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If Sales and Marketing are your business’s vehicle, AI and customer success are the drivers. Without your customers succeeding with your product or services, your sales and marketing efforts will eventually fall flat— or worse, you’ll lose your loyal customer base.

Recently, I needed help troubleshooting my spotty internet connection. My internet service provider uses an AI chatbot to guide customers through the most obvious fixes. If those solutions fail to fix the issue, a live agent picks up the conversation to continue providing in-depth support.

I liked the addition of the AI chatbot. Sometimes, fixing my internet connection is as simple as resetting my modem. The AI chatbot saved me and a live agent time, which I appreciate.

Download Now: The Annual State of Artificial Intelligence Report

So, how can you improve your customer experience and keep your customers happy? By creating a dedicated customer success team and giving them a secret weapon for success: AI.

In this post, we’ll discuss how AI can improve your customer success efforts, plus give you a list of AI tools to try today.

Table of Contents:

The State of AI in Customer Success

Generative AI is a useful technology for customer success teams. AI works by parsing large data sets through an algorithm and then making predictions and decisions based on patterns within the data set.

AI has many applications, from content marketing to sales forecasting to fraud detection. Customer success managers can use AI to help gather data and improve the quality support of support their teams provide to their clients. That’s why 62% of business leaders have already invested in AI and automation tools. They know that AI can help their teams be more productive.

For customer success teams, AI can make all the difference in ensuring the success of their strategy. AI tools can help provide customer self-service and act as the first point of contact for clients with service-related issues.

In fact, 42% of customer service pros who use AI and automation tools say that AI chatbots that respond to customer service-related issues are very effective. And 33% of customer service professionals say that AI tools that monitor social media for customer service-related issues are very effective, too.

Moreover, 94% of customer service professionals say AI improves the customer self-service experience. Also, 57% of customers prefer to engage digitally with companies regarding customer service.

Given those stats, it makes sense to incorporate AI into your customer success strategy. Let’s look at the benefits of using AI in customer success.

The Benefits of Using AI in Customer Success

61% of customer service professionals expect to use some form of AI in their job in 2024. For those customer service pros who are ready to embrace AI, they’ll quickly discover some of the benefits of using AI in their customer success strategy.

Here are three major benefits you can expect when you pair AI and customer success together.

Better Data Analysis

AI is helpful for quickly parsing and analyzing data. In fact, 45% of marketers use AI for data analysis. Customer service professionals can do the same using the same techniques and tools. And that’s why 62% of customer support representatives say that AI tools help them understand their customers better.

Using AI tools to complete data analysis, which usually takes several hours, will save your customer service reps significant time. Plus, they’ll gain valuable insights into how their customers feel about your products or services.

Better Customer Experience

42% of customer service pros think AI tools that help them collect and analyze customer feedback significantly improve the customer experience. But that’s not all. 66% of customer support specialists agree that AI and automation tools can help personalize the experience customers get with their company.

A personalized customer experience is vital to customer success and gaining a loyal customer. AI tools can help provide custom recommendations based on past interactions and provide proactive solutions to problems a customer may experience.

Save Your Reps Time

One of AI’s most significant benefits is that it’s a major time saver. 78% of customer support specialists agree that AI tools and automation can help them be more efficient. Aside from saving your customer service reps time in data analysis, it can also save time in other job duties.

For example, reps using chatbots to respond to customer service inquiries can save up to 2 hours daily. Instead of spending time on individual requests, customer service reps can use chatbots to help filter easy-to-handle inquiries from those that might need more time to solve.

How to Use AI for Customer Success

Although those were just three benefits of using AI in customer success, there’s a solid guarantee you’ll find more benefits as you incorporate AI into your customer service strategy.

Wondering how to use it in your strategy to make the most of these benefits? Here’s how to use AI for customer success.

Customer Support Automation

If your customers experience an issue, they’ll likely head straight to your company website. Incorporating an AI-powered chatbot into your website is a great way to catch customer inquiries and solve minor issues that might get overlooked or pushed to the side.

AI chatbots can solve certain customer problems, greatly reducing your customer support response time. They can also collect follow-up information, schedule follow-up requests, and escalate higher-order issues to your customer service representatives.

Predict Customer Behavior

Whether customers realize it or not, their behavior is predictable. Using AI tools that analyze customer behavior can help catch customers who are close to leaving your company. This can help decrease your churn rates and increase your customer fan base.

And because AI tools are predictive, they can help identify customers who might benefit from a higher-tiered product, making upselling a breeze.

Sentiment Analysis

We’ve already mentioned the benefits of AI because of its ability to conduct sentiment analysis. But it’s worth mentioning again.

AI tools can quickly conduct sentiment analysis of voice files and text-based files. This can help your customer service reps quickly identify common complaints, understand why customers feel that way and adapt a better customer success strategy.

Ticket Routing

If your customer support representatives struggle with organizing their support tickets by department, AI tools can help. AI tools can identify which departments should receive which tickets and send them to the appropriate inboxes.

Customer Journey Mapping

You might already understand your customer’s journey and have a customer journey map that you use to help your customers experience your company through their eyes.

However, using AI tools can provide you with a more detailed customer journey map and allow you to understand pain points you might have missed at various touchpoints.

Testing It Out

I tested how to use ChatGPT to troubleshoot technical issues with a customer.

Here’s how it went.

First, I needed ChatGPT to understand the customer success exercise. So, I entered this prompt into the textbox.

“Pretend you are an AI-powered chatbot for my internet service provider. I am going to ask you some questions about troubleshooting why my Internet connection is down, and I need you to be an AI rep and give me suggestions on how to fix it.”

With ChatGPT ready to assist, I explained that my internet connection had been spotty and that actionable steps needed to be taken to fix the issue.

Here’s how it went:

Based on my experience contacting my internet service provider about my dropped connection a few weeks ago, ChatGPT’s suggestions to restart the modem, check the status lights, and test the connections with multiple devices are on par with my service provider’s AI chatbot’s instructions.

I also like that ChatGPT gave me multiple suggestions upfront without taking me through a step-by-step process.

AI Tools for Customer Success

ChatGPT is a generative AI application, meaning it works best with queries and continues to update responses as it gets new data. Most AI tools function in the same way. These kinds of tools can be beneficial for your customer success team.

Here are 8 AI tools to consider adding to your tech stack for customer success.

Gather a list of 8+ AI tools for customer success. Describe the core features of each and how they work. Add “What I like” for each.

1. ChatSpot

ChatSpot is an AI-powered tool for marketing and sales, and it’s also great for your customer support teams. You gain access to unique insights and personalized responses when you connect ChatSpot straight to your HubSpot CRM.

ChatSpot analyzes your data in real time and can provide usable data in various formats, such as bar graphs or pie charts.

What I Like: I like that ChatSpot can be used across departments. Each team has access to the same functionalities and analysis, making cross-department collaboration more accessible and efficient.

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2. Customer Success AI

Does decreasing customer churn feel like a never-ending issue? Try ChurnZero’s Customer Success AI.

