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Customer Success: The Art and Science of Marketing Without Selling

Customer Success: The Art and Science of Marketing Without Selling

Customer Success is a marketing term that means marketing efforts focused on the brand's success and not the bottom line. Customer Success includes everything that marketers do to help customers be successful.

You have to make yourself visible. You have to make yourself heard. But that's not enough. To get your message across, you must have a compelling reason your prospects should buy your product or service. That is the essence of customer success. It's not about marketing; it's about customer relationship management. 

It's about having a fantastic product or service that meets the needs of your target market. But before achieving that, you must define your customer success plan, which involves hard work.

If you're reading this, you probably know that you need to sell to customers and prospects, and if you're like me, you're probably wondering where all the marketing tools come in. But you may also be surprised at how powerful these marketing tools are when used correctly.

Marketing and selling are two sides of the same coin. The difference is whether or not you're using marketing to generate sales. If you're not, you're missing the point.

But when you do use marketing to generate sales, you'll be amazed at just how effective it can be.

What is Customer Success?

What Is Customer Success

Customer success refers to the entire customer experience, including sales, delivery, support, and follow-up after the sale. It involves ensuring customers are satisfied and have everything they need to succeed.

This may include:

  • Assessing and analysing customer needs
  • Training customers to use products and services
  • Educating customers on the best practices for using the product
  • Helping customers to resolve any issues they encounter
  • Communicating with customers via phone, email, chat, social media, etc.

To have a thriving customer relationship, you must take the time to develop a strong connection with customers. The relationship begins with getting to know the customer and their needs. Once you do this, you can create a customised solution that meets their needs and provides a positive experience.

Customer success is the most crucial part of the relationship. It's the first step to a happy customer and customer retention.

Customers tend to have specific questions and concerns regarding the service they are receiving, so listening to them is essential. You can gather information about your customers by listening to their problems and helping them to solve them.

You can also gather customer data by asking them what their expectations are of your company. You may even ask them for suggestions on how your company could improve.

Another way to gather data is by keeping track of your customers' behaviour. This includes how often they contact you, how long they spend on the phone, and how often they return to the site.

Finally, you can gather more information by watching for trends in your business. If you notice that customers are spending more time on the phone or sending emails, you might want to increase your customer service efforts.

Customer success is the first step to customer retention. It would be best if you were committed to ensuring that your customers are happy and continue to enjoy your products and services.

Customer retention is about keeping your customers happy. If you are concerned about your customers leaving your business, you should focus on ways to keep them coming back. You may need to offer incentives to keep your customers or special discounts and promotions.

You may also find it helpful to hire customer service professionals, such as customer care coordinators, to handle customer relationships.

Why You Need Customer Success

Customer Success Program Objectives

Successful businesses are customer-centred, and customer success focuses on the end user of your product. It's a mindset and an approach to running the business that enables your team to deliver excellent customer experiences while providing value and exceeding expectations.

Booming customer success means taking care of customers and helping them become happier, more loyal, and more profitable over time.

Customer success teams focus on providing an outstanding customer experience. In other words, they work to improve customer satisfaction, increase customer retention, and improve conversion rates. They work to create new customers, keep existing ones, and increase customer lifetime value (CLTV).

Customers expect that when they contact your business, they'll get the right level of service, the information they need, and the support they need to succeed. Your team needs to be able to adapt and provide the right customer experience based on customer behaviour.

For example, your team may see that a small number of users is using a particular product, and you may need to adjust your strategy accordingly. Your team may be able to provide this information to you using customer data analytics.

A customer success team can also assist with strategic planning, so your team can know what actions to take to make customers more successful. This is often done by gathering customer input and analysing trends and customer behaviours to gain insight into what to do next.

How Do Customers Benefit from Customer Success?

Companies that deliver a great customer experience are more likely to retain existing customers. Customers who receive exceptional service tend to become repeat customers and refer their friends and family to your company.

For example, customers who want to cancel their contract are more likely to do so if they've had a bad experience and may leave an unfavourable review. But if your company responds promptly and educates customers on how to cancel, you're more likely to retain customers.

When your team is focused on delivering a great customer experience, it's much easier to exceed expectations, and your customers will appreciate your efforts.

What's a Customer Success Example? is known for its customer success stories. They're constantly improving their website, adding features to help customers choose the right product, and providing training for new users. If you search for a specific product on their site, you'll find customer reviews and ratings, allowing you to see what customers think of the product before making a purchase.

