Does your team know what truly creates value?
26 Oct

To all CS leaders & CS professionals out there.

Go to a few of your CSMs/account managers individually and ask them (or yourself) a simple question: what is the single thing that creates the most value for our customers?

Start with “what”, not “how” – because if you don’t know the “what”, the “how” is not as effective.

If you are one of the lucky few, all your reps will give you the same exact answer. Congrats! You can focus on the “how” and everything else in the CS game.

If you are like most CS leaders, you will get a varying range of answers from somewhat similar to completely different.

Sometimes it is easy. E.g. if you sell a lead gen software, finding a lead that your customer closes is the clear answer.

But for most companies out there the answer is not as straightforward, so it can be hard.

For you, the work should start here. Because if your reps do not know what truly creates value for your customers, then the rest of what you do won’t be as impactful as it could, and should, be.

If you already know the answer to what truly creates value for your customers…great, teach your team!

If you are not completely sure yet, here are a few questions to ask yourself/your team:

  • Do we sell a commodity or a sticky product? (nice to have or must have)
  • Why do our customers buy our product in the first place? (buyer intent)
  • Who are our buyers, what is important for them? (ICP, department, persona)
  • How do we impact the customer’s business goals (and/or bottom line)?
  • Does our product create value by itself or in large part thanks to our CS team? (PLG or SLG)
  • What is the one thing our customers say they can’t live without? (yes what they say, not what we say that they say)
  • Do we have data that can help us understand this better? (churn reasons, VOC, win-loss data, usage data etc)

Start here. Then move on to the many other things to focus on in cS=)

Check out our other blog posts

The New Way to CS

Listen here on: Apple Podcast Spotify Google Customer Success has evolved in recent years - from focusing on old-school, vanity metrics and being seen as a support or services function to focusing on value-creating, ROI-driven metrics and being seen as a revenue...

Understanding the Rule of 40: How Net Revenue Retention (NRR) Drives Success in B2B Tech

The "Rule of 40" is a common benchmark used by many B2B tech companies to measure their success. The Rule of 40 is the sum of a company's growth rate and profit margin, and a result of 40 or higher is considered a good indicator of a healthy and sustainable business....

What Is CSM Software? A Comprehensive Guide to Customer Success Platforms

Customer success management software (commonly known as CSM software or Customer Success Platforms (CSP)) is an immensely powerful tool for businesses of all sizes. It helps companies focus on the satisfaction of their current customer portfolio to grow their business...

The Importance of Retention and Customer Success for SaaS companies

Net Revenue Retention (NRR) is a key metric for Software-as-a-Service (SAAS) companies as it measures the ability of a company to retain and grow its customer base over time. In the B2B (business-to-business) space, the importance of NRR cannot be overstated as it is...

Customer Intelligence is the key to unlocking revenue growth!

I had the pleasure of interviewing Mary Poppen, Chief Business and Customer Officer at recently. We discussed all things “Customer” and how to drive amazing customer experiences at scale while growing Net Revenue Retention! Mary Poppen is the Chief Business...

Customer Success goes beyond a function — it is a mindset

I had the pleasure of interviewing Stephanie Hamilton, a gregarious woman who has dedicated the past 15+ years to the Hospitality Industry. Stephanie shared her own personal thoughts, opinions and ideas with us. From multiple positions at hotels to post-sales...

Customer Success — one of the greatest revenue engines ever

I had the pleasure of interviewing Ariel Benzakein. Ariel has over 25 years of experience leading high performing teams at software companies, currently in SaaS, but going back to the on-premise software days. Ariel began his career in software sales, but spent the...

Customer Success — the art of putting value & people first

I had the pleasure of interviewing Nir Kalish, Director of Customer Success at StrongDM, CS coacher, and CS advisor. Nir has 15+ years of experience building QA, Solution Engineering, and Customer Success groups from the ground up in early-stage startups. He is a...

Value is all about the outcome, not just the journey.
(Although he loves customer journey’s too!)

I had the pleasure of interviewing Michael Boyd, a long-time customer success leader who has just stepped into a new challenge as the VP of Customer Success at Vanta, the leading automated security and compliance platform that helps companies continually monitor...

Axonius’ James Levine sees an exciting future for the Customer Success space

I had the pleasure of interviewing James Levine who brings with him over 21 years of experience in the Customer Success space including a wealth of Business Intelligence, business strategy, analytics and SaaS expertise. James joined Axonius in February 2021 to form...