Customer success is becoming invaluable – as Byron Deeter noted, a 1% decrease in churn can lead to an extra $100 million in valuation down the line. In this panel, DoubleDutch chief customer officer Annie Tsai sits down with Gadi Shamia, COO of TalkDesk, to discuss common CS mistakes.
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In a nutshell:
- Customers are a source of valuable feedback. Don’t discount that.
- Avoid bending too much to satisfy non-core customers.
- Build CS into your process early.
- Don’t ignore the sales handoff
Know why a customer is purchasing your product and how they found you.
- Listen to, don’t just hear, your customers
Your customers can give you valuable information on their needs and use cases. Take the time to listen, digest and acknowledge feedback.
- Don’t listen to the wrong customers
If you listen to someone outside your core, you risk veering off track. Always ask yourself:
- Is this person in my core market?
- What does this person know that I don’t about that market?
- Is this use case common in or relevant to that market?
Invest in great CS tools. You should have a graph of renewals by month, labeling each customer as red, yellow or green, with a reason for each. Define inputs and processes to capture subjective information, connect your datasets and fill in missing data.
- Separate support and customer success
Start being proactive about driving realization. It’s time to move a customer from service to success when:
- They ask about the best way to do something
- They’re up for renewal
- They’re asking “why” and “when” rather than “what” and “how”