As competition intensifies and customer choices expand, the importance of Customer Success cannot be overstated. However, many companies still cling to outdated strategies that fail to resonate with their audience. 

These conventional methods can lead to missed opportunities. It’s high time to tap unconventional Customer Success leads that break the mold, enabling businesses to connect with their customers in meaningful ways. 

In our recent CS Snack Event in Ghent, we delved into in-depth discussions on the factors that are crucial for driving customer success. Participants explored various themes, including effective communication strategies, the importance of personalized customer experiences, and the different strategies that are being implemented, and can be implemented.

We were joined by CSM professionals all over Ghent, including moderators – Pieter Boon, Julie Dispersyn, Femke Saelens, Kristof Bonne and Ine Bastiaenssen, to share their expertise and contribute to this article.

Here are the topics we covered:

1. Efficiency & Prompt Engineering (AI)
2. Customer Success Enablement
3. Value-Based Communication & Stakeholder Management
4. Client Change Management & Tooling
5. Communities, Playbooks, & Automation
6. Customer Marketing (Cases/Multi-Threading)

Below, we will share our learnings from the above topics:

Efficiency & Prompt Engineering (AI)

AI in Customer Success Management (CSM) is transforming the way professionals connect with clients, making each interaction feel more human than ever. Imagine this: instead of scrambling to take notes, you’re fully present in the conversation, picking up on those small hints and unspoken cues that make all the difference.

Now what does Prompt Engineering do at all? In definition, Prompt engineering is the art and science of structuring prompts to guide AI models effectively. It helps specify details that AI models need to produce coherent, relevant, and accurate results. This technique is essential in maximizing efficiency and minimizing the time and effort spent on edits or clarifications, making prompt engineering a powerful productivity tool.

During the Ghent CS Snack session on Efficiency and Prompt Engineering, we identified some valuable insights in determining its beneficial and detrimental side. Through the Start-Stop-Continue model we implement, our moderators Pieter Boon, and Julie Dispersyn were able to cap the following:

🟢START

1. Enhancing AI-Assisted Customer Engagement

AI is transforming customer engagement by enhancing team interactions with clients. Through the analysis of call recordings, AI provides valuable insights into customer needs and pain points. This information enables teams to generate tailored email prompts, ensuring relevant and timely communication. With CRM prompting serving as a centralized “single source of truth,” these AI-driven tools streamline customer interactions, improve response accuracy, and strengthen overall engagement.

2. Team Encouragement & Tool Promotion

To effectively encourage your team to embrace AI tools, it’s essential to create a supportive environment that highlights their benefits. A way to do so is to keep promoting the usage of AI tools within your team, emphasizing how these resources can streamline workflows, enhance productivity, and improve overall performance. 

It’s also best to consider the importance of maintaining a consistent ‘tone of voice’ across all communications. Ensure that the AI tools employed within your organization reflect this tone, reinforcing brand identity and fostering cohesive interactions. 

3. AI-Driven Research & Data Insights

AI empowers companies to leverage data strategically and precisely. By analyzing company reports, AI can propose targeted optimizations that enhance performance and address inefficiencies.

Tools like Perplexity offer AI-assisted, cited research capabilities, ensuring findings are reliable and well-sourced. Together, these AI tools transform raw data into actionable insights that drive informed decision-making.

4. Content & Knowledge Management

Effective content and knowledge management in a CRM setting is vital for seamless customer support. Creating explainer articles within the help center allows customers to quickly find solutions, enhancing their self-service experience and reducing the need for direct assistance. Structuring AI workflows in the CRM further streamlines processes by guiding agents through standardized responses and making relevant information readily available.

5. AI Implementation & Best Practices

Implementing AI in a CRM requires a strategic approach to enhance operations while safeguarding user trust. Developing clear AI usage guidelines helps teams understand the capabilities and limitations of AI tools, along with best practices for consistent application. 

Prioritizing data privacy and confidentiality by establishing protocols for data handling ensures customer information remains secure, fostering trust and compliance with regulatory standards. These practices create a strong foundation for responsibly leveraging AI to benefit both the company and its customers.

6. AI Integration to Daily Tasks

Incorporating AI into your everyday tasks can dramatically boost your productivity and improve your workflow. Begin by utilizing AI tools for everyday functions, like transcription software to summarize meetings. This allows you to remain fully engaged in discussions, capturing essential points without the burden of taking notes by hand.

