Customer success agents pick up where sales agents leave off and have the single most influence on the customer journey. They are communicators, listeners, problem solvers, and educators, and ultimately take responsibility for – that’s right – ‘customer success’. This customer-centric approach focuses on delivering value and ensuring the long-term satisfaction of customers. It is a proactive strategy that goes beyond traditional customer service by providing customers with the necessary resources, guidance, and support to achieve their desired outcomes – even anticipating issues before they arise. Customer success targets the post-sale relationship and is the cornerstone of a customer-centric organization.
Let’s look at some of the success-specific metrics that help measure true customer success.
Churn Rate
This metric provides insight – in the form of a percentage – into the number of customers that you have lost over specified periods of time. This data can be used to identify the revenue loss attached to each customer. For example, a business with a low churn rate speaks not only to a strong customer success team, it announces that the business is delivering on promises and that customers are receiving optimum value. Alternately a high churn rate – while not necessarily condemning the efforts of the success team – does indicate that there are issues with customer experience. If customer success teams fail to deliver on promises made by their sales counterparts, there is a high probability the customer will churn.
Net Promoter Score (NPS)
This industry standard metric is used to analyze and drive customer loyalty. It answers questions like:
- Is my customer satisfied with my products and/or services?
- Would these customers recommend us to their friends and family?
- Have these customers developed loyalty towards our brand?
The foundation of customer success is a deep understanding of the customer. To build a customer-centric organization, it is important to understand their needs, goals, and challenges. Customer success teams work closely with customers to understand their unique requirements and develop customized plans to help them succeed. By understanding the customer, businesses can tailor their products, services, and messaging to better align with customer needs and improve the overall customer experience.
Customer Effort Score (CES)
This metric is tied to a single question: How straightforward and simple was it for my customer to receive solutions and resolution for issues? Sometimes this metric is literally acquired via a survey, giving the customer an option to grade the experience from 1 to 5. The high the number, the higher the customer satisfaction. Low scores can provide customer success teams with an opportunity to dig deeper, analyze the source of the problem, and prevent it from happening again.
Ultimately, however, any customer-centric initiatives can be strengthened by partnering with a trusted customer service outsourcing company like Anexa. We have a twenty-year, award-winning background as customer service specialists, and our talented agents are trained to apply the most current principles in the customer experience and customer success field when representing your business. Factor in that we have one of the largest pools of bilingual agents in North America, and joining forces with Anexa could be a win for your business and your VIP – the customer.
Reach out today to learn more about our specialized customer service teams.