{"id":34922,"date":"2020-11-10T00:00:00","date_gmt":"2020-11-10T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/the-power-of-the-human-voicemail-greeting\/"},"modified":"2025-03-13T06:22:53","modified_gmt":"2025-03-13T13:22:53","slug":"customer-success","status":"publish","type":"post","link":"\/us\/en\/blog\/customer-success\/","title":{"rendered":"Customer success: Build a strategy for your small biz in 6 steps"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">When it comes to most business functions like marketing, sales, or customer service\u2014we are programmed to believe that all customer journeys come to a finite end.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This mindset is changing with the growing importance of customer success\u2014an approach that several businesses are taking nowadays to invest in their customers\u2019 success and to help them achieve their goals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customer success looks at customer journey as a never-ending loop to deepen your relationships with customers as they grow in their respective domains.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At a time when customer acquisition costs are at an all-time high across all industries, customer success offers a powerful shot in the arm to boost your customer retention efforts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By the end of this post, you will start looking at revenue generation differently if your business is finding it hard to add new customers into the fold.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a company that helps hundreds of small businesses grow their potential, we never get tired of hammering this into our new customers\u2014<\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-acquisition-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">it&#8217;s a lot easier to keep customers than it is to acquire new ones<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Thankfully, a lot of businesses are waking up to the new reality. It\u2019s probably the reason why an increasing number of small businesses are eager to set up <\/span><i><span style=\"font-weight: 400;\">customer marketing<\/span><\/i><span style=\"font-weight: 400;\"> teams or <\/span><i><span style=\"font-weight: 400;\">farming<\/span><\/i><span style=\"font-weight: 400;\"> teams\u2014just a couple of new concepts that advocate the importance of <\/span><i><span style=\"font-weight: 400;\">customer success<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But what is customer success? And how is it different from customer service? In this post, we will cover all of that and give you a detailed breakdown of how you can create a customer success strategy for your own business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s everything that you will get out of this article:<\/span><\/p>\n<ul>\n<li><a href=\"#what\">What is &#8220;customer success?&#8221;<\/a><\/li>\n<li><a href=\"#how\">How is customer success different from customer service or customer support?<\/a><\/li>\n<li><a href=\"#right\">Can you run a customer success program if you don&#8217;t have a big team?<\/a><\/li>\n<li><a href=\"#six\">How to build a customer success strategy in 6 steps<\/a><\/li>\n<\/ul>\n<hr \/>\n<p><span style=\"font-weight: 400;\">\ud83d\udd11<\/span><span style=\"font-weight: 400;\">\u00a0 What\u2019s the key to building a strong customer-centric team? Grab our eBook to find out.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/p>\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/ebook\/the-key-to-building-a-customer-centric-team.pdf\" data-id=\"69e02c130195d\" id=\"69e02c130195d\">\n\t\t<button tabindex=\"on\"  on=\"tap:69e02c130195d.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83d\udcd9 Get the eBook<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udc40 \u200a Get this free eBook to learn how to build a customer-centric team. <\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69e02c130195d.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p><\/span><\/p>\n<hr \/>\n<h2><span style=\"font-weight: 400;\"><a id=\"what\"><\/a><br \/>\nWhat is customer success?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Put philosophically, customer success (CS) is based on the idea that <\/span><i><span style=\"font-weight: 400;\">your business\u2019 success depends on the success of your customers<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But how exactly does that look in a real-world business context?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s actually very simple to understand. Let\u2019s say you own a grocery shop in a decent neighborhood.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a business owner, do you prefer the families in that neighborhood to grow rich and prosper or would you rather see them become homeless and poor?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Obviously, the neighborhood\u2019s prosperity bodes well for your business while its economic decline will directly risk your business\u2019s survival.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In practice, customer success is a proactive way for your business to make sure your customers are successful.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That means helping your customer make the most out of your products or services so that they can realize their end goals, whether it&#8217;s saving more time or making more money.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><a id=\"how\"><\/a><br \/>\nHow is customer success different from customer service or customer support?