Furthermore, tap into AI platforms like ChatGPT for ideas and guidance. After you pose a question, take time to review the conversation and ask the AI for tips on how to refine your initial question for better clarity and results. This practice not only sharpens your questioning skills but also leads to more effective outcomes. By regularly integrating these AI tools into your daily processes, you can enhance your efficiency and make more informed decisions in your work.

🔴STOP

1. Over-Reliance on AI

Relying solely on AI tools can create significant blind spots if not approached critically. For instance, assuming that AI tools will always capture accurate notes may lead to overlooked details or misinterpretations, negatively impacting follow-ups or future interactions. Additionally, assuming universal comfort with AI can reduce trust and cause resistance among team members or clients who may feel uneasy about automated processes. 

Moreover, depending on AI tools that don’t cite their sources or validate findings can lead to misinformation, making it essential to verify AI outputs before incorporating them into workflows. Striking a balance between AI efficiency and human oversight is crucial for meaningful and accurate application.

2. Inefficiencies & Unstructured Use

Inefficiencies often emerge when teams spend excessive time gathering information manually instead of leveraging AI to streamline workflows. This can lead to ad-hoc AI usage, where employees use tools sporadically without a clear strategy or guidance. Leaving AI usage unstructured or unguided results in inconsistent outcomes and missed optimization opportunities. 

Additionally, paying for unused pro-AI accounts highlights a lack of proper integration and planning, wasting resources that could be better utilized through organized AI implementation. Establishing clear guidelines and strategies for AI use is essential to enhance productivity and ensure a positive return on investment.

3. Ineffective AI User Experience

Overwhelming users with empty chatboxes can create frustration, as individuals may struggle to engage with the AI or understand what information is needed to initiate meaningful interactions. Furthermore, the necessity of manual email writing undermines the efficiency that AI tools are designed to provide, forcing users to revert to outdated practices instead of leveraging automated solutions. 

To enhance the user experience, it is crucial to design intuitive interfaces that effectively guide users and incorporate AI functionalities that streamline communication processes.

4. Hesitation & Misconceptions

Feeling hesitant to use AI tools can stem from misconceptions about their capabilities. It’s important to recognize that AI doesn’t do the work for you; instead, it enhances your productivity by helping you work more efficiently—quicker and more comprehensively. Additionally, transparency is key in customer interactions. 

Rather than presenting virtual chatbots or avatars as real people, businesses should clearly communicate that customers are engaging with a virtual tool. This honesty fosters trust and sets the right expectations, making users more comfortable in their interactions.

🟠CONTINUE

1. AI Tools & Usage

This category encompasses various AI tools and techniques aimed at enhancing productivity and communication within teams. Utilizing platforms like Gong, Clari, and Microsoft Teams for call transcription improves the accuracy of meeting records, while ChatGPT can analyze websites and public reports to extract relevant insights.

Scoring emails and receiving AI-generated feedback enhances communication quality, while ChatGPT assists in drafting emails and refining tone. Additionally, automating customer communication streamlines processes, and exploring AI tools that prioritize transparency and source validation fosters trust and reliability in data-driven practices.

2. Strategic Implementation

This category focuses on the thoughtful integration of AI into organizational frameworks. It begins with determining clear use cases and goals for AI, ensuring that initiatives are aligned with overall business objectives. 

Specifying distinct AI use cases and roles enhances accountability and clarity, enabling teams to understand how to leverage AI effectively in their workflows. Furthermore, prioritizing AI in operations—beyond just product development—establishes a comprehensive approach that maximizes its potential across all facets of the organization, fostering innovation and improving operational efficiency.

3. Privacy & Security

This category emphasizes the importance of safeguarding sensitive data in AI implementations. Anonymizing confidential information is a crucial practice that protects customer privacy and mitigates risks associated with data breaches. 

By ensuring that personal identifiers are removed or obscured, organizations can utilize AI tools without compromising user trust or violating privacy regulations. Prioritizing privacy and security not only enhances compliance but also fosters a culture of responsibility and transparency, reassuring customers that their information is handled with care.

4. Best Practices & Leadership

Establishing best practices in AI usage starts with leadership leading by example. Demonstrating how to effectively use AI tools through live demonstrations can inspire team members and encourage adoption. Inviting a consultant to the office can provide additional expertise and guidance, facilitating a smoother transition to AI integration.

