Ugh… isn’t dealing with customers that don’t get it and having to hold their hand along the way or check-in with them to make sure they’re okay, annoying? It’s so nice when you can hand ’em off to someone else, right?
I hear that all the time from clients, on Clarity calls, and from companies I work with to bring Customer Success into their organizations.
Mostly I hear things like that from people in companies with high customer churn, super-low Free Trial conversion rates, and an overall negative NRR (Net Revenue Retention), meaning there’s little or no revenue expansion happening within the existing customer base.
The latter isn’t a surprise once I hear the way the company talks about their customers, but it is avoidable.
In order for Customer Success to really work, it has to be part of the DNA; brought in by executives and adopted in every area of the company.
But the things we say can derail that.
You can operationalize around your customer’s lifecycle, create a professional CSM org, implement a state-of-the-art CSM software solution… but if you talk about you customers in a negative way, you’re probably not going to achieve the level of success you’d like. It’s that simple.
Words are powerful and to a certain extent drive our actions. If we talk smack about our customers behind the scenes, some – or maybe all – of that will come out in how you interact with them, it will influence the tools you create for them, or otherwise, impact how you operationalize around their success.
So here are 5 terms to avoid in Customer Success… and no, this isn’t just semantics.