Some companies are wary of being up front about measuring the success of customers. They think that pointing it out too loudly will frustrate customers who are struggling to achieve success milestones.
Instead I think understanding what a customer views as success is key to defining your customer persona. We should find ways to define metrics where we can measure the value that customers get from our products. Then mirror it back to them in our content and our products. As well as design marketing programs around it.
Which is part of what the function Customer Success is in a company. It’s to guide the customer along their post-sales journey with us. To do things that help encourage them to reach their success milestones.
Because success breeds success. It’s a law of nature.
And I’m biased, I think because Customer Success is a customer journey function, it should roll up into Marketing. Because Marketing is in the position to own the customer journey end-to-end.
In my latest blog post I take a deeper look at Customer Success and what marketers can learn from it.
Here’s a glimpse at what you will learn:
- Why some marketers are concerned about limiting spend on unsuccessful customers rather than encourage them
- Why marketers need to know how customers define success and build measurement into products and programs.
- A look at how Kajabi Heroes uses a customers success on their platform to build brand advocates.
Do you know how your customers measure success? Do you use it in your customer segmentation?