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Before diving into the key components of the modern CS tech stack, it’s important to stress that it needs to be dynamic with high visibility, while also allowing for the sharing of key insights with product, support, IT, marketing, sales, and business executives. This helps with cross-department collaboration and better business alignment to follow your common North Star Metric. Let’s get started.
Knowledge is power. Collecting more customer data will eventually allow you to create actionable insights that are also unbiased. This is extremely important in the customer success field because human signals can become hard to understand due to lack of context and the multiplying communication channels, something that creates siloed data. Simply put, you need to have the right tools for the job.
Understanding customer sentimen§t and analyzing stakeholder relationship changes on an ongoing basis have become crucial aspects of the post-sales lifecycle. Only being on top of these things can help you create a solid playbook and engage properly with your accounts. Furthermore, not being able to do so will impact your ability to detect at-risk accounts and recognize new growth opportunities.
Once the intelligence and analytics streams have been taken care of, CS teams can move on to the next step – creating playbooks. Playbooks need to take the collected data into consideration, especially the current customer sentiment and changes in stakeholder relationship dynamics. The CS playbook should also include customer journey milestones for each and every customer, because use cases can vary.
More importantly, CS playbooks and workflows should never be set in stone. This is because customer behavior and sentiment can fluctuate at any given time. All customer success operations should be customer-centric and be influenced by feedback, communication insights, and support tickets. Churn analysis should also be conducted and findings should be worked into the CS strategy.
Read More: Customer Sentiment Analysis
Post-sales is no longer just about replying to questions and enforcing damage control protocols. It’s also about creating communities to improve brand awareness, elevate customer sentiment, and even allow them to engage with each other. This allows the achieving of sustainable separation from the competition, while also creating more account stickiness and increased customer engagement.
Furthermore, deepened relationships and increased customer loyalty means that there are more brand advocacy opportunities that can be tapped into. Besides the obvious benefits of using references and testimonials to close new deals faster, the voice of the customer can then be channeled into all sales, marketing, and support pipelines for sustainable business growth.
Last but not the least, there is the nurturing and enrichment aspect that needs to be covered. Having a detailed knowledgebase and FAQ section is always a good thing, but customer success teams need a more intense strategy to reduce the load on support teams and allow customers to use the product more efficiently. This is where the educational aspect comes into play as the “icing on the cake”.
Having this component in place also helps marketing teams. Nurturing and outbound efforts are enhanced as both existing and potential customers can know more about the product’s features and benefits beforehand. This is also important with big accounts where key stakeholders can abruptly leave their positions, making it important to onboard and educate the new replacements.
Read More: Navigating Success with the North Star Metric
Restaurants can have great chefs and waiters, but they won’t go far without quality raw food supplies. The same thing applies to online businesses today. Customer data and human signals are needed to power effective CS playbooks and workflows. Once you have analyzed your customer behavior, broken down communication data, and tracked sentiment, you can truly adopt a customer-centric approach.
Check out our recommended customer success tech stack for 2022 and beyond:
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