Customer Success : Rethink your Business for Growth

It’s a new  era of  Customer Service.  Since the Digital adoption has taken a quantum leap at driving innovations, the business landscapes are changing faster than before. It’s a change and learning mechanism to  utilize resources to achieve goals and drive innovation by leveraging on technology to the fullest and optimize the processes.  For this changing business landscape, needs action oriented and sustainable strategy for greater visibility, tracking and operational forecasting.

Digital disruption is about people and their human experience. On the one hand, digital transformation focuses on customers and their experiences along the customer journey. On the other, transformation is about creating a meaningful employee experience as the quality of service you offer to your customers is directly linked to the experience you offer to your employees. Companies need to brace with this disruptive  change management strategy to optimize both internal productivity and Customer Experience (CX).

The pandemic has had a profound impact on how businesses deal with customers, and these changes are here to stay. Buyer behaviour changed for good and became less predictable. That means it’s essential for businesses to change for good and look from the lens of the customer.

New experiences need to offer significant incremental value for a change to become permanent – and poor experiences can result in a rapid reversal to past behaviour. The e-commerce sector has responded rapidly to the challenge of creating positive experiences in response to the pandemic. Changes in mobility patterns and interpersonal behaviours are also some of the factors that are overlapping.

Post-pandemic sales aren’t about winning every deal, every time. Post-pandemic sales are about winning respect, trust, and ultimately referrals by offering useful advice and acting as trusted advisors. More is to  communicate whilst ensuring as much predictability as possible. They can achieve this through customer-centricity, applying more of a human touch, and showing more flexibility.

How to implement a Customer Success Strategy:

Particularly in times of crisis, a customer’s interaction with a company can trigger an immediate and lingering effect on his or her sense of trust and loyalty. New ideas, behaviours and technology would usually take years, if not decades to reach critical mass. However, during the pandemic, we are experiencing years of change, packed into shorter time.  Here are some of the critical ways for a success strategy:

  1. Reactive to Proactive Approach

It is digital shift from the historical reactive Customer Experience to a Proactive one. The first thing to know is this isn’t just changing the name of your customer support team and telling them to smile more. It means building real, customer-centric relationships through proper communication, being a voice for your customers, and better educating both your customers and your team.A classical example as mentioned in Forbes Article is of Mediacom Communications, a regional cable provider, 95% of its call center and dispatch workforce started working from home after the outbreak. The company invested in more customer communications technology, adding new ways for customers to connect through its mobile app, online support portal and text messaging. The number of customer text messages doubled last year.

  1. Awareness to Advocacy: Leadership at Play.

Thriving in this volatile environment means embracing the fundamentals of leadership.  The multimodal workplace is changing the types of skills required to lead teams virtually and in person successfully.

  1. The right leadership strategy acts as a catalyst to spur creativity and innovation and it resides within an organization to take the responsibility for it.
  2. Use Data to draw insights. Businesses just need to think differently and be willing to disrupt themselves.
  3. Maximise the digital experience with a human touch. Leaders must strike the right balance between demonstrating genuine care and engagement.
  1. Make CX improvement part of the company culture.

Educating customers is at the core of customer success with your product. After onboarding clients, it’s important to continue educating them, especially as your product evolves and gains more features. Customers need up-to-date, realtime information about the product to continue developing a long-term strategy with it.

Summary : The rebalance and shift to new digital or remote models, will involve permanent changes to many dimensions  accelerating behaviour shifts that were already underway before the crisis. Winning in the area of CX requires resiliency and dedication to the corporate mission with changes coming with major market inflections as opposed to trying to make too many changes too quickly.  In this article have highlighted  some of the powerful ways to deliver human-centric experiences to reshape the digital experiences of our customers to nurture the  lifelong relationships as we navigate through these turbulent times.

Article written by Jasmine Haria, CFR Global Executive Search Singapore

Photo source: Pixabay

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