SaaS Tattler Issue 80 - The Rise of a Customer-Centric Mindset
When a customer-centric organization is taking shape, everyone should formulate a mindset to simply ask themselves – “What is my contribution to my ‘customer’ today?” In a recent survey, Econsultancy found that being customer-centric is the most important characteristic in order to establish a truly “digital-native” culture. We’ve decided to dedicate this issue of the SaaS Tattler to the rise of the customer-centric mindset.
Customer Experience (CX) is quickly becoming the business battleground. Eighty-nine percent of companies expect customer experience to be their primary basis for competition by 2016, according to Gartner. Slick campaigns will always attract attention, but building a stellar customer experience means sweating the details — and it’s proven to create loyalty among customers. In this article, Brent Summers, lists five ways companies can use data to put their customers first.
2. Respond to Feedback with Relevant Updates
Digital products tend to evolve quickly and sometimes they break.
Design prototyping tool InVision is using Intercom to take constructive criticism from its customers and follows up individually (and automatically) once an issue has been addressed. If someone takes the time to share feedback, it’s your responsibility to listen and let them know when the issue has been resolved.
Ultimately this comes down to data, and operationalizing it throughout an organization. Your product and customer support teams may use different tools but they need a single data repository. This shared system enables continuous feedback, which is an essential building block for a customer-obsessed business.
Here’s a quick quiz. What job position has 106,000 openings on LinkedIn, has been around about three years, and is focused on such areas as product adoption, onboarding, churn reduction, and customer advocacy? If you guessed customer success manager, you’re right. In this article, Vicki Halsey, discusses the difference between a customer service and a customer success mindset.
How might this example be applicable to your products and services? What would be in it for you to create that team in your organization that proactively looks to increase customer advocacy and customer success?
Here are a few suggestions for getting started:
Analyze your current log of customer service calls. What are some common pain points customers keep calling about?
Collaborate with other departments to create a process that will increase customer success and product adoption. For example, a customer success rep, a graphic artist, and a technical writer design a laminated card customers can lay under the remote. Arrows on the card point to different parts of the remote and are accompanied by an explanation of what each part does.
Design online video tutorials that can be accessed by customers who want to learn at their own pace, by installers who need to learn how to teach customers the basics of the remote control, etc.
A customer-centric company is more than a company that offers good service. Both Amazon and Zappos are prime examples of brands that are customer centric and have spent years creating a culture around the customer and their needs. Their commitment in delivering customer value is genuine – In fact, Zappos is happy to fire employees if they do not fit within their customer-centric culture! In this article, Steven MacDonald, discusses the importance of creating a customer-centric strategy.
The challenges of becoming a customer centric organization
The power shift between brand and customer happened during the economic downturn.Customers became more selective in which brand they chose to spend their money with – The winning brands were the ones who treated their customers with respect, with great service, and built a relationship with them that still exists today.
And during the same time as the recession, social media exploded onto the scene and mobile became a major part of the customer journey. Customers can now compare products and services in real time and across multiple devices, which has presented a huge challenge for many brands.
Research has found that companies are struggling with this change and are unable to become a customer-centric organization – with the biggest challenge not being able to share customer information across departments.
The Best of Customer Success Today
The Customer Success team at Leanplum owns everything post-sales and is responsible for minimizing our businesses’ churn rate. Here are five key takeaways for those looking to break into a customer-facing role at an enterprise SaaS startup.
For any recurring revenue business, there are seven key reasons why the Customer Success function should report directly to the CEO and NOT the Head of Sales.
We all want our customers to be happy right now. But what if you could plan to make them happy for the rest of the customer’s relationship with your company? Here is the key difference between Customer Experience and Customer Success.