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  • Tal Nagar

2022 In Review: Your Must-Read CS Spotlight Posts

With 2022 coming to an end, make sure you're ready for 2023 with the top five must-read CS Spotlight posts (+ additional resources!).


 

Every year, I look forward to the annual studies published by various CS companies.


With the release of ChurnZero's 2022 Customer Success Leadership Study,


I finally know that I was right -


2022 was quite a year for Customer Success Professionals.


The key findings that truly caught my eye were:


  1. While Customer Success is valued by the C-Suite, teams are still underfunded.

  2. Customer Success is measured by revenue, which is why CS teams are seen as revenue drivers.

I know I can't foresee the future but something tells me that 2023 will be the year when we'll need to step up;


  • Significantly increase retention rates,

  • Decrease churn,

  • Increase customer loyalty and satisfaction.


Interestingly enough, your favorite CS Spotlight posts covered the "secret" to increasing revenue -


Creating better and stronger relationships with customers.


Continue reading if you want to set yourself up for success in 2023!

 

Treat Each Touchpoint As An Opportunity.


Customer Touchpoints are experiences that create a connection

In "Forget Meaningless Interactions. Try Touchpoints Instead",


we revealed that meaningless interactions cost you more than the resources required to create meaningful touchpoints.


The only way to make sure your touchpoints are meaningful is by


taking the Customer Journey and walking in your customer's shoes.


Then, re-assess each and every touchpoint by asking yourself:


  1. Does it deliver value to the customer?

  2. Is it personal enough? Does it refer to the customer as another "number" or as a real human being?


In "How I Became a Better CSM By Calling Customers",


we learned the value of a meaningful phone call as a way to increase retention.


Since a lack of engagement can increase churn, we can increase retention by simply calling our customers.


By doing so, we show customers that we care about them and their business,


and we position ourselves as their Trusted Advisors.


Here are my top three must-call situations:


  1. Celebrating milestones.

  2. Offering a helping hand.

  3. A new feature has been released.

We MUST Understand Our Customers.


The majority of the reasons for churn can be found in the Customer Journey, which is defined as:


Customer Journey Map is a visual representation of a customer's touchpoints

In "What 86% of Your Customers Want You to Know",


we discussed the main condition for a successful Customer Success team:


Company alignment.


With such high stakes, it's not enough for the Head of Customer Success of their CSMs to be the only ones aware of the Customer Journey.


If we want loyal customers and high retention rates,


the entire company has to be aware of the journey and constantly work to improve it.


Since graphs are more attractive to us (Liu & Chiang, 2018),


we must share the Customer Journey Maps with the entire company.


The secret is to choose the map that would "speak the same language" as the team we're working with.


Save Time and Energy With These FREE Templates.


You've got to start with the customer experience and work back toward the technology, not the other way around

I started CS Spotlight with one goal:


To make Customer Success and Customer Centricity accessible for everyone.


Over the past few months, I've shared free templates in hope that they will push you forward on your journey to success,


especially if you've been asked to start the Customer Success Team in your company.


Overall, you considered 6 templates as "the most helpful":


1. 5 templates for the best Customer Journey Map.

2. An essential template for creating the ultimate Customer Persona.


 

On a personal note...


I want to thank you all for your continuous support here and on LinkedIn - every subscriber, comment, and message means the world to me.


You help me make Customer Centricity accessible for everyone, regardless of industry, role, or company.


Here's to a successful 2023!


 

Resources:

Aichner, T. & Gruber, B. (2017). Managing customer touchpoints and customer satisfaction in

b2b mass customization: A case study. International Journal of Industrial Engineering

and Management, Vol. 8(3), pp. 131.

Liu, W. H., & Chiang, Z. H. (2018). Information visualization-in regarding to customer journey map in a

three-dimensions format. 1st IEEE International Conference on Knowledge Innovation and

Invention (ICKII) (pp. 142-145).

Micheaux, A. & Bosio, B. (2018). Customer Journey Mapping as a new way to teach data-driven

marketing as a service. Journal of Marketing Education, 41(2), pp. 127-140.


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