The customer success and customer support relationship is the backbone of any thriving company. Without customers, there’s no business. With customers, but without customer support, there’s no customer retention. The customer support content in a company is the bridge between the customer and the company. Make sure you have explicit content in your support kit for your customers.
But how can a company be successful in customer support? How do you measure customer success? And how do you get started with a content strategy for customer support? Keep reading to find out.
What is customer success and customer support?
In many companies, customer success is a title given to the executives or managers who have the most contact with the customers and the employees who support them. In other companies, is a term used to denote the whole team. Customer success is a mixture of customer support, which refers to the everyday work of an employee or team, and marketing, which focuses on the customer and the company.
Customer success is the key to a successful customer support team. Customer support has to be planned and executed so that it aligns with the business. You can have great stories and great customer success stories, but if your customer support team isn’t able to achieve its goals, the company suffers, too. Customer success refers to the total outcomes that CS can bring to a business—from acquisition to retention to advocacy.
Customer support content is the backbone to any thriving company
All businesses are service businesses. And the backbone of any service business is customer support. Customers are not there just to shop. They expect to have a good experience that you can provide with content optimization. They expect to be connected with people that they can trust. They expect to get great value and pay fair prices for content moderation. They also expect a human service experience. They want to speak to someone, they want to know that they’re heard, and they want to have a resolution.
They want to know that they’re in good hands. They want to feel they’re being taken care of. And if they need to speak to someone on the phone, they want a person. That’s customer support. Customer support is no longer just for IT Back in the day. But it’s time to move away from that. Nowadays, almost every business functions in an IT-centric world.
You can also refer to the guide of creating your content strategy with this simple blog.
The Customer support team is the bridge between the customer and the company
Whether you are a solo customer support representative or part of a full company department, being the bridge between the customer and the company is one of the most vital jobs in the world of customer support. Bridging the gap between the company and the customer, whether it’s with an email, on the phone or by phone chat, often happens without the full knowledge of the customer support team. Receiving customer requests is always a tense, scary experience for a customer support representative.
While this happens due to several factors, in the majority of companies it’s driven by business logic, lack of communication or non-existent integration with the company’s existing software. These issues are hindering the customer support team’s abilities to provide the support their customer is looking for.
How to measure customer success?
There are many ways to measure customer success. Here are a few options:
- Monthly recurring revenue
- Customer satisfaction rate
- Level of support customer getting
- Time the customer spends with you
- Customer returning period
These are just a few ways to go about measuring customer success. These aren’t hard-and-fast rules — as you’ll see, there are a lot of ways to quantify customer support success — but they are broad indicators that we think should be considered.
Don’t be fooled by the customer support scorecard. Customer support isn’t just some back-of-the-envelope, meaningless figure. We talk about a lot of stuff here at SearcHound: high revenue, no service outages, adoption, etc to measure our customer support success.
Your content strategy for customer support
Content strategy for customer support is a 360-degree view of the company’s efforts. And it takes a team effort to make it work. It takes the content team, the customer support team, other departments, and constant content within the company to make it a success. So how can your company get started on a successful content strategy for customer support.
Here are a few quick tips to get started:
1. Study your audience before jumping right into creating content.
2. Take a good look at your support content to make sure you’re on the right track.
3. Understand the relationship between your customers.
4. What channels/platforms are they interacting with?
5. Do your customers have any complaints with support content?
6. Analyze your competition to see how they’re doing on social media and see if they’re achieving the same relationship you want to achieve.
7. Draw a strong content strategy with the help of a content strategist.
8. Crete content such as support ebooks, pdfs, presentations, video tutorials, etc.
9. Publish the customer support content on multiple platforms.
10. Improvise the content based on the feedback and response.
We just went over a simple digital content support strategy for customer success. Now it’s your turn to be the leader in your company and have your products help your customers. Once you go digital with your content strategy for customer support, you’ll learn how to measure success, how to form a customer success team and get in touch with your customers to become more involved in your business.
Get exotic, reliable content from a reputed content developer. SearcHound is one such content strategist and content development platform that will be able to add value to your customer success box.