您建立了一个营销团队来吸引新的潜在客户。您建立一个销售团队以关闭新客户。您会建立一个客户成功团队，以保留这些客户并保持他们的快乐。
在解决一个方面客户保留问题，有太多的起点，以至于不可能知道要解决什么几乎不可能。
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客户成功团队
Customer success teams are dedicated to helping customers achieve their goals. They optimize their company's value in the eyes of the customer by providing them with useful resources and reliable support. When successful, customer success teams foster and develop a mutually beneficial relationship between their company and the customers they work with.
Over the course of the last year, I helped our customer success team here at HubSpot improve revenue retention from 80% retention to 100%. Through careful trial and error, I determined the first five actionable steps I would carry out if I were to redo my experience building my team — and I'm confident your team will see similar success in half the amount of time if you follow them from the get-go.
8个可行的步骤来建立客户成功团队
如果您的业务刚刚开始其客户成功计划，请查看我建议您为您的团队采取的步骤。
1. Start with Talking to Customers
这听起来可能很疯狂，但是新客户成功团队要弄清楚的是您的目标市场。
列出与您的产品报告成功的客户，以及取消或给出负面反馈的客户列表。一旦您列出了这些列表，就开始与客户接触以了解有关whybehind their sentiments. Once you've written down all of your notes, highlight the trends of your happy and unhappy customers.
这是您角色发展的第一步。如果您不吸引您正在为产品构建产品的客户，那么您将不断与艰苦的战斗作斗争。
2.创建一个入职过程
您可能会认为学习如何使用产品或服务很容易。虽然可能是这样，但很容易忘记您每天都使用产品，而对您的基础可能对他人而言并不那么简单。请记住，您是专家，但是您公司新手的人可能不会很快接收。bob全站app
在这里，有效的入职过程可以为您的客户成功团队获得回报。您的团队不希望客户独自适应您的产品和服务，而是主动介入并教给他们使用您的产品的最佳方法。这为客户在客户旅程的早期阶段节省了宝贵的时间，因为它阻止了他们遇到大多数新用户遇到的常见障碍。
3. Deploy a Survey at Each Stage of the Customer Lifecycle
随着客户群的增长，您将需要一种更可持续的反馈机制来确定消费者满意度。通过创建和部署常规的调查系统，优先考虑在客户体验的所有领域获得反馈。
一种净启动子得分®（NP）是调查客户的一种常见方法，但您还可以将调查添加到客户生命周期的其他部分 - 当然不会过度交流。我建议在最初登上新客户并取消时进行调查。如果客户取消和何时取消客户，您可以采取越多地收集信息，那么您就能理解和帮助这些客户，并在将来保留更多。
4.成为客户的声音
当我第一次在HubSpot建立我们的客户成功团队时，我收到了这个建议。
One of the most important reasons to have a customer success team is that, by working with customers directly every day,你是代表您对您的产品和公司感受的最佳人选。bob全站app您应该通过每周写一段段落来编译此反馈，标题为“成为[您的公司]的客户的感觉。”bob全站app描述从客户的角度来描述反馈的亮点和低光，并确保通过电子邮件或您使用的任何其他内部通信系统可见整个公司。bob全站app
如果需要，请计划每周会议，您的客户成功团队会见您的产品开发和工程团队的代表，以传达客户反馈和痛苦点。
5.开发可扩展的客户成功功能
很容易对您的新客户成功计划感到兴奋。毕竟，您正在与客户建立双赢关系，这将为您俩带来成功周期。但是，您要确保可以随着公司和客户的发展和发展而保持这种关系。bob全站app您的客户成功工作现在可能是生产的，但是如果它们不可扩展，那么您可能会使您当前的客户失望。
One way to ensure scalability is to adopt客户服务工具您的团队可以用来自动化其日常任务和功能。例如，票务系统can manage incoming service requests and distribute them to different members on your customer success team. You can also set up pre-written email templates that employees can use to standardize communication with new customers. Rather than taking the time to perform these types of menial tasks, customer service tools can save your success team valuable time and expand their bandwidth.
6.提供自助资源bob体育苹果系统下载安装
对于您的客户使用您的产品时，对您的问题进行快速，简单的答案至关重要。有时，他们获得帮助的首选方法不会跳上电话 - 它正在进行在线搜索以获取他们的问题。那是一个知识库进来 - 像我们的在HubSpot。
开始为您的知识库创建资源的一种简单方法是写下客户不止一次或两次提出的任何问题。bob体育苹果系统下载安装一旦问题达到这个阈值，您就需要一个帮助资源来为客户提供信息并为共同的客户障碍解决。
Knowledge base help resources might typically take the form of how-to articles, but today's modern buyer may benefit more from a quick answer, a how-to guide, a video explainer, or a webinar. Consider your persona and what they would be most likely to leverage if they ran into this problem when deciding which type of knowledge base content to create. Not sure? Just survey a few customers!
我创建的最后提示自助服务bob体育苹果系统下载安装资源是他们不必是完美的。
让我再说一遍不是have to be perfect.
实际上，您对资源质量的痛苦越多，效率就越小。bob体育苹果系统下载安装您很可能需要更新这些文章的频率，因为如果您担心它们是完美的，您的产品更改将是可持续的。
4X as many customers宁愿观看有关产品的视频，而不是阅读有关产品的视频，因此不要害怕将其投入到视频内容的世界中 -here's how to get started如果您以前没有做过。
7. Send a Customer Success Report Card
发送每周的报告卡跟踪KPI对于将所有团队保留在同一页面上至关重要。
The weekly report card should include things like the customer narrative, team process updates, relevant product changes, and relevant KPIs — like NPS or other survey results. This helps everyone committed to customer success keep a pulse on what's happening with your team on the front lines.
While these report cards should communicate metrics, they should communicate qualitative feedback, too. This information is just as valuable as it empowers your team to learn from past errors and help customers use time-tested best practices.
8.与其他部门合作
Your customer success team needs to develop a complete picture of the customer's journey, but often these employees only see a portion of your客户的经验。客户成功团队会见已经购买了您的产品或服务的人会见，并且不会看到客户在购买点之前做出的决定。取而代之的是，您的营销和销售团队处理客户旅程的这一方面，并将客户成功排除在购买过程之外。
But how will your customer success team ever know when tocross-sell or upsellif they don't understand how customers make their buying decisions? Sure they may know the right upgrade to recommend, but that's useless if they can't present the offer in the right way and at the right time. By working with sales and marketing, your success team will have a better understanding of not only what to offer your customers, but how to offer it to them in an enticing way.
另一方面，您的销售和营销可以从您的客户成功团队中获得丰富的学习。您的成功团队可以突出最新的客户的需求和建议营销团队如何最好的格式their content. They can also transfer customers directly to sales reps when they're interested in upgrading or making additional purchases. That seamless transfer removes any hesitations customers may have when considering your products.
这些只是我从中学到的一些东西开始客户成功团队。
For more ways to focus on customer success at your business, read aboutcustomer-centric culture。
净启动子，净启动器系统，净启动子得分，NP和与NPS相关的表情符号是Bain＆Company，Inc。，Fred Reichheld和Satmetrix Systems，Inc。的注册商标。bob全站app
