Understanding your customer's needs and ensuring that these demands are met successfully is essential to the success of any company. And, among so many strategies aimed at this mission, customer success (CS) has been standing out and evolving intensely in recent years, demonstrating the importance of a more consultative and proactive approach with the target audience to strengthen the relationship between the parties, ensure the generation of value in everything that is delivered according to their expectations and, thus, positively impact the perception of the company and its prominence.
Although it is not completely new to the market, CS has become a consolidated term in response to the intense transformations in consumer behavior and demands, placing it at the center of all internal planning so that consumers are successful in their shopping journey and become loyal. If they do not have a rich, personalized and memorable experience, approximately 70% of them will stop seeking out the brand again for future purchases, according to a report released by Adyen/KPMG.
The main premise of customer success is to strengthen and morocco whatsapp data improve the relationship between the parties, deeply understanding their needs, the reasons why they sought the business, and how to meet their desires with full satisfaction and with all the necessary support. By integrating this ecosystem, it will be possible to strengthen the corporate image, positioning itself as a company genuinely concerned with ensuring the satisfaction of its users and, thus, attracting and retaining more and more consumers.
Understanding the importance of following this greater rigor, in 2022, the direction of CS strategies in revenue expansion reached the 61% mark, according to a TSIA survey. In 2015, this percentage was only 10%, which shows an extreme appreciation of this action for achieving valuable goals for a better positioning in its segment.
Because it involves a complete change in the corporate mindset, working internally so that users continue to use their solutions instead of the competitor's, developing this customer success sensitivity is not so simple or easy, and will require a very clear definition of all the roles involved in this strategy. The professionals responsible for this care should not act like salespeople, but rather as assistants to ensure that all of the customer's needs are met – providing all the support required, monitoring their interactions and, most importantly, monitoring their satisfaction through accurate metrics.
Each customer will be at a different point in their journey. Therefore, it is essential to understand how to ensure this delivery at each of these stages, always keeping the customer fully engaged. Having this information will allow the company to maintain actions that are generating value for the business or, if necessary, adopt corrective measures to avoid losing this customer to competitors.
Given this risk, it is not uncommon to see brands offering discounts that attract your attention. As much as we all like a promotion, it alone will not retain this customer in the long term, much less make them generate a positive perception of the company and continue purchasing its products or services. After all, a positive experience goes far beyond buying an item at a cheaper price.