{"id":23701,"date":"2020-05-20T16:30:15","date_gmt":"2020-05-20T15:30:15","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=23701"},"modified":"2022-07-01T22:46:51","modified_gmt":"2022-07-01T21:46:51","slug":"customer-success-efficiency","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/customer-success-efficiency\/","title":{"rendered":"Why efficiency, not just effectiveness, is key to scaling customer success"},"content":{"rendered":"<p>As customer success managers, we wear many hats. We need to stay on top of market trends and product updates, all while making sure our customers become wildly successful.<\/p>\n<p>During times of rapid change, juggling everything on our plates, along with everything on our customers\u2019 plates, can feel like a herculean task. Just as we\u2019re <a href=\"https:\/\/www.intercom.com\/blog\/prioritize-customer-impact-turbulent-times\/\" target=\"_blank\" rel=\"noopener noreferrer\">adapting our business strategy and plans<\/a>, so are our customers \u2013 and they\u2019re looking to us for guidance.<\/p>\n<p>Over the last few months, I\u2019ve worked with customers who have seen an explosion in demand for their services and, as a result, have needed help onboarding new team members and scaling their customer experience. On the flipside, I\u2019ve also had customers who are investing more in automation as they&#8217;ve reduced their headcount.<\/p>\n<p>With so much on line for our customers and only so many hours in the day, it\u2019s even more important that customer success managers prioritize this fundamental skill: efficiency.<\/p>\n<h2 id=\"the-importance-of-being-efficient-not-just-effective\">The importance of being efficient, not just effective<\/h2>\n<p>As a customer success manager, it can be tempting to see effectiveness as our ultimate goal. If we get customers to their desired outcome and strengthen our relationship with them, then we\u2019ve done our jobs, right?<\/p>\n<blockquote class=\"pullquote-style-two tweet-quote\"><p>&#8220;Efficiency means getting customers to their desired outcome quickly and without wasting effort or resources&#8221;<\/p><\/blockquote>\n<p>As I\u2019ve watched customers sprint to adapt to this new reality, the importance of efficiency, not just effectiveness, has become crystal clear to me. If effectiveness means getting customers to their desired outcome, then efficiency means getting to them that outcome quickly and without wasting effort or resources.<\/p>\n<p>Here\u2019s an example to illustrate what I mean:<\/p>\n<ul>\n<li><strong>Effective<\/strong>: Successfully onboarding a customer across a total of 12 hours of tasks and meetings. You did your job and gave the customer what they wanted.<\/li>\n<li><strong>Effective <em>and<\/em> efficient:<\/strong> Successfully onboarding a customer across a total of 6 hours of tasks and meetings. You did your job and gave the customer what they wanted \u2013 in half the time.<\/li>\n<\/ul>\n<p>With efficiency top of mind for me, I want to share five ways <a href=\"https:\/\/www.intercom.com\/blog\/building-customer-success-team\/\" target=\"_blank\" rel=\"noopener noreferrer\">our Customer Success team<\/a> is working to help as many customers as possible, as quickly as possible.<\/p>\n<h2 id=\"5-tips-to-increase-your-efficiency\">5 tips to increase your efficiency<\/h2>\n<h3>1. Streamline the pre-sale to post-sale handoff<\/h3>\n<p>In a perfect world, customer success managers would know everything they need to about their customers \u2013 from the moment the deal is closed. But the reality is most sales teams are moving so quickly that information inevitably falls through the cracks, no matter how robust the process.<\/p>\n<p>That\u2019s where investing in your <a href=\"https:\/\/www.intercom.com\/blog\/mastering-the-sales-handover\/\" target=\"_blank\" rel=\"noopener noreferrer\">pre-sale to post-sale handoff<\/a> can make a huge difference. Having a well thought-out internal handoff not only ensures you\u2019re up to speed on new customers but also deepens the customer\u2019s trust by proving you understand their business and why they purchased your product.