How to Build and Maintain Relationships With Customers

Role Of Customer Success

Many people think relationships begin and end with sales. After all, if you want to earn more money, you must sell more. But relationships can be much deeper than that, and they should be treated that way.

The foundation of a good customer relationship begins with honesty, trust, and empathy. To build meaningful relationships with customers, we must respect their time, listen to them, and understand their goals. We must know we have a shared responsibility to treat them well and understand that the relationship is two-way.

Our goal is to provide excellent service that will bring us back for more, but that doesn't mean we can only sell to customers. When we truly listen, understand, and appreciate them, we can provide much more value than we realise.

How to Build Relationships With Customers

When we first meet a potential customer, there are a few questions we ask ourselves.

  • Who are you?
  • What do you want?
  • Where can we help you?
  • How can we make your life easier?

When we ask these questions, we get to know our customers. If we fail to understand their needs and priorities, the relationship will be short-lived and unsatisfying. This critical mistake can cause a negative experience for both parties.

Relationships take time and effort. They are not instantaneous. If we don't give them that time and effort, we'll miss out on the opportunity to build a relationship with our customers. So, before starting any new project, we ensure we have the proper context. What is this project's value to the customer? What are they looking for? How can we make their life easier? These are all questions we answer before we even begin working on the project.

In doing so, we can provide them with what they need, when, and how they want it. In turn, we become their trusted advisor, which leads to more business, better service, and higher customer satisfaction.

The following questions are great places to start when building a relationship with a customer.

  • What's the current state of affairs?
  • What's the goal of the project?
  • What's the solution we're offering?
  • How do we add value to the customer?

Once we understand what our customer wants, we can better understand their requirements, which means we can create a service that will deliver the value they're looking for.

For example, let's say we're working on a website redesign. The customer might want the website to look different, but they also want it to be functional, easy to navigate, and responsive to mobile devices. What would we need to know to provide a solution that will help them accomplish these goals?

Let's take it a step further. What if we also wanted to include SEO and content marketing to improve their organic traffic and overall user experience? How would we communicate that value to the customer, and how would we get started?

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How do we make things easier?

At its core, building a relationship with customers is about making things easier. We can do this by focusing on their needs, understanding their priorities, and providing a solution that fits their current state of affairs.

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For example, if we're working on an eCommerce project, we can make the checkout process easier for customers by focusing on their needs. We can offer faster shipping, lower prices, and free returns. These actions will help the customer complete the transaction, ultimately building a more lasting relationship with them.

We can also make things easier by providing solutions that reduce the time it takes to accomplish a task. For example, if we're helping our customers create a marketing campaign, we can provide a template that takes the guesswork out of the process. We can give them the content and tools they need to complete the project in one place. By reducing the time it takes to create content, we can provide our customers with more value and build stronger relationships.

The following questions are great places to start when making things easier for customers.

  • Do we have any existing services that address these issues?
  • What have we learned about their current situation?
  • Have we ever had similar situations?
  • Have we identified any pain points?
  • If so, how have we addressed them in the past?
  • What are the most common pain points?
  • Have we considered the most effective way to solve their pain points?
  • Are any barriers that stand in the way of completing their current goal?
  • What is the cost of a successful outcome?
  • What is the ROI of a successful outcome?
  • How can we solve these problems and achieve this outcome?
  • What risks are associated with not solving these problems or achieving this outcome?
  • If so, how can we mitigate those risks?

Customer Success Strategy: How Will You Measure it?

As soon as you've established your strategy, it would help if you asked yourself some specific questions about measurement. These are key to developing an approach to help you achieve your goals.

First, what is your goal? Do you want to increase sales? Reduce churn? Improve customer satisfaction? How do you measure that?

Second, what is your approach to measuring? Are you going to ask customers what they think? Or are you going to measure them in some way? There are a variety of ways to do this. Some are better than others.

For example, you could use a questionnaire to gather feedback from your existing customers or prospects.

Another option is to measure your performance on social media. If you're tracking engagement, you'll be able to see whether your marketing efforts are working.

Measuring can also be based on customer data. For example, you could look at your call centre metrics to see whether customers are getting the service and support they need. This might include looking at how often agents speak with customers each week.

Finally, you could measure customer satisfaction through surveys and ratings on online review sites.

