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How to scale Customer Success without compromising quality

Business success and growth can dilute the ability to measure and optimize customer success. The larger a customer base grows, the more difficult it becomes to clearly and efficiently observe whether or not customers are reaching their goals for your product or service. Customer success can seem like it is a human-focused component of the customer lifecycle. Often, successful small to mid-sized businesses tout their close personal attention in delivering to their customers. But for companies that offer their product or service in a SaaS method of delivery, growth is certainly a constant goal.

scale Customer success

Because customer success is often intertwined with a one-on-one relationship, growth can overwhelm a Customer Success team. Customer success can suffer if a business does not plan for scale. To sustain success and experience even more growth, companies need to find a way to ensure customer success in a highly efficient manner that delivers the relationship customers want while being easily replicable and responsive to changes in customer needs.

Scalability requires an intelligent application of automation. To achieve optimal automation, businesses need a solution that allows them to scale without losing touch of customers. With a clear understanding of what success means to your customers, growth can enhance customer success.

Personalize

The first step in scaling customer success is to identify how your customer defines success. More important than any particular tactic, defining success clears up any potential misunderstandings that can worsen as a business takes on more customers. It also provides a business with information that can be used to create rules, trigger actions and alerts, and enable dynamic segmentation for increased efficiencies.

Putting personalization into action means collecting the right kind of information in both the sakes and post-sales process.

Centralize processes

Once you know your customers’ goals, you can take steps to centralize processes so that, at a high level, you can better control these processes. Just as you need to know which direction your customer is headed; you also need to know what resources you have at your disposal to help them with their goals. Centralized processes are scalable because they are easier to repeat.

Also, visibility increases so you can get granular with events and design custom triggers at the automation process. When your processes are highly efficient, scalable delivery is less likely to result in dilution of service quality. Centralized processes help you generate efficiencies of scale, by managing tasks, alerts, and touchpoints through automated dashboards that follow the customer journey.

Segment

When you have processes centralized, you then need to breakdown the individual customer journey in a manner that uncovers what has to happen for a customer to be successful. This is different from identifying success, as it looks more closely at which actions will most likely lead to the desired result.

Segmenting the post-sales process helps businesses identify customers that might require a more hands-on approach in managing their success, and also identify customer relationships that are easier to scale. It boils down to a straightforward application of efficient processes building.

Segmentation, Segment

Automate actions

Once you know your customer, centralize processes, and breakdown the customer lifecycle, you can automate operations accordingly. Automation can involve creating multi-channel communication and alerts to provide feedback on features and events and can deploy notifications and surveys through an in-app experience. It’s easy to see how the efficiencies built into the early stages of preparing for scale allow more efficient automation.

Analyze usage behavior

Efficiencies do not end with automation. The right system enables monitoring customer interactions and success and adapting when necessary. Also, usage behavior is a key metric for success, especially when a SaaS solution is highly customized. If your organization sells a tailored solution in a SaaS format, both your and your customer’s success is tied to an ongoing relationship that can scale, and behavior insights are crucial to that relationship. 

Weaving customer success throughout your organization

Once optimized and automated, customer success initiatives can more easily become second nature in your organization. Automation frees executives, such as Customer Support Officers, to give appropriate one-on-one time with customers when needed. The goal may not ultimately be to remove all human involvement from the process, but rather to create efficiencies that help your customers achieve success.

Implementing these steps to improved scalability through automation requires the right solution.  SmartKarrot helps businesses achieve customer success at scale. Through behavioral analytics, personalization, and automation, SmartKarrot allows businesses to have unmatched visibility for a clear picture of customer success, no matter how many accounts they handle.

SmartKarrot operationalizes customer success through account monitoring and predefined relevant actions in response to customer behavior. SmartKarrot helps reduce churn rate, create an ongoing dialogue between businesses and customers on their level of success with a product or service, and help cement the relationship needed by customers to reach goals and businesses in attaining growth.

Responses

  1. Avatar
    Tim Booth

    I use these segmentation tactics to understand who is having issues on my platform. An example is going back and forth between pages or staying on the same page too long. With this knowledge, I know who to reach out to. This also gives me ideas on how to improve in certain areas to make it easier to achieve what needs to be done.

  2. Avatar
    Harry Barkley

    Good points you’ve made here and I’d like to add another.
    If you offer an app or service with many different features as I do, you should carefully monitor usage data to see what feature most users are downloading your app for. From there, you can promote that aspect more and develop it further. It has worked for me when I discovered, to my surprise, that the most used feature of my app was not what I expected. I made it the headline feature and promoted it, and the user-base grew nicely!

  3. Avatar
    Erin Westlake

    Automation has allowed me to keep costs down a lot. Instead of hiring extra workers for support and development, I have most things automated. For example, if a potential customer visits a certain page, a chat bot will pop up with a personalized message relating to the content. Push notifications go out to segmented groups on at specific times as well to maximize the number of returning visitors. I highly recommend everyone to automate as much as possible.

  4. Avatar
    Franklin Merryweather

    Having as much usage data as possible really helps to ensure your customers are getting what they need from your service. I can see who to reach out to by understanding click behavior, time spent on pages, search queries, and so on. I’m sure I’d lose more customers if I didn’t ask these users if there are any issues, there usually is!

  5. Avatar
    Jerry Newman

    For me to scale success, I make use of survey’s. Without them, I’d be missing out on some really important feedback, one of them being the customers goals. I do like the idea of segmenting customers post-sale, it’s something I’ve done a little but haven’t yet made full use of it. I know it can be really beneficial like you say.

  6. Avatar
    Sam Worthington

    Good read, thanks for the useful pointers. I like the idea of customer segmenting and would love to implement it into my business, I think it’ll really help me understand the needs of customers better. Automation sounds great as well, I do almost everything manually right now and it’s very time consuming as you can imagine. I need to make some changes!

  7. Avatar
    Terrence Armstrong

    I think a short questionnaire during the onboarding process could be very beneficial. You could ask them what features they like most, what they hope to achieve and so on. These questions could be more extensive depending on the business, of course. With enough details on the customer, you could segment them and go from there. Does this sound like a good idea? I may try it out.

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