Segmenting Customers
As a customer success leader, one of the fundamental tasks on your plate is building a robust customer success program. It's a task that requires strategic thinking, careful planning, and a deep understanding of your customer base. Let's dive into one of the most critical decisions to make in this process - customer segmentation.
Customer segmentation forms the backbone of your Customer Success team structure and, ultimately, the entire customer journey. It's about understanding who your customers are, what they need, and how best to deliver it. There are three primary types of customer segments you need to consider - tech touch, hybrid touch, and high touch.
Tech touch customers are those who require a Customer Success Operations approach. This segment typically consists of customers who prefer self-service options and digital interactions. They're tech-savvy, often comfortable with technology, and appreciate the efficiency and convenience of online support. Serving these customers effectively might entail hiring for roles in Customer Success Operations. This ensures that your tech touch customers have access to the resources they need to solve their problems independently, leading to a smoother, more satisfying customer experience.
Next, we have the hybrid touch customer segment. These customers crave a balance of digital and human interaction. They appreciate the efficiency of tech touch but also value the personal touch of a Customer Success Manager. They enjoy the convenience of technology but also need that human connection to feel valued and understood. This segment is generally best served by more junior team members who can effectively manage both digital and human interactions. Their role involves maintaining that delicate balance between leveraging technology for efficiency and providing a personal touch for a superior customer experience.
Lastly, the high touch customer segment typically includes your most significant accounts. These customers require a more personalized, hands-on approach. They often have complex needs and high expectations for service. They're your VIP customers, and they need VIP treatment. Your most senior team members, with their wealth of experience and knowledge, will be well-suited to manage these high touch relationships. Here, the focus is on building strong, lasting relationships and delivering personalized service that exceeds expectations.
As you consider these customer segments, ask yourself: What does my team structure need to look like to serve these diverse needs? Do I need more technical resources or more business-focused ones? Answering these questions will help you shape a Customer Success team that can effectively meet the needs of your diverse customer base.
Remember, the ultimate goal of any customer success program is to ensure that customers are achieving their desired outcomes while using your product or service. It's about customer satisfaction, retention, and loyalty. Appropriately segmenting your customers and building a team to meet their specific needs is a crucial step in accomplishing this goal. It's a journey that requires constant learning and adapting, but the rewards are well worth the effort.
