Chapter 8

Does Customer Success Need Its Own Tool?

Table of Contents
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Introduction: Who's this Customer Success Guide For?
Chapter 1: What is Customer Success?
Chapter 2: Customer Success Everywhere: An Organizaitonal Philosophy
Chapter 4: What’s the Difference Between Customer Success, Customer Support, Account Management, and Professional Services?
Chapter 5: Why Is Customer Success Important to SaaS?
Chapter 7: What Does a Mature Customer Success Organization Look Like?
Chapter 8: Does Customer Success Need Its Own Tool?
Chapter 9: How To Get Started with Customer Success

If Customer Success wants to operate with the level of sophistication, precision, and consistency of that of their Sales and Marketing peers, then they, too, need to invest in tools that were purpose-built for them. You’d never expect a Sales team to get by without a CRM, or a Marketing team to make do without a marketing automation or email platform.

Renewal forecasting. Business review scheduling. Usage tracking. Journey mapping. Health scoring. Expansion selling. All these tasks and activities require a deliberate and exacting focus that’s not achievable without having a degree of automation and a single source of truth for customer data.

Working out of spreadsheets and other team’s legacy systems puts Customer Success at an inherent disadvantage. Scalability will always be out of reach. Repetitive processes will dictate productivity and performance.

That’s where Customer Success software comes in. Unlike CRMs, which were built to manage sales pipelines, Customer Success software focuses on fostering ongoing customer value after the initial purchase. Since CRMs rely on transactional relationship data, they struggle to glean insights from product usage and other behavioral data. This makes it challenging to automate processes like onboarding and renewal workflows — a prerequisite to scaling a Customer Success team.

Functional Benefits of Customer Success Software/ROI

FINANCIAL

Reduce Churn



Increase Expansion

INSIGHTS

Understand the Customer



Manage Customer Health

OPERATIONAL

Onboard New Customers



Manage the Customer’s Journey



Drive Adoption

PRODUCTIVITY

Automate Processes



Optimize Costs

While functionality will differ by vendor, common features found within a Customer Success platform include:

Command Center A comprehensive view of your daily activity, including upcoming customer meetings, tasks to complete, and messages to review.
In-App Communication Communications delivered to your customer within your application. Share targeted messages with your customers and engage them at the ideal time: when they’re using your product.
Playbooks and Automation Automation that targets customers with relevant content to help them get more value from your solution based on chosen factors, such as product usage, customer lifecycle stage, and customer health scores.
Product Tours Multi-step guides that integrate into your solution’s web interface and direct your users through specific features, showcase the application for new users, or simply display content to the right person at the right time.
Customer Segmentation “Smart lists” that easily define specific groups of customers based on filtering your rich set of customer data. Find at-risk customers, analyze usage behavior, track customer trends, target potential upsells at the ideal time, and understand how your team is engaging with customers.
Alerts Real-time notifications sent to your customer-facing teams when important customer situations arise, whether that’s celebrating a customer win or jumping on a usage drop.
Customer Journey Mapping Journeys that guide your customers through important processes to achieve key goals and milestones throughout their customer lifecycle.
Surveys Integrated survey tools that allow you to solicit feedback to measure customer sentiment and satisfaction with your product or business.
Customer Health Scoring Health scores that measure a customer’s overall engagement and satisfaction with your product or service and indicate their likelihood for renewal or churn. Health scores serves as a leading indicator of potential issues with an account or customer.
Dashboard/ Reporting Reports and dashboards that track your customer’s growth, trends, product usage, account health, and more to share both internally with your team and executives and externally with your customers.

Table of Contents

Blank
Introduction: Who's this Customer Success Guide For?
Chapter 1: What is Customer Success?
Chapter 2: Customer Success Everywhere: An Organizaitonal Philosophy
Chapter 4: What’s the Difference Between Customer Success, Customer Support, Account Management, and Professional Services?
Chapter 5: Why Is Customer Success Important to SaaS?
Chapter 7: What Does a Mature Customer Success Organization Look Like?
Chapter 8: Does Customer Success Need Its Own Tool?
Chapter 9: How To Get Started with Customer Success