could sometimes be confusing, however here too, with the right tools it should even be easy to tag the users you want to follow-up with and take a lot of burden off you and your team.

If you’re missing one (or more) of these stages, we can help! Contact us or see a demo on how Totango tools could help you spot the needle from your haystack!

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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