Customer Success AI is an AI tool designed specifically for customer success. Use it to generate ideas, strategies, inquiry responses, and content your customer success team can use. You can also use it to forecast data, automate workflows, or send email or in-app follow-ups.

The best part? Customer Success AI easily integrates with your existing CRM.

What I like: I appreciate that Customer Success AI has preloaded prompt options for content or strategy. The preloaded options make it easy to generate content quickly.

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3. Totango

Teaming up with Catalyst, Totango works to provide you with a comprehensive overview of your customer accounts. Integrate your customer accounts to get a detailed description of the customer account health, collaborate with your team members to manage customer portfolios, and engage with your customers wherever they are– online, by email, or by chat.

What I like best: I like that Totango easily integrates with your existing CRM. So, if you’re using the HubSpot CRM, you can utilize Totango, too, to service your customers like a pro.

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4. ClientSuccess

ClientSuccess promises to help you reduce churn and increase your customer revenue. With this CRM-integrated app, you can quickly gain valuable insights and analytics to reveal data like customer health and net promoter scores, all with real-time reporting.

Or, use ClientSuccess to automate your customer-facing communications or map and manage your customer journey.

What I like best: I like that ClientSuccess focuses on customer onboarding. The onboarding process can start customer churn, so making it easier and more manageable for the customer can help reduce it.

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5. Vitally

If productivity is your customer success team’s weak spot, consider adding Vitally to your tech stack. Vitally aims to help customer success teams automate specific tasks while encouraging collaboration across the team.

Vitally also provides your team with real-time data so you and your team can monitor customer interactions as they occur.

What I like best: Customer success isn’t a one-person show. I like that Vitally encourages and streamlines collaborative communication across the team.

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6. Drift

If you want AI to support your chat features, consider Drift. Drift is an AI-powered engagement platform designed to help your customer success team listen, understand, and learn from your buyers.

Drift’s AI-powered chatbots allow for personalized 24/7 customer support and recommendations. Not only can they offer customer support, but they can also streamline your sales funnel so that you or your chatbots engage with prospective customers at just the right time.

What I like: I like that Drift encompasses the entire sales from– from start to finish. This chatbot offers personalized support for every stage of the customer.

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7. Freshdesk

If your team’s goal is to decrease the time it takes to respond to customer support tickets, you should try Freshdesk.

It can be challenging to sort through a pile of support tickets and quickly determine which tickets need the most support. But with Freshdesk, that problem is solved for you. Freshdesk can sort through support tickets and deliver them to the appropriate agents, and your team can focus on the correct details without getting distracted by less urgent matters.

Plus, Freshdesk can help your team automate customer self-service, scale your knowledge base, and optimize your workflows.

What I like best: Freshdesk is a solution focused on customer support tickets. I like that it gives team members access to deliver timely, consistent, and personalized support to customers.

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8. Custify

Custify’s focus is on onboarding, customer retention, and revenue maximizing. This AI-powered SaaS technology can help you identify which customer accounts are most likely to grow with your company so you can effectively upsell to them.

Custify also helps make onboarding easier so you can turn your new sign-ups into loyal customers.

What I like: I like that Custify can automate to-do lists. With a to-do list already made and the highest priority tasks at the top, your team can effectively work to ensure your customers’ success.

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AI Customer Success Best Practices

AI tools can help make your customer success team more effective and efficient. However, there is a right and wrong way to use them.

Check out these recommended best practices from experts and us, who use AI tools for customer service.

1. Align AI to Your Overall Business Goals

It can be tempting to think AI can do the job of providing you with excellent customer service. However, AI is a tool, not a human, and your employees provide the best possible customer service experience.

Ensure that whichever AI tool you choose for your team aligns with your business goals. Ask yourself these questions:

  • Can my team use this AI tool effectively to provide excellent support?
  • Which tasks can AI help my team accomplish?
  • Will an AI tool help my team gain time for more important tasks?
  • How does this align with our company’s business goals and mission?

By determining where in your customer success strategy an AI tool is most effective, you can help your team provide better customer support to your clients.

2. Determine What AI Can and Cannot Do

AI tools are fantastic resources, but they shouldn’t be used to replace your employees and their valuable skills. Instead, take some time to determine what AI can and cannot do.

Kaustubh Deo, President of Blooma Tree Experts says this about AI, “We have found it crucial to distinguish between what requires true judgment versus what requires more manual process and work. Over time, AI will do more and more judgment-related tasks. But for now, when it comes to customer success, we err on the side of caution given that clients are the lifeblood of any business.

Given that, AI can start by supporting customer service representatives in creating their task load — which clients need calls, which open quotes require follow-up, etc. That manual data management task is an ideal starting place to build AI into a small business (or big business) customer success system.

And then the CSRs are able to levy judgment as to how to actually support customers. AI gives them more time to do that well & thoroughly.”

By determining where in your customer success strategy an AI tool is most effective, you can help your team provide better customer support to your clients.

3. Provide Clean Data for the AI Algorithms

Because AI runs best when there is a continuous flow of data available, it’s essential to take time to ensure your data is clean, accurate, and free from errors and biases.

Tony Fernandes, CEO of UEGroup and founder of UserExperience.AI, says the available data determines how effectively AI can help your team.

Fernandes says, “Providing a valuable and robust AI solution has a lot to do with the data available, not the technology. With good access to data related to all the customer touchpoints, including sales experiences, support experiences, and any other type of interaction, software can do a great job of creating a highly personalized experience. The best practices for providing this type of AI solution begins with getting rid of the siloed data within the organization.”

4. Verify AI’s Predictions and Analysis

AI tools can be useful for predicting customer behavior and sentiment analysis. However, there are times when AI can get it wrong, such as if the customer data is flawed.

To make the best use of AI, always verify its predictions and analyses. Using a flawed prediction or analysis might not be good for your customer service team.

5. AI Chatbots Can Be Multi-Purposed

AI chatbots are a widespread use of the technology. You don’t have to use chatbots to field customer complaints. They can be used for various purposes throughout the customer pipeline.

Gary Warner, Marketing and Customer Experience Manager of Joloda, says, “AI can deliver high levels of customer satisfaction and an increase in sales when using a well-designed chatbot system. For example, they can continue to assist the customer even after a sale is made by providing order status and shipping updates. Or they can also recognise customer actions and offer targeted cross-sells or upsells based on their browsing to increase the average order value.

We have also found that having the bot can work as a trigger to get potential customers to agree to a callback is a friendly, easy way for our sales team to get their ‘foot in the door.’”

A Powerful Duo: AI and Customer Success

Appropriate AI tools can elevate your customer experience from mediocre to exceptional, saving your customer service reps time and allowing them to focus on tasks that truly matter.

However, the trick to using AI in customer success is knowing how to implement it properly in your strategies and workflows. The wrong AI tool can slow down your team and derail your efforts to provide excellent customer service.

