Q: How do you build strong relationships with customers?
A few simple ideas:
- A formal review call 30–60–90 days in. Led by CEO if it’s a key customer. Pick a fixed amount of time that is likely just after you are fully deployed on average.
- Zoom with 6+ customers a week. You have the time now. Zoom with at least 6 of them. More here:
- Go visit all your top customers in person 2x a year — once we can do this again 🙂 Get on jets, when we can. More here:
- Measure it. Measure NPS, or whatever variant you prefer. And set driving NPS up for each customer segment a Top 5 company goal.
- Have a named CSM for every account. Every customer should know who their customer success manager is. Someone they can email about anything they want. More here:
- Do a weekly explainer webinar, every week, at the same time. That way, your customers can drive other stakeholders at the company to the webinar if they want to share how your app works, its value prop, etc. More here:
- Have honest pricing. Assume every customer knows how much other customers pay, even if your pricing page is non-transparent. More here:
- Let them downgrade easily if they want. Even if they signed a long-term contract, if their business is under pressure, let them downgrade. Better a happy customer for life than a prisoner looking to leave in a few months. More here:
- Do customer marketing. Spend a bit more of your marketing budget on existing customers, not just demand gen. More here:
- Do QBRs. Quarterly Business Reviews. They can be combined with the above meetings and Zooms. But QBRs are more formal, documented processes around feedback. More here:
- Do events. In person later, on Zoom for now. But events work. They get your customers and prospects together, sharing learnings and best practices. More here:
note: updated with video
Published on January 15, 2021