Customer Success can mean many things to many people. Some people think that it’s a silver bullet that will save their company from stagnation and decline. Others believe that it is simply an evolution of account management and that nothing has really changed besides placing the focus more on upsell vs. acquiring new logo deals.
What is Customer Success, really?
Some giants in this new industry have provided spot-on definitions for what Customer Success is, such as Gainsight CEO Nick Mehta. As he explains, “Customer Success is the business methodology of ensuring customers achieve their desired outcomes while using your product or service.”
As Nintex, we hear method or methodology and think of the term as a synonym of process – a particular procedure for accomplishing or approaching something in a systematic or established way.
So, when we boil it down, Nintex defines Customer Success as the processes used to ensure customers achieve their desired outcomes while using your product or service.
Top processes to ensure your customers’ success
Let’s take a look at the top processes of Customer Success and see how we can manage them using a process automation software platform like Nintex.
1. Customer onboarding
Customer onboarding is often seen as the most important state of the customer lifecycle., and for good reason.
During the onboarding process, you can establish your relationship with the customer and set the groundwork for the next 12 months of working together. Well executed onboarding processes can help mitigate the impact of product issues in the future, while poorly executed onboarding can compound even minor issues as another example of a poor experience.
If you need to segment your customers, you have most likely determined that you also need a “high touch” vs. a “low touch” strategy for engaging your customers. This might mean that your “high touch” customers get a dedicated CSM, or that their onboarding is included in their cost of purchase.
This is where Nintex can help. Effectively managing, automating, and optimizing your processes on the Nintex Platform allows you to effectively onboard multiple types of customers. “Variations” in Nintex Promapp® allow you to have a single understood onboarding process that can be broken down into different forms depending on how you decide to engage your customers.
In the modern era of business, customers have higher expectations than ever. It has never been more important to have well-understood processes in place to ensure that you are nurturing and growing your customers after they have completed their onboarding.
Customer Success is a companywide effort, and this is made evident through the number of departments and teams that need to interact with a customer during the nurturing phase. When using Nintex Promapp® to document your processes, the ‘Nurturing’ or ‘Growth’ process will most likely be a Mega-Process that is built out of many different smaller processes for individual teams.
By documenting and understanding all of the ways in which different groups (Marketing, Sales, Success, Finance, etc.) are engaging with the customer, you can ensure that customers are getting the best experience from your company as they work to achieve their desired outcomes with your product.
3. Quarterly Business Review
Technically a sub-process in the greater scope of ‘Nurturing,’ the Quarterly Business Review (QBR) has become the bread and butter of the CSM role. Having a well-structured and understood process for these critical engagements can mean the difference between catching potential churn risks early and chasing them as the renewal approaches.
While QBRs will always look different depending on what your product does and the level of the organization in which your champion sits (executive vs. LOB), generally the information from a QBR will break down into three categories:
- Where is the customer seeing value (what’s working)?
- Where is the customer running into issues (what’s not working)?
- What new content is coming down the feature pipe that might help enhance what’s working or fix what’s not working?
By standardizing the way that you capture data using tools like Nintex Forms and logging it back into your CRM via Nintex Workflow, you can ensure that everyone in the organization knows where to look for particular details from the last engagement with the customer.
4. Churn risk response
Customers at risk for churning is a reality for every organization. Help reduce the likelihood that information is miscommunicated or important team members are accidently left out of the loop by ensuring your processes are aligned between all stakeholders.
Using an events-based workflow tool like Nintex Workflow Cloud that is integrated with your various systems of record, you can ensure that all appropriate team members are involved in the process. Everyone has visibility into why the account is potentially at risk and understands what the next steps are for engaging the customer and resolving the churn risk.
5. Customer handoffs
There are a lot of opportunities for a customer to move between Customer Success Managers (CSMs), whether that be when they are segmented into low or high touch onboarding processes, when they are done onboarding and are handed off to their account manager, or when an old portfolio gets too big for a single CSM and needs to be divided up.
It’s essential that a strong process is in place which makes that transition as seamless as possible for the customer.
Processes also inevitably change over time. When your processes are mapped in Nintex Promapp®, your team members will always have access to the most up to date version of the process in a centralized location and will be alerted when changes are implemented that affect their role.
Regardless of where you are in your Customer Success organizations’ maturity path, having well documented and engaging processes can greatly improve your customers’ experiences with the members of your organization.
Interested in learning how the Nintex Platform can benefit your Customer Success team become more efficient? Request a free demo today.