Take some time to evaluate your customer experience operations before choosing an AI tool. Understanding where AI effectively helps your teams will help your teams provide more effective customer support.

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I recently signed up for an account with Authory, an online portfolio website. I’d seen the product mentioned many times in freelancing communities I’m part of, so I thought I knew all there was to know about it when I finally signed up.

However, as I started going through the onboarding process, I realized there were so many more features I wasn’t aware of — from the self-updating portfolio to the social analytics for my published pieces. The platform and onboarding emails not only guided me through the next steps but also showed me how to get the most out of the platform. This is when I realized the importance of customer onboarding.

To make the onboarding process seamless, memorable, and informative for customers like me, you need a customer onboarding tool to facilitate, automate, and improve the experience. I’ll cover 15 tools that can help improve your customer onboarding process and help guide you to make the right choice.

What is a customer onboarding tool?

A customer onboarding tool is software that helps facilitate the onboarding process. Customer onboarding sets the tone for a successful ongoing customer relationship, so it’s important to get this step right. Your onboarding tool can provide step-by-step tutorials, training videos, personalized tips, and more to engage and inform your customers as they get to know your product.

The Benefits of Using Customer Onboarding Tools

Having a customer onboarding tool to facilitate the onboarding process makes you and your customers’ lives easier. Rather than creating multiple spreadsheets, sending a multitude of forms, and going back and forth over email to explain everything, customer onboarding software automates most of that. Here are some of the benefits of using customer onboarding tools.

Sets the tone for the relationship.

After sales, the onboarding process is your customers’ first glimpse into what the ongoing relationship will be like. You can set the tone by being intentional about it and choosing an onboarding tool that offers everything you need.

Helps with customer retention.

A strong start to the relationship can also help improve customer retention. The more information and support you can offer through your onboarding tool, the more customers will trust that they’ll be successful with you.

Your onboarding software can also be used to celebrate milestones whenever customers achieve them. For example, using a feature for the first time or reaching a certain amount of product usage. You can celebrate any sort of milestone as long as it keeps customers engaged in your product.

Encourages autonomy.

A customer onboarding tool is designed to provide your customers with all of the information they need to be successful when using your product. Your onboarding process can include training videos, checklists, a knowledge base, or any combination of these.

The best part is that an onboarding tool allows customers to learn this knowledge independently. Instead of scheduling time with customer success, customers can walk through the process on their own time to learn about the product as it pertains to them.

Helps promote your product.

You can also use your onboarding tool to showcase all of the different features available. Your customer may have signed onto your product for a few reasons, but they probably aren’t aware of every single feature and how they can use it for their business.

The onboarding process is a great opportunity to demonstrate your product’s different use cases so your customers are trained on every feature or, at the very least, become aware of the features available to them for future use.

15 Customer Onboarding Tools

Whether you’re looking for a self-service platform that offers training videos and a knowledge base or you prefer a high-touch onboarding platform for one-on-one communication, there are tools for every type of customer relationship. Here are some of the best customer onboarding tools I’ve discovered.

1. HubSpot

Customer onboarding tools, HubSpot

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HubSpot is an all-in-one customer relationship tool for service, sales, and marketing. The central platform facilitates every part of the customer pipeline, from marketing to sales to success. After customers are onboarded, you can continue supporting their customer journey on HubSpot’s platform.

HubSpot onboarding features include live chat and chatbots, customizable workflows, automated emails, knowledge bases, and much more. If you already use HubSpot for marketing and sales, it makes sense to keep your onboarding workflow within the same central platform so your team has visibility into the entire relationship.

What I like: HubSpot offers a free plan, making it easy to get started right away. You can upgrade as you scale your onboarding program and bring on more clients; HubSpot scales with you.

2. Arrows

Customer onboarding tools, Arrows

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Arrows is a customer onboarding tool made specifically for teams who use HubSpot. The HubSpot integration offers a two-way data sync and attaches customer onboarding tasks to deals and tickets within the CRM. This means teams don’t need to leave their HubSpot dashboard to complete tasks.

What I like: Customers are presented with an easy-to-follow onboarding interface, so they don’t need to learn how to navigate the inner workings of your HubSpot platform.

3. Dock

Customer onboarding tools, Dock

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Dock allows your team to create collaborative, self-serve customer onboarding workspaces using templates. Using onboarding templates across your organization helps your team scale better than a clunky spreadsheet or countless emails. I think it’s especially useful that each template can also be customized to ensure every customer can get a personalized experience no matter which customer success team member they’re being onboarded with.

What I like: I like that your team can track every customer’s onboarding process so you can measure engagement early on.

4. ChurnZero

Customer onboarding tools, ChurnZero

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If you have a subscription-based business, ChurnZero is a customer onboarding tool that can help you scale. The platform goes beyond onboarding and optimizes the entire customer journey by helping you track and analyze key insights, such as product usage and engagement, to improve customer experience and retention.

What I like: I like that the platform creates “ChurnScores” which rate a customer’s health and predict the likelihood that they’ll renew.

5. Rocketlane

Customer onboarding tools, Rocketlane

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Rocketlane is a customer onboarding tool that offers the organization, visibility, and collaboration capabilities that you’d find in a project management tool. This tool works well for sales and customer success teams that often communicate and collaborate internally. The platform creates a seamless handoff by kicking off the onboarding process as soon as a deal is marked as “won” in your connected CRM.

What I like: I think it’s convenient that customers can access their portal with a magic link, which means they don’t need to remember a password or login to access the onboarding info they need.

6. GuideCX

Customer onboarding tools, GuideCX

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GuideCX is a customer onboarding tool that improves efficiency and collaboration through templates, automation, and increased visibility. I think it has some really helpful features like role-based views and integrated automation that help minimize manual errors and reduce your team’s time spent on repeatable tasks.

What I like: GuideCX offers a mobile app with push notifications so you can stay on top of customer updates on the go.

7. Planhat

Customer onboarding tools, Planhat

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Planhat is a data-driven customer success platform that analyzes customer metrics to assess their health and engagement level. The comprehensive analysis takes into account customer usage, behaviors, and interactions to identify issues before they come up, which helps improve retention.

What I like: Where Planhat thrives is in its playbooks. You can create playbooks so customer onboarding becomes a streamlined, repeatable process.

8. Userlane

Customer onboarding tools, Userlane

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In addition to customer onboarding features like personalization and interactive on-screen guidance, I like Userlane because it is specifically designed to increase trial conversions and help with customer retention. The platform does this by offering interactive guidance during free trials and demos so users can better understand a product’s benefits. This ultimately leads to more conversions, which is ideal for subscription companies looking for a low-touch onboarding tool.

What I like: Userlane is no-code, which makes it easy to launch an onboarding quickly and without costly development.

9. Customer.io

Customer onboarding tools, Customer.io

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Another data-driven customer onboarding tool is Customer.io. The customer engagement platform offers omnichannel messaging so you can communicate onboarding tasks with customers through their preferred channel, whether that’s in-app, via email, or with push notifications. You can also use real-time first-party data to personalize the message and A/B testing to optimize the onboarding experience.

