We also build in-app tours and messaging campaigns to proactively educate customers. In many cases, personalizing the onboarding experience for a customer can be automated. When a new customer gets immediate value from your product, they are more likely to continue using it. At Thinkific, we know that if a new customer creates at least one lesson for their online course, they are more likely to create and publish a complete online course than those who do not.
Knowing this, we encourage all new customers to upload content to their course and create their first lesson, and we show them how easy it is to do this.
When a new customer gets value from your product, no matter how small, it creates positive momentum. The opposite is also true. If a customer begins using your product and experiences frustration, they might just give up using your product entirely.
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They need to feel confident about the journey they are about to embark on before they sign the dotted line. Once they do, the path needs to start quickly and maintain velocity through the customer lifecycle. That means staying ahead of the customer and anticipating their needs. Identify all of the steps that your customer needs to take in order to achieve their desired result with your product. Articulating these steps to your customer upfront provides them with a clearly defined and measurable pathway to achieving success, and it also helps them track their progress as they complete these steps.
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Make sure you provide the necessary training and resources to implement each step. There should be no confusion as to how to use your product to achieve their desired result. A simple, yet highly effective way to show your customers that you care about their success is to respond to them as quickly as possible when they ask for help.
According to a recent report by SuperOffice :. This is good news. This means that responding to your customer support inquiries quickly will likely be a pleasant surprise to your customers. We recommend responding to all customer support emails as quickly as you can within the first hour, if possible.
Look for opportunities to educate your customers, or even challenge them with a new way of thinking when appropriate. Your primary job is to push your client, challenge them, and get them to think, in order to make them more successful. DealDash , for example, requires every employee in the company to speak with a customer at least once per week. During these weekly phone calls, employees ask for feedback and try to find out what they can improve to make the DealDash experience better for their customers.
The feedback received is then taken into account by the rest of the team, which often results in changes to the product. In some cases, someone in your company will spot a problem with your product before one of your customers does. When that happens, we recommend fixing the problem before a customer discovers and complains about it.
Proactively reaching out to customers is a great way re-engage customers that are potentially unhappy or on the verge of quietly disappearing, never to buy from you again. Gainsight, a customer success management software, for example, uses their own software to create a Health Score for all of their customers. At any given time, they are able to predict the likelihood of a cancellation based on specific data and indicators. When they notice signs of an inactive or unhappy customer, they take proactive steps to engage and support them.
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Instead of catching them by surprise by not reminding them of their upcoming renewal, use this opportunity to reward them for renewing their subscription. We use our own product to set up early warning systems and methodically mitigate signs of churn. This helps our Customer Success Managers keep an eye on their entire customer portfolio and use their time efficiently and proactively.
Feedback loops are a great way to collect feedback from customers, learn more about their needs, and improve your products and customer success strategy accordingly. They can also be completely automated, resulting in a consistent influx of valuable feedback from your customers. Most feedback loops are set up using automated emails that are triggered by a specific event such as closing a support ticket, purchasing a product, finishing a course, etc. HubSpot Academy , for example, sent me the following email shortly after completing one of their certification programs.
AdSkills, a company that sells online advertising courses, has taken it one step further by rewarding their customers a discount on their next purchase in exchange for their feedback:. We have an email which goes out 30 days after the sale, which is triggered by our shopping cart. The way users qualify for that coupon is to simply jump on a video call with our team.
We include a Calendly link in the 30 day email, allowing users to schedule their own calls with our team. For ongoing services and subscription-based products, consider scheduling periodic check-ins with your customers. Scheduling periodic check-ins with them can help you monitor their changing needs and identify additional ways to serve them that are not yet being utilized. For periodic services, stay in contact, provide free information or even information products, and make sure to check in once in awhile.
Silence is a retention killer.
What is CRM? — Customer Relationship Management - Salesforce EMEA
Let your customers know that you appreciate their suggestions. Just as the needs of your business will change over time, so too will the needs of your customers. It needs to be explicitly discussed regularly. Customers that spend the most money with you and require the least amount of support, for example, will likely have different characteristics than customers that spend the least amount of money and require the most amount of support.
As you collect this data, you can start to organize your customers into specific segments. Since different segments will require different levels of support, you can use this data to refine your customer success strategy and allocate resources more effectively. At Typeform, for example, they segment their customers based on retention rates. This helps them to understand which type of customers have a higher lifetime value compared to other types of customers.
These customer profiles are relayed to their marketing team, who will then adapt their marketing initiatives to attract more customers that match that profile. This data empowers the Marketing team to spend more money on our best profiles because we know they have a higher LTV , and as a result, they can focus on bringing in more sticky customers. When one of your customers decides to cancel, we recommend encouraging them to reach out to you before they make their final decision. Whether via a phone call, live chat, or email, make it easy for them to get in touch with someone from your team.
Even when you and your team do your absolute best to help your customers succeed, there will still be times when a customer decides to cancel their subscription or stop buying from you. Sometimes they cancel for reasons that are beyond your control such as a change in needs or circumstances , but regardless of their reason for canceling, the best thing you can do is try to learn from the experience. Remember, you are looking for an introduction.
You want the opportunity to meet with the prospect.
When your friend or associate introduces you to the prospect, follow up and set up the meeting. This could mean sending them an introductory letter or postcard, or picking up the phone and calling them. If you send an introductory letter or postcard, you must tell them that you will call to follow up — and then follow up! The process is yours to conduct, not theirs. Know your questions. Before you go on a sales appointment, create a list of questions to ask the prospect.
This is the time for you to really get to know them, their needs, their business practices. It is not the time for you to talk endlessly about your product or service. If they look like a qualified prospect, provide them with a quote. Deliver and build. Deliver on what you said you were going to do for the prospect. Then make sure you build the relationship. This is one of the most critical aspects of a successful sales strategy.
As you move forward with your plan you must keep track of how well it is working. On the first day of each month, take a look back at the previous month. Ask yourself these questions:. If you hit your numbers, celebrate! Then prepare for the coming month.
- Does Anybody Hear Her.
- Want more??
- Modern Moral Problems.
Now plan for how you are going to achieve that — and get going. This is a process that will work over and over and over again. Implementing a sales strategy keeps you focused and succeeding. And it makes the whole sales process easier to do. So do yourself a favor and give it a whirl! Every time I start a PPC campaign I start by asking the business owner or marketing team to describe their client profiles and I often have to pull the information out of them. Good point Robert, a lot of people really miss the point on defining a target market.