Customer Success Software

Everything you need to know about Customer Success Software.

Now that you’ve chosen to read this article, I suppose you are already aware of the weightage that the Customer Success function holds for your SaaS business. And when it comes to delivering the right customer success function to your clients you are as good as the tool you use. Let’s try to understand every aspect of Customer Success Software.

What is a Customer Success Software?

A customer succes software is specialized software that takes the customer data from your existing tech stack to provide you with a 360-degree view of your customers and their account health. In general, this tool offloads the heavy work of tracking and managing all the customer success metrics. It does this by uncovering actionable insights that are used to increase adoption and drive growth. By collecting accurate data and comprehensive information about your customers, you can improve retention, uncover additional sales opportunities, and boost your customer health scores.

With the right customer success software in place, you’ll be able to automate your onboarding and customer journeys, optimize product adoption, instantly check on the health of your customers, and accurately track and report on the metrics that align with your company’s goals.

Grow your multi million dollar portfolio with the best Customer Success Software!

Why do I need a Customer Success Software?

Under all the fancy showbiz lies the fact that running a SaaS business is very challenging. It takes several months to recover the CAC (Customer Acquisition Cost) and get to the profitable zone at a unit economics level. Hence it is essential that the customers continue to subscribe and keep renewing their contracts for the company to be successful and make some money at every customer level. For that matter, you need a tool to do your work easily and accurately.

Just like any other business tool, Customer Success software assists the customer success team. Customer success effort is a complex function. The team has to constantly make sure that their customers fully utilize the product. To do that, they need to:

  • Track a dozen of complex metrics,
  • Study analytics,
  • Optimize the onboarding workflows, and
  • Monitor the “n” number of other tasks.

Thus a Customer Success tool comes in handy for managing all these tasks efficiently. For without it would be impossible to deliver value to your customers at scale and meet your business goals.

Benefits of having a Customer Success Software for your SaaS business-

Turn down the churn rate

Customer Success tools come with features where you get segment-specific real-time account health so that you can act proactively upon risk signals and never let the churn surprise you!

Detect and Act on Upsell & Cross-sell Opportunities

A Customer Success software monitors product usage and engagement level to identify the upsell signals. Thereby you will be able to create alerts and tasks to act upon so that you never miss on any upsell and cross-sell opportunities.

Automate mundane tasks for Maximum Efficiency

Customer Success tools enable you to automate tasks like:

  • Assigning accounts to team members (for example, problematic customers to more experienced CSMs)
  • Sending messages to customers with low engagement
  • Getting notifications if certain Health Scores drop under a defined value
  • Creating tasks for CSMs to proactively get in touch
  • Identifying upsell and cross-sell opportunities
  • Filtering for very healthy customers that are good candidates for referrals, case studies, testimonials, etc.

Improve user onboarding

A customer Success Tool allows you to track the customer’s overall health by giving insights on account health progress, monitoring product adoption milestones, and measuring business outcomes delivered all from one place.

Suggested Read:  The Ultimate Guide to Customer Onboarding

Customer Success Software for different stages of SaaS growth.

Let’s take deeper dive into the extensive solutions that customer success software provides.

Early-stage SaaS

Customer success tools stand out in the accelerating marketplace because they can provide outputs according to the requirement at different growth stages and the corresponding strategies for improvement. Free customer success tools may be available from those vendors that offer a free trial. This trial can help you assess the change in efficiency once the tool has been successfully implemented.

During the early phase of a SaaS business, there is typically a lower volume of customers to manage, so it’s usually possible to give them a more “high-touch” level of engagement. Also at this stage, the success team is still very much in a “learning” mode. It’s still working to understand how to best engage, onboard, nurture, and mature product use amongst a variety of different customers.

Customer Onboarding Template

At this stage, the majority of work involves onboarding customers and nurturing their product adoption and usage proficiency. This could be done using instant messaging and video conferencing tools with screen sharing of (often bespoke) onboarding and education content that has been specifically created for individual customers. Tools like Slack and Zoom for example have gained immense popularity across B2B organizations to support this.

Recording, tracking, and managing customer interactions and tasks along with general success account planning in this building phase can also be done quite effectively given the lower volume of customers by using spreadsheets.

