With the arrival of the 3.0 marketing era where each client becomes ambassador to the greatest possible number of people, every company must ensure that their customers reach the outcome expected from their investment (i). Indeed, a satisfied customer is the best possible ambassador of your product or service (ii).
From this need, new business strategies have developped: Customer Experience and Customer Success depending on context.
The Customer Success framework was created by SaaS software companies in the US – the first of them being Salesforce.com. With the advent of cloud, the software industry has changed in depth:
- In the business model, from selling a box to a subscription-based relationship
- In design, from a watefall approach to agile development
- In the implementation, from a heavy installation to a light set up
- In usage, from an owner front end to a more intuitive web interface
- In product updates, now available on CD or immediately through the interface
Customer Success is dedicated to partnering customers within this new framework to facilitate the achievement of expected outcomes. As an emerging role, this mission of underlining added value includes the implementation, use and deployment and can be extended to the design and marketing and sales.
To take the example of Salesforce.com, which stood out by creating the logo “no software” and was the first to set the goal of customer success at the heart of its business objective. Today, their signature is “The Customer Success Platform” with a stated goal of nothing less than a “Customer for Life” ! Indeed, it is a whole approach and organisation which complements the solution with features and tools dedicated to this objective and assigned partners working in a very active community. Almost every editor has been inspired by and followed their model: clients for life.
Ultimately, whatever the outcome expected by their customers – e.g. for marketing to optimise its website or its omni-channel interaction or for sales to optimise their sales process, etc. each editor must announce and keep their promise. This will result in customers becoming naturally inclined to act as ambassadors for their product or service 🙂
Happy New Year !
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