First of all, it is important to make a distinction between Customer Experience and Customer Success. Customer Experience is all about how customers feel about your products and services as well as their overall experience with you whereas Customer Success focuses on the perception of value that your customers have around your products and services. What’s more, when companies are planning their Customer Experience journey, they are planning it based on feedback, what competitors are doing and internal policies. It is an entirely reactive process. Customer Success on the other hand, is totally proactive. It adds value by delivering on the business outcomes that the customer wanted. This is why the onboarding process has to be perfect.
Of course, making the onboarding process perfect, raises problems of its own. Unless you have perpetual motion in your client acquisition versus length of the onboarding process, you will constantly be hiring staff on short contracts, which is more expensive. Also, trying to set up a Customer Success structure in a foreign territory is not an easy task. You have to deal with administration, as well as local laws, taxes and regulations. It’s possible to do this by yourself but it is time-consuming and will delay how quickly you can rollout. With Aexus on the other hand, you could start immediately as we have people on the ground who speak the language, understand the culture and know how business gets done. So, instead of being able to start in a few months’ time, you can start in a matter of days or weeks.
Correct onboarding is critical to Customer Success. What you’re trying to do is provide the whole setup for the software that the clients have purchased. They need to know exactly what they’re getting and how it works. And, it’s important to get this right from the very start because if they’re missing things or not understanding them, they’re not seeing the value in the software. The nightmare scenario is that they come back to you and say they don’t want to continue when their grievance is over something simple that could have been handled in the first steps. Ultimately, your goal is to have your customer use the software to its full potential. It is also important to bear in mind that people need to be onboarded in their own language as this will vastly increase your chances of a successful onboarding. You don’t want a potentially complex task to be exacerbated by somebody having to translate everything that is said. You also need to listen to the responses of the people you’re onboarding to fully understand what they expect to get from the software and how they are going to use it. With that in mind, there are some things to consider regarding the cycle of recruiting new customers and the potential of a continuous partnership. That’s why you’ll need to know how many onboarding sessions are typically required and how long the whole process takes. In addition, you’ll need to be aware of the knowledge those doing the onboarding will have to acquire to do the job properly.
When done right though, Customer Success is also good for the company providing it. Aside from building greater trust with your customer and enhancing your reputation in the process, there are other benefits too. For a start, this kind of engagement with your customers will give you greater insights into what they actually want, which will give you a competitive advantage over others in the same domain. There’s also increased Brand Loyalty and increased Customer Feedback which you can use to improve your offering. What’s more, don’t forget that a good Customer Success Manager will be able to identify upsell opportunities at every stage of the process. And, as the relationship develops, the lifetime value of the customer increases, which visibly improves your bottom line.
If you intend to outsource this operation, it’s worth remembering that the CSaaS teams will need to be located close to your customers, speak the local language and be familiar with the cultural and business nuances that are particular to each distinct territory. On top of this, they ‘ll need to already be experts in this sector and you may want to ask for the team to be customised to suit your specific domain.
To see how Aexus could do this for you and still be more cost efficient and effective than if you were to do it on your own, get in touch. We’re always happy to jump on a call.