What I like: I like how the low-touch onboarding gives customers autonomy while providing meaningful data for the customer success team.

10. ClickUp

Customer onboarding tools, ClickUp

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ClickUp is a project management tool that can be helpful to use during the customer onboarding process. The platform offers multiple views that work for every type of customer or collaboration, from grid to list to Kanban board. The tool also offers several templates that can be customized for your team’s onboarding process.

What I like: If you use ClickUp for project management, I think it’s convenient to use its templates and workspaces for customer onboarding, too.

11. Process Street

Customer onboarding tools, Process Street

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Process Street is a checklist and process documentation system that allows you to create no-code onboarding workflows. Its process feature is AI-powered and can generate workflows and individual tasks, and its forms feature can be an easy way to gather customer information during the onboarding process.

What I like: Process Street has an extensive library of onboarding templates for different industries and customer scenarios.

12. IdentityCheck

Customer onboarding tools, IdentityCheck

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IdentityCheck is more of an add-on than a standalone customer onboarding tool, but it’s important to the process nonetheless. It lets you quickly verify your contacts from within your CRM platform, like HubSpot. The tool is designed for regulated industries that must meet compliance requirements. Still, I think it can be an extra safety measure for companies looking to create a more secure onboarding process.

What I like: The platform offers onboarding add-ons like workflow automation and user training if you want to expand beyond the identify check feature.

13. EverAfter

Customer onboarding tools, EverAfter

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EverAfter enables your team to create a white-labeled customer hub for low-touch onboarding. I like that EverAfter’s customer interface is interactive and collaborative, with interactive guides, progress trackers, and personalized dashboards.

What I like: EverAfter integrates with many tools and apps like HubSpot to sync your customer data.

14. Notion

Customer onboarding tools, Notion

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Notion is a collaborative workspace tool that functions well as a knowledge base or checklist within the customer onboarding process. You can create an onboarding checklist or workspace from scratch or use one of their templates. I’ve seen many people use Notion as a hub with information about their products, processes, teams, and more.

What I like: I personally love how Notion’s interface looks; it’s clean, simple, and easy to scan.

15. Onboard

Customer onboarding tools, Onboard

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Unlike many of the customer onboarding tools on this list, Onboard does away with templates and instead creates auto-generated launch plans that are customized for each client based on customer data gathered during the sales process. I like how the platform automates a task list so you can focus less on the process and tasks and instead on spending time with your customers to provide a personalized experience.

What I like: I like how Onboard integrates with tools like HubSpot to automate and streamline customer data.

Making the Right Choice

If you’re overwhelmed with the onboarding options out there (I don’t blame you — there are many!), there are a few ways to narrow down the choices. Here are the features to look for in a customer onboarding tool.

Communication Features

The types of communication features you’ll want depend on how hands-on you want your customer onboarding process to be. If you want your customers to have a self-serve experience, then it’s important to look for in-app communication, like pop-ups that can guide them through the onboarding steps.

If you want better visibility into your customers’ onboarding journey and engagement levels, then you’ll want to look for a tool that provides real-time notifications whenever a customer completes a task.

Data Dashboard

In-depth data is a key feature to look for in your customer onboarding tool. Data into customer engagement and behaviors lets you know if your onboarding process is successful at training and informing new clients or if it could use improvement.

How engaged are new clients throughout onboarding? At what point are they dropping off or getting stuck? You need a tool that provides transparency into those analytics so you can continuously optimize your flows. You can also look for a tool that includes built-in forms for gathering consumer engagement data so you can automate the process.

Customization Capabilities

Customization is key to building trust and setting the tone with new clients. While one of the goals of a customer onboarding tool is to streamline the process — especially if you have a low-touch onboarding flow — it’s still important to add personalization so every new client feels important.

In fact, 90% of customers say they are willing to spend more time with companies that personalize the customer service experience.

Look for onboarding tools that offer templates. Templates make it easy to streamline your internal processes while still allowing you to customize your workflows and tailor each step to your clients’ needs.

Unified Platform

If you want to enhance the customer experience across teams, look for a unified customer platform. A tool focused specifically on the onboarding process is a great option for the customer success team, but a unified platform makes it easy to collaborate across different CX teams, such as support and success. Not only does this increase visibility across teams, but it also helps everyone stay within the same workflow without the need to switch between apps.

Best Practices for Implementing Customer Onboarding Tools

Once you’ve chosen your preferred customer onboarding tool, how can you make the most of it? I asked customer success experts for their best practices for implementing one.

1. Leverage the technology.

If you haven’t used a customer onboarding tool before, it can be tempting to stick with your old way of doing things, like manually creating and sharing onboarding docs for each client. However, customer onboarding software is designed to help your customer team save time and resources during the process, so let it do its job.

“Make technology work for you,” says Irene Graham, co-founder of Spylix. “As your new clients enroll and begin using your product, anticipate they will require assistance beyond that of your customer success team.”

For example, Clooney Wang, founder and CEO of TrackingMore uses ChurnZero for customer onboarding. One way he takes advantage of the technology is by ensuring automated alerts are turned on.

“These email alerts are crucial and help you address customer issues long before they are even aware of them,” says Wang.

2. Be flexible.

As you get acquainted with your customer onboarding tool and learn what works and doesn’t work for your customers and team, you may find the need to switch up your process. It’s okay to be flexible in your approach, suggests Graham.

“Do not anticipate your onboarding process to remain the same in the long run,” she says. “Allow your evolving clients and business to influence how you alter it. When working with ever-evolving humans, expect your procedures to evolve as well.”

Alison Lancaster, co-founder and CEO of Pressat, echoes that sentiment. She suggests having a standardized core onboarding process that allows for customization.

“Create a basic onboarding framework, but always personalize elements like video intros or kickoff agendas to give that white-glove treatment,” she says.

3. Analyze the data.

To truly understand how your onboarding process is performing, you need to look at the data in your customer onboarding tool. Where are your customers dropping off? Are they watching one of your training videos more than the others? These metrics will let you know where you can improve the process and if there’s a feature or tutorial you need to spend more time on when it comes to training.

Lancaster also recommends surveying your clients on their onboarding experience for anecdotal insight.

“At the end of onboarding, get direct feedback on what rocked and what needs improving,” she says. “An onboarding survey is pure gold for optimizing.”

Getting Onboarding Right

The best customer onboarding tools depend on what your team needs. If you’re looking for an all-in-one platform that connects your sales team to your customer success team, I recommend a connected tool like HubSpot. If you’re looking for a self-service customer onboarding tool, I like Dock for its templates and interactive interface.

customer onboarding templates

Customer segmentation matters. Take it from one woman with an email inbox filled to the brim. I only click if the product being advertised is something I’d actually use. I appreciate the companies that take the time to learn about me and send me relevant offers.

