Sometimes the effort of sales and marketing alone is not enough to sustain consistent growth for your customers. With the cost of acquisition rising and customers having increasingly more options available to them, businesses can no longer rely on annual contracts to keep customers loyal. 

This calls for a holistic approach to customer success that places customers at the centre of the conversation – giving customers a feedback loop, allowing sales and marketing teams to proactively pre-empt challenges to efficiently provide solutions and answers. Making current customers happy while retaining them and increasing lifetime value along the way.  

Customer Service vs Customer Success

Oftentimes, customer success gets mistaken for customer service, and while some aspects may seem similar, the two teams do not aim to solve the same problem. The biggest difference being that customer service is a reactive process structured to help with a variety of issues faced by your customers. Whereas customer success is a proactive business strategy focused on maximising your customers growth using support, valuable insights, and data to assist the wider business. 

Put simply, customer success is a long-term business strategy that is designed to engage and grow your customer base. Customer success teams are responsible for bringing customers closer to their goal, allowing them to get the best out of your business.  

To achieve this, customer success specialists need to engage with current customers throughout their various lifecycle stages. This activity not only benefits your customers but allows valuable insights around customer journeys to be passed onto sales and marketing teams. 

Why do businesses need customer success specialists? 

Organisations succeed when their customers do. 

Customer success functions are indispensable to businesses that want to grow lifetime value with their best-fit accounts. 

Implementing customer success initiatives into your business will help: 

Improve renewal processes: Customer success teams make the renewal process smoother. Using insights collected teams can manage successful renewal exchanges, giving your customers smooth buying experiences. 

Lower customer churn: Using data to enhance customer experience, customer success specialists can spot churn red flags. Prompting sales and marketing teams into action. 

Generate revenue at lower costs: Insights are invaluable in sales. With more businesses focusing on recurring revenue customer success specialists will play an important role as their deepened relationships with customer give them the knowledge and tools to upsell and cross-sell to within existing accounts. 

Maintain customer relationships: Customer success teams are responsible for building and maintaining customer relationships. Making them the go to for information around customer needs and how they use your products or services. 

What makes an effective customer success strategy? 

It’s all about getting communication right. Ultimately, the closer your customer experience aligns with your business mission, the easier it is for your business to demonstrate its value to customers. 

durhamlane’s inside sales and customer success teams engage your customers to identify where they need support, uncover opportunity for growth, and drive valuable insight back to the relevant departments. Our account-based sales approach enables us to scope growth and generate renewal, upsell and cross-sell opportunities with your current customers. 

Learn how we can help you increase revenue with our customer success services.

Let’s talk

We’re always open to hearing from ambitious organisations that are looking to scale but are unsure how. Get in touch to see how we can help overcome your sales challenges.