<\/p>\n<blockquote class=\"pullquote-style-one tweet-quote\"><p>&#8220;Having a well thought-out internal handoff deepens the customer\u2019s trust by proving you understand their business and why they purchased your product&#8221;<\/p><\/blockquote>\n<p>So, what should this internal handoff include? The exact details will depend on your team and business, but here\u2019s what our customer success managers seek out before our first customer interaction:<\/p>\n<ul>\n<li><strong>Account summary:<\/strong> What industry is the customer in, and what services do they provide?<\/li>\n<li><strong>Pain points:<\/strong> What business problems will our product solve?<\/li>\n<li><strong>Use case:<\/strong> Which of our products did they buy, and which products might they buy in the future?<\/li>\n<li><strong>Integrations:<\/strong> What other tools are in their tech stack?<\/li>\n<li><strong>Timeline:<\/strong> When are they aiming to have our product fully rolled out?<\/li>\n<li><strong>Next steps:<\/strong> What are the action items for me and for the customer?<\/li>\n<\/ul>\n<p><em><strong>Bonus:<\/strong> <a href=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2021\/05\/Template-Post-sales-customer-handoff.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Download this example template to use for your internal handoffs<\/a>. <\/em><\/p>\n<p>If this information isn\u2019t readily available, use the handoff summary as an opportunity to do some research on your own or add questions to the agenda for your first call. Gathering information ahead of time avoids customers having to needlessly repeat themselves.<\/p>\n<h3>2. Don\u2019t assume you and your customers are on the same page<\/h3>\n<p>As an expert on your product, saying things like \u201cYou can just copy and paste a few lines of Javascript\u201d or \u201cWe can set up a webhook for that\u201d might seem straightforward but for customers who are just getting started, these assumptions are often counterproductive.<\/p>\n<p>Recently I was discussing a technical integration with a customer and we were deep into the details before I realized we were operating off different assumptions. The customer had assumed my team would implement the integration, while I had seen us playing an advisory role. Not tackling our assumptions at the start meant we then had to backtrack.<\/p>\n<p>Especially for new customers, the importance of making sure you\u2019re both on the same page can\u2019t be overstated. Here are common traps to watch out for:<\/p>\n<ul>\n<li>Assuming your customer understands how your product or services work.<\/li>\n<li>Assuming you and your customer share the same level of technical knowledge.<\/li>\n<li>Assuming your customer has the resources and\/or internal relationships to complete tasks outside their area of expertise, e.g. implementing code.<\/li>\n<li>Relying on jargon like APIs and automation to explain what needs to be done.<\/li>\n<\/ul>\n<h3>3. Focus on providing solutions, not explaining features<\/h3>\n<p>Because we\u2019re intimately familiar with our products, it can feel like every feature, no matter how small, is important for our customers to know. But when we try to convey all these details at once, it\u2019s more likely to overwhelm than enlighten our customers.<\/p>\n<blockquote class=\"pullquote-style-two tweet-quote\"><p>&#8220;We buy products to solve problems, not for their features&#8221;<\/p><\/blockquote>\n<p>Imagine, for a moment, that you\u2019re looking for a new toothpaste. You want to whiten your teeth and improve gum health. You walk into the store and see the two options below \u2013 which one would you pick?<\/p>\n<table style=\"border: 1px solid #3c5cc0;\">\n<tbody>\n<tr style=\"border: 1px solid #3c5cc0;\">\n<td style=\"border: 1px solid #3c5cc0; text-align: center;\"><strong>#1 best toothpaste<\/strong><\/td>\n<td style=\"border: 1px solid #3c5cc0; text-align: center;\"><strong>#1 best toothpaste<\/strong><\/td>\n<\/tr>\n<tr>\n<td style=\"border: 1px solid #3c5cc0; text-align: center;\">Made with active fluoride<br \/>\nContains 3% hydrogen peroxide<\/td>\n<td style=\"border: 1px solid #3c5cc0; text-align: center;\">Healthier gums in just one week<br \/>\nPearly white smile, guaranteed<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>The point should be clear: we buy products to solve problems, not for their features. In your conversations with customers, stay focused on <em>why<\/em> they purchased your product and <em>what<\/em> your product can do for them right now. You\u2019ll get customers to their desired outcomes faster and spend less time explaining what hydrogen peroxide actually does.