Automation along with careful implementation of business strategies is the key to the much coveted customer success. However, according to the customer success global leaders, very few companies have mastered the art of digital customer success. How is the customer success arranged digitally? What are the kinds of steps taken? Mostly it involves sending out required automated messages to customers at the right time and collecting their response.
Customer success is a very crucial aspect to expansion of business. It helps to keep your customers intact with proper strategies, tailor made according to your customer’s plans. With greater customer satisfaction, there will be a higher chance of new and effective referrals. All this will contribute towards the increased customer loyalty. Since digital fields are taking over the business landscape, it is very important for the companies to take note of the digital plans. With evolving customer needs, you must tap this field and take advantage of it for maximum potential.
In this article, we will discuss some important tips regarding management of digital customer success. Read on to know more.
1.Make a Map for Sending Messages for Customer Success:
Customer success is definitely focused on the satisfaction of the clients. Hence collecting their feedback is important. In case of digital customer success, you should have a proper map chalked out for sending automated messages. Make sure that none of them are overlapped and suited according to the needs of the individual customers. When planning out the schedule, make sure that you have the inputs from all the stakeholders handling the clients. This will help you to avoid any kind of confusion and create a robust system in place.
2.Do not Overpopulate the Customer’s Inbox:
Definitely the customer needs to fee valued in your company. But how many messages should you send to make them feel wanted? What is the limitation that you should set? Remember that the customer has a lot on their plate apart from responding to daily mails from the provider company. It is not very difficult to understand the limit beyond which one might get irritated. For example, you are coming to the office everyday to do your work. In between your busy schedule, how much time will you get to reply to follow up mails? How many messages will you actually read? Overpopulating with automated messages is a common mistake that you should avoid during digital customer success. Firstly, the customer might get annoyed. Secondly, even if they respond, the quality of the feedback will not be of great help to improve your performance.
To build a good company-client rapport, your customer might be in contact with several departments like product team or support team or the marketing team. You need to make sure that your communication through the digital customer success strategy does not overlap with the other forms of communication. For example, they might have raised an issue with the product team. The issue has been resolved with by the product team. In this situation, if you go on asking repetitive questions, then it might raise a question on the company coordination. So make sure that there is enough transparency among the various departments. This way you can send targeted messages to the clients accordingly.
4.Build and Maintain your Brand Name:
Building brand awareness is not only the responsibility of the marketing team. The marketing team has built the brand name and created several campaigns to build awareness for it. Hence your customer success strategies should also be in line with the brand. The same is true for digital customer success strategy since most of the domains use the digital platforms more than in person visits. There must be consistency in the kind of messages that go out from the customer success team. This will automatically increase the confidence of the prospects on the company’s competence.
5.Differentiate between the Prospects and the Existing Customers:
Both the new prospects and the existing customers are equally important for the development of the company. The digital customer success strategy should also be designed while keeping that in mind. Are you checking if you are sending the same messages to the prospects and the existing customers? Make sure you do. The prospects should receive messages that will help to convert them to customers. The existing customers should be sent appropriate messages to ensure that the churn is reduced and the revenue is better through up-selling and cross-selling.
6.Have a Mix of Brand and Personal Communications:
This is also a key point to be kept in mind for digital customer success. You can build a rapport with the customer through personalized emails. These emails should focus on the particular aspects of the customer and their industry. The customers can be divided into various categories and their issues can be highlighted by assigned members. These emails are mostly expected on behalf of the customer success manager. The brand communications on behalf of the company mostly comprises of e-newsletters and other monthly or weekly subscriptions. Make sure that you have a good mix of both.
7.Test your Digital Customer Success Strategies:
The digital customer success strategies should be constantly evolved according to the outcomes. There are various metrics that you can use to track the success of your plans. Track these basic parameters to know how the customer success strategy is working:
- Delivery rate
- Bounce rate
- Open rate
- Click through rate
- Unsubscribe rate
Also make sure that you update your content on a regular basis. Your customers and prospects should have access to the latest updates and not redundant news. The other important part of digital customer success is the A/B Testing. Make sure you try out different templates while reaching out to the clients. See for yourself which ones are working the best for the company using the metrics mentioned above. After you identify these trends, you can make use of them to improve your strategies.
There are several leading companies in the market who can help you to build a good digital customer success plan. You can reach out to them to get a quote. They will guide you through the latest methods and help you build the most suitable plan.
Hope this blog gave you a good idea about the different strategies of digital customer success. For any queries or suggestions, do not forget to leave a comment below. For more updates on healthcare management and technology, subscribe to our blog. Latest updates will be available through all our social media handles. Do not forget to follow!