As a technology start-up, your customer’s success, and your own profitability are one and the same.
If a client can credit their business growth to a specific SaaS solution and the team that sells it, they’re more likely to keep investing in that technology year after year.
While many companies invest in customer service, there are still countless tech brands that forget to prioritize customer success as much as their own.
Learning how to enable and empower your clients from the moment you bring them into the fold will help you keep hold of dedicated, loyal customers for longer, increasing your profits.
Let’s look at why all tech companies should build a customer success team from day one.
They Keep Customers Happy
A customer success team is a selection of agents dedicated to giving your clients the best possible experience of your products and services.
They’re on-hand to help when your client is setting up their new purchase, and they can assist with common problems and technical issues.
When deciding who to buy technology from, any customer looks for peace of mind and reassurance—and a customer success team is there to provide that.
A good customer success team, complete with excellent service and support options is an excellent way to set yourself apart from the crowd.
Showing your clients that you’re committed to giving them the best results from their purchase with quick service and support makes them more likely to invest in you.
Additionally, with your team on hand to deal with problems quickly, clients are less likely to give up and start searching for a competing offer.
Customer success professionals work hard to show your clients they made the right choice by purchasing your product, whether it’s by offering quick problem resolution, or just helpful answers to questions.
Customer Success Teams Improve Retention
A customer success team can include various professionals working in different roles.
Aside from support and service agents to deal with technical problems, you can also have customer success account managers and renewal agents.
All of these employees work together to ensure that your customers stay with your brand for as long as possible.
By consistently providing your customers with a valuable experience from the moment they sign up for your service or purchase your technology, you reduce the risk of them churning.
That way, they won’t lose interest in your brand.
You can even use your renewal teams as a way of reminding customers of all the benefits of your tech when the time comes to repurchase their subscription.
In all industries, customer loyalty and repeat purchases make a huge difference to your bottom line.
However, retaining clients is particularly vital in the tech landscape, where memberships and subscriptions form a huge portion of any brand’s consistent income.
With a customer success team, you can show your customers they’re making the right choice by sticking with you.
They Help Customers Leverage Your Product
Customer success groups work with your customers from the moment they purchase one of your products, all the way through their consumer lifecycle.
One of the most valuable parts of the customer success journey is the onboarding process.
It’s the beginning of your relationship with a particular user.
In that initial stage, your team members introduce your product to your clients, answer common questions, and show them how to use various services.
Working with clients as part of a powerful onboarding process makes it quick and easy to show your customers that you have genuine value to offer.
You can start by finding out why your clients wanted to purchase your product in the first place, then offer advice and guidance on how they can achieve their goals using your various functionalities.
Your team members can work alongside buyers for as long as they use your product, offering insights into how certain tools can encourage specific outcomes.
When your customers get help generating the outcomes they want from your product or service, they’re more likely to see a return on their investment.
This ROI is what convinces your customers they made the right choice by purchasing your product, increasing renewal chances later.
On the other hand, a lack of a customer success team could mean that your clients lose interest in difficult features and complex capabilities before they have a chance to move from a free plan to a premium service.
Customer Success Teams Differentiate Your Brand
Finally, a customer success team could also be an excellent way to set your company apart in an increasingly competitive technology marketplace.
Clients today are looking for more than just the best prices and the widest selection of features.
Increasingly, they want to connect with brands they can trust to provide them with meaningful, valuable experiences.
A customer success team proves you’re committed to helping your audience get the best results out of their purchases.
This could be enough to convince potential leads that they’re better off taking a chance with your company than considering a competitor.
Customer success teams can also collect information and insights about what makes your clients happier working with your business.
These insights are extremely valuable when determining where to invest in your business for future growth.
You might even collect feedback and reviews from customers working with your success team, which you can use to boost your chances of sales in the future.
Case studies, reviews, and testimonials are excellent sources of social proof and great for boosting your brand’s credibility.
Invest in Your Customer’s Success
It’s easy to get caught up thinking about your own profits and business outcomes as a growing tech start-up.
However, putting your customer’s needs first could be the key to long-term success.
In today’s competitive landscape, business leaders of all sizes can benefit from adding a customer success team to their sales and service strategy.
Once you prove to your customers that you’re willing to go above and beyond to help them reach their goals, they’ll reward you with greater loyalty, stronger brand advocacy, and repeat purchases.
By: Lisa Michaels
Lisa Michaels is a freelance writer, editor, and a thriving content marketing consultant from Portland. Being self-employed, she does her best to stay on top of the current trends in business and tech. Feel free to connect with her on Twitter @LisaBMichaels.