I’m much more likely to purchase a product if it catches my interest, even if it wasn’t on my radar. And I’m not alone in that. 78% of consumers say they’re more likely to purchase from brands that personalize.

I get it, though. Customer segmentation is a big undertaking, and it can take your team a lot of time to sort your customer data manually. But with the right AI tool, you can get it done in no time.

Let’s look at the benefits of customer segmentation using AI and discuss the best AI tools for customer segmentation.

The Benefits of AI Segmentation

If you want to market your product or service better or meet your customers’ needs, you need to consider customer segmentation. Customer segmentation breaks your customer base into various subgroups. These subgroups can be based on multiple characteristics like:

  • Demographics.
  • Geographic location.
  • Behaviors.
  • Lifestyles, values, and interests.
  • Needs.

Customer segments allow you to break your audience into smaller groups, so you can better understand their needs and preferences. Then, you can create better-targeted messages.

24% of marketers already use AI for audience segmentation. Here are the biggest benefits of customer segmentation using AI.

1. Better Data Analysis

If you’re wondering how AI works, here’s the short answer: AI quickly sorts large data sets to provide an in-depth analysis. These in-depth analyses better inform your research. In fact, 63% of marketers use AI for market research today.

Think about that concerning customer segmentation. It’s likely your company has various groups of customers, each with their own needs and preferences. You can quickly and easily sort your customers using AI based on various defining characteristics.

Plus, AI can provide you with a sentiment analysis, which can help you better understand how these customers feel about your product or service.

2. Bigger ROI

It’s no secret that personalization and segmentation are key to better marketing. Beyond that, with more advanced technology on the market, it’s expected. As technology advances, 73% of customers expect a personalized experience with a company.

Moreover, over half of consumers say they’ll become repeat buyers after a personalized experience. So, to increase your ROI, you need customer segmentation. Using AI to segment your customer lists accurately can help your marketing and sales teams with revenue-driven strategies.

3. Better Customer Retention

If customers are more likely to become repeat customers after personal experience with your brand, you also have a better chance of increasing customer retention. In fact, 62% of business leaders agree that improved customer retention is a benefit of personalization efforts.

AI can help you determine what your customer segments care about and how they feel about your product or service. So, appealing to their preferences, interests, and needs is almost a guarantee that you will keep those customers on your accounts.

4. Make Better Predictions

Segmenting your customers into various groups can help you learn more about their behaviors and patterns and predict how they’ll behave. However, this can be a huge undertaking for one person, especially since it requires a large amount of historical data.

AI tools use historical and real-time data to predict your customers’ behaviors. This is especially helpful for planning proactive measures rather than reactive ones.

5. Saves Your Team Time

The amount of time saved by using AI tools might be the number one benefit of customer segmentation using AI. According to a Salesforce survey, marketers who use AI tools save an average of five hours per week.

Sure, that time likely accounts for content creation and other tasks, but it also accounts for market and customer research, including customer segmentation. What used to take hours to complete by hand now takes only a few minutes.

Don’t believe me? It’s true. I tested whether AI, particularly ChatGPT, can segment your customers. And, as it turns out, it can.

Testing AI Segmentation

If I learned anything from my favorite professor in college, it’s this: always test things out. To see if AI can segment customers, I logged into ChatGPT to try it out. Here’s what happened.

The Scenario

I created a fictional health and wellness business to get the most out of using ChatGPT for customer segmentation. Then, I described my client base. Here are the most important details about my business, Fitness for You.

  • The gym is open to:
    • Enthusiasts and beginners
    • Recreational members
  • Age range: 18 to 80+
  • Programs offered:
    • Weight training
    • Aerobics and water aerobics
    • Yoga
    • Cardio, including spin and treadmill classes
    • Corporate programs
  • There are more female clients than male clients.
  • Some clients are members because of the social aspect of the programs offered.

Using this information, I would like ChatGPT to sort my customers into the appropriate segments, including segments concerning:

  • Fitness levels.
  • Attitudes toward the gym.
  • Program interests.

Running the Experiment

I first entered my company’s information to use ChatGPT for customer segmentation. The nice thing about ChatGPT is that it stores information, meaning there’s no need to keep reminding it of previous inputs.

ai for customer segmentation, testing for a gym business

After entering my company’s information, I asked ChatGPT to segment my customers based on fitness level. The key to using AI tools is to be specific. This is the prompt I used:

  • “Using my business information, segment my clients into groups based on their fitness level. Provide a description of my clients and their fitness level. Deliver the results in a table.”

Pro tip: I’ve found that asking ChatGPT to deliver results in a table makes them easier to read. Plus, copying and pasting the results into Google Sheets is easy.

ai for customer segmentation, segmented

Next, I asked ChatGPT to separate my customers into groups based on their attitudes toward the gym. This is the prompt I used:

  • “Using the same information about my customers and the segmented list, please segment them into groups based on their attitudes towards the gym.”

Here’s ChatGPT’s response:

ai for customer segmentation, for a gym

I like that ChatGPT continues to deliver the results in the table. I also appreciate that the response gives a description of my client segment and a guess about their preferences.

The final segmentation I want ChatGPT to generate is groups based on my clients’ gym program interests.

This is the prompt I used:

  • Using the segmented groups, perform another segmentation. This time, segment my clients into groups based on their program interests.

Here’s the final response:

ai for customer segmentation, details

ChatGPT’s response categorizes my fictional clients based on their potential program interests and describes why those clients may be interested in the program. Knowing this information, I could easily create marketing campaigns based on their interests and preferences and, hopefully, gain loyal clients to my gym.

What I Learned

ChatGPT’s customer segmentation of my fictional clients was spot on in the groups I would have created if I had done this by hand.

If I wanted to create customer personas and hadn’t already done that, I could use the information provided to me by ChatGPT to create a persona for each customer segment. Or, if I was short on time, ChatGPT could create the user persona for me.

With more information, like age range and fitness goals, I could segment my clients further into more detailed groups. This would help me narrow down my focus for more accurate personalization and a better customer experience.

AI Tools for Customer Segmentations

Looking for the best AI tools for customer segmentation? We’ve got you covered.

1. HubSpot AI

ai for customer segmentation tools, hubspot

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If you’re already a HubSpot CRM user, what are you waiting for? HubSpot AI is an easy-to-use AI tool that you can use throughout the customer platform.

With HubSpot’s CRM capabilities and HubSpot AI, you can create customer segments using historical and real-time data. Use this tool to create effective marketing campaigns, inform product development, and turn your customers into loyal fans.

What I like: I like that HubSpot AI is available at all points of the HubSpot customer platform. This means users get up-to-date information about their customer segments.

2. Optimove

ai for customer segmentation tools, optimove

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The more information you can obtain about your customers, the better. Optimove is a multi-channel engagement platform providing a comprehensive overview of your clients from four sources.

The platform uses cluster analysis and algorithms to separate customers into similar groups. Once the initial groups are identified, Optimove takes it further and creates sub-segments based on behaviors, demographics, and real-time interactions.

