If you’re focusing most of your resources on acquisition, you’re missing out on one of the greatest growth engines at your disposal.
“Customer success is where 90% of the revenue is,” – Jason Lemkin, venture capitalist and founder of SaaStr
Acquisition may get the ball rolling, but retention is where the big money is. Big, sustainable money that costs less and less to make. And, this alchemy only works when customers achieve the successes with the product or service that they’d hoped for upon signing up.
Statistically, successful customers:
- Spend more money over time
- Are highly likely to consider additional products and services
- Serve as enthusiastic brand advocates that reduce the Cost to Acquire new customers (CAC)
That last point, customer evangelism (aka. brand advocacy), is the most significant benefit of Customer Success and the one that leads to spending less on acquisition efforts, while acquiring more customers.
When your company understands what success means to your customers, then ensures they receive what they need to achieve it, those customers respond – on Facebook, on Twitter, on Yelp, on Linkedin, and in person. They become not just your fans, but your best salespeople, helping your company grow.
But how do you start a customer success program from scratch?
First, let’s start with what customer success really is, because any time a term becomes a “buzzword” it tends to lose its original meaning.