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">By definition, customer service and <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-support\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer support<\/a> are typically reactive, and refer to when brands extend support to customers seeking answers to their questions or reaching out for help.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The scope of customer service as a business function also stops at helping customers solve their problems. Once you take care of their issues, you also resolve the ticket\u2014case closed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When talking about customer service, there are three aspects to keep in mind:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><b>Customers<\/b><span style=\"font-weight: 400;\">, who expect you to be present across all channels and respond to their queries in a timely and meaningful manner <\/span><i><span style=\"font-weight: 400;\">or <\/span><\/i><span style=\"font-weight: 400;\">who expect to be able to easily <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-self-service\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">find answers to problems on their own<\/span><\/a><span style=\"font-weight: 400;\"> without your CS team\u2019s help.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Agents<\/b><span style=\"font-weight: 400;\">, who control the quality of customer experience your brand offers. Happy agents make happy customers\u2014which means increased revenue.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Business stakeholders<\/b><span style=\"font-weight: 400;\">, such as contact center managers or crossover team members whose success ties to the performance of the customer service teams.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">However, reactive support often doesn\u2019t cut it in today\u2019s volatile business landscape. Take the recent PwC study for instance, which found that about a third of customers will leave a brand that they <em>love<\/em> after just a single bad experience.<\/span><sup><span style=\"font-weight: 400;\">1<\/span><\/sup><\/p>\n<p><span style=\"font-weight: 400;\">Similarly, 92% of consumers abandon a brand after just two or three negative experiences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, it\u2019s no longer enough for companies to monitor their phone lines and email inboxes between 9 to 5. We live in an always-on society, and businesses have to adapt to stay relevant.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customer success, on the other hand, involves more <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/proactive-customer-service\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">proactive customer service<\/span><\/a><span style=\"font-weight: 400;\">. It\u2019s a more evolved state of service where you try to anticipate what your customers might need and address those needs <em>before <\/em>they come to you with issues.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The theory is that the karmic cycle of doing good to your customers will reward you with new revenue (hello, upselling and cross-selling) opportunities since your customers will need more of your products and services as they grow.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customer success is also different from <\/span><span style=\"font-weight: 400;\">proactive customer service<\/span><span style=\"font-weight: 400;\"> in the sense that CS is a critical confluence between product, marketing, sales, and customer service.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customer service is arguably the business of after-sales teams like customer support. But client success involves lots of <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/cross-functional-collaboration\/\" target=\"_blank\" rel=\"noopener noreferrer\">cross-team collaboration<\/a> like onboarding new customers, setting the sales <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/sales-process\/\" target=\"_blank\" rel=\"noopener noreferrer\">process<\/a> in motion, in addition to helping customers solve their problems.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In other words, customer success is everyone\u2019s business.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><a id=\"right\"><\/a><br \/>\nCan you run a customer success program if you don&#8217;t have a big team?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Customer success isn\u2019t exclusive to big companies\u2014it\u2019s a must for all businesses that want to grow their revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We would actually argue that customer success is more important for small businesses because CS is all about going deep into your customer base instead of going wide\u2014an area where most small businesses struggle just by nature of their sizes and organization structures.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The good news? Small teams can absolutely take a bite out of bigger incumbents if they have the right tools. For instance, if you have a small team (or it\u2019s just you) and you want to do more with less, it\u2019s cheaper to pick a good <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/best-customer-service-software\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">customer service software<\/span><\/a><span style=\"font-weight: 400;\"> than to hire another person for your customer success team.