Customer Success: Don't Make These 5 Mistakes. I Did

Customer Success: Don't Make These 5 Mistakes. I Did

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.
    1. Don’t ignore the sales handoff
Know why a customer is purchasing your product and how they found you.
    1. 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.
    1. 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?
    1. Don’t skip instrumenting customer success
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.
    1. 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”
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