How do you make sure that the clients get what they attempt to find with your product or service? When do you consider they have achieved the goals aimed at when choosing you? Who is or are the ones held responsible for a successful experience with the brand?
If you have ever asked yourself these questions, then you have thought about how to handle a key issue in any business: Customer Success.
So, are you interested in learning how to put into practice this concept in your organization? In this article, we will explain what Customer Success is and how online surveys can help you achieve it.
What is Customer Success?
It has been a while since people started talking about the importance of placing clients in the center of any business, understanding them, deeply knowing them, of defining the customer, and seeking the most data about them to establish a successful, deep, and lasting relationship.
In line with this, the main concept of Customer Success implies understanding that the real and final satisfaction of the client is related to the fact of whether they achieve the objectives aimed at or not when acquiring your product or hiring your service.
It also looks forward to pointing out the importance of maintaining a fluid and engaging relationship with the clients in which what is relevant is understanding what success means to the clients. The trading moment is just another stage of a continuous process in which the whole organization must be aimed at exceeding the expectations the clients had when acquiring your product or hiring your service.
Be proactive with your clients
An essential aspect of Customer Success is being proactive.
What happens when your clients have a problem? They communicate with the person or the area in charge of customer service in the company, who will eventually find a solution.
This would be a traditional approach, which might be effective or not, but a reactive one. The management in the approach of Customer Success, on the contrary, aims at seeking more proactive ways of meeting the client's needs.
In this way, several companies have begun to create specific teams or areas focused on Customer Success. This does not mean that conventional customer service has stopped being relevant. What has changed is the fact that companies would rather anticipate the clients’ problems to be more truthful.
Nowadays, for instance, most banks do not wait for clients who have an issue with the ATM password to go to their branch with an appointment previously booked to solve the problem. When the system detects that the client needs to reset the password, they offer to manage it online through Home Banking and solve the problem faster.
Use online surveys for Customer Success
In order to put into practice a successful strategy for Customer Success, you must develop a careful and permanent relationship with your clients, so that you can gather information on their level of satisfaction with your product or service and their use according to their aims.
Did they accomplish what they were looking for when they reached out to your company? Then, as time goes by, do they still have the same objectives, or have they changed them? How do they measure success? What motivates them to choose you again?
Creating online surveys is a useful resource to get the insights needed to answer these questions and others about your client's success.
Use NPS surveys to measure Customer Success
There is a great variety of formats for digital surveys and customized web forms. Regarding Customer Success, we recommend using NPS (Net Promoter Score) which is one of the most popular and simple resources for measuring clients’ loyalty and satisfaction.
Probably, you have already run into an online survey with this format on more than one occasion. In this article, you will learn how it works and how it classifies your clients into promoters, neutrals, or detractors based on their level of satisfaction.
Once you get the coefficient of promoters minus the detractors, you can define your NPS. If you get a high number, kudos to you! It is a good sign of customer success. Your clients are also your best promoters: they have accomplished the results they were looking for by purchasing your product or hiring your service.
We highly recommend carrying out online surveys periodically using this format so that you know your NPS and its evolution. In this way, you will count on parameters that will help you understand if your clients achieve their aims and keep picking you in the future.