*By Tatiana Sanches

Customer Success (CS) is the English term for the much-desired Customer Success. The term emerged in 1997 and became popular in 2005, with the history of Salesforce – an American software company on demand. Although it may seem simple to make the customer experience a success, creating a strategic business methodology that broadly understands your needs and transforming it into excellence in service provision is not that simple.

The main purpose of a CS team is to generate value. It is about ensuring that the expected result is achieved and that the customer has an excellent experience at every stage of the process. Anyone who thinks that customer success only takes effect after signing the contract is mistaken. It is important that the enchantment happens while a lead, making your experience in purchasing the service or product advantageous in relation to the competition.

Making the customer experience a success is not the same thing as making them happy, but it is by following their journey, anticipating challenges and proactively offering solutions and answers that we will ensure the achievement of their goals.

Lincoln Murphy has a quote that exemplifies this issue of happiness versus growth: “It's not a company's job to make customers happy. Happiness is a feeling, it is subjective and it is qualitative. Success, that is, having a goal and achieving it, is not a feeling nor is it subjective. It’s completely quantifiable.”

It is also the role of the CS area to balance expectations. It is not because the customer wants it that it will be possible to serve them. We must show the real possibilities so that there is no frustration due to an unfulfilled goal.

When we provide conditions for the client to be successful, in the sense of palpable growth, they will naturally become advocates for our brand. Loyal customers mean churn reduced. By reducing turnover and increasing customer retention, we directly affect our results. Furthermore, a loyal customer tends to promote your service or product, as nothing influences more than a friend's recommendation.

Therefore, it is essential to engage the entire company in the customer success culture, making clear the role and importance of each person in the process.

THE ASPR, through our new CS area, is committed to making your experience a success.

Count on the Team ASPR!

*Tatiana Sanches, Coordinator of the Customer Success (CS) area at ASPR

Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies

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