Acting in service of customer success means having their best interest in mind, from the start. We connected with Bradley Spears, Associate Director of Account Management at Upside on approaching customers with empathy and understanding.
1. Prevent fires from happening, don’t join the fire brigade:
If you're spending too much time with a fire extinguisher in your hand, you're not studying the building before it catches on fire in the first place. You're too busy waiting for the fire and not inspecting why a fire could break out.
That's why so many people get so lost in mitigating churn. Churn, churn, retention, churn. But if you're only worried about churn… you're not having a conversation about why the customer got there in the first place. So the very first thing I would tell my team is—don't worry about it. That's not your job. Don't worry about mitigating churn.
If you're worried about churn all the time, then you're only looking for issues.
You're not looking to solve problems, you're looking to solve it when it happens. But that shouldn't be your attitude.
2. Doing it right means being proactive:
Customer Success is basically just embracing customer challenges. Then engaging in those expectations and providing solutions in a proactive manner. Customer Success is all about a proactive approach.
There is nothing reactive, in my opinion, about Customer Success.
You'll know it's working for sure, when your customers are not only coming back to you. Instead, they're coming back with increased business or they're happier than when they first reached out to you. You can gauge that happiness through a lot of different metrics and conversations.
3. Two years of pandemic working have brought a 2033 mindset to 2022:
I don't think there's one industry on this planet right now that hasn't evolved in the past few years. Due to COVID, the last two years have been the next 10, in my opinion. Things were expedited. So you're seeing changes to the funnel of adoption, retention, expansion. Even the ways that we advocate for our customer base… all that has changed.
The traditional methods of engaging with our customers are gone.
Everything is technology now. Shaking hands has almost become a thing of the past. Taking 100 flights to secure one deal is almost a thing of the past. It's Zoom meetings, it's Google Hangouts, it's technology, it's AI. That's how we've evolved. I wouldn't have expected we'd be there in 2021. That's a 2033 mindset. [Laughs] Obviously we've evolved.
Big thanks to Bradley for sharing his process to help us stay one step ahead!