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, <a href=\"https:\/\/www.ringcentral.com\/digital-customer-engagement.html\" target=\"_blank\" rel=\"noopener noreferrer\">RingCentral\u2019s Engage Digital platform<\/a> lets one person manage multiple social media platforms (and other channels like email and live chat) easily\u2014here\u2019s a quick look at how it works:<\/span><\/p>\n<div class=\"rc_custom_video\"><a class=\"rc_custom_video__link\" href=\"https:\/\/www.youtu.be\/PZC3o5YN90E\">\n\t\t            <picture><source srcset=\"https:\/\/i.ytimg.com\/vi_webp\/PZC3o5YN90E\/maxresdefault.webp\" type=\"image\/webp\"><img decoding=\"async\" class=\"rc_custom_video__media\" src=\"https:\/\/i.ytimg.com\/vi\/PZC3o5YN90E\/maxresdefault.jpg\" alt=\"\">\n\t\t            <\/picture>\n\t\t        <\/a><br \/>\n\t\t        <button class=\"rc_custom_video__button\" aria-label=\"Play video\"><svg width=\"68\" height=\"48\" viewBox=\"0 0 68 48\"><path class=\"rc_custom_video__button-shape\" d=\"M66.52,7.74c-0.78-2.93-2.49-5.41-5.42-6.19C55.79,.13,34,0,34,0S12.21,.13,6.9,1.55 C3.97,2.33,2.27,4.81,1.48,7.74C0.06,13.05,0,24,0,24s0.06,10.95,1.48,16.26c0.78,2.93,2.49,5.41,5.42,6.19 C12.21,47.87,34,48,34,48s21.79-0.13,27.1-1.55c2.93-0.78,4.64-3.26,5.42-6.19C67.94,34.95,68,24,68,24S67.94,13.05,66.52,7.74z\"><\/path><path class=\"rc_custom_video__button-icon\" d=\"M 45,24 27,14 27,34\"><\/path><\/svg><br \/>\n\t\t        <\/button>\n\t\t    <\/div>\n<p><span style=\"font-weight: 400;\">From Twitter to Facebook Messenger to phone calls, you can add pretty much <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/communication-channels\/\" target=\"_blank\" rel=\"noopener noreferrer\">any communication channel<\/a> to your dashboard and see all of a customer\u2019s past <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-interactions\/\" target=\"_blank\" rel=\"noopener noreferrer\">interactions<\/a> with your business\u2014without having to toggle between windows and tabs:\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-44859\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/03\/engage-digital-all-sources-conversations.png\" alt=\"engage digital all sources conversations\" width=\"900\" height=\"456\" \/><\/p>\n<p><span style=\"font-weight: 400;\">One person can\u2019t reasonably \u201cdo it all\u201d\u2014but with the right tools, they can come pretty close.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Okay, now let\u2019s look at a different option if you\u2019re tight on budget.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re seriously contemplating customer success but are faced with a resource crunch, the best thing you can do is\u2014coach your customer service agents to take up customer success as an added responsibility.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customer service agents are deft at helping customers solve their problems. Giving them the additional responsibility (with the added incentives, of course) of proactively helping the customers succeed in their goals is a sensible extension to their ninja-level customer service chops.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><a id=\"six\"><\/a><br \/>\nHow to build a customer success strategy that works for your small business in 6 easy steps<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Without a good plan, it\u2019s hard to pull off an initiative that has the word \u201csuccess\u201d in it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Devising a strategy for customer success is especially important if you are a small company that has never tried it before.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are a few simple and tactical steps that you can take to build a customer success strategy that works for your business.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Define your customers\u2019 \u201csuccess\u201d<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Success is often a subjective interpretation; it can lead to incorrect assumptions if you aren\u2019t clear about what your customers\u2019 end goals are.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To come up with a customer service strategy, the first step is ideally to recognize what \u201csuccess\u201d looks like\u2014not for you, but for your customers. Preferably, in relation to your products or services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This means you have to talk to your customers frequently, make extensive notes on what problems they are trying to solve, understand how they perceive your brand, draw up a customer success journey roadmap, and rally them for success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These are all stories that customers will tell you when you open up and start a conversation with them. If you can master this key <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-service-principles\/\"><span style=\"font-weight: 400;\">customer service principle<\/span><\/a><span style=\"font-weight: 400;\">, it\u2019ll make it much easier to help them reach their goals.\u00a0<\/span>\u200b<\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p>Sometimes, you might end up aggregating multiple understandings of customer success\u2014and that\u2019s fine. Just outline the top few goals and rank them in the order of priority based on how popular they are among your customers.<\/p>\n<\/div>\n<h3><span style=\"font-weight: 400;\">2. Identify your business goals<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Defining what success means for your customers is one half of the customer success model, identifying what it means for your business is another half.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No business function is free from its contribution to your company\u2019s growth, whether it&#8217;s marketing, sales, or customer service.