chadhorenfeldt.medium.com
7 ideas
·11 reads
Learn more about marketingandsales with this collection
How to analyze churn data and make data-driven decisions
The importance of customer feedback
How to improve customer experience
After spending over 15 years in customer success, I’ve created a comprehensive yet simple approach that you can use to avoid many of the mistakes that I made and double down on the best.
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When you are just joining, rebuilding or forming a Customer Success team, you need to create a common purpose and direction for the team. I recommend that you pull your team (or CS leadership team if you have a large team) and draft out a mission statement. Every CS team needs a purpose — it doesn’t have to be perfect. You can and should refine it over time.
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Defining and refining the customer journey has taken a greater prominence in recent years within Customer Success teams. It’s more than just improving the customer experience. It’s about determining the right customer interactions that will deliver the customer’s desired outcome and ultimately drive the right financial results for your company.
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The “People” section includes the following components:
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This is the time to build out and standardize the processes that your team will use to execute on the customer journey. It will include how you coordinate the various transitions within the Customer Success team but also outlines how CS interlocks with the other functions such as Sales on complex upsells or Marketing on customer communications.
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Technology can sometimes appear to be that mirage on the horizon when you feel like you’ve been wandering in the desert for days. Don’t go drinking from that water before you pass go! What I mean is that there are no quick fixes. Don’t invest your precious CS budget on any major technology solutions until you’ve gone through the components of the Cycle for Customer Success.
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You should have metrics established for each and every stage and be constantly reviewing them. For example, when we created the mission statement at Bluecore, I grounded ourselves on the Net Promoter Score as I felt I could influence that metric within 6 months based on our direct actions while renewal rates may have longer cycles.
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