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Essential Customer Success Activities

by | Sep 28, 2020 | Article, Customer Success, Engage, Grow, Onboarding, Serve, Success Plan

Customer Success—and the recurring revenue it generates—results from a series of intentional, interrelated activities performed throughout the customer relationship lifecycle. As shown in this graphic, effective customer success activities comprise a continuum:

 

Essential Customer Success Activities

Effective Customer Success activities fall into 6 distinct categories.  All are essential, yet recent ServiceXRG research revealed that half of companies surveyed are doing only half the job:

Customer Success Activities Commonly Used

Source: ServiceXRG 2020

Customer Success Activities Defined

Onboarding Activities

Onboarding activities aim to remove barriers that may inhibit successful product use. Onboarding can encompass activities to welcome and introduce customers to the resources necessary to use new products, as well as verification that customers can access and use products.

Onboarding activities can include:

  • Initial welcome
  • Kick-off-meeting
  • Goals and objectives inventory

Success Planning Activities

Success planning helps customers realize the full potential of products. These activities can increase understanding customer business objectives, introducing customers to product capabilities, and aligning services to help yield tangible business results.

Success Planning activities can include:

  • Goal setting
  • Account planning
  • Journey mapping
  • Business reviews

Activities to Drive Adoption

Adoption activities occur throughout the product ownership lifecycle. They are designed to advance Customer Success by encouraging the full and successful use of product features and capabilities by all targeted users.

Adoption activities can include:

  • Coaching
  • Training
  • Best practices
  • Templates

Health Monitoring Activities

By monitoring the customer ownership experience, your team gains insights about the extent to which customers are using products successfully. Early-warning signs of low adoption or low success rates trigger corrective actions.

Health monitoring activities can include:

  • Usage tracking
  • Sentiment analysis
  • Risk assessment
  • Intervention

Customer Retention Activities

Customer retention activities facilitate the contract-renewal actions that are necessary to assure sustained customer relationships and continuation of recurring revenues.

Customer retention activities can include:

  • Renewal notification
  • Budget planning
  • Follow-up
  • Win-loss analysis

Up-sell and Cross-Sell Activities

These expansion activities focus on the growth of customer relationship value by offering additional capabilities or capacity. This is where Customer Success activities pay off in additional, and ideally recurring, revenue.

 

Up-sell and cross-sell activities can include:

  • Account reviews
  • ROI analysis
  • Goal setting
  • Opportunity alignment

Make a plan to optimize Customer Success activities

ServiceXRG provides coaching and guidance to help companies optimize their Customer Success strategies, create action plans, and apply best practices.

Let’s make a plan to optimize your Customer Success Activities.

Contact ServiceXRG via the chat button at bottom right or e-mail now; or click on my calendar to set up an initial assessment of your Customer Success planning needs.

 

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