What I like: The nice thing about Optimove is that once you’ve segmented your audience, you can use control and test groups to A/B test marketing campaigns.

3. BlastPoint

ai for customer segmentation tools, blastpoint

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BlastPoint is an AI customer segmentation tool that aims to provide you with optimized marketing solutions. It promises to help you understand your customers at a household level, meaning you’ll gain insights into their behaviors, demographics, and values.

The best part about BlastPoint is that, using its AI technology and your customer data, you can create as many filters as you need until you feel you have the appropriate customer segments.

What I like: I appreciate BlastPoint’s mission to help you become a more customer-centric company, regardless of industry.

4. Heap

ai for customer segmentation tools, heap

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When considering customer segmentation, you might think of grouping clients based on characteristics, like demographics. Heap thinks about customer segmentation differently. Instead of segmenting customers based on their characteristics, Heap’s algorithm groups your audience based on their actions with your website.

Heap easily integrates with your existing technology, allowing you to create segments wherever your customers are. Heap also enables users to conduct A/B testing, create personalized campaigns, and build targeted user guides based on customer segment data.

What I like: I like that Heap focuses on actions rather than characteristics. Knowing this information is useful for creating user guides and a better knowledge base.

AI Segmentation Best Practices

Using AI for customer segmentation is an excellent way to identify the various customers on your accounts quickly. By understanding their actions and behaviors, you can quickly boost conversions by providing relevant information and messages to your audiences.

If you plan to implement AI into your customer segmentation strategy, follow our experts’ and our best practices.

1. Define your goals.

You might choose to create a customer segmentation strategy for several reasons. For example, you might use it to redefine your marketing strategy or inform your business processes like Chuck Schaeffer, CEO of Johnny Grow.

Schaeffer’s team uses AI to dynamically map each customer into a customer segment. The segments can then be used to allocate resourcing and align business processes based on customer contribution.

For example, Schaeffer notes that the team may deliver high-touch customer support for high-contribution customers. Meanwhile, self-service support is available for low-contribution customers.

“Defining business processes by customer type or segment is extremely effective in growing revenues and margins from high-contribution customers and lowering cost-to-serve for low or negative-margin customers,” Schaeffer says.

Schaeffer’s team also uses AI to rank customer segments from most to least profitable.

“Identifying customers that contribute negative profits to the company creates an opportunity to plug those profit leaks. Reducing costs to serve these customers creates an alternative to discontinuing these customer relationships,” Schaeffer says.

2. Provide your AI tool with the most accurate data.

AI tools work best when your data is clean, error-free, and accurate. In my experiment asking ChatGPT to segment my fitness clients, I realized more data would have provided me with better results.

If you have the data available, use it. You might be surprised at the information you learn about your customers and their behaviors and preferences.

3. Catch customer interactions early and often.

Customer behavior will change throughout the customer journey. Collecting behavioral data when customers first interact with your company is best.

Ricardo Madan, senior vice president of TEKsystems Global Services, notes that these interactions — from inquiries, issue resolution, bill pay, order reconciliation, and problem — can inform AI and ML predictive analytics tools.

These insights “make these experiences more seamless for the users and more efficient or profitable for the companies they’re working with,” Madan says. “All of this is optimized when the analytics effectively segment users earlier in the customer experience.”

4. Personalize, personalize, personalize!

One of the main reasons you should create a customer segmentation strategy is to provide relevant information to your audiences. Once you understand them, use what you’ve learned to your advantage.

Lisa Richards, CEO and creator of the Candida Diet, uses AI tools to help her create segmented lists. She sends better, more personalized messages to her audiences using the information about her lists.

Richards says, “Our AI engine uses customer data, such as transaction history, quiz responses, and browsing behavior, to segment customers by their candida severity and unique needs and prepare content chunked for their context.”

For example, those who are new to the Candida diet may receive easy-to-follow meal plans, while those who are already used to the diet may be served a different recipe recommendation.

“Implementing AI-powered segmentation has resulted in a 20 percent uplift in customer engagement with content, as users are now served up resources that are most relevant to them,” Richards says.

Can AI Segment Your Customers? Yes!

Customer segmentation helps grow your company and better understand your customers. You can uncover meaningful insights using AI and your company’s valuable data in a few minutes. Talk about time saved for your teams!

The trick to using AI is to ensure your data is clean and error-free. AI tools are only as good as your data, so keep that in mind when running customer segmentation prompts!

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So, sales just passed the torch, and now it‘s your turn to onboard a new customer. While it feels like the end of one journey, in reality, it’s more like setting sail on a new voyage.

As you gear up with your meticulously crafted onboarding process, you can‘t help but think of seasoned sailors navigating unpredictable waters. They know that even the most detailed maps can’t always predict the challenges ahead.

From paperwork to technical hurdles, I‘ve come to realize that customer onboarding is far more than just ticking off boxes. It’s a nuanced dance of patience, empathy, and a touch of technical finesse.

In this article, I‘ll delve into the common challenges of customer onboarding, drawing from the insights of our experienced support specialists. Together, let’s navigate through these challenges and ensure a smooth journey for our new customers.

1. Lack of Information

Sometimes, customers might not provide all the necessary information during onboarding, making it challenging for service reps to understand their needs fully. Or it could be the other way around, as the employee may be missing out on the latest product or service information needed to properly onboard.

Josefina Ondo-Baca, one of HubSpot’s Senior Customer Support Specialists, shares her experience with trying to move forward with everchanging information, “Staying in the loop about changes to the product is one of the areas where I’m challenged the most. Having systems that facilitate collaboration and information sharing across teams (product developers, product marketers, technical writers, onboarding specialists) is imperative to avoid delays to successfully onboard a customer.”

2. Complex Products/Services

If the product or service being onboarded is complex, it can be difficult for service reps to explain its features and benefits clearly to customers.

To mitigate confusion, establish an ongoing feedback loop for your customers as they onboard. They’ll be able to specifically call out their pain points and give your team valuable information to fix or improve.

Pro Tip: Provide live demo videos of how to use your product to newly onboarded customers. Not only is it good for them to access as they become more familiar, but it can help demystify seemingly complex tools.

3. Technical Issues

Technical glitches or issues with software platforms used for onboarding can disrupt the process and frustrate both customers and service reps, even causing them to leave and search for an alternative. After all, according to Precursive, poor onboarding is the third highest reason for customer churn.

Ondo-Baca continues to say, “Technical issues surely present a roadblock because they are not always expected and can result in changes to the original onboarding plan. It also can reduce users’ confidence in the product offering. Being flexible and having knowledge on how to troubleshoot in these cases are valuable skills in such instances.”

4. Resistance to Change

Some customers may resist change, particularly if transitioning from a previous provider or system to a new one.

Senior Customer Support Specialist Mellissa Rhodes, shares her experience working through change. “With onboarding you’re always taking someone used to doing things a certain way and trying to teach them something new. With that comes preconceived notions about how something should be done or anxiety around changing as well as a lack of confidence in the new product. All hard things to overcome!”