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customer success also has to map to your overall business goals. How you want to map it to your brand\u2019s goals is up to you to decide.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a jump-off point to determine this, answer a simple question\u2014what contribution do you want the customer success team to make for your brand?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do you want to fight churn\u2014the rate at which customers leave your brand?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do you want to maximize customer lifetime value (CLTV)?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do you want to improve <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-retention\" target=\"_blank\" rel=\"noopener noreferrer\">customer retention<\/a> and increase brand loyalty?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Or do you want to shorten your <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/first-call-resolution-industry-standard\/\" target=\"_blank\" rel=\"noopener noreferrer\">first contact resolution (FCR)<\/a>?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t worry too much about the above-mentioned terms if you&#8217;re not familiar with them yet\u2014we have a specific section coming up below where we talk about important customer success metrics in detail.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As your company becomes more trained in managing customer success, you can use CS to check all the boxes.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Hire the right people for your CS team<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If marketers, product managers, customer service agents are superheroes\u2014a <a href=\"https:\/\/www.ringcentral.com\/customer-success-careers.html\">customer success team<\/a> is an ensemble of superheroes who meet in a crossover universe to serve a greater cause.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ideally, a CS team should have the right mix of product specialists, growth experts, and customer service folks to make customer success work to its full potential. Even better? If you can assemble a team of people from different parts of the world, with specific region-based expertise and the ability to converse in different languages<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s important that recruits in your success team exhibit traits such as adaptability, empathy, and a strong sense of ownership.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As an example, here\u2019s what Curable\u2014a small healthcare startup founded in 2016\u2014mentions as required traits and qualifications in its job posting for a Customer Success Associate.<\/span><br \/>\n<a href=\"https:\/\/www.curablehealth.com\/about\/jobs\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"alignnone size-large wp-image-45083\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/11\/curable-customer-success-associate-1024x932.png\" alt=\"\" width=\"1024\" height=\"932\" \/><\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">When forming a new customer success team for your business, give hiring novices a pass. Instead, go back to your customer service teams and handpick people who get your product, enjoy sales and marketing, and\u2014most importantly\u2014are passionate about making a meaningful difference in their customers\u2019 lives.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once your customer success team evolves to a matured state, you can expand your hiring scope to teams beyond customer service because, by that time, you will have people to coach the newbies.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">4. Use the right tools<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Often in business, the simplest tools can empower people to do great things. In the context of customer success, you need various tools to lead your CS initiative to victory.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, you need tools to mine data on how your customers interact with your product. The data will give you an insight into your customers\u2019 psychology and their motivation behind using your products.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You will also need tools to communicate with your customers and with your internal teams in order to fill communication gaps so that no context gets left behind.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using the right tool like chatbots powered by artificial intelligence (AI) can help deflect a huge chunk of your customer support traffic from live agents, giving them enough room to extend their hand to customer success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can train the bots to respond to basic queries like password change, address updates, etc. so that the automated systems can shoulder the bulk of the busywork while your customer success folks can focus on the stuff that matters\u2014engaging with customers on a personal basis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We already mentioned RingCentral\u2019s Contact Center solution above, but RingCentral actually has another product that\u2019s designed to make your Customer Success team\u2019s lives easier.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Did you know that RingCentral has an <\/span><a href=\"https:\/\/www.ringcentral.com\/solutions\/small-business.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">all-in-one communications solution<\/span><\/a><span style=\"font-weight: 400;\"> that includes messaging, video conferencing, and a phone service\u2014all in one app?