Additionally, keeping a tab open with your favorite AI tool while working encourages frequent usage, making AI a natural part of daily routines. It’s also essential to differentiate between delicate communication and automation; understanding when to use AI for streamlined tasks versus when to handle communications personally helps maintain the human touch in customer interactions. By fostering a culture of informed and thoughtful AI use, organizations can enhance their operational effectiveness while building trust.

Here are resources which can be pivotal:

📌AI Tools & PlatformsChatGPT: A versatile AI tool for generating text, answering queries, and enhancing communication. Gong, Clari, Chorus: Platforms for call transcription and analysis, improving meeting accuracy and insights. Microsoft Teams: Collaboration tool for Communication Carv:AI-driven platform to enhance performance Datasnipper: For automating data extraction and analysis. Fireflies: AI that transcribes and summarizes meetings. JOCHEN.ai: AI solution for enhancing workflows and communication. Perplexity: A research assistant that provides quick access to information. sana.ai: AI tool focused on health and wellness applications.

📌Data Management & AnalyticsPublic and Private Data: Essential for combining insights from various sources to inform strategic decisions. Salesforce & HubSpot: CRM platforms that manage customer relationships and streamline sales processes. LinkedIn Sales Navigator: A tool for lead generation and networking, enhancing sales efforts. Annual Reports: Valuable resources for analyzing company performance and market trends. 📌Collaboration & Planning Tools Lucidchart: A visual collaboration tool used for creating diagrams, flowcharts, and account plans.

As organizations embrace AI tools to enhance customer engagement, effective Customer Success (CS) enablement becomes essential. CS enablement equips teams with the knowledge and resources needed to maximize the benefits of these tools, fostering stronger customer relationships. Let’s explore the key components of CS enablement and its role in enhancing overall customer engagement.

Customer Success Enablement 

In the discussion on customer success (CS), moderated by Femke Saelens, several insights were shared regarding the varied nature of the CS role, scope, and tools used by customer success teams. The conversation highlighted that these factors can differ significantly based on the company’s stage and organizational structure.

The Role of Customer Success Across Different Company Phases

For early-stage SaaS companies, resources are often limited, which can impact how customer success is structured. In these scenarios, a single Customer Success Manager (CSM) may be tasked with managing many clients, leading to a broader book of business (BoB). 

This can limit the CSM’s ability to engage proactively, as their time is stretched across many accounts. Additionally, how the customer success department is positioned within the organization plays a vital role in its effectiveness. 

When customer success reports to a C-level executive or VP responsible for sales or operations, conflicting priorities can emerge. For instance, if customer success is viewed primarily through a sales lens, CSMs may find themselves focused on sales-driven metrics rather than fostering strong, lasting customer relationships. Conversely, in organizations where customer success is seen as a support function, CSMs may be primarily troubleshooting rather than engaging in proactive customer success initiatives.

The Need for Proactivity in Customer Success Management

A consensus among industry experts is that CSMs should adopt a proactive approach to their roles. Proactive customer success involves anticipating customer needs, identifying potential issues, and guiding clients toward maximizing their product usage. However, many CSMs express frustration that manual tasks consume much of their time, limiting their ability to engage proactively. Automating these routine tasks could free up valuable time for CSMs, allowing them to focus on strategic activities that add real value to the customer relationship.

The Importance of Customer Success Operations

Another key takeaway from the discussion was the potential impact of establishing a dedicated Customer Success Operations (CS Ops) role. Participants highlighted that such a role could significantly enhance the effectiveness of customer success teams by streamlining processes and allowing CSMs to focus more on customer engagement rather than administrative tasks. A CS ops position would be responsible for implementing tools, refining processes, and creating efficiencies, ultimately accelerating customer success enablement.

Collaboration with Product Teams

Collaboration between CSMs and product teams also emerged as a critical factor in driving customer success. Many CSMs reported regular interactions with product teams, where they relay customer feedback and feature requests. This collaboration ensures that the product evolves in alignment with customer needs and expectations, further driving customer satisfaction and loyalty.

In addition to customer success enablement, the significance of value-based communication and effective stakeholder management cannot be overlooked. As businesses strive to deliver exceptional customer experiences, it’s crucial for CSMs to articulate the unique value their products bring to each client. 

