Word of mouth is still one of the best advertisements for a business. Customers build companies with reviews and stories of a first-hand experience. Customers come to companies with problems. Ideally, they leave with solutions. The success of a business is directly related to the success of its customers. Management teams improve businesses when they address customer concerns while mastering communication skills, time management skills, and product and service knowledge.
A Customer’s Success
Customers are successful when they get the desired outcome from the company, product, or service. The success of a brand is dependent on the quality of customers’ experiences. Success requires a long-term commitment to improving customer experience. The full customer experience, and all those involved in creating it, speaks for the brand. A customer’s success, or failure, speaks for the brand.
The proactive measures required for long-term success like making numerous contacts and implementing customer feedback are tedious. Regardless, the benefits which follow the investment include an increase in customer renewal and a decrease in customer churn. This happens when customers develop trust in a brand.
Customer renewal is when customers return and customer churn a term used to describe the loss of customers. Customers drive the success of a business, and while retaining customers (customer renewal) is more affordable than finding new ones (customer acquisition), both are necessary for business growth.
Managing every customer’s success takes time, but it is a must for understanding how a business could improve. Customer success is dependent on providing a better experience for both returning and new customers. Every step of a customer’s journey serves as opportunity for improving business.
Brands get better when they listen to their customers, identify their complaints, and correct brand mistakes. Businesses analyze variations and consistencies among customer experiences. Brands are proactive about creating solutions which correct inconsistencies and optimize experience.
Some successful customers aren’t successful without a little extra direction and attention from the business. Customers want to know they can depend on the company to walk with them to the finish line. Customers want to be aware of their own expectations as a customer, so customer success managers (or CSMs) should prepare by outlining everything expected of the customer as well as the company.
Management of successful customers requires skill and commitment. CSMs who possess certain qualities are likely to succeed in their goal to bring success to the company as well as the customers:
- Communication skills. Communication skills are necessary for CSMs to communicate with customer as much as to communicate effectively with those within the company. CSMs will have difficult conversations and should proceed with a calm and patient manner. Companies have no idea what the business world will throw at them next. Good CSMs are active listeners who anticipate and prepare for those curve balls, making them a major asset for increasing success and improving business.
- Time management skills. Both project and time management skills require organization. Time management is focused around the individual and project management is usually focused around a team. Whether individual work or a team effort, CSMs set priorities so all the necessary work gets done.
- Fundamental product and service knowledge. CSMs should be in touch with the purpose and vision of the company. CSMs also ideally possess in-depth knowledge of brand products and services.
Customers are successful when they find solutions to their problems. Communication skills are among the most useful in building a business based on the customer’s success. Customer experience must be managed from beginning to end. CSMs should be prepared for the commitment, organization, and knowledge required to optimize customer experience and, in turn, success.