3 Tips for a Better Customer Success Strategy

Faye Leahy, Tagger VP Customer Success

17 Aug 2020 · 2 min read

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Companies that invest in customer success see much better rates of product adoption, less churn, and higher revenue growth. As VP of Customer Success at Tagger, one question I get asked frequently is: “What’s the difference between customer success and customer support?” It’s a subject that many don’t often come across unless they’ve been in a situation where they’ve been shown the difference.

In short, customer support is where the customer’s immediate question or issue is answered in a reactive way. For example, a customer asks a technical question and a customer support representative guides them through executing that one specific task.

Customer success, however, is proactive. You’re getting ahead of the questions or concerns of your clients, you’re thinking about their long term goals and proactively guiding them towards achieving those goals. You’re not waiting for a customer to come to you with a question, you’re actively making sure they’re set up for success before they even have a question.

For me, the key to being great at Customer Success is to transition out of the realm of reactive support, and into the role of a proactive, trusted strategic partner for the client. This can be achieved by being incredibly consultative and working to deeply understand the client’s needs while serving as the central source of truth for your company and the product that you represent.

Anticipate Questions & Understand Limitations

It’s critical that you and your team learn every nook and cranny of your product, especially if you're in SaaS. When you work in customer success; you are the human face of your company’s product. In order to be that central source of truth, it's critical to immerse yourself into the product that you represent.

It’s especially important to understand all the product’s shortcomings as well as its features so that you can help come up with creative solutions to your client's unique needs. Users who experience the highest levels of success are often those who have the most in-depth questions. This is because they’re immersed in the product and are taking advantage of all its capabilities. Often, customer questions can inform future product improvements, again circling back to the “proactive” success mentality.

Accommodate All Forms of Learning

Another critical component to a successful Customer Success team, especially in this new ‘Work From Home’ world, is offering multiple forms of learning and educational materials for customers to ensure they’re set up for success.

Without having the ability to foster an in-person human connection with clients, we have to ensure that we can accommodate every type of learner. For the customer who craves human connection, ensure that your virtual trainings are interactive and chock full of moments for them to engage. For the customer who prefers self-paced e-learning, make sure that you have tons of well-articulated, clear, and concise online collateral from videos to in-depth articles. For the distracted customer, make sure that you have a set cadence of follow up collateral banked to encourage their lean-in journey.

Human connection in a digital world

Never underestimate the importance of authentic connection when it comes to customer success! Right now, everyone is doing their best to operate in a brand new world, so confidence and humility can go a long way when interacting with customers. Even in this highly-digitized economy, human connection is so vital and always important to keep in mind when building customer relationships.

Remember: Customer Success is about just that- success! We want you to succeed in your ventures, and we want to help you get there.

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