Customer success is a key part of any good customer experience strategy. Unfortunately, it’s often neglected by SaaS companies thinking that’s because it’s difficult to measure. You can’t see the results of your customer success efforts until they’ve already happened. That’s why developing a framework to measure the impact of your customer success funnel is essential and applying those insights back into your company to improve your overall conversion rates for both new customers and existing subscribers alike.
Acquisition
Acquisition is the first stage of your customer success funnel. You might think of it as a funnel because, like a funnel, it has a wide opening at one end and narrows as you move through the stages of the journey.
The goal is to get people interested enough in your product that they’ll sign up for an account and start using it right away. If you can accomplish this step—or even just get them to sign up for an account—then you have successfully acquired them as a new customer. But there’s more work ahead if you want acquisition rates to grow year over year or month by month. This can ben done through various strategies such as sthrough demos or free trials, attractive pricing models (like freemiums) so that users will feel comfortable trying out their products and providing incentives like discounts or free upgrades if people refer friends who sign up.
Retention
The next step in your customer success funnel is retention. This is about keeping customers happy so that they remain loyal to your brand. You want them to feel like they’re getting something out of the relationship with you, but also that they feel confident in the quality and reliability of your product or service. You can do this by offering incentives for returning customers and repeat purchases, like loyalty programs, free shipping offers and discounts for repeat users.
Growth
The customer successfunnel is where you start expanding your business by better understanding your customers and prospects. You’ll be able to see what they like, who they are and what makes them tick. This leads to happier customers and more sales for you.
Look at how user behavior can help us predict which users will churn or become inactive within our product. This allows you to send personalized emails that create longer engagement with your users, all while increasing their lifetime value (LTV).
Advocacy
It is important to have a customer advocate who is willing to speak on your behalf. The word “advocacy” means “speaking up for someone or something.” Advocates are customers who, when asked about their experiences with your business, will recommend doing business with you again or buying more from you in the future.
Advocates can be found anywhere—they could be colleagues at work who have used your service and would gladly vouch for it if asked; they could be family members or friends who have recently done business with you and would do so again; they could even be complete strangers that share common interests like travel or food.
Retaining and upselling
It’s not just about the customer. It’s about the customer, your team and your company as a whole. Customer success is not a quick fix or a one-time thing—it’s an ongoing process that takes time to build and maintain.
Customer success is all about retaining and increasing your average deal size through upselling new products or services to existing customers. Getting referrals from happy customers is by far the best way to grow your business because it costs less than advertising methods like Google Ads, Facebook Ads, etc., which can be very expensive in comparison.
Conclusion
In a nutshell, customer success is all about retaining and upselling. While it’s not a new concept by any means, it remains one of the most effective ways to grow your business. By focusing on your customer experience from the very beginning stages of the relationship and continuing to improve it throughout their journey with your company, you can build trust, establish lasting relationships and ultimately drive more sales than ever before.
