Customer Success 101

Posted by davis.rousseau@berlinpackaging.com BigCommerce on Oct 5th 2018

Customer Success 101

Do you know the essentials about your customers?

Here are several questions you should be able to answer.

1) Who are they?  The description of the firm (size, dynamics, strategies) and also the description of the decision maker (function, influence). Usually you have more than one kind of customer, so having some type of thoughtful segmentation is required.

2) Where and how do you find them?  Understanding the right sales and marketing techniques to locate prospective customers and turn them into active customers is critical.

3) What are they worth? What is the cost to acquire a customer? What about the lifetime value of a customer? What causes some customers to be worth more than others? These issues of customer economics help you focus and invest properly.

4) What do they need and want?  Customers often have many desires; some are more fundamental than others. And some desires are necessities and some are nice-to-haves. The ante is likely Attractive Price, Right Quality, and Excellent Service, but there are many ways to differentiate within these. On top of this is the product itself. All contribute to attracting and retaining customers.

5) What should you sell them?  Now it’s up to you to decide who gets offered what. Knowing who they are, where they are, how much they’re worth, and what they need or want, you can build a plan. Some customers (the best ones) may get what they want. Other customers may get what they need. And a final group of customers (usually a big chunk of them) may get what you offer. Every customer should feel special, but each warrants a different selling strategy.

None of these questions are easy to answer. Indeed, there are entire disciplines around each question, so this is nothing more than a thought starter.

Berlin Packaging is always listening to our customers and to the marketplace to find more ways to grow by delivering outstanding products and services and customer thrill.

What are some of the questions you ask and answer about your customers? Add a comment.