Value-Based Communication & Stakeholder Management 

Effective stakeholder management is crucial for Customer Success Managers (CSMs), especially when navigating complex customer portfolios across various industries. This was highlighted by our moderators Femke Saelens, Pieter Boon and Julie Dispersyn. By understanding the unique challenges and employing strategic approaches, CSMs can foster strong relationships that drive product adoption and long-term success.

Stakeholder Management Challenges

For Smaller Businesses: CSMs working with smaller enterprises, particularly in sectors like hotel and tourism, often face time constraints that hinder full product adoption. While these businesses recognize the importance of the solutions they’ve purchased, their limited time to integrate these tools into daily workflows can create friction in the CSM-customer relationship.

For Larger Businesses: In contrast, CSMs at larger companies may struggle to identify the right decision-makers. Conversations with lower-level employees who lack authority can lead to missed opportunities or stalled progress. Understanding the organization’s hierarchy becomes essential for meaningful engagement.

Reaching the Right Stakeholders

To effectively connect with key decision-makers, CSMs should employ stakeholder mapping. This process involves analyzing the organization’s structure to pinpoint influential stakeholders and decision-makers. By understanding who holds the power to drive product adoption, CSMs can tailor their communication strategies accordingly.

Organizing Customer Events

When resources permit, organizing customer events can be a valuable tactic. These gatherings offer CSMs the chance to engage with clients in a more personal setting, fostering trust and deeper connections. Events provide networking opportunities that can spark discussions about product usage and uncover new business insights, making them an important tool for relationship building.

Tailoring Communication to Different Levels

An effective CSM must adjust their communication style based on the stakeholder’s position. For C-level executives, conversations should focus on high-level metrics, ROI, and the strategic impact of the product. In contrast, discussions with operational staff can dive deeper into technical details and daily usage. 

Regardless of the audience, CSMs should prioritize interactive conversations over one-sided presentations. Asking open-ended questions helps ensure that discussions are collaborative and address the customer’s specific needs.

Building Trust with Customers

A core component of a CSM’s role is to “sell without selling.” Building and maintaining trust is essential for fostering long-term loyalty. CSMs can strengthen relationships by starting meetings with a clear agenda and inviting customer input. This approach aligns the conversation with the customer’s expectations and addresses their most pressing concerns.

Alongside these factors, we also came up with a Start-Stop-Continue framework:

🟢START:

1. Mapping Stakeholders and Understanding Relationships

The first step involves identifying the key decision-makers (DMs) by mapping out the internal structure of the organization. This helps clarify who holds the authority to make purchasing decisions and guide product adoption. 

Next, it’s important to analyze the dynamics between these DMs and the key users of the product, as their interactions can significantly influence how well the product is integrated into workflows. By understanding these relationships, customer success managers can tailor their communication strategies and engagement efforts, ensuring that both decision-makers and users recognize the product’s value and are aligned in their goals for successful implementation.

2. Value Communication and Identification

It’s crucial to define the value of your product and services in both monetary and non-monetary terms, ensuring customers understand the tangible and intangible benefits they receive. Next, mapping stakeholder-specific value allows you to identify how different individuals within the organization derive distinct benefits from the product, enabling you to tailor your messaging for maximum impact. 

In addition, regularly educating customers about new functionalities and use cases enhances their experience, encouraging them to explore the full potential of your product. By prioritizing clear value articulation and continuous education, you empower customers to leverage your offerings effectively, fostering deeper engagement and long-term loyalty.

3. Enhancing Customer Success Services

Start by emphasizing the inherent value of your product, ensuring customers recognize its ongoing benefits in their operations. Additionally, introduce extra services, such as training and business reviews, available for a fee, which can provide further support and enhance the customer experience. 

To deepen this engagement, offer three billable enablement sessions each year, allowing customers to select the content that best meets their needs. This approach not only reinforces the value of your core product but also positions your organization as a partner invested in the customer’s success and growth.

4. Automating and Personalizing Communication

By implementing specialized tools, you can streamline your messaging and ensure it is tailored to each recipient’s needs and preferences. Additionally, integrating celebratory moments into your outreach—such as acknowledging usage milestones or recognizing significant business achievements—adds a personal touch that fosters goodwill and strengthens connections. Celebrating these milestones not only reinforces the value of your partnership but also motivates stakeholders to continue their journey with your product or service.

5. Adopting Transparency and Highlighting Collaboration

Transparency and collaboration are essential elements in fostering strong customer relationships and ensuring long-term success. By openly sharing adoption and value data, you empower customers with insights into how your product is performing and the benefits they are gaining from it. Facilitating networking opportunities, such as CIO dinners, allows customers to connect, share experiences, and collaborate, creating a sense of community that enhances their overall experience. 

