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Leveraging DIGITAL Customer EXPERIENCE and High Touch

Leveraging DIGITAL Customer EXPERIENCE and High Touch

April 4, 2024
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Author: Big Y

Table of Contents

1. Introduction πŸ€–

2. Customer Segmentation 🎯

3. Customer Success Teams πŸ†

4. Professional Services Offerings πŸ’Ό

5. Key Performance Indicators πŸ“ˆ

6. Leveraging Data Insights πŸ“Š

7. Digital Experiences for SMBs πŸ’»

8. Customer Feedback and Surveys πŸ“

9. Conclusion πŸŽ‰

Introduction πŸ€–

In today's digital age, customer success has become a crucial aspect of any business. With the rise of online platforms and services, companies must ensure that their customers are satisfied and engaged with their products. In this article, we will explore how one company manages its customer success strategy for over 100,000 customers. We will delve into their customer segmentation, customer success teams, professional services offerings, key performance indicators, leveraging data insights, digital experiences for SMBs, and customer feedback and surveys.

Customer Segmentation 🎯

Segmentation is key when it comes to delivering an appropriate customer success experience. The company we are examining has three different teams within customer success that are customer-facing. They have a named accounts team, a growth team, and a retention team. The named accounts team attends to about four percent of the customer base in population and a significant amount of revenues. The growth team engages with customers in a large segment of the population that is below a threshold for high-value customers. The retention team deals with retention and customers that may just need optimization or a little more of a technical bend.

Customer Success Teams πŸ†

The company has about 40 headcounts in their customer success team, which gives them the ability to have a lot of agility in how they interact with their customer base. They have different scalable models within each of those teams. The left-hand side and moving to your right, the growth team approaches the real big middle of their customer segment with their customer success specialists. The retention team is a layer of their customers who are smaller and might be micro or SMBs either in the number of seats or in their revenues. Their ops team is very nuanced, and they have the classic manager position for that team, but then they have systems and projects, someone who owns all the various platforms that they have in-house, and they built their own CS platform with Pipedrive.

Professional Services Offerings πŸ’Ό

The company offers about a half dozen different professional service offerings that can be paid for on a one-off and would be delivered by their customer success manager or technical accountant for the smallest customer. Some of the most popular ones are lightweight data import, classic cleanup exercises, tailored implementation programs, and running a customer success team that is really responsible for a hundred thousand customers.

Key Performance Indicators πŸ“ˆ

The company recommends tracking product usage at their levels, highly functional features that are delivering value, usage patterns, administrative roles versus user roles, and what those usage patterns look like at those different roles. They also look at all the other classic kind of baller numbers. They break down into between a three and six-month cohort of customers those that are upgrading in plans from one to the next, what kind of features they are really drilling into, and what they are using on a daily basis or five out of seven days or 21 out of 30.

Leveraging Data Insights πŸ“Š

The company leverages their current customer base and uses a lot of what-if and in their tests and stuff like that keyword search to get sort of like a verbatim analysis around customer sentiment. They work very tightly with support in what they see from them. They do surveys twice a year, and they have those numbers to scale. They also do keyword searching on comments, and they have alerts based on words that they are looking for if they are releasing new products and other items that they are looking for within a conversation.

Digital Experiences for SMBs πŸ’»

For the smallest customers, that's going to be a lot of self-enablement, so in-app and different sorts of cadence reminders and also all the new material they have, new product releases, monthly newsletters, and quarterly updates. They work with their customers on a basis to say, "Hey, what's worked for you?" and using those is not really product testimonials in the traditional sense but more of a best practice and then feeding that back to the community.

Customer Feedback and Surveys πŸ“

The company works closely with support to get feedback from customers. They also do surveys twice a year and have alerts based on words that they are looking for within a conversation. They also do keyword searching on comments to get a sense of sentiment for expansion.

Conclusion πŸŽ‰

In conclusion, managing customer success for over 100,000 customers is no easy feat. However, with the right customer segmentation, customer success teams, professional services offerings, key performance indicators, leveraging data insights, digital experiences for SMBs, and customer feedback and surveys, it is possible to deliver an appropriate customer success experience. By following the strategies outlined in this article, companies can ensure that their customers are satisfied and engaged with their products.

Highlights

- Customer segmentation is key when it comes to delivering an appropriate customer success experience.

- The company has about 40 headcounts in their customer success team, which gives them the ability to have a lot of agility in how they interact with their customer base.

- The company offers about a half dozen different professional service offerings that can be paid for on a one-off and would be delivered by their customer success manager or technical accountant for the smallest customer.

- The company recommends tracking product usage at their levels, highly functional features that are delivering value, usage patterns, administrative roles versus user roles, and what those usage patterns look like at those different roles.

- The company leverages their current customer base and uses a lot of what-if and in their tests and stuff like that keyword search to get sort of like a verbatim analysis around customer sentiment.

- For the smallest customers, that's going to be a lot of self-enablement, so in-app and different sorts of cadence reminders and also all the new material they have, new product releases, monthly newsletters, and quarterly updates.

- The company works closely with support to get feedback from customers. They also do surveys twice a year and have alerts based on words that they are looking for within a conversation.

FAQ

Q: How many customer success teams does the company have?

A: The company has three different teams within customer success that are customer-facing.

Q: What are some of the professional services offerings that the company provides?

A: The company offers about a half dozen different professional service offerings that can be paid for on a one-off and would be delivered by their customer success manager or technical accountant for the smallest customer.

Q: What are some of the key performance indicators that the company recommends tracking?

A: The company recommends tracking product usage at their levels, highly functional features that are delivering value, usage patterns, administrative roles versus user roles, and what those usage patterns look like at those different roles.

Q: How does the company leverage data insights?

A: The company leverages their current customer base and uses a lot of what-if and in their tests and stuff like that keyword search to get sort of like a verbatim analysis around customer sentiment.

Q: What digital experiences does the company provide for SMBs?

A: For the smallest customers, that's going to be a lot of self-enablement, so in-app and different sorts of cadence reminders and also all the new material they have, new product releases, monthly newsletters, and quarterly updates.

Q: How does the company gather customer feedback?

A: The company works closely with support to get feedback from customers. They also do surveys twice a year and have alerts based on words that they are looking for within a conversation.

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