Why Understanding Customer Goals Is the Key to Real Customer Success
They don’t like it when I say this.
To paraphrase my wife’s yoga shirt about peace:
No Goals, No Customer Success.
Know Goals, Know Customer Success.
It’s time to get real.
But let’s revisit something first—the definition of Customer Success.
Customer Success is when our customer achieves their Desired Outcome through their relationship with us, ensuring they stay longer, buy more, and advocate for us.
- Desired Outcome = Goal + Appropriate Experience (AX)
- Goal = Objective + Timeframe
So based on that simple breakdown, if you don’t know your customer’s goal, it’s simply not possible to do real Customer Success.
Look, I know you’re doing something. You’re working hard. You’re creating processes, workflows, and playbooks.
But you’re just not doing Customer Success. 😬
Kind of harsh, right? No—because now you know. Maybe you didn’t realize. Maybe you didn’t understand why your results aren’t what you think they should be. Maybe you couldn’t figure out why churn and contraction are higher than they should be or why expansion is so much lower than you’d like.
Now you know.
Solve for the customer’s goal in an appropriate way, and baby, you got a stew going.
Introducing the Goal Discovery Framework for Customer Success Management
In the realm of Customer Success, understanding customer goals is the cornerstone of building meaningful relationships and driving long-term value. Traditional customer interactions often involve direct communication, allowing for immediate clarification of needs.
But in today’s asynchronous and self-service customer landscape, we need a more strategic approach.
Enter the Goal Discovery Framework—a comprehensive method tailored specifically for these environments. It utilizes the classic “5 Ws and 1 H” to provide a clear roadmap for uncovering customer goals:
What
Identify the specific, actionable goals the customer aims to achieve.
- Examples: Increase sales by 20%; Improve customer satisfaction score by 5 points.
When
Define the desired timeframe for achieving the goal.
- Understanding urgency helps prioritize support and measure progress.
- Examples: Within Q3; By the end of the year.
Why
Delve deeper than the “what” and explore the reasoning behind the goal.
- This is where the magic happens—understanding the “why” fuels your ability to tailor solutions and demonstrate the specific value your product or service offers.
Who
Identify the key stakeholders and individuals involved in achieving the goal.
- This could include internal teams (marketing, sales) or external collaborators.
- Understanding who’s on board helps provide the most relevant support and ensure alignment.
Where
Establish the customer’s starting point.
- Are they using a competitor’s product? Do they have prior experience with similar solutions?
- Knowing their baseline helps you tailor your approach and bridge the gap between their current state and their desired outcome.
How
Outline the steps the customer needs to take to achieve their goals.
- Go a step further by detailing both the customer’s actions and the support you can offer to help them succeed.
Benefits of Utilizing the Goal Discovery Framework
Deeper Customer Understanding
By uncovering the “why” behind the “what,” you gain a profound understanding of the customer’s motivations and desired outcomes. This allows you to tailor your communication, support, and product recommendations to their specific needs.
Improved Customer Engagement
Taking the time to understand customer goals fosters a collaborative environment and demonstrates your genuine interest in their success. This leads to stronger relationships and increased engagement.
Measurable Impact
When goals are clearly defined with timeframes, it becomes easier to track progress and measure the impact of your efforts. This data-driven approach allows you to continuously refine your strategies and optimize customer success initiatives.
Implementing the Framework in Asynchronous & Self-Service Models
While traditional face-to-face interactions allow for on-the-spot goal discovery, asynchronous and self-service models demand a more intentional approach. Here are some strategies to leverage the Goal Discovery Framework in these environments:
Conversational Engagement
Design your communication channels (chat, email) to facilitate a multi-part goal discovery process. Provide context reminders and follow-up steps to keep users engaged without feeling overwhelmed.
Data & Analytics
Leverage user data and common customer challenges to pre-populate goal suggestions. Continuously refine these suggestions based on user interactions and success patterns.
Interactive Content & Assessments
Develop quizzes or interactive guides that help users identify their specific goals through a series of questions and choices.
In-App Guidance & Nudges
Offer relevant goal suggestions based on user activity within the product, and provide progress updates and gentle reminders to keep them on track.
Conclusion
By adopting the Goal Discovery Framework and tailoring it to your customer interactions, you can unlock the power of understanding customer goals. This deeper understanding forms the foundation for building strong relationships, delivering exceptional customer experiences, and driving long-term success.
Remember:
No Goals, No Customer Success.
Know Goals, Know Customer Success.
It’s time to get real about Customer Success. Start integrating the Goal Discovery Framework into your processes, and watch as your churn decreases and your expansion opportunities grow.
Solve for the customer’s goal in an appropriate way, and baby, you got a stew going.
About Lincoln Murphy