🔴STOP:

1. Ineffective Communication Practices

First, including your DM in the onboarding process when it’s unnecessary should be avoided, as it can create bottlenecks and complicate the experience. If a key user is protective and blocking access to the DM, it’s crucial not to give up; however, organizations should seek alternative methods to establish contact rather than forcing interactions. Additionally, ignoring the various tools within the customer’s ecosystem must cease; doing so can lead to fragmented communication and hinder user adoption. 

Finally, organizations must recognize that assuming internal communication is sufficient is a pitfall; fostering open dialogues across teams is essential for aligning objectives and enhancing overall customer engagement. By stopping these detrimental practices, organizations can foster a more effective and seamless onboarding experience, driving long-term success.

2. Detrimental Practices

To optimize value and stakeholder management, organizations must halt several detrimental practices. Do not let sales offer discounts on services. If customers receive services for free, their engagement diminishes as they may undervalue what they receive. Additionally, assuming customers have clear goals without providing guidance can lead to misalignment and dissatisfaction. Relying on a single method to define value restricts perspectives, while focusing solely on non-monetary benefits overlooks important financial considerations. 

Organizations must also stop ignoring the diverse perspectives of different stakeholders; assuming that current stakeholders are sufficient can lead to missed opportunities for engagement. Furthermore, neglecting to educate teams on value discovery diminishes the potential for meaningful interactions with customers. 

Lastly, letting stakeholders lose focus on shared goals can erode collaboration and hinder progress. By addressing these issues, organizations can foster a more effective approach to value and stakeholder management, ultimately enhancing customer relationships and driving success.

3. Critical Issues on Data Transparency

To improve performance and adoption rates, organizations must confront critical issues regarding data transparency and customer understanding. First, hiding poor adoption data is a practice that should be abandoned; transparency is vital for identifying challenges and fostering trust with customers. 

By openly sharing this information, organizations can engage in constructive dialogues to improve user experience. Additionally, assuming that customers inherently understand all product features is a misstep that can lead to frustration and underutilization. Instead, companies should prioritize comprehensive training and support to ensure customers are fully informed about product capabilities. By addressing these performance and adoption issues, organizations can enhance user engagement, drive better outcomes, and ultimately foster a more successful customer journey.

🟠CONTINUE

1. Identifying KPI and Value

Identifying and documenting customer KPIs during onboarding is crucial for effective value management. By understanding the four value categories—revenue, cost, quality, and risk—organizations can gain insights into how their products impact customer operations. This approach not only facilitates targeted discussions about customer goals but also allows businesses to tailor their offerings accordingly. By integrating KPI identification and value categorization, organizations enhance customer satisfaction and drive better outcomes, fostering long-term relationships built on mutual success.

2. Quantifying and Communicating Value 

Building ROI calculators provides clear metrics to demonstrate financial impact, while holding ROI sessions with stakeholders fosters collaboration and understanding of value delivered. 

Proactively sharing data on product adoption keeps customers informed and engaged, reinforcing their investment.

3. Customer Engagement and Collaboration

Engaging customers and exploring opportunities is vital for driving value and collaboration. Uncovering additional use cases and conducting whitespace analysis helps identify new avenues for growth. 

Encouraging customers to share their experiences with each other, such as through events, fosters community and highlights the value of the product. 

Here are the Resources:

Success Plans and Documentation Success plans Onboarding documentation Customer conversations Value Measurement Tools ROI calculators Customer success tools In-product analytics Customer Engagement Opportunities Customer events Networking opportunities (e.g., CIO dinners)

Strategic Planning Resources Stakeholder mapping tools Strategic business reviews Account plans Monthly cadences Internal counterpart strategies Opportunity Exploration Tools Whitespace analysis tools Use case discovery frameworks Account Management Resources Account planning tools Customer engagement strategies

Next, in the set of topics we tapped is Client Change Management and Tooling, which was equally insightful. 

Client Change Management & Tooling 

Change is the one constant thing; it brings both opportunity and challenge. For organizations, change can open doors to growth and innovation, or it can disrupt and destabilize. Ultimately, it’s not the change itself, but how we adapt to it, that determines success or failure.

