Customer Success is, when done right, pro-active. Customer success managers are constantly on the lookout (often with the help of auto-notifications set to deploy when customers show signs of trouble) for what customers need now, and what customers need next. But the quantitative and qualitative data Customer Success Managers use to feel the pulse of the customer base isn’t just useful for their department. It’s useful for every department. Critical even.
How can customer success help colleagues in other departments?
Data Driven + Customer Centric Product Management
Customer Success data typically includes real-time visibility into customers’ health (calculated with a combo of usage data and contextual data). So CSMs know what customers are using most, and are the first to know when a feature is leading to confusion and frustration. That information alone can direct the priorities of Product Managers when they’re creating their product roadmaps, but perhaps the most useful piece of information is this: Customer Success also knows what customers will need next.
For example, if Customer Success sees that customers are doing really well with the product, but could use an expansion or new feature to reach the next level, that information is crucial to data driven product teams (and to the growth of the company). Customer Success teams can implement a system of tagging that allows them to mark similar needs and wants in each customer record. If you’ve got the right metrics tracking tools in place, your team can then regularly deliver this data to product, telling them how many customers are requesting or needing new features and how those needs have changed over time.
For example, if you’re using Intercom for customer engagement, you can create segments based on users that have been tagged by requesting a certain feature. You could deliver that raw data to product, or you can use a tool like Notion that tracks trends in those requests over time, giving product a deeper understanding of the urgency of the need and the ability to do further research into which types of customers are making those requests. The end result is a product team with a richer and more nuanced understanding of the needs of their customers and the ability to craft a more customer centric product roadmap in the long term. Learn more about that communication strategy with Notion’s recent post: How Customer Success Can Deliver Data Driven Customer Insight.