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That means you can send messages, make calls, or jump into video meetings from any device at any time:<\/span><\/p>\n<div class=\"rc_custom_video\"><a class=\"rc_custom_video__link\" href=\"https:\/\/www.youtu.be\/EbIAZJd9rCU\">\n\t\t            <picture><source srcset=\"https:\/\/i.ytimg.com\/vi_webp\/EbIAZJd9rCU\/maxresdefault.webp\" type=\"image\/webp\"><img decoding=\"async\" class=\"rc_custom_video__media\" src=\"https:\/\/i.ytimg.com\/vi\/EbIAZJd9rCU\/maxresdefault.jpg\" alt=\"\">\n\t\t            <\/picture>\n\t\t        <\/a><br \/>\n\t\t        <button class=\"rc_custom_video__button\" aria-label=\"Play video\"><svg width=\"68\" height=\"48\" viewBox=\"0 0 68 48\"><path class=\"rc_custom_video__button-shape\" d=\"M66.52,7.74c-0.78-2.93-2.49-5.41-5.42-6.19C55.79,.13,34,0,34,0S12.21,.13,6.9,1.55 C3.97,2.33,2.27,4.81,1.48,7.74C0.06,13.05,0,24,0,24s0.06,10.95,1.48,16.26c0.78,2.93,2.49,5.41,5.42,6.19 C12.21,47.87,34,48,34,48s21.79-0.13,27.1-1.55c2.93-0.78,4.64-3.26,5.42-6.19C67.94,34.95,68,24,68,24S67.94,13.05,66.52,7.74z\"><\/path><path class=\"rc_custom_video__button-icon\" d=\"M 45,24 27,14 27,34\"><\/path><\/svg><br \/>\n\t\t        <\/button>\n\t\t    <\/div>\n<p><span style=\"font-weight: 400;\">In fact, many of our customers (like <\/span><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/stratejm.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Stratejam<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/aseracare.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">AseraCare<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies\/pipelinedeals.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">PipelineDeals<\/span><\/a><span style=\"font-weight: 400;\">) use both the Contact Center and the desktop and mobile app to make customer success, well, a success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">RingCentral integrates with a ton of other customer success tools too\u2014making it easy for you to connect with your customers and the rest of your team.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And one of the best things about RingCentral? It\u2019s great for small teams, both in terms of pricing and utility. (And of course, it can grow with you and has more advanced features that you can tap into as your CS initiatives scale.)<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">5. Measure the right customer success metrics<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Nothing great has been accomplished without measuring. CS has an analytical side to it that gets better when you measure the customer success KPIs (key performance indicators) and adjust them to achieve future goals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are a few of the most common <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-service-kpi\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer success KPIs<\/a>:<\/span><\/p>\n<p><b><i>Churn rate<\/i><\/b><span style=\"font-weight: 400;\"> is the measure of what percentage of customers quit doing business with you over a given time.<\/span><\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-retention-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\"><b><i>Retention rate<\/i><\/b><\/a><span style=\"font-weight: 400;\"> is the opposite of churn, i.e., the percentage of customers who decide to stay with you for a specific time range.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Better retention rate leads to improved <\/span><b><i>customer loyalty<\/i><\/b><span style=\"font-weight: 400;\">\u2014the number of old customers who buy from you repeatedly over a given time.<\/span><\/p>\n<p><b><i>Customer lifetime value (CLTV)<\/i><\/b><span style=\"font-weight: 400;\"> is the projected profit that you can earn from a customer for as long as they do business with you:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-43072\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/customer-lifetime-value-formula-e1605035681486.png\" alt=\"customer lifetime value formula\" width=\"900\" height=\"506\" \/><\/p>\n<p><b><i>Expansion revenue<\/i><\/b><span style=\"font-weight: 400;\"> is the percentage of new revenue coming from your existing customers. Expansion revenue happens mostly when customers upgrade their subscription plans, finish their free trials to become paid customers, expand their ticket size, or purchase add-on features at an extra cost.<\/span><\/p>\n<p><b><i>Customer Satisfaction (CSAT)<\/i><\/b><span style=\"font-weight: 400;\">, <\/span><b><i>Net Promoter Score (NPS)<\/i><\/b><span style=\"font-weight: 400;\">, and <\/span><b><i>Customer Effort Score (CES)<\/i><\/b><span style=\"font-weight: 400;\"> are metrics that measure customer happiness, to segment staunch brand loyalists from potential defectors, and to measure the quality of customer experience respectively:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-43176\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/04\/nps-1024x576.png\" alt=\"nps survey\" width=\"1024\" height=\"576\" \/><\/p>\n<p><b><i>First contact resolution or FCR<\/i><\/b><span style=\"font-weight: 400;\"> measures the number of queries resolved in the first instance of customer interaction. How long are your customers waiting on the phone before you pick up? How long does it take you to respond to messages on social media? These are just a few of the channels to consider.