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What is customer success management?

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It’s not crazy to say that without customers, you can’t have a successful business. For companies that simply need to sell a product, dealing with customers is difficult enough. However, when your business requires building long-lasting and close relationships with your customer base, making sure you are keeping them happy and engaged is key. It’s for this reason that Customer Success Management is considered so vital for many companies, several of which create entire departments to deal with it. 

The experts at Engage Webinars will explain the importance of Customer Success Management for modern businesses, and outline how a strong webinar program can help improve your customer success management process. 

What is customer success management?

In simplest terms, customer success management is the process of ensuring that your customers receive the desired effects of your product or service. Your customers should be “succeeding” at using your product or service – whether that’s a new business application or interactive webinars software. 

Customer success starts with the collection of data (using methods such as surveys or webinar analytics) and taking proactive action to make sure that customers are getting the most out of the product or service, and are satisfied with the end results. A customer success manager is usually dispatched once a customer has made a purchase. 

The customer success manager guides the customer through the process of setting up their new service and turns them into successful users. The idea is to leave a positive first impression of the service and of the company on the customer.

There’s no one correct way to perform customer success management. It can be as simple as sending out introductory emails to providing invitations to webinars or links to download webinars.

Is customer success, customer service?

Many people confuse the customer success management process with customer service or account management. In some companies, these processes may in fact blend together. However, the important distinction that makes customer success management unique is that it is proactive

Traditional customer service, even at its most advanced, is a reactive process that only kicks in once something goes wrong. Any customer service situation is a ticking time bomb to see if the company can react quickly enough, and accurately enough, to resolve the issue.

Customer success management, on the other hand, makes sure that the customer has the tools to overcome most problems on their own. Not only is it proactive but it’s also preventative

Why is customer success management important? 

Making sure that your business has full on customer success management instead of old-fashioned customer service is important for several reasons. First and foremost, research shows that it helps retain your customers. Since your customers are the core of your business, this is understandably vital. If you are retaining more customers, you are cutting down on churn and the inefficiencies it brings. 

Having a great customer success management team and running great customer success interactive webinars, can go a long way towards boosting your reputation. Satisfied customers are more likely to recommend you to others. Moreover, the good press will increase your clout in your field of choice. 

Customer success management is cost-effective too. By making sure that you are heading off customer service issues, you can cut down on the amount of time and effort you need to put into customer service – or worse, having to find new customers altogether. 

How do I succeed at customer success management?

There are multiple approaches to customer success management.What you ultimately want to focus on depends on your company and the kind of work you do. One method is to weave customer success management into your sales process. This way customers learn how to utilize a product even as they are considering a purchase.

Most customer success management tactics are more direct, putting customers in contact with a customer success manager or team member. Depending on the size of your company and resources, this team could be in house or outsourced to professional services who specialize in customer service management. If you have many customers, one of the best ways to deploy customer success management is via webinars. 

Using webinars for customer success management

The core of customer success management is putting the information customers need into their hands and giving them the power to best use your services. And when it comes to transmitting information, there’s few methods better than the webinar. 

By scheduling regular interactive webinars for the purpose of customer success management, you can give customers the chance to ask you questions directly. The webinar becomes a full tutorial for your product, and allows every attendee to understand it completely beforehand.

Of course, not every customer will want to take the time to attend the webinar. That doesn’t mean, however, that the webinar has no value to them. All the best webinar programs allow you to download webinars for later viewing. By making these available on demand, you’re giving both your customers and customer success management teams an invaluable resource.

The flow of information goes two ways. Great customer success management thrives on data. The more information you have about your customers, the better you can predict the sort of tutelage that they’re looking for. You can even plan followup customer management sessions to make sure their success with your product is continuing. 

By measuring webinar analytics, and the in-session answers from interactive webinar surveys and polls, you can learn even more about your customer base. Just as customer success management allows you to provide  customers the information they need, webinar analytics arms you with the information you need for your own success. 

Get the best webinar software for your business 

Need webinars to enhance your customer success management? Engage has everything your business needs to build great-looking, engaging webinars for every budget. When it comes to getting the audience invested, Engage sets the standard. Contact us today for enterprise-quality webinars at affordable prices. 

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