If you're measuring customer satisfaction, you'll be able to see whether your current strategies are working. However, it's important to note that measuring only customer satisfaction doesn't necessarily mean that you're succeeding.

Measuring a customer's overall satisfaction could give you a good indication of how satisfied they are with your product or service.

Customer satisfaction could be a simple question that you ask in a survey. You might also take the opportunity to ask whether they would recommend you to their friends or family or whether they would be interested in buying a similar product or service in the future.

When you're measuring customer satisfaction, you want to know the following:

  • How satisfied are they with their experience?
  • What problems have they had that haven't been addressed satisfactorily?
  • What could you do to improve your product or service in the future?

It's possible to ask customers directly about their experience. For example, you could ask them to rate their experience on a scale of 1 to 5.

You could also do a focus group. Focus groups are typically used to explore user experience and usage of a product or service. During the session, you can collect feedback about the product or service, opinions, and insights into customer needs and wants.

The focus group could also cover how satisfied customers are with their purchases. When using a focus group, you must be clear about the questions you ask. You don't want to create bias or assumptions about the answers, so ask open-ended questions about the experiences you want to hear about.

In some cases, you might find that it's helpful to ask follow-up questions. For example, you might ask customers how long their service call took or whether the service agent listened to their concerns.

You may also find it helpful to ask customers what they liked about your product or service and what they didn't like. This allows you to ask what could be improved in the future.

When doing customer satisfaction measurements, it's essential to take a holistic view. You want to ensure you're asking about every aspect of the customer experience.

It may not be relevant to ask a customer how their first interaction with your company was, for example, if they had a terrible experience. They may have been unsatisfied with the way you handled their first call.

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How to Measure Customer Satisfaction

To improve customer satisfaction, you'll need to ask the right questions to get the necessary information. It would help if you were clear about what you want to hear and what you want to measure.

Questions that are important to ask include:

  • How satisfied are they with their experience?
  • What problems have they had that haven't been addressed satisfactorily?
  • What could you do to improve your product or service in the future?
  • How could you improve your service?
  • Would they recommend you to their friends or family, or would they be interested in buying a similar product or service in the future?

Defining what customer satisfaction means for you is essential, as it may differ depending on your industry, product or service, and goals.

Once you have an understanding of how to measure customer satisfaction, you can go about implementing that strategy.

How Customer Success Is Changing Marketing

Customer Success Strategies Featured

In the digital era, it's becoming increasingly important for companies to take the first steps towards building a culture of customer success. Customer success is all about having a positive impact on customers, improving relationships, and building loyalty.

How do you attract and retain customers in a world where customers are the centre of everything? How do you build a culture where customers are valued, respected, and heard? How do you create a brand that people love?

Building a culture of customer success requires putting the customer at the centre of everything you do, from hiring and training to sales and marketing. Customer success is about developing a culture that encourages innovation, empowers employees, fosters creativity, and builds trust and transparency.

It's about creating an atmosphere where people are free to experiment and explore without fear of repercussions. It's about ensuring every employee feels empowered to give ideas and feedback. And it's about investing in employees to do their best work.

When companies get the basics right, customer success becomes the norm. For example, people working for an organisation share stories of their excellent customer service, have fun at work and are treated with respect. They're likely to tell their friends about their experiences, and they're more likely to recommend that company to their friends and family.

When people come to a company, they want to know that the team they're working with is competent, transparent, and collaborative. They want to see that the leadership is engaged and committed to them. They want to know that they can trust that the information they share will be kept confidential. And they want to feel like their ideas are heard, and their suggestions are considered.

In other words, people want to feel like their opinions matter.

In the past, the focus was always on selling the company's products and services. But the times are a-changing, and the focus is shifting to the customer. People are becoming increasingly aware of the importance of prioritising their needs and prioritising what matters to them.

We're entering a new era in customer service. To keep up, you need to shift the focus of your business away from selling and toward customer success.


With the advent of the internet, customer success has never been more critical than ever before.

Customer success is creating long-term relationships with your customers by providing them with a high-quality experience from the moment they land on your site.

It involves developing a strategy that aligns your business with your customers' needs and then continually refining it based on their feedback.

Ultimately, you want your customers to be so satisfied with the experience that they keep returning for more.

Get my free guide to teach you everything you need about Customer Success!

Last update on 2023-09-25 / Affiliate links / Images from Amazon Product Advertising API

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