let
work
the
speak
make the customer successful First
At Staffbase (an internal comms distribution and measurement tool) the platform is simple and easy to use. For an individual to be successful, however, requires leveraging data, presenting impact, and actioning the results in their job. This is hard for a person to do and is beyond the reach of software.
You can build a phenomenal product or service, but customers must achieve their outcomes.
So we built free education for customers and soon-to-be-customers. Tangible, action-oriented courses, providing direction and instruction, in achieving the outcomes that exist beyond the software. We used personas and deep learning of the day-to-day tasks of our customers, to build short, entertaining, practical courses that encouraged learners to “go try this tomorrow”.
Did it work?
Research shows that free-to-the-public, self-paced online learning typically achieves completion rates between 5-15%, and rarely exceeds 25%.
In the first 6 months post-launch, we achieved 3500 course enrollments with 73% completion.
I can confidently say that he is a true visionary when it comes to strategic direction… and someone who truly understands the big picture.
Tara Jaf, Director, Staffbase Campus
Why do any of this?
because Recurring Revenue is king
…for every business
Even if you’re not a high-growth subscription-based tech start-up, treating your customer success and experience as if you are, will pay dividends.
Every customer that leaves your business is an opportunity. They show up, they spend, they leave. Your advertising, word-of-mouth, and goodwill are all sunk costs. What if you could guarantee 100% of them would return and spend the same amount or more again?
This is the reason Customer Success exists in the tech world.
Every customer who exceeds their desired outcomes and leaves wowed helps your bottom line and accelerates your growth. It stops the revolving door effect and eases investment in sales and marketing to deliver the results you want.
The CATCH?
You need to:
Know what outcomes your customer wants
Meet or exceed those outcomes
Build systems to do this consistently
The ultimate goal of customer success is retaining and bringing back every single customer you have already acquired.
One of Travis's greatest strengths lies in his ability to focus on managing and enhancing the customer experience journey from start to end. He is dedicated to customer enablement, consistently crafting and executing strategies that drive tangible results. His meticulous attention to detail ensures that every aspect of customer interaction is optimized for success.
Marko Muller, COO at Staffbase
The Process
1. Vision
2. Personas
3. Features
4. Planning
5. Engagement
6. Measurement
7. Marketing
In working with clients, I look for gaps or cracks in a foundation. This process follows a design of my own, based on experience and a decade of learning; tailored for you and your needs.
What this process reveals is opportunity. Where a single refinement or adjustment can net massive improvements along with the business value that follows.
It’s the promise you make to your customers, employees, stakeholders, and industry. But is what you set out to do aligned with your actions and outcomes?
Do you truly understand the people who keep your business alive? Who does your business serve? Does delivering on their true needs feel like guesswork?
Every customer-facing feature, process, or system should solve a problem or deliver value. Are these all aligned with delivering value?
What can you make real with your time and resources? Is the plan to deliver on your promise, to your personas with your features reliable? Or are you winging it, hoping for the best?
From the first interaction to long-term loyalty, every touchpoint matters. What does this experience feel like to your customers and where can you make the biggest impact for them, with the smallest to your business?
Your business value is dictated by your ability to deliver results consistently, for your customers, and stakeholders. Your systems of measuring and iterating have never been more important than here.
Your marketing is your voice. Without having every step above perfectly clear, it cannot convey this to your customers clearly and concisely. It makes the difference between conveying, convincing, or… lying.
The practice