<\/p>\n<h3>4. Empower your customers to help themselves<\/h3>\n<p>A powerful way to help your customers, especially when things are busy, is to point them to resources they can access on their own time and also share with their teammates.<\/p>\n<p>For example, I often direct customers to our self-serve content. We have a robust <a href=\"https:\/\/www.intercom.com\/blog\/help\/en\/\" target=\"_blank\" rel=\"noopener noreferrer\">help center<\/a> that answers almost every common question a user might have about our product. We also have the <a href=\"https:\/\/academy.intercom.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Intercom Academy<\/a>, which offers courses for support and sales teams who are just ramping up or looking to gain new skills.<\/p>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2020\/05\/Intercom-Academy.jpg\" alt=\"Intercom Academy\" \/><\/p>\n<p>Sharing these resources not only saves us time and effort but also gives our customers, whose schedules are just as packed as our own, the ability to learn the product at their own speed without having to schedule another meeting.<\/p>\n<h3>5. Track the amount of time you\u2019re spending with each customer<\/h3>\n<p>Finally, to understand where you can improve your efficiency, pay careful attention to the amount of time you\u2019re spending with each customer. As much as we\u2019d like to attend to all of our customers, every single day, it\u2019s simply not feasible.<\/p>\n<p>Tracking your time can give you visibility into the work that\u2019s driving success for your accounts and work that\u2019s simply slowing you down. One simple way we\u2019ve done this is by tallying how many tasks we\u2019re completing for each customer and estimating how long each task takes. Some of the tasks we count are calls, emails, and account reviews.<\/p>\n<blockquote class=\"pullquote-style-two tweet-quote\"><p>&#8220;More activities doesn\u2019t guarantee more value for your customer or your business&#8221;<\/p><\/blockquote>\n<p>What we\u2019ve learned is that doing more activities doesn\u2019t guarantee delivering more value for your customer or your business, e.g. faster go-live times or <a href=\"https:\/\/www.intercom.com\/blog\/your-sales-team-needs-account-plans-heres-how-to-create-them\/\" target=\"_blank\" rel=\"noopener noreferrer\">account expansion<\/a>. Instead of seeing a checklist of tasks to cross off, focus on doing the <em>right<\/em> work.<\/p>\n<h2 id=\"driving-customer-success-efficiently-and-effectively\">Driving customer success, efficiently and effectively<\/h2>\n<p>During times of rapid change, it\u2019s crucial to invest in your customers \u2013 to show them the value of your product and <a href=\"https:\/\/www.intercom.com\/blog\/support-strategies-for-retention\/\" target=\"_blank\" rel=\"noopener noreferrer\">retain them for the long term<\/a>. But keeping up with customers\u2019 changing needs and expectations, along with juggling everything else on our plates as customer success managers, can be a challenge. With these tips, I hope you\u2019ll feel better equipped to help more customers, efficiently and effectively.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In customer success, your goal is help as many customers as possible, as quickly as possible. But, during times of rapid change, juggling everything on your plate, along with your customers&#8217; needs, can be a challenge.<\/p>\n","protected":false},"author":437,"featured_media":23704,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[3],"tags":[313],"coauthors":[21150],"class_list":["post-23701","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-support","tag-customer-success"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>5 Tips to Scale Customer Success (+ Improve Your Team&#039;s Efficiency)<\/title>\n<meta name=\"description\" content=\"In customer success, your goal is help as many customers as possible, as quickly as possible. 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