5. Language and Communication Barriers

In a global marketplace, language and communication barriers can pose significant challenges during customer onboarding, especially when dealing with customers from diverse linguistic backgrounds.

“No team is the same when it comes to their communication. Some teams have physical offices while others work remotely. As new communication and enablement resources become available, it’s important to synchronize with the customer on which channel would be the most effective to conduct onboarding for all parties involved which might not always be a preferred channel for us.” Ondo-Baca goes onto say.

6. Time Constraints

Service reps often face time constraints during onboarding, especially if they have to adhere to strict schedules. This hurdle can cause customers to feel frustrated if they fail to see value in an adequate amount of time.

7. Training and Knowledge Gaps

Service reps need to be well-trained and knowledgeable about the products or services they are onboarding, but sometimes there may be gaps in their training or understanding.

Rhodes continues to say, “Everyone you work with will be coming from a different starting point and navigating that can be difficult. Onboarding a seasoned professional vs someone new are two different processes.”

8. Managing Expectations

Setting realistic expectations is crucial during onboarding, but it can be challenging to manage customer expectations, especially if they have unrealistic demands or assumptions.

Additionally, there’s generally more pressure on the customer onboarding team — from small to mid-size businesses, all the way up to enterprise businesses — that largely feel that customer onboarding is accountable for managing expectations.

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9. Documentation and Paperwork

Research shows that 86% of customers are more likely to remain loyal to a business when they have access to educational and welcoming onboarding content after making a purchase. However, if the process of distributing this content is convoluted or disorganized, it can leave a negative impression on customers.

Moreover, completing essential documentation and paperwork during the onboarding process can be a time-consuming and burdensome task for both service representatives and customers.

10. Follow-up and Support

Providing adequate follow-up and ongoing support after the initial onboarding phase is essential for customer success, but service reps may face challenges in maintaining consistent communication and assistance.

Pro Tip: Make sure your customers have clear communication channels after they’ve undergone onboarding. They should feel like they can reach out for help and have their needs met ongoingly. Open lines of communication can also result in positive feedback or testimonial collection.

Create a Customer-Centric Onboarding Process

While you may encounter onboarding challenges, effectively addressing them can set your business relationship up for success. Anticipating and proactively tackling these hurdles can drive customer satisfaction, loyalty, and success in the evolving onboarding landscape.

customer onboarding templates

So, you’ve built an amazing product and you just know your customers are going to love it. Except, there’s one problem: you’re receiving customer complaints.

You have two options: you can handle the complaints and move on with the other tasks on your plate, or you could take the time to resolve the issue and look into what caused it.

If you’ve chosen to invest the time to look into the issue and find out what caused the problem, you might consider implementing a customer success maturity model.

In this post, we’ll discuss what a customer success maturity model is and offer tips and suggestions from experts to create your own model. Let’s dive in.

What is the Customer Success Maturity Model?

A customer success maturity model is a framework designed to help companies examine their customer success strategies and operations and plan for ways to improve and scale them. This model breaks customer success maturity into four main stages:

  • Stage 1 — React: In this stage, customer success teams respond to customer complaints and issues as they arise. Typically, teams have little customer data to work with, and customer engagement is low.
  • Stage 2 Define: In the defining stage, companies structure and organize customer teams, define individual roles in the support process, set goals, and track performance data and benchmarks to help guide decisions. Understanding the customer and their needs is the goal.
  • Stage 3 Manage: With metrics in hand and goals set, customer success teams can be proactive in their efforts. Teams can take strategic measures to intervene and engage with customers. With customer feedback, teams can refine and improve their customer success strategies.
  • Stage 4 Optimize: At this stage, a seamless customer experience is the driving factor of all business operations, including sales and marketing.

It’s helpful to think of a customer success maturity model as a set of building blocks.

Léo Blanc, customer success manager of SubMagic, says, It’s like building LEGO sets, where you start with simple pieces and gradually learn to make more complex creations.”

According to Blanc, businesses start by learning basic ways to satisfy customers. From there, teams “use the customer success maturity model to learn more advanced ways to keep customers loyal and engaged with your tool, your team, and your brand,” Blanc says.

Customer success is paramount to your business’s success. Think about it: happy customers lead to a strong user base. So, providing proactive top-tier customer service to help your customers confidently use your products and services should be the baseline for any good organization.

As Josh Royal, founder and chief visionary officer at Aventus, puts it, incorporating a customer success maturity model is strategic.

Royal says, “The Customer Success Maturity Model acts as a strategic framework, guiding businesses through the evolution of their customer success efforts — from initial, ad-hoc stages to fully optimized and integrated processes.”

stages of customer success maturity model

Maturity Benchmarks to Watch

If you’re just starting to plan your customer success maturity model, you’re going to need to begin tracking key performance metrics. These performance benchmarks will help you and your team identify areas of improvement and will help you understand how you can become more proactive in your customer success efforts.

Here are a few benchmarks you should track.

Customer Satisfaction

Customer satisfaction is a giant indicator of how well your customers love (or, on the flip side, hate) your product or service.

Knowing how satisfied a customer is with your company is helpful because 91% of customers will not do business with the same company if they’ve had a previous bad experience with it. Ouch.

That’s why understanding customer satisfaction is important.

Royal says, “Measure how satisfied customers are with your product, policies, or service through surveys or feedback mechanisms.”

Reach out to your customers by email and ask them to participate in a customer satisfaction survey. You can also send your customers a survey link at the end of every interaction, for example, at the end of a chatbot conversation.

Collecting this data can provide your team with valuable insights on necessary improvements you should make to help your customers be more successful.

Churn Rate

Churn rate measures the number of customers who have unsubscribed or canceled your service during a given time period. For companies that operate on a subscription model, understanding how quickly customers ditch their product or service is vital to uncovering lapses in customer success.

Blanc says to ask yourself this, “How many customers leave your product after one month?” After implementing changes to your customer success strategies, measure again.

According to Blanc, “This is the main point that will help you determine whether your changes are beneficial to reduce this [churn] rate.”

Customer Retention Rate

Customer retention rates and churn rates often go hand in hand. While a churn rate measures the number of customers who leave your company, customer retention rates measure the number of customers who stay.

Royal says, “A high retention rate is indicative of strong customer loyalty and satisfaction.” It’s helpful to understand both your churn rate and customer retention rates. Comparing the two numbers will help you determine if you’re gaining more customers than losing them.

You want your customers to stay for obvious reasons. However, the cost of acquiring new customers is often much higher than the cost of retaining existing customers.

So, not only is customer retention smart from the customer loyalty perspective, but it also helps increase your bottom line, making your customer retention rate worth knowing.

Customer Lifetime Value

Customer lifetime value represents the total revenue a company can expect from a single customer over the entire relationship with that customer.

Royal says to “calculate the total value a customer brings to your business over their entire relationship with your company.” And because retaining a customer is more cost-effective than acquiring new ones, understanding a customer’s lifetime value can be a big motivator to implement and improve customer success strategies.

