In a market where consumer choices and loyalty can hinge upon a single review, companies have to develop innovative strategies to increase product adoption. The prevalence of analytics has led companies to push their support organization—a traditionally reactive business element—into the realm of proactive customer success.
The emergence of customer success as an integral part of Customer Engagement Management (CEM) has provided Software as a Service (SaaS) companies a robust new way to drive sales, increase customer retention, and improve their products. For companies whose revenue is realized over time (instead of upfront), customer success offers a means to engage proactively with the customer. According to Kate Leggett at Forrester Research, customer success management as a tool for SaaS companies helps to preserve and expand revenue. Successful customers become loyal customers and brand advocates.
The subscription model is now not only limited to SaaS companies, but is quickly becoming the choice model for everything from media and telecommunication to financial and health services. Subscription models require companies to work harder than ever before to cultivate a product that inspires loyalty in customers who will, hopefully, continue to subscribe to the product. The new focus on customer success empowers companies in their elusive quest towards customer retention.
But where customer success initiatives fall short in the process of customer retention is that they do not equally empower the customer. When customers become experts, they will rarely churn out. Companies need customers who will take to the web to sing their praises, who will tell all of their friends about the product. To create brand advocates, customers need access to the resources to become experts.
As the products and services intended to make our lives simpler become increasingly complicated, the key to customer success is self-service knowledge. Over 75% of customers prefer to use online self-service if available, because they can learn on their own time without the hassle of call centers or unwieldy product manuals. At MindTouch, customer success means a customer not only owns a product or uses a service, but that they have the opportunity to master it.
MindTouch makes it easy to empower organizations and customers. When companies use MindTouch to optimize help content, customers are put on a learning pathway. With MindTouch help content is centralized and contextual. Help content is easy. Customers will make the product their own. When customers can fully adopt a product, they will care about a product.
Customer success should not one be a one-way street. Customer success should also include the customer as an active participant in the process. MindTouch engages customers in the process of becoming experts.