How well are you at Customer Success?

Targeting Right Customer (Capture) :
You as an organization are targeting Right Customer. This is the customer who has more pain related to the problem you are targeting and is ready to pay premium to solve that problem

Right Engagement (Nurture) :
You as an organization are clear with the kind of NURTURING ENGAGEMENT with your target customer. Once the customer is captured, this Nurturing keeps your customer engaged well with your brand

Communication between responsible functions :
Functions in your organization which are responsible for all customer facing content are communicating with each other seamlessly. You have a SPOC (Single point of contact) or Power of Two or a cross functional team (CFT) of experts to ensure proper collaboration for all customer facing content be it used for lead capturing, lead nurturing, customer onboarding or training

Visually appealing, easily seen and easily accessible content :
Each and every content created by your organization for your customers, be it for lead capturing, lead nurturing, custoemr onboarding or customer training is visually appealing, easily seen and easily accessible

Product Training :
As an organization, you have a well set process to onboard/ train your customers about your product/service

Tips/Use cases clarity :
As an organization, your customer facing content clearly talks about the use cases/tips to resolve the customer problems. Customer language is used to creat all the content to have maximum impact

Social / Peer Learning :
Customer facing content created by your organisation promotes use of peer learning and provides technology for the same. The peer learning for B2B target customers can be kept in private to subject client only. This ensures that customer employees are encouraged to use your product/service with social/peer learning among them

The process with which you customer facing content is repeatable, scalable, follows the industry BEST practices and has a feedback loop to even make it better

Customer Support Staff Training :
As an organization, you always properly train your Customer Support Staff

Organization Structure – Independent Customer Success team :
Customer Success Team which takes feedback from customers is different and does not report to your delivery/operations and customer support function heads. Independent feedback is received from customer. Always.

KPIs – Quality focused and not Quantity focused :
Your organization has set right Key Performance Indicators (KPIs) w.r.t. to QUALITY of the target leads rather than the QUANTITY to ensure that you attract only RIGHT CUSTOMERS

Support process (ticketing system) :
Your organization has a well set ticketing system to measure the performance of your Customer Support Team

Measurement of Usage – Adoption, Usage/Engagement, Stickiness/Retention, Virality/Referrals :
Your organization has set right Key Performance Indicators (KPIs) w.r.t. to ADOPTION, USAGE/ENGAGEMENT, STICKINESS/RETENTION, VIRALITY/REFERRALS by the customers

KPIs – Output focused and not input focused :
Your organisation is tracking your employees responsible for any customer related content (lead capturing, lead nurturing, onboarding and training) using a measure related to output and not the input e.g. Sales per month or Demos per month or Usage per month instead of Content generated per month

Leadership Alignment :
Your organization leadership is absolutely clear about the need for attracting right customer, nurturing them with right content and onboarding and training them to increase customer satisfaction. Your Leadership has all customer satisfaction related Target KPIs (Key Performance Indicators).

Land & Expand Strategy :
You as an organization are helping your B2B customers for effective rollout (adoption and usage) of your product or service. You are having a clear cut strategy defined for the same in agreement with the customer. e.g. Land & Expand Strategy : Creating Customer Champions at the start of the roll out, let them first accept your product/service and then they can make it viral inside your customer organization

Motivation to consume as well as share your content :
Your organization has a mechanism in place to motivate customers to consume as well as share your content (e.g. You use certification to encourage course completion, you provide technology so that customer users can share their certificates on their internal social networks, You use gamification/leaderboards to encourage healthy competition

Continuous Engagement (Tribe) leading to much needed focus groups :
Your organization has a mechanism set so that you use technology to create customer tribe, which includes raving fans inside customer organization who are discussing/debating/promoting usage of your product/service

Motivation to create content :
Your organization has a mechanism in place to create an encouraging culture where new ideas/solution/content related to customer success are celebrated

Automation :
Your organization has a mechanism in place to find and automate/semi automate each and every step in customer journey (From lead capturing, lead nurturing to Onboarding and Training)