Before we start, I know you would never text a customer “Lol, WYD?” but there are things you could do that would waste just as much time.
Engagement is a tricky maze to navigate. You’ll find yourself wondering often “When is the right time to reach out?”, “How often is too often?”, “What is the right channel?” and “Which platform do I use?” with good reason. We have so many options to do the same thing and each will lead to different experiences. Customer Success and Marketing often overlap because, while marketing can do it at a scale that might reach more people faster, Customer Success provides a personal touch to engagement.
Automation is the dream but for now, nothing replaces a good, solid conversation with someone on the phone or via video chat. But account managers know how difficult it can be to get a customer on the phone — sometimes even a coveted evangelist or “Product Champion”. So we have to be creative and attack them from all angles.
But what good is sending an email or leaving a voicemail if it has no impact? There are three things to remember during outreach to keep your touchpoints meaningful.
1. Offer Them Something of Value
You have product expertise and market expertise — that’s why you’re your customers trusted advisor. Drop interesting information that builds their relationship to your product and peaks their interest in furthering the conversation. You can give them updated account information or congratulate them on recent successes with your software. Of course, if all else fails and your company has space for it, a free appreciation gift never hurt!
2. Create a Call to Action
Without a CTA not only does your customer not feel inclined to respond, they also won’t be caught off guard if you follow up when they don’t. A well thought out Call to Action at worst, leaves an open action item for you but at best gets them to do what you want.
3. Create a Trail of Gratitude and Positive Reinforcement
If you want your customers to keep picking up the phone for you make sure you provide many positive experiences when they do. Lay those people skills on thick and follow up with a thank you note and something of value. Your customers will associate you and your product with pleasant experiences.
The best way to create that trail is through active listening. Customer Success Managers aren’t just influencing customer behavior, they influence company behavior as well. Creating positive customer experiences ensures a reliable feedback loop, allowing other departments to benefit from the data great relationship management can produce.