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Customer Success Strategy
For any business in any industry, customer happiness and fulfillment are what keep your business running. There may be some businesses that operate as an absolute necessity, in which case the customer is forced to work with them, but in the business world at large, this is not a typical case. You will be competing with other providers interested in reaching the same customers you are, and you must find a way to secure customers and, most importantly, retain them. This is why having a strong customer success strategy is crucial.
Businesses with reliable customer success strategy and operations guidelines are able to engage with their customers and fulfill their needs in a way that makes customers feel cared for and eager to continue their business with the provider. With the wide variety of different business structures and contexts, there is no general customer success framework that every organization should follow. Instead, when it comes to figuring out how to create a customer success plan, you should look for customized solutions that address the strengths and needs of your team.
Having a good product or offering a good service is only one piece of the puzzle of running a successful company. If you cannot interact well with customers, and package your service in a way that is appealing and serves the needs of your customers, then your service may not resonate regardless of how groundbreaking it is.
Winning by Design is dedicated to providing strategies that serve SaaS companies and help them reach their goals of customer attraction, retention, and success. We serve our partners by empowering their teams to grow and expand from their existing frameworks and provide customized customer success strategies based on proven CSM playbooks. With turn-by-turn directions to help guide your team through the process, the future of customer success is accessible with the help of Winning by Design.
To help further illustrate the importance of a customer success strategy, we’ll expand upon some key features and benefits in the following sections.
Customer Success Strategy Framework
Customer success strategies are designed to improve your customer experience. This is accomplished by looking at the current strategies implemented by your team and determining a more efficient path forward. A customer success strategic plan should analyze your current operations and look for gaps in your process. By doing so, new opportunities for growth and success can be found. This is why looking to emulate a generic customer success strategy framework is not a wise choice. A strong B2B customer success strategy should be specifically tailored to your organization’s strengths and needs.
Reliable customer success strategies for SaaS will also look further than just dropping some insight and leaving your team to fend for themselves. While Winning by Design will assist your team by providing defined processes and playbooks for you to implement into your workflow, part of the goal is to provide ongoing support to help make these new changes truly stick with your team and allow us to determine how well you are progressing with your new customer success strategy framework.
For a customer success strategy example that can better demonstrate our process, consider checking out some of these suggestions. Here you can see our prioritization plans, and how we demonstrate our commitment to providing you with a robust customer success strategy that builds off of your current team and empowers them with the tools and strategies they need to grow and prosper.
While a customer success strategy presents new challenges to your team, it shouldn’t be something that feels entirely awkward and out of place. Think of it more as an opportunity to boost your current capabilities, rather than replacing your entire skillset. Some teams have great products in place, and a decent marketing strategy and just need a bit of a boost when it comes to strong customer engagement. That is when searching for an improved customer success strategy becomes a good choice for your team’s future success.
Customer Success Playbook
The backbone of any successful goal is a thorough and intelligent strategy. Even outside of the business world this rings true, and we can use sports as an example. If you’re playing football or basketball, and have the goal of scoring some points, then you’ll want to put some plays together to prepare you to get where you need to go. You’ll want to create a wide array of approaches, targeting your teams’ key strengths, in order to have the best point of attack for any situation. In sports these plays would be combined under a single playbook, an easy-to-reference guide to help you figure out what your next moves should be. In business, we can learn from this example and adopt a similar approach by creating a customer success playbook.
A customer success playbook will be formatted similarly, as a guide for your team to use in order to implement better strategies for your goal of customer success. The customer success playbook is one of the key tools used by the customer success industry to help teams learn new guidelines and approaches, in a way that is simple to understand. Depending on the size of your team, and the scope of the strategies, your team may even reference multiple custom playbooks in your pursuit of a more robust customer success strategy.
With the idea of a customer success playbook fully established, let’s talk about what you should look at when considering the value of a customer success playbook presented to you. A customer success manager may present your team with a customer success board presentation, outlining their plan for your team and the end goals of their framework. When observing this presentation, consider if you can gain the same insights as you would with a typical playbook. Can you see the responsibilities of all team members? Can you understand the logic of these “plays”? Are the end goals of this strategy clearly visible? If so, then you may feel comfortable knowing that you have a thorough customer success playbook on your hands.
While the customer success playbook will not be the only tool employed by a customer success manager, when answering the big question of “what is enterprise customer success?”, a customer success playbook may be one of the most significant. It helps demonstrate the outlook of the customer success team and helps provide clarity for your team in their roles moving forward. Do not overlook the value of this tool. If you’re considering a customer success manager to improve your business, make sure you ask if they plan to implement a customer success playbook.
Customer Success Strategy SaaS
Customer success is an important consideration in many different types of industries catering to many different customers. However, when it comes to SaaS, customer success may be the most important and comes with its own unique requirements. SaaS customer success metrics may differ greatly from other fields of business, especially when you consider the B2B nature of many of these businesses, versus B2C. Keeping a strong rapport with business clients and maintaining a relationship that encourages them to keep using your services, presents a much different dynamic than selling an individual product to a consumer.
Let’s consider what SaaS companies need to take into account when discussing a customer success strategy. SaaS businesses need to present clear value exchange, key impacts, and how they will better serve the customers versus their competition. Whereas in a consumer product business, you often just buy the product, and your interaction is over, SaaS businesses often have to work to build a more extended relationship. You may need to provide demos of your service as the days of buying software sight unseen is long gone. These may have been things you already noticed but never thoroughly explored, which would be the goal of a strong customer success plan. SaaS businesses need to thoughtfully consider what the nature of their business is, and how they need to accommodate that when engaging with customers.
Customer interaction and retention may be the next most important business responsibility, after hiring the business team itself. Without customers becoming loyal patrons, you cannot sustain a healthy business or find any room to grow. Strong customer success strategies realize the value of customers and look to analyze your current processes in order to understand how to serve them better. An internal review is always recommended, but it can be difficult to get an objective grasp on your situation if you’re only working from one perspective. A customer success manager can approach your organization with experience from many other business scenarios and provide you with a new perspective to move your customer success strategy forward.
Whether you’re looking to make the most of your current situation, intend to scale in the future, or want to reverse what has been a difficult time in your business, then you’ll want to look at implementing a new customer success strategy. Winning by Design is a company that empowers teams by fortifying their existing team with a customized SaaS customer strategy tailored to their needs and goals.
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