Experience the power of the customer success funnel for Customer Support

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Hey everyone! Welcome to Uncomplicate by Freshworks where we answer one question every day with one expert. In case you are listening to this on youtube, don't forget to subscribe to our Channel. So today I have Emily D'Anzika who's the partner at Winning By Design and I've had the pleasure of associating myself with Emilia a lot of times and a lot of initiatives before this. I for one know that she has a ton of insights to add whatever conversation it is. So welcome to Uncomplicate Emilia. Thanks for having me Praveen. So for some context, Emilia is a very well-known or a very authentic voice in the customer success space and when we started this Uncomplicate series a lot of people had asked me hey what are the metrics to measure when it comes to customer success because it's a relatively new field and tons written about what to measure, what not to measure and it kind of varies at every stages of growth. So Emilia, why don't you elaborate on what to measure at various stages of customer success maturity. Absolutely, so this is a conversation that comes up often with clients I work with and it depends truly on first how long does it take for the handoff from sales to customer success. Often an opportunity is closed and then the customer is left wondering about what happens next and thankfully with technology you're able to automate and start the conversation as you're assigning a customer success manager you're able to send them a quick video and then the partnership with the customer really begins. It's just the beginning of the potential lifetime value of the customer. So, one measure how long it takes from sales to customer success and then what are the key moments during onboarding, being able to measure in your CRM how long each step takes all the way to first value is critical and first value means something different for every company as well you have to think about what does first value mean for customers. Another really important metric to measure during onboarding is asking the simple question what will success look like a year from now and being able to measure that metric over the course of the year and give updates at least on a quarterly cadence will be incredibly valuable for your customer. This does not take a lot of work to ask that question regardless of what stage you are in your maturity model of your product and your customer lifecycle. Once the customer is live your end has first value and you can be well before they're truly live on your platform, you want to make sure that you're measuring what else is it going to take to get to that live and once they're live really looking at the metrics and sending them a survey because often a conversation will elicit different feedback than a survey from perhaps your CEO or your vice president of customer success. So looking at survey results are incredibly important and then ensuring that you have projects that you're able to measure success, each customer is expecting impact whether it's reducing churn, deflecting support tickets, increasing customer adoption, whatever those customer metrics are is what you want to be measuring and reporting back to the customer. So that's just a high-level overview of the beginning of a customer lifecycle journey and really before you start talking about renewal and expansion you want to ensure that you're being you're being proactive and giving them reports. You may not be able if you're a highly transactional company with your customer, you may not be able to meet with them regularly on a quarterly cadence let's say. So start thinking about what metrics really matter to your customers and start automating reports. It doesn't have to be all good news because if you send them reports on for example hey we've noticed you've only used 25% of the platform, did you know that by leveraging the following platforms or part aspects of it you can expect to achieve the following and these type of automated reports can spark conversations that lead to more meaningful usage of your product and better reporting metrics that you're able to send back to the customer once they start better adopting your platform. I know that's a lot of information but I wanted to give some some examples in a short snippet to get the audience thinking about what should I be looking at or starting to talk to my product team - start using my technology to get better insights that my customers can actually use. I think yes you did give a lot of insights but if I have to kind of encompass all of that, it's going to be 'measure success by what it means to your customer and not by what it means to your product or your company or your team'. When your customer succeeds is when you succeed. So I think I'm just gonna encapsulate that in just one line. I love that you you did embody everything I said in probably three minutes in one sentence. So thanks Praveen. It was a pleasure hosting you Emilia and cheers to you. Thanks Praveen