Why Customer Success Exists

3 Objectives of Customer Success

Most people have misconceptions when it comes to customer success. I’ll go over what those misconceptions are and I’ll give you the 3 real objectives that we at Straight Talk know if focused on, will drive revenue. Lets go over what customer success is actually about.

Let’s start with the misconception:

It’s this idea that you’re there to make your customers like you, that you’re there to make them happy. Well besides the obvious, there’s more to it that that. 

Just look at all the studies that show people will stick with platforms, service providers, software companies etc. even if they don’t “like” you. That’s because liking someone or not has nothing to do with it. 

It comes down to these 3 objectives:

1. Accept that customer success is a revenue driver. The more mature a business is, the bigger it’s going to become (as a revenue driver). That’s because they’ll have more accounts that renew each year, more accounts that can expand each year. If you keep increasing your retention rate, the LTV goes up, ARR goes up and so on.  In fact, 80% of revenue comes from their customer success team.

You’re there to drive long term revenue. 

2. How do you do that?

Well, you need to change your customer operational processes for the better.  Simple as that. If you do that, you’ll retain your customer base. They’re coming to you for a reason. There is something they need to achieve. They’re looking for positive results and if you deliver on that, they’ll stay with you.

You’re there to drive operational change for the better.

3. Sell the future!

As a customer success representative, you’re their trusted advisor. You’ve been brought in to make an operational change. You’ve done that, now what?

Nothing sits still, things are always changing. Things can always improve. If you dont sell the future, another company will. It won’t be hard for them to sell it either because you’ve created a gap. It’s in that gap, that someone else can take your place. So, sell the future!

That’s it.

Be a revenue driver

Deliver operational change for the better

Sell the future

 

By Dan Wheatley, Co-Founder

CEO/Co-Founder of Straight Talk Consulting, a business consultancy that gets our hands dirty. We work with organisations to achieve product market fit before transitioning into scalable and repeatable growth