The origins of customer success hale from the traditional account management role, where an employee is responsible for the day-to-day operations and overall satisfaction of the customer. Traditionally this has meant collecting the money and making sure the client does not churn – at it’s most basic level.
As our society moves towards a greater focus on human engagement and away from simply managing the money, we see a shift to building relationships and understanding our customers and their needs on a personal level as well as a business and professional level.
This desire by all parties involved to be recognized, respected and have their voices heard has created a need account management to evolve into the Customer Success role.
Major Functions of Customer Success
- Increase customer lifetime value (CLTV)
- Reduce churn by identifying signs of discontent
- Identify opportunities for upselling and expansion
- Building trust between the brand and the customer
At the basic level the purpose is simple – build a trusting and meaningful relationship with the client, help them utilize the product or service and demonstrate ROI within their company.
If everything is done well, and the product is half decent you’ll end up with an enthusiastically satisfied customer and they’ll keep paying for your product or service.
Worrying about churn and watching for its signs is still important, but if you know your client is getting value, it makes it hard for them to leave so keep showing them the value and you’ll increase retention and lengthen their lifecycle.
Check out our collection of Customer Success job posts to get a greater understanding of what many top companies expect from this role.