There is definitely truth in the fact that any business’s success lies in its customers’ success. Customers don’t care about your products or services, they care about how your products or services can help them.
Customer success teams play a pivotal role in any company’s growth. They help to ensure that customers get the maximum value out of your products or services.
The rate of acquiring new customers majorly contributes to the success of any business. And, customer success teams can accelerate the customer acquisition rate by attracting more high-quality, loyal customers who would potentially stick with you for longer.
In this brief guide, let’s talk about how customer success teams can drive customer acquisition for businesses.
1. Put the Spotlight on Customers by Promoting Customer Success Stories
Customer success stories in the form of video testimonials and case studies are, no doubt, one of the best ways to attract new customers.
Such customer success stories work best because they are a form of social proof. When your prospective customers hear from your customers about how you were able to lead them to success with your products and services, they are more likely to convert.
Some of your customers would be most suitable for your customer success stories than the others. Customer success teams are the best people to identify such customers.
Since customer success teams have been with your users throughout their journey, they would know the people who have had the best results with your products or services.
They can help you with finding the customers who have good knowledge about your products and have seen tangible, noteworthy results for their business.
A perfect example of this would be the customer success stories by Salesforce. They shine the spotlight on their customers by letting them express their values, beliefs, and goals.
This works out in Salesforce’s favor as many new potential customers relate to their customer success stories. And hence, this hugely contributes to their increase in customer acquisition rate.
2. Focus More on Customer Referrals
The customers acquired through referrals are the best kinds because they are familiar with your brand and have a good impression of you. So, every business should focus on gaining more and more customer referrals.
Customer success teams can be of great help for driving more referrals. This is because your customer success team is best aware of your most successful, loyal customers.
They probably are on good terms with your brand advocates. Acquiring customer referrals from these customers can be highly beneficial.
If you have a referral program, your customer success team can help to identify the top customers and promote your referral programs to them.
You can also have a survey for your new customers, asking them about how they got to know about your business. Then, your customer success team can reach out to existing customers who are bringing in new business, and thank them for it.
This will encourage these customers to promote your business through word of mouth referrals. And, you’ll be able to significantly improve your customer acquisition rate this way.
The gaming website, PokerNation, used customer referrals which led to them receiving 30% new registrations. Using the same approach of promoting your referral programs to existing happy customers, can help you increase your acquisition rate.
And, the customer success team can help to identify these top, loyal customers.
3. Build Strong Relationships with Prospects
Strong customer relationships are the backbone of any business. Without that, it is very difficult to survive in this competitive world. And, the journey of a good customer relationship starts even before they become your customer.
Customer success teams can help to identify and turn your prospects into loyal customers. At the end of the day, your prospects want to solve their pain points with your products or services.
And, customer success teams can help to build strong relationships with prospects and turn them into customers.
A customer relationship management platform can be extremely powerful to manage and build strong relationships with your prospects. Your customer success teams will be able to manage more leads and prospects, thus boosting your customer acquisition rate.
4. Encourage User-Generated Content
User-generated content is very crucial for attracting more customers to your business. It increases your brand awareness and makes your prospects visualize their life after they associate with you. This is a great opportunity for you to grab on to.
Customer success teams can urge your customers to create more and more user-generated content for your business. They can get in touch with your happy and satisfied customers, and encourage them to put out more user-generated content.
The important thing to note here is that your user-generated content should benefit both you and the customer in some way.
For instance, customer success teams can encourage your customers to create content for you by offering some incentive. The incentive can be increased visibility or more customers for their business.
This way, your user-generated content will be a perfect win-win strategy. Not only will it help you acquire new customers, but will also benefit your customers in some way.
5. Manage your Online Reputation
Today, social media is extensively used as a medium for speaking out about our experiences with brands. Customers often leave their positive or negative reviews, feedback, and complaints about your products or services.
Negative feedback can have a huge impact on your customer acquisition rate. Most consumers look for reviews and feedback online before associating with a brand. While choosing between different brands, online reputation does help customers out to pick a brand.
Similarly, positive feedback also adds to your brand’s online reputation and enables you to acquire more customers. Thus, managing your online reputation can significantly increase your customer acquisition rate.
Customer success teams can work towards managing online reputation by monitoring and addressing customer concerns on online forums and platforms. This way, new leads, and prospective customers will be driven to pick your products and services over others.
6. Change up your Messaging
Your brand’s messaging can make or break your marketing campaigns. It can significantly impact your customer acquisition rate. Even a small change can speak better to the target audience, thus helping your company grow.
For changing your messaging, you should definitely consider taking inputs from your customer success team. This is because the customer success team knows the most about what language and messaging appeals most to your audience.
They would know what kind of messaging would best speak to your potential customers.
For instance, LawnStarter, a lawn care business, took inputs from their customer success team about their messaging. Their customer success team provided insights about how their happiest customers described their brand.
Based on the customer success team’s inputs, LawnStarter changed their landing page messaging to add the phrase “Uber for Lawn Care”. And with this, they noticed a significant increase in their conversions.
This example is proof of the fact that your customer success team members are the ones who work closely with your happy and satisfied customers.
And thus, they know best about the way that your customers perceive your brand. By including this perception in your brand messaging, you can massively improve your customer acquisition.
7. Drive More Positive Customer Reviews
Did you know that 81% of consumers research products online before going ahead with the purchase? This means focusing on better and positive customer reviews can skyrocket your conversion rate.
What better way to gain more positive reviews than to reach out to your loyal customers and brand advocates? These customers have a good association and experience with your brand.
Your products and services have solved their pain points and helped them out in some way. Hence, they are the best people to reach out for positive reviews.
As mentioned above, a customer success team can identify your brand advocates and reach out to them for reviews.
The best time to reach out to your customers for a positive review is as soon as the customer has had a satisfactory experience or given positive feedback about your products or services.
Customer success teams can also help you to reach out for reviews at the best times.
Gaining more and more positive reviews this way can turn the doubts in the minds of your prospects in your favor. Thus, you are bound to see an increase in your customer acquisition rate.
Key Takeaways
To summarize, we can say that customer success teams are the ones that closely work with your customers. They know the messaging that appeals most to your customers. They are also aware of your loyal customers who would be ready to refer new customers to your business.
Customer success teams will also be aware of the customers who will be willing to create customer success stories, case studies, user-generated content, and leave positive reviews for you online.
Thus, taking inputs from customer success teams can be transformational for the growth of your business, especially through an increase in your conversions. So, use the tips in this guide and start using your customer success team to drive your customer acquisition.
