When speaking with Customer Success Management professionals, they consistently tell me they provide different Differentiated Customer Success Management services depending on the customer. Even basic customer segmentation has allowed them to prioritize their efforts and adjust their services to meet the specific needs of different customer groups.
Not all customers are equal
While all customers are important, they are not all equal. Some customers are more profitable. Some require more support and take more time. Some customers start small but with a huge potential lifetime value, whereas others may have limited potential.
When developing your CSM program, make sure you understand both the needs and the potential value of your different customers. And then prioritize accordingly.
Differentiated Customer Success Management for B2B or B2C
You will need to adjust your Differentiated Customer Success Management approach to meet the unique needs of B2B and B2C customers.
- B2B customers often have less individual control and discretion when it comes to the systems and tools they use. In addition to individual user habits, you have to navigate a plethora of organizational issues, including internal business processes, incentives, policies, procedures, technical and data quality issues.
- B2C customers tend to have a high degree of individual control and discretion when it comes to using your product or service. You may need to help them develop new habits that involve regular, sustainable use of your system.
Delivering B2B CSM services is more complex than B2C, but the revenue amounts at stake often make it a priority.
Differentiate size & budget
It will take some experimentation to determine the optimal size and budget for your CSM program. The type of Differentiated Customer Success Management services you deliver will influence the number of customer success management staff you need. It will also affect things like the amount of travel (face-to-face) service vs. the amount of remote (web and phone) service.
Many CSM programs start relatively small and then grow as the customer base grows. When you building your CSM program, be sure to include plans for how you will add additional capacity as your customer base changes and as their needs – and your software – changes.
Change your methods based on customer need and value
You can help customers be successful with your product or service in many different ways. For some customers, it may make sense to provide services that are largely automated and uniform. For others, especially those with a high potential lifetime customer value, you may need to provide more hands-on, customized CSM services. And, as your customers grow, you may need to adjust the level of service they receive.
Here are the top 35 questions you should expect your sales prospects to ask you when evaluating your customer success services!
Savvy software buyers know that the customer success services provided by alternative vendors and make or break their success. How do your customer success services stick up? Check out this free guide to learn the answers you need to expect your prospective customers to ask.? Are your customer success services competitive? When will you lose your first sales because your competitor has more effective customer success services?