What is the heartbeat of a company? This question doesn’t have only one answer, but today I say it’s Customer Success. If marketing is the lifeblood, pumping through all the networks and veins, then customer success is the heart; reaching into the lives and needs of the customer and directly impacting them.
This week I dug deep into customer success. I reaffirmed some beliefs, gained clarity, and discovered new perspectives of the role.
If you’re curious about why customer success is vital to a company, read on.
1. It provides a concrete point of relational communication between customer and company
The customer interaction that takes place with your company is going to set a standard. For better or for worse. People will think of specific interactions they’ve had when dealing with your service, and customer success works diligently and passionately to ensure that those experiences are positive. Positive interactions = positive correlations with your brand.
2. The upkeep with customers is invaluable
Follow-ups and tracking customer satisfaction is something that shouldn’t be ignored. People need someone they can go to and know they are being heard by a real, relational person who is going to attempt to understand them and solve their problems, and/or resolve questions.
3. It provides information that benefits other departments and helps them to polish their approaches
Without the information coming directly from customers, the other departments will be missing a vital portion of feedback. People express their problems differently when they know someone is actively listening to them, therefore providing another layer of knowledge regarding how your company is performing.
4. You need boots on the ground and in the trenches
It’s easy to forget the details when you’re zoomed out looking at the big picture of a company. The brand, the advertisements, the investors, the revenue, etc. You need a team of people dedicated to the details of the curious customers, the skeptical clients, the eager regulars who love what you’re all about. They need people dedicated to them, ready to listen and inform.
These people are the heartbeat of your company, and they are not to be undervalued.
Thanks for reading!