We all know that preventing a fire is much easier than putting one out; this mentality can easily be applied to how one approaches best-practice business tactics. Take for example a scenario when a company is proactive—as opposed to reactive–in their approach towards ensuring that customer success is put at the very top of a company’s business model.
When the customer succeeds, everyone succeeds, but there is only one chance to succeed.
This past September at the CS100 Summit in Park City, Utah, our very own VP of Customer Engagement at WalkMe, Emilia D’Anzica, discussed the importance of developing and executing proactive customer success strategies. In D’Anzica’s talk at the CS100 Summit, she broke down three primary areas of focus that require constant attention when working with new clients: onboarding, ongoing success, and support.
Onboarding begins during the very first touch-point between a company and [prospective] customer. From the initial touch-point, constant action must be taken by a company to ensure that the relationship with their customer remains strong, long down the road. At CS100, D’Anzica suggested that a company can increase their chances of successful onboarding by 1) building a team of leaders who take ownership in their customer’s success, 2) inspiring the customers to be eager about wanting to get the most out of your service and, 3) anticipating the customers’ needs so that they can get the most out of your service.
Rather than overloading a customer by discussing the many use cases of your service during the onboarding stage, start by seeking out their top three-to-six pain points and strive to solve these problems, automate their processes, and build a trusting relationship.
Delivering value within the first 24 hours is key, but make it simple. The reward will come later!
Transitioning onboarding to a post-process for success is another major obstacle. It’s important to suggest that quarterly processes be designed in order to maximize the return on your customer’s investment. When designing this plan, make sure that it has a purpose, and show your customer evidence that demonstrates the progress being made towards solving their pain points. Be sure to revisit their initial goals and reiterate everything that was achieved during the onboarding process.
Continued Engagement and Long-Term Engagement
It’s extremely important to constantly check-in with your customers. When you meet to discuss progress, make sure that they understand how far you have come since the onboarding stage, and make sure they reorganize their ROI to demonstrate how they are helping themselves. To make the most out of these meetings, make sure that your customers always have an agenda in place.
When checking in with your customers, ask lots of open-ended questions to revisit their expectations and get a bird’s-eye view of their overall experience working with your team. The ultimate goal is to ensure that your customers are enjoying their experience to the extent that they become organic evangelists and storytellers of your brand.
Your team’s ability to maintain a support system for your customer will keep the relationship strong and fruitful. To do so, devise proactive support goals that embrace digital technology in order to meet real-time demands. Reducing human interaction is key; find ways to provide constant multi-channel and multi-lingual support for a broader audience . Not only will you impress your customer, these proACTive strategies will help you cut support costs and increase your company’s overall efficiency. It’s a win-win situation!
Here are the ultimate takeaways from this ProACTive journey:
- The first 30 – 90 days of onboarding are important, but don’t wait this long to impress. If you impress your customers in the first 24 hours, not only will you create superfans of your company, the results will be ten-fold.
- Retrieving all relevant information (data) from your customers to set them up for self-service which will result in long-lasting relationships.
- Take advantage of the many great tools out there that will help you support your customers and scale your business.
Together these ProACTive strategies will get you and your company off the ground and running in the race for success! You can catch the full conference session here, along with many others on the Client Success YouTube Channel.