Growth Stage SaaS

The growth phase involves a larger customer base to take care of. With that, the risk of churn increases as well. This stage is typically known as the “The Sales CRM, Online Community, Ticketing phase”

At this stage, it’s vitally important for success teams to improve their onboarding and project management practices so they can scale effectively and most importantly efficiently (especially as there is almost always a lag between growing the success team and the growing customer base).

Tools like Slack (with its shared channels feature) and online community platforms help scale customer engagement beyond 1:1 video calls and screen sharing. They also provide an easy way to share content and solicit customer feedback in a much more scalable way and introduce what is often the first real opportunity customers have at self-service and learning from their peers.

CRM can double up as a billing management tool and you can check for renewal timelines for the customers but ideally, you should have a subscription management tool as early as 10 customers. So that you never miss renewals and invoices, especially when you have a monthly subscription.

Some of the subscription management tools you could look at are Chargebee, Chargify, Invoiced, Recurly, Stripe, and Zuora.

Mature Stage SaaS

Also referred to as the Multi-channel support, Success CRM, and Adoption Tool Phase. As soon as your SaaS reaches this stage, the company and success team has grown enough and matured to the point where in addition to customer volume, the size, and complexity of the customer base, the use case is at a point where the Customer Success team will typically have multiple specialized sub-teams and programs in place to ensure they are delivering value and success.
They may even be dealing with onboarding and driving the adoption and increasing usage of multiple products. Information and data that needs to be tracked and managed about customers have grown to the point that even using the Sales CRM has begun to show its limits in providing a full 360-degree overview of the customer.

Typically there’s now a need for the Customer Success team to have more automated workflows and the ability to aggregate multiple sources of usage data into a “health score” that can be used for more efficient and proactive prioritization of customer engagement.

This is wherein you bring in a Customer Success Software to integrate with your Subscription Management, Support, CRM, and product usage data to give you a 360-degree view of your customer portfolio, monitor account health scores, and create playbooks to facilitate onboarding, renewals, and upsells, set up alerts for risk and upsells, and more.

Some of the customer success platforms you could look at are CustomerSuccessBox, Gainsight, and Totango.

Next frontier of Customer Success Software

Evolution is the basic rule of nature. Just as the needs of customers are evolving, so is the technology. It is upgrading in a way to cope with the new day and new challenge the market is facing. Thus making it easier for customers and even the businesses to thrive and survive. And if you as a business lose out on upgrading your technology then you will be soon pushed away from the marketplace. Users will have a better alternative every time a new technology arrives. So let’s dive into the Customer Success Technology that will take the market in the next few years down the lane. 

Customer Success Intelligence; next frontier of CS software 

With over-expanding data and customer demands, customers expect more automated, personalized, and predictive services. Therefore businesses need a Customer Success Intelligence technology powered by Artificial Intelligence and Machine learning that could handle and analyze data from various contrasting sources at higher volumes and speeds. For modern Customer Success teams to quickly detect and course-correct wayward consumers, deep sentiment analysis of conversations, much beyond Net Promoter Score (NPS), will be necessary.

The goal of Customer Intelligence is to improve customer interactions through personalization and other enhancements to the customer experience. Customer Success teams are deploying data scientists to unravel the rationale behind customer churn, but ROI is taking longer than expected.

Customer Success Intelligence is one such technology that leverages Big-data, Artificial intelligence, and Machine Learning to give unprecedented power to every Customer Success Manager and team. The goal of Customer Intelligence is to improve customer interactions through personalization and other enhancements to the customer experience. This technology will allow CSMs to retain customers with confidence, drive adoption to deliver value, and make sure shot upsells. This big-data-powered technology can track hundreds of data points and millions of tracked feature events with renewal history to learn what really drives renewals and upsells. With this knowledge, it can calculate the retention probability for each account and recommends the next best action for each account. 

Your next best Customer Success Tool

CustomerSuccessBox is a one-in-the-market Customer Success Tool that entails the Customer Success Intelligence technology. That aims to help leading SaaS companies understand how their customers feel about renewing or expanding their contracts. By analyzing thousands of data points, and tracking feature events with renewal history, the platform predicts retention probability and the next best action that drives retention. Thus, Customer Success Managers can now achieve faster ROI(Return On Investment) and become completely data-driven.

P.S -Image courtesy-

Payal is working in the Marketing Department at CustomerSuccessBox. She is majoring in Biotechnology and is casually curious about the SaaS economy and designing prosthetics. And in life, she readily preaches the idea of Carpe diem.