Why Playing Offense Is the Heart of Exceptional Customer Success

Arinze Okonkwo

04 Nov 2024 • 5 min read

This article is part of the AfterShip Author Series, featuring guest contributions from subject-matter experts at AfterShip, who share their insights, expertise, and experiences in the realm of eCommerce, running a business, and life at AfterShip. Learn more about Arinze Okonkwo.

We've all heard the saying, "the customer is king." But what does that really mean when it comes to ensuring their success? Is it about keeping them happy, or is there something deeper at play?

Let's explore the essence of exceptional customer success. We'll dive into why it's an offensive strategy rather than a defensive one, how it's a value that should permeate the entire company, and why the ultimate goal is to make customers successful — not just happy.

Customer Success Is Offense, Not Defense

Imagine we're watching a soccer match where one team only defends their goal without ever attempting to score. Boring, right? The same goes for customer success. It's not about sitting back and reacting to issues as they pop up; it's about proactively setting up our customers to win from the very start.

Here are some practical steps that best-in-class companies adopt to ensure they maximize value for their customers and help them win:

1. Build Great Products

Everything begins with the product. If your product doesn't solve real problems or meet customer needs, no amount of support or marketing will make up for it.

Listen to Your Customers: Engage with them to understand their pain points. Use surveys, interviews, and feedback forms to gather insights.
Innovate Continuously: The market evolves, and so should your product. Regular updates and improvements keep offerings relevant and valuable.

2. Sell Them Honestly

Honesty isn't just ethical — it's practical. Overpromising and underdelivering is a surefire way to lose trust.

Set Realistic Expectations: Be transparent about what your product can and cannot do. This will build credibility and set the stage for satisfaction.
Focus on Solutions: Tailor your sales approach to address the specific challenges customers face, showing them how your product is the right fit.

3. Onboard Customers Quickly

First impressions last. A smooth onboarding process can make the difference between a one-time user and a lifelong advocate.

Simplify the Process: Use clear instructions, tutorials, and user-friendly interfaces to make adoption easy.
Offer Immediate Support: Reach out proactively to assist with any hurdles they might face during the initial setup.

4. Provide World-Class Support

Even the best products encounter issues. How you handle them sets you apart from the competition.

Be Accessible: Offer multiple support channels — email, chat, phone — so customers can choose what suits them best.
Respond Promptly: Time is of the essence. Quick responses show customers you value their time and concerns.

5. Coach Customers Toward Accelerated Results

Your product is a tool; how effectively it's used depends on guidance.

Understand Their Goals: Have conversations about what success looks like for them.
Share Best Practices: Offer tips, webinars, and resources that help them maximize the value they get from your product.

By proactively taking these steps, you're not just reacting to customer needs — you're staying on the offensive and anticipating them, ensuring they have everything they need to succeed.

Customer Success Is a Company Value, Not Just a Team

Customer success isn't confined to a department tucked away in your organizational chart. It's a mindset that should be woven into the fabric of your company culture.

Breaking Down Silos

Unified Mission: As part of our mission and core values as an organization, everyone—from product development to marketing to customer support—should share the goal of making customers successful.
Collaborative Efforts: Encourage cross-departmental projects that focus on improving the customer experience.

Leadership Sets the Tone

Lead by Example: When executives prioritize customer success, it signals its importance to the entire company.
Allocate Resources: Invest in tools, training, and systems that empower employees to contribute effectively to customer success.

Empowering Every Employee

Customer Interactions Matter: Whether an employee interacts directly with customers or works behind the scenes, their role impacts the customer experience..
Encourage Initiative: Give employees the autonomy to make decisions that benefit the customer without excessive red tape.

When customer success becomes a shared value, it transforms how the company operates. It's no longer about individual departments doing their part but about the entire organization moving in harmony toward a common goal.

Customer Success Focuses on Making Customers Successful, Not Just Happy

There's a fundamental difference between making customers happy and making them successful. Happiness is a feeling — fleeting and subjective. Success is measurable and sustainable.

Let me illustrate: If all I cared about was making my 4-year-old son happy, I’d feed him ice cream and chocolates every day. But if I really care about his health and well-being, I’d ensure he eats a balanced and nutritious diet.

The Happiness Trap

Short-Term Wins: A friendly support call might make a customer happy today, but without long-term results, that happiness fades.
Superficial Metrics: Relying solely on satisfaction surveys can mask underlying issues affecting customer retention and growth.

Defining Success

Set Clear Objectives: Work with your customers to identify what success looks like for them. Is it increased efficiency? Higher sales? Better user engagement?
Measure Outcomes: Use data and KPIs to track progress toward these goals.

Be a Partner, Not Just a Provider

Strategic Collaboration: Offer insights and advice that go beyond your product. Help them navigate challenges and seize opportunities.
Adapt to Their Needs: As their business evolves, be ready to adjust your offerings and support to match.

By focusing on making customers successful, we build deeper relationships based on trust and mutual benefit. Happy customers might leave when a better deal comes along, but successful customers are invested in the partnership we've built.

Integrating These Principles for Maximum Impact

Bringing it all together requires a deliberate strategy and commitment across the organization.

Develop a Proactive Mindset

Anticipate Needs: Use data analytics and customer feedback to predict future challenges and address them before they become problems.
Stay Ahead of the Curve: Keep an eye on industry trends and evolving customer expectations to ensure our offerings remain relevant.

Foster a Customer-Centric Culture

Share Success Stories: Celebrate wins, both big and small, to reinforce the importance of customer success.
Encourage Feedback: Create open channels for employees to suggest improvements to the customer experience.

Align Goals and Incentives

Unified Objectives: Ensure that all departments have KPIs tied to customer success metrics.
Reward the Right Behaviors: Recognize and reward employees who go above and beyond to help customers succeed.

The Ripple Effect of Great Customer Success

Embracing these principles doesn't just benefit your customers—it propels your company forward.

For Customers

Achieve Their Goals: They see tangible results, reinforcing the value of your partnership.
Build Trust and Loyalty: Successful customers are more likely to stay with you long-term and recommend you to others.

For our Company

Increase Retention Rates: Happy customers might stay; successful customers almost certainly will.
Drive Growth: Customer success can lead to upselling and cross-selling opportunities.
Enhance Reputation: A strong track record of customer success attracts new business and top talent.

Overcoming Challenges Along the Way

Implementing a customer success-focused strategy isn't without hurdles. Here are some common challenges and guidance on how to tackle them.

Resistance to Change

Communicate Clearly: Explain the benefits to all stakeholders, showing how it positively impacts the company and their roles.
Lead with Data: Use case studies and metrics like Net Retention Rate and Churn Rate to demonstrate the effectiveness of a customer success approach.

Resource Constraints

Prioritize Efforts: Focus on high-impact areas first. We don't have to do everything at once.
Leverage Technology: Use customer success platforms like PlanHat or Gainsight to automate and streamline processes.

Maintaining Consistency

Standardize Processes: Develop guidelines and best practices to ensure a consistent customer experience.
Continuous Training: Keep your team updated with the latest tools, techniques, and customer insights.

Conclusion

Great customer success is about playing offense by proactively empowering our customers, embedding customer success into your company's DNA, and relentlessly focusing on making customers successful rather than just happy.

By adopting these principles at AfterShip, we're not just enhancing the customer experience; we're building a resilient, forward-thinking organization poised for long-term success. Customers won't just appreciate what we do for them—they'll become advocates, champions, and partners in our ongoing growth.

Remember, when your customers succeed, so do you. Let's make success the goal, happiness the byproduct, and excellence the standard.