When you are building a great business (particularly a Saas business), you need to devote extra time to taking care of your customers so that they not only are satisfied at the sale, but also on an ongoing basis. A customer may join you because of clever marketing, a consultative selling process, excellent product, or empathetic service – or a combination of all of these factors. They may also want to leave for many reasons that are (at least temporarily) out of your control. Keeping the customer, understanding their needs, and communicating those ideas to the product and engineering team is the job of the Customer Success team.
So what is Customer Success, really? I believe Customer Success is a hybrid of traditional ideas for support, account management, customer on-boarding, and sales. The best Success teams work hand-in-hand with dedicated Sales, Support, and Marketing teams to guide the customer from initial awareness through consideration to trial, buying decision, on-boarding and implementation, and ongoing success.
Why call it “Customer Success” instead of Account Management, Support, or Customer Service?
These department names and functions are well-known and often misunderstood. Customer Success implies the support and service offered by traditional Customer Service teams and the speed and flexibility of Account Management and Sales. “Success” in this model does not mean that the Customer is successful all of the time – it means that we are successful in finding an amicable (and hopefully awesome) solution whenever someone needs help. It’s not just the transactional “help” of “how do I find this feature that I’m looking for” but also the consultative relationship you forge with a great salesperson and account rep who can always seem to get you what you need.
How do you build a great Customer Success Team?
It starts with a lead who has done this sort of work before. It’s often possible for a Sales Leader to move into this role if she’s had past experience supporting clients, or a Customer Service Leader to add account management to his skill set. But the best head of a Success Team is someone who has been on the front lines bridging the gap between sales and service for a while, in a variety of industries, for a variety of account sizes.
The team that Customer Success Leader builds should have Account Management and Customer Service functions – that doesn’t always mean that the person will need dedicated teams for those functions. Jason Lemkin suggests that “most SaaS companies use a rough metric of 1 Client Success Manager for every $2m in ARR.” For a smaller average deal size you might need a few more people to keep things going and it’s a good metric to use to measure team performance.
What team do you need?
Think about Lemkin’s model of client success and consider using it to plan a “Team effort” for each $1m in ARR. For your first $1m in ARR, you will probably need only two people: one who focuses on Customer Service and content for new customers, and one person who manages the on boarding and engagement of new and existing customers. As your customer base grows, use the metric of about 50-100 interactions/daily for Customer Service and 100-500 Accounts for account management to size your team.
Equip your team with tools
You’re going to need a combination of management and nurturing tools to deliver service and account management. As your service volume goes up, you’ll want either a lower-end tool like Zendesk or Desk.com or a higher-end solution like Salesforce to manage your service interactions. For automatic and real-time engagement, I love Intercom – it’s a great hybrid of programmatic marketing tools and the quick touch transactional tools found in service desks.
Your goal should be “no customer left behind”
When thinking about how you manage that Customer Success team and make them a great team, consider how it feels when you get great service and know exactly who to call: it feels great. Whatever approach you use to engage customers and whatever policies you have to govern your customer interactions, the customer should be at the core of that experience. If you need to measure results (and you do), keep your eye on Net Churn. The results of keeping more people even while the top line customer growth increases really helps the team accelerate.
What results should you expect? Great customer teams are accretive to a great sales and marketing team. By keeping more customers and by helping the sales team with the critical task of expansion revenue and retention, great Customer Success teams deliver results.