The Keys to Customer Success

How far are you willing to go to make sure your customers are successful with your products or services? It’s a different way of looking at marketing, but it’s essential to building strong relationships and repeat business.

How far are you willing to go to make sure your customers are successful with your products or services?

It’s a different way of looking at marketing, but it’s essential to building strong relationships and repeat business.

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Customer Success? Not Don Draper’s Problem

Traditionally, marketers are focused on convincing customers to believe something, and it’s almost always an idea that will help sell the product.

It’s the part where Don Draper gets up, takes a slug of whiskey and says, “It’s not a slide projector, it’s a time machine.”

Then Don walks away, content knowing that once someone buys the product, whether or not they are successful in “time traveling,” it is 10,000% not his problem.Don Draper Doesnt Care About Customer Success

Only it is your problem, because if your customer is not able to use your product or solution successfully, they’re not likely to buy again, or say good things about the product to other potential buyers.

That makes customer failure a silent killer of lifetime value.

And it’s a difficult problem to address because the issue is often less about your product and more about your customer’s understanding of how to use it.

If you sell someone software to, say, do their own taxes, and they’re happy with the software but in the end they still aren’t able to do their own taxes, next time they’re not going to buy the software, they’re just going to go to an accountant.

Beyond Satisfaction

This isn’t about customer satisfaction. Customers can be satisfied that they got what they paid for, even if they aren’t able to use it successfully.

Yes, I am saying your customers may not be competent to use your solutions. The question is, what do you do about that?

How far are you willing to go to ensure customer success?

Author: Thorin McGee

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

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