In the journey to a seamless customer experience, effective onboarding is essential. For onboarding specialists, managing client expectations, using the right tools, and monitoring success metrics are all critical components that influence whether clients thrive or falter. 

In the roundtable discussion we had, led by Kristof and Ine Bastiaenssen, we explored the best practices and tools to navigate expectations, client segmentation, tailored onboarding, and data analysis, all key to successful client change management.

Bridging Expectations with Reality

Onboarding often reveals a gap between client expectations and operational realities, making it crucial to understand your client well before the first conversation. By gathering information through notes, handovers, and tools like LinkedIn, onboarding specialists can anticipate and align on potential issues. During initial conversations, setting expectations around challenges and solutions builds transparency and sets the stage for a productive relationship. Clear, honest communication about goals, obstacles, and potential solutions reinforces mutual understanding and trust from the start.

Client Segmentation and Change Management

Not every client requires the same level of attention. By segmenting clients into categories like bronze, silver, and gold, organizations can focus resources on clients who align with long-term goals rather than being driven by the loudest voices. This approach helps assess whether a client is ready for Customer Success Management (CSM) or if they’re prepared for a partnership based on trust. Some clients may be self-sufficient, managing tools independently, while others need continuous support. Tools like NPS and CRM can reveal insights into client readiness, helping onboarding specialists craft a support strategy that meets individual needs while maximizing efficiency.

Tooling for Smooth Client Transition and Automation

Various tools have emerged to support onboarding and client communication, such as Hubspot, Gainsight, Scalin, and Intercom. These tools facilitate efficient data transfer, communication, automation, and feedback sharing, both internally and with clients. Automated playbooks can provide consistency and save time, while tracking progress and outcomes creates a framework for ongoing success.

Structured Onboarding and Adoption Strategies

Providing FAQs, help centers, and training videos eases the transition, giving clients a resource library for reference at their own pace. Meanwhile, staying top of mind post-onboarding by highlighting features and offering periodic updates on lesser-known tools boosts client engagement. Defining core onboarding metrics—such as five key metrics where missing even one indicates onboarding failure—helps track progress, ensuring that each client experience remains successful and aligned with expectations.

Data-Driven Insights for Client Success

Data is a powerful tool for enhancing client happiness and health. By identifying key behavioral metrics, onboarding specialists can monitor client progress, uncover trends, and proactively address challenges. Metrics that assess customer happiness and health help organizations take meaningful actions to improve client satisfaction, contributing to positive, long-term relationships.

For example, creating accessible videos on the platform for navigation, tool success, and metric tracking can simplify onboarding. These videos not only guide users but reinforce knowledge retention, allowing clients to gain confidence in their interactions with the platform.

In addition, we employed the Start-Stop-Continue framework:

🟢START:

1. Being more familiar with your Tools.

Understanding the full capabilities of your tool is essential to maximizing its potential and conveying its value. To gain long-term support, it’s crucial to demonstrate its benefits to the board, emphasizing that this tool is more than a one-time purchase—it requires both financial and time investments to drive sustainable results and foster ongoing growth.

2. Designate a stakeholder to lead internal change.

Internal change efforts benefit greatly from a dedicated stakeholder who actively leads the initiative. This individual ensures alignment across teams, maintains motivation, and keeps the entire group focused on achieving shared objectives, making the transition smoother and more effective.

3. Consider your Customer’s POV

Approaching interactions from the customer’s perspective helps build empathy and strengthens the relationship, as it acknowledges the emotional journey they may be experiencing. By emphasizing a true partnership, you show that their success and concerns are shared priorities, reinforcing trust and collaboration.

4. Reiterate the Value of your Time

Clearly communicating the value of your time helps customers appreciate the expertise and dedication you bring to their success. By emphasizing the impact of your time investment, you set expectations and reinforce the importance of productive, focused collaboration.

🔴STOP:

1. Stop diving in without context.

It’s important to balance theory with practical application. Providing relevant examples and actionable insights can help bridge the gap between abstract concepts and real-world implementation, ensuring a more effective and relatable approach.

🟠CONTINUE:

1. Implement a Robust Health Scoring and Metrics

One of the most crucial points for assessing customer engagement and satisfaction is through a health score. By evaluating factors like segments, Annual Recurring Revenue (ARR), service levels, and contact points, organizations gain a clearer view of each customer’s health. Tracking these metrics helps identify trends and proactively address issues, leading to improved customer retention.

