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SAAS/B2B Customer Renewal
The conventional theory about SaaS customer success goes something like this:
- Your solution creates value for the customer.
- The value drives their success.
- Their Success leads them to renew their subscription.
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Deadly Fallacy #1: SOLUTION => VALUE
Customers who achieve phenomenal results have invariably adapted their processes to take advantage of the way the solution works. If you leave it entirely to the customer to understand and make the essential process changes you’ll naturally get highly variable results. If you are not crystal clear o...
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Deadly Fallacy #2: VALUE => SUCCESS
The value your solution creates must align with the customer’s definition of success. The most common reason why this link gets broken is simply the failure to truly understand the customer’s ultimate vision for their success. Only then can the customer success manager work to ensure the value creat...
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Customer Success: Phenomenal Results
- Drive key process changes in the customer.
- Ensure value is aligned with their success, and the impact is measured and materialized.
- Continually find ways to expand your leverage against the customer’s success.
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Bonus Fallacy: ADOPTION => SUCCESS
Getting employees to use the solution is a primary driver of customer success. Success drives adoption when all the elements of the causal chain lock into perfect alignment. When all the elements are there and aligned, success, adoption, expansion, and renewal seem to take on an energy of their o...
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Adoption and Success
Most people think that driving adoption is a big part of customer success. But it's actually the heart of one more deadly fallacy. If you’re not driving adoption, you’re missing out on a lot of opportunities.
Broad adoption inside the customer is the outcome
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Deadly Fallacy #3: SUCCESS => RENEWAL
The third fallacy is the idea that driving their success will be enough. But over time, delivering the same value has a diminishing impact relative to the customer’s evolving needs, perceptions, and alternatives. For every renewal there must be a story about how you are making an increasing impact o...
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Related collections
Other curated ideas on this topic:
Customer Lifecycle Funnel
There are six stages the customer has to go through: Visitor->Prospect->Activated User->Customer->Active Customer->Loyal Customer.
- Each stage that a customer goes through is preceded by a specific action.
- The effectiveness of each stage needs to be tracked and ...
The Duties of a Customer Success Manager
Customer Success Managers are responsible for developing a positive and trusting relationship with the client. This is a unique role that is a hybrid of customer service and sales.
When keeping up with your customer's value, it is important to communicate with them in a wa...
Proactive Customer Service
A proactive approach to customer service builds trust in and reliance on your brand, boosting customer retention.
Reaching out to customers is the best way to be proactive instead of reactive. Recommend products that might help them. Ask them about their pain points. Gather feedback on...
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