Companies need to deliver excellent customer service to ensure client satisfaction and encourage customers to repeat business. The relationship between customers and a business can affect how successful a company can be in achieving its goals. Learning about the structure of a customer success team can help improve customer relations at your company. In this article, we explain what a customer success team structure is, discuss how the customer success team benefits its company, and describe the team’s roles and responsibilities.
What is a customer success team structure?
A customer success team structure is the set of roles and responsibilities of a team whose purpose is to build customer relationships and ensure customer satisfaction for an organization. Good relationships with consumers can help businesses achieve goals, such as expanding their operations, increasing revenue, building a brand and creating innovative products. The customer success team is key to maintaining customer interactions that help the company meet those goals.
Why is it important to have a customer success team structure?
It’s important to have a customer success team structure so that there are people within the company who only handle customer relationships. Here are specific ways a customer success team can benefit a company:
Helping build customer loyalty
One job responsibility of the customer success team is to have one-on-one conversations with customers to help guide them through the sales process and help them get the best use of the company’s products. They are also advocates for the customer’s needs and desires, which helps the company find and implement the best solution. This can help build customer loyalty, as they may feel the company has their best interest in mind.
The customer success team can track consumer behavior and use the data to conduct market research to find the best way to increase sales. They often collaborate with the sales or marketing teams to create a plan that will target a particular audience. This can include similarities, such as a customer’s region, age, gender, occupation or purchases. With this information, marketers can create personalized content to encourage customers to make relevant purchases.
Improving brand image
By establishing a positive relationship with consumers, customer success teams can help improve the company’s brand. Having a brand that is known for quality customer service can help a business gain more visibility in the market. Setting and achieving brand goals and delivering outstanding customer service is important when trying to stay relevant.
What are the roles in a customer success team structure?
The structure of a customer success team involves multiple job roles to fulfill all the responsibilities of developing and maintaining customer relationships. These roles help team members to specialize in different aspects of the sales process as it relates to customer data and interaction. Here are eight key roles and duties:
Vice president of customer success
The vice president of customer success, or head of customer success, manages the customer success team by overseeing strategy implementation and development. This position most often requires a bachelor’s degree in communication, sales management or computer science. It’s also important to have prior experience leading a team and be familiar with customer service skills.
Chief customer officer
The chief customer officer is not a role on every customer success team but is a valuable member, especially in larger companies. They help create training programs for employees to help implement customer success strategies, such as new work processes to track customer data. The chief customer office also works with board executives to ensure that business strategies focus on the customers.
Customer success director
Customer success directors specialize in customer relations and analyze customer data to recognize trends and identify customer needs. This can include challenges a customer encounters and how the company product could solve them. They often take on managerial roles, such as monitoring the progress of customer success team members.
Customer success management team lead
The role of a customer success management team leader is to develop and track metrics for both the customer and the team’s success. Customer success management team leads help individual team members achieve their goals and aid in career development by advocating for them.
Customer Success Operations Manager
The customer success operations manager studies workflows and develops strategies to improve them. Their goal is to make the customer success team more efficient, and they often do this is by tracking the team goals.
Digital success manager
The digital success manager plays a very important role in maintaining the customer success software and other virtual aspects. For example, they may develop customer tracking software to track customer metrics. The digital success manager may also oversee the technology the team uses for task management.
Customer success analyst
The primary job duty of a customer success analyst is to interpret customer data and discover trends. They work closely with customer success managers, using customer trends to create successful strategies. Customer success analysts also research methods for improving customer retention.
Customer success manager
Customer success managers are service professionals who handle one-on-one communication with customers. They build relationships using strategies that other members of the customer success team create. Customer success managers are advocates for customers and identify customer goals and how the company can help achieve them.
Skills for a Customer Success Team
Here are skills useful to members of a customer success team:
Customer service: Speaking with customers and attending to their needs is a skill necessary to perform the role of the customer success team member. The most effective members of a customer success team can assess and anticipate customer needs, which helps deliver excellent customer service.
Interpersonal: The ability to form relationships using skills such as active listening, patience and empathy is key to building customer relationships. Customer success team members rely on interpersonal skills to be effective.
Communication: Oral and written skills are very important to the roles of the customer success team. This career is communication-based and being able to talk with customers and team members can help achieve company goals.
Analysis: Researching and interpreting data is key when working with consumers. Several roles of the customer success team rely on the ability to gather and understand customer data, such as demographics and consumer behavior.
Problem-solving: By identifying consumer concerns and developing creative solutions, the customer success team can help provide value to the customer’s experience, improve processes and deliver better service, which helps encourage loyalty and can help to grow the customer base.
Technical skills: Technical skills such as computer literacy and designing customer sales journeys are useful for tracking customer data, managing tasks and improving strategies to build and maintain relationships with consumers.
Tips for establishing the structure for a customer success team
Consider these tips to help establish a structure for a customer success team:
Focus on the customer
Since the primary role of a customer success team is to build a relationship with customers that ensures loyalty, it’s important to focus on the customers. One way a customer success team can do this is by tracking each customer and knowing where they are in the sales process, which is the sequence of steps a consumer takes, starting with their first interaction with a company to when they make a purchase.
Customer success teams can also actively seek opportunities to improve customer service with products that better serve customer needs, exclusive deals, or educational content that helps customers use company products.
Develop a workflow
A workflow includes the activities that employees repeat for business operations. The workflow of the customer success team involves researching and collecting customer data which the business can then use to improve products, the sales process, marketing and other business functions. Developing a standardized workflow can help a team collaborate, communicate and organize tasks.
Use customer tracking software
Customer tracking software collects information on consumer behavior from multiple online sources such as social media, e-commerce stores and search engines. It can also automate processes such as gathering data that a customer success team uses, like conversion rates, which can save time and allow the customer service team to focus more on customers’ needs.
Establish channels for communication
Communication is a key component in the success of a team. It’s helpful to establish ways to communicate with team members so that members can easily share and access information as it relates to their roles. For example, it’s important that managers can monitor the tasks their employees are working on to provide assistance and measure their performance. Here are suggestions for how to communicate with your team:
Host meetings: Scheduling routine meetings can be a good way to share information and help build relationships with coworkers. Meetings are also helpful for reporting on the status of your team’s goals.
Use a messaging app: A messaging app is easily accessible and useful for having quick conversations and exchanging important data.
Encourage feedback: Asking your employees or teammates for feedback on a variety of subjects such as performance, work environment, work processes and specific tasks can help find inefficiencies and make improvements.
I hope you find this article helpful.