2. Align the Onboarding process with Customer Expectations

Successful onboarding goes beyond practical steps; it requires an emotional connection with the customer’s journey. By aligning the process with their expectations, organizations can foster empathy and create a supportive environment that encourages engagement. Predicting potential risks and using the right tools to spot them early ensures customers feel understood and valued, setting the stage for a fruitful partnership.

3. Build Strong Relationship 

This is essential for driving engagement and reducing no-shows. By nurturing these connections through consistent communication and genuine care, organizations can cultivate trust and loyalty. This proactive approach enhances the customer experience and solidifies a commitment to shared goals, ensuring customers are more engaged and prioritize their partnership with your organization.

And with tools comes the need for communities, playbooks, and automation, which streamline processes and foster collaboration. 

Communities, Playbooks, & Automation

Effective customer success strategies rely heavily on well-structured internal and external playbooks. Spearheaded by Kristof, the session tapped on the importance of playbooks and automation tools. 

 Internal playbooks facilitate sharing valuable information, feedback, and actions among team members. For example, playbooks can guide feature requests or navigate difficult conversations. On the other hand, external playbooks streamline customer processes, optimizing workflows through automation. This could involve using tools like HubSpot for onboarding through a deal pipeline, automatic Slack notifications, or triggering onboarding emails.

A well-crafted onboarding playbook can make a significant impact from day one. By segmenting clients appropriately—such as offering self-onboarding for smaller clients and more personalized onboarding for larger ones—organizations can ensure a smoother experience. Customer Success departments can further specialize roles, with dedicated onboarding, account management, and technical specialists.

Tools like HubSpot, Intercom, and CSM platforms such as Planhat or Custify support these activities, but balancing automation with personal contact is key. Proactive engagement strategies—like coffee meetings, community events, and webinars—help foster relationships. Community building should be a shared responsibility across departments, with clear goals and expectations to ensure everyone contributes effectively. Ultimately, the goal is to unite marketing, sales, product, and customer success teams to enhance client relationships and drive growth. This then leads us to our last topic, Customer Marketing. 

Customer Marketing (Cases/Multi-Threading)

Customer marketing is a game-changer in today’s competitive landscape, turning one-time buyers into loyal advocates. In this session, led by Ine Bastiaenssen, we discussed about the targeted approaches that not only slashes acquisition costs but also strengthens brand loyalty and trust, leading to increased customer lifetime value. 

In a world where word-of-mouth and authentic testimonials matter more than ever, investing in customer marketing is essential for sustainable growth and success. Here’s the Start-Stop-Continue framework we learned from the session.

🟢 START

1. Collaborating in between Teams

Organize industry-focused events that go beyond your product to foster community and advisory board development, facilitating feedback and collaboration. Additionally, synchronize Marketing and Sales teams to ensure aligned campaigns and clear information flow, emphasizing the importance of Marketing’s understanding of your product. Involve Customer Success leaders in the hiring process for other teams and establish a cross-departmental approval process before any public communication.

2. Knowing your Customers better

Conduct a concise analysis of your customers to gain valuable insights into their preferences and behaviors. Even a brief understanding can enhance your approach, enabling you to engage with them more effectively, despite time constraints.

🛑STOP

1. Disassociating with the Team

Operating in isolation from other departments can lead to an overwhelming influx of information from various angles, making it difficult for customers to navigate. Placing the product team in charge of disseminating information can further complicate this, as they may lack the context needed to communicate effectively.

Additionally, frequent changes within the organization, such as new hires or departures, can significantly affect customer trust and the overall relationship. It’s crucial to maintain consistency and clear communication to ensure that customers feel secure and valued, even amidst internal transitions.

🟠CONTINUE

1. Ensuring effective communication and doing the things that are already working

Leveraging existing content, such as slides from quarterly product updates, can enhance communication through newsletters, tips & tricks, and contextual discussions in customer success meetings. In a one-to-many approach, building close relationships can be challenging, so it’s essential to implement effective segmentation based on metrics. 

Advocacy plays a crucial role in driving impact, supported by testimonials from reputable brands and compelling success stories that demonstrate significant results. Additionally, logging all interactions simplifies internal handovers, allowing teams to focus on nurturing emotional connections while starting from a solid factual foundation.

If you think you can use what we’ve written here, then it’s best to join our events and take part in a meaningful exchange with over 450 Customer Success professionals all over Europe.

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