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you&#8217;re struggling to respond to customers quickly enough, that might be a sign that you need to look into better tools. Generally, some type of <a href=\"https:\/\/www.ringcentral.com\/contact-center.html\">contact center<\/a> solution would help you manage all these conversations. For example, <\/span><a href=\"https:\/\/www.ringcentral.com\/engage\/how-it-works.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">RingCentral Engage Digital<\/span><\/a><span style=\"font-weight: 400;\"> lets your customer success team solve customer questions through every single channel (including Twitter, Facebook, live chat and much more) more quickly since it consolidates everything into one dashboard:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-44860\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/03\/engage-digital-channels.png\" alt=\"engage digital channels\" width=\"1000\" height=\"506\" \/><\/p>\n<p><span style=\"font-weight: 400;\">SaaS companies are typically all over these customer success metrics, but they&#8217;re equally applicable to businesses from outside the SaaS realm as well.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, you can measure CSAT to gauge customer satisfaction or calculate retention rate based on how frequently your old clients visit you even if you own a law firm or a healthcare institute that isn\u2019t based on subscription as a business model.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">6. Optimize and repeat<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Measuring your customer success efforts is half the battle. The second part of it depends on what you do about the outcomes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ideally, you should treat the outcome data as feedback for you to improve your product, service offerings, or other aspects of the customer experience that the data points to.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if you get a low score of two or three (on a scale of 10) in your CSAT survey about your payment page, that means you have got a lot of work to do to improve the user experience on that page.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the other hand, you can\u2019t just sit on your laurels if your retention rate is through the roof. You have to notch up the bar even further to prevent any kind of saturation or identify new areas of improvement to work on.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customer success\u2014like other business functions that map to your company\u2019s growth\u2014is an ever-evolving discipline. You don\u2019t have a finite wall to hit\u2014you have to keep pushing the envelope, optimize your processes further, and repeat the best practices to achieve optimum results.<\/span><\/p>\n<h2><a href=\"https:\/\/ringcentral.valuestoryapp.com\/cx-maturity\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-48166\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/04\/Contact-Center-tool.png\" alt=\"Contact Center Maturity Quiz\" width=\"1000\" height=\"440\" \/><\/a><\/h2>\n<h2><span style=\"font-weight: 400;\">Carve your own path to customer success<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">In today\u2019s hypercompetitive marketplace, good marketing and customer service alone aren\u2019t enough to grow your business. Proactive customer success management is what helps your business minimize your acquisition costs, rake more revenue, and keep your customers for life.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And be warned\u2014there isn\u2019t a one-size-fits-all customer success playbook that you can use for your business. You can\u2019t just copy-paste the customer success programs that other companies might have successfully applied in their growth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customer success is a uniquely nuanced application\u2014what worked for others might not work for you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Apply the steps discussed above to carve your own path to customer success in order to deliver maximum value to your customers and in turn yield good returns for your business.<\/span><\/p>\n<h2><\/h2>\n<hr \/>\n<p><sup><span style=\"font-weight: 400;\">1<\/span><\/sup><span style=\"font-weight: 400;\"> pwc.com\/us\/en\/services\/consulting\/library\/consumer-intelligence-series\/future-of-customer-experience.html<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to most business functions like marketing, sales, or customer service\u2014we are programmed to believe that all customer journeys come to a finite end. This mindset is changing with the growing importance of customer success\u2014an approach that several businesses are taking nowadays to invest in their customers\u2019 success and to help them achieve &#8230;<\/p>\n","protected":false},"author":29,"featured_media":45084,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901],"tags":[],"class_list":["post-34922","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer success: Build a strategy for your small biz in 6 steps | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Want to run a customer success strategy\u2014but you&#039;re tight on resources? We built a platform designed to help you solve this problem. Here are some tips.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-success\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer success: Build a strategy for your small biz in 6 steps\" \/>\n<meta property=\"og:description\" content=\"Want to run a customer success strategy\u2014but you&#039;re tight on resources? We built a platform designed to help you solve this problem. 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