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Should customer success be high up your priorities list?

How else can you stop churn, even when you are selling to your ICP?

How do you make sure your customers are happy, throughout the entire sales cycle?

This can be fixed by only selling to pure ICP prospects, but not everyone does this. Not doing this will only screw up downstream metrics which impact your valuations, leaves gaps in your revenue AND is a huge disservice to your CS team!

Take a read of this blog, if you still need convincing that CS is outrageously important 👉🏼
https://we-are-sia.medium.com/saas-companies-must-be-customer-obsessed-to-hyperscale-e02de709ddfb

 

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    • 1
      Profile picture of Simone McNicholsThomas
      @simonethomass
      ( 460 POINTS )
      4 months, 4 weeks ago

      I love this question.

      I think companies who use the SaaS subscription model can still come up against churn problems even if they are selling to their ICP. Thats’s because post-sales activity is crucial to retaining customers and many different areas of your organisation actually impact on this part of the customer journey. For example, showing a demo to prospects which doesn’t completely reflect how your product works may cause post-sales roadblocks. So, sales teams can influence customer retention/renewals in this way.

      Similarly, in the world of subscription, the sales motion never ends which means that the marketing motion can never end either. Sales and Marketing need to be aligned with CS so that their activities set CS up for success.

      Alignment throughout your organisation is key!

      • 1
        Profile picture of Poppy Canning
        @poppycanning
        ( 2.8k POINTS )
        4 months, 4 weeks ago

        That is such a great answer!! Thank you Simone

    • 1
      Profile picture of Daisy Tottman
      @daisy_t
      ( 1k POINT )
      4 months, 4 weeks ago

      One thing Dan Steinman mentions which I find really interesting is making sure all teams are aligned and are setting up the right expectations with future customers.

      Marketing and Sales have a huge role in introducing your product to future customers. So if they set the wrong expectations in demos, offers and promotions this can be damaging further down the line – even if these customers fit the product perfectly.

      All teams should be aligned so sales aren’t saying it takes 2 weeks to be onboarded to your software solution when really it takes 2 months! Or, if Marketing is advertising your solution offers the deep and nuanced analytics – when actually it’s been developed for ease of use.

      • 0
        Profile picture of Poppy Canning
        @poppycanning
        ( 2.8k POINTS )
        4 months, 4 weeks ago

        Great point about all teams being aligned and not just Sales and Marketing…

        I actually found myself sitting back and thinking then, “why do we only say sales and marketing?”

    • 1
      Profile picture of Saafi ONeill
      @saafi-oneill
      ( 260 POINTS )
      4 months, 4 weeks ago

      GREAT QUESTION @poppycanning. So happy you brought this up, and also super excited for Dan’s SIA event next Tuesday – it’s going to be beyond epic, that guy knows his CS stuff!

      Few things worth mentioning on your Q Poppy:

      – Ensuring that your CS team is constantly delivering value, don’t just be ‘checking in’ with customers, how are you ensuring that you are constantly reaffirming back to them why they signed up, and the problem they are there to solve, and how you are solving that for them. Knowing your customers well enough that you are able to advise rather than simply react.

      – Identifying your leading and lagging indicators of success is also really important. Get to know your customers usage behaviour, what does good look like, and start to get predictable with it. So that when monitoring your customers behaviour, instead of simply “checking in” all the time with “are you happy” “do you like us”. Look for metrics – check the adoption, usage, engagement. Are they growing with you, and seeing results?

      – Nail the onboarding experience. In one SIA’s previous events with You Mon Tsang who is the CEO of Churnzero he mentioned that onboarding is absolutely CRUCIAL for retention, you are setting the tone of the rest of relationship right there. If the customer doesn’t understand the product, hasn’t built a great relationship with CS, isn’t properly bought in, doesn’t know what value they are going to get out of the product from day dot, you’ve got an issue! I’d check it out: https://www.youtube.com/watch?v=rD2DMAaj0hI&t=463s

      Super awesome point from @simonethomass there too which is, sales selling things that don’t exist or aren’t possible will set the tone for the relationship and mean that CS are playing catch or having to reset the expectations of the customer. So spot on that sales can have a major influence. It’s so key to get the CS & Sales alignment piece nailed.

      And that’s my two cent!

      • 1
        Profile picture of Poppy Canning
        @poppycanning
        ( 2.8k POINTS )
        4 months, 4 weeks ago

        Saafi, if there is ever a way to say “I’m the queen of CS” without actually saying it…. You just did! I genuinely feel like i’ve just learnt so much and you’ve just made it seem so clear for me. So thank you for sharing!

        I’m also now going to go and check out the event with You Mon Tsang 😇

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