Support Ticket Response Time

Tracking the time it takes your customer service team members to respond to a support ticket is a helpful number to know — and an easy issue to improve with the right strategies in place.

The data shows that 46% of customers who contact a customer support team expect companies to respond in less than four hours. That sounds reasonable enough, right? However, a recent SuperOffice survey found that 62% of companies do not respond to customer emails.

Talk about frustrating! Blanc says, “The majority of tickets created by customers won’t be about how good your product is. These customers may face technical issues, and we know patience has limitations.”

It might sound simple, but responding to and helping customers when they have an issue is a great way to build loyalty. Set a timeframe and track how long your customer service team takes to respond to customer support tickets. Then, use this information to help plan your improvements.

Feedback Volume and Quality

When tracking support ticket response time, pay attention to the kinds of feedback your customer service teams receive and the quality of the feedback. Messages of praise let you know your company is doing something right. However, negative feedback indicates a customer success issue.

Blanc says to ask yourself this: “How many suggestions do you get from customers? And most importantly, which suggestions are the most asked?

Collecting and analyzing customer feedback can point to a breakdown in your customer service pipeline.

Net Promoter Score

Did you know that 90% of customers say they consider reviews before making a purchase?

It’s true. And, not only that, but 74% of customers find that reading reviews and ratings is the best way to learn about a product or service.

So, what your customers say about your business to others is vitally important to customer success. Terrible ratings and reviews will deter new customers from taking a chance with your company.

That’s why it’s helpful to know your company’s net promoter score. Royal says a net promoter score can “assess customer loyalty and likelihood to recommend your product or service to others, providing insights into overall satisfaction and advocacy.”

If your net promoter score is unsatisfactory, then you know you have areas of improvement to work on.

How Maturity Affects Performance

Understanding the frustrations of your customers and wherein the customer pipeline issues occur is necessary for your customer success team.

One of the most significant benefits of a customer success maturity model is that it creates alignment between your customer support team members.

Royal says it “establishes a unified direction for the entire team, ensuring everyone understands and works towards the same customer success goals.” With defined goals and responsibilities, your customer support team can work cohesively to support your customers.

Second, strategically working to improve specific benchmarks, such as ticket response time, helps increase customer retention.

According to Blanc, customer retention is the highest priority. Blanc says, “Retention is the new black, as with every business worldwide. Once you understand where your customer maturity is at and create actionable processes to improve it, the retention rate will increase.

A third benefit of a customer success maturity model is that it places the customer at the center of all operations. Royal says it “cultivates a customer-first approach throughout the organization, strengthening customer relationships and loyalty.

According to Blanc, customer loyalty is important because “the more mature your business is regarding customer success, the better the relationship with your customers. We often underestimate word-of-mouth, but it can be the most important acquisition channel.”

How to Use the Customer Success Maturity Model (+Expert Tips)

how to use customer success maturity model

Focusing on your customers’ success is critical to the success of your business. If you lack a customer-centered approach, here are five steps to create and implement your customer success maturity model.

1. Assess the current situation and identify areas of improvement.

Before you can establish and implement improvement strategies, you need to first understand where your customer service stands.

Shehla Yamani, an experienced customer success leader, suggests assessing the current situation is vital to creating a successful customer success maturity model.

Yamani says that “by discerning their current stage, teams gain insight into their strengths, weaknesses, and areas for improvement. This awareness enables them to tailor their strategies and actions accordingly, facilitating a smoother transition towards higher levels of maturity and effectiveness in delivering customer success.

Take the time to assess your current situation and brainstorm relevant metrics that will help you gain insights into your customer success performance. Think about tracking metrics like churn rate, retention rates, and ticket response times to name a few.

These metrics will provide valuable insights to your customer success team, identify areas of needed development, and provide a baseline for improvement.

2. Establish a customer support team.

Whether you’re a brand new company or you’ve been grinding away for a while, you need to establish a team of employees dedicated to taking care of the needs of your customers.

Having a dedicated team focused on ensuring the success of your customers is paramount to improving your churn rates, customer retention rate, ticket response times, and achieving your company’s goals.

Blanc thinks a dedicated team is the key to a company’s success. Blanc advises the following: “Don’t be afraid to invest time and money if you use a customer maturity model. At Submagic, 30% of our team is dedicated to customer care, and we always follow new trends and processes to be closer to our clients while growing and reaching our product goals.”

3. Create an action plan.

Once you’ve established a team of customer service professionals, it’s time to brainstorm a clear action plan to help you and your team reach your goals.

Using the baseline benchmarks that you’ve collected, define clear, achievable objectives that your team can work on to implement and improve. It’s important to remember that your objectives should be SMART goals — or specific, measurable, attainable, relevant, and time-bound.

SMART goals can help your team stay on plan.

4. Measure and monitor success.

The results of your customer success maturity model likely won’t flourish overnight. Instead, you’ll need to measure and monitor your objectives to see any fluctuations in your benchmark metrics.

Royal understands the necessity of keeping a pulse on your customer success maturity model. He says, “Make it a habit to periodically check in and recalibrate where your company stands on the maturity model. Customer expectations, market trends, and your own team’s skill set are always in flux.”

And since expectations, market trends, and skills sets are constantly changing, it’s okay to make changes to your customer success goals, too. The important thing to remember is that a maturity model is meant to help you improve your customer success, and the best, most relevant improvements come from continuously monitoring customer data.

5. Promote a customer-focused culture.

It may take a while and a lot of trial and error, but as you learn what works and what doesn’t, encourage your employees to keep a customer-centric mindset. Ultimately, your customers and their experience should be at the forefront of every business decision you and your team make.

Your Customer’s Success is Your Success

No matter where you are in your business — whether you’re a new company or an established brand — you can take the necessary steps to implement a customer success maturity model to continue the success of your business.

Besides, the heart of every successful business is happy, successful customers. And by creating and implementing a customer success maturity model, you and your team can help turn your customers into loyal champions of your brand.

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I was disappointed when Zulily closed abruptly last year, but at least I only had discounted TOMS at stake, not my teeth.

Back in December, SmileDirectClub customers were shocked to learn that the company had gone out of business overnight. No one notified customers, many of whom were halfway through their dental alignment. There were no refunds and no continuation plan other than “Contact an orthodontist. Good luck!”

That’s a perfect example of how not to manage a business closure. Closing a business can be a personal and very difficult decision. It also isn’t unique — 20% of businesses close within the first year, and 50% within the first five years.

Amidst all the logistics and financial to-dos, how you treat customers during a closure will cement your reputation and legacy for years to come. Follow this guide to learn the best way to wind down your business while doing right by your customers.

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Closing your business? Good customer service still matters.

So, you’re closing your business. Why, then, should you care about customer service or customer success? Here are a few reasons you should shutter your business with customer care and professionalism.

1. Your business still exists in some form.

Sometimes, you may close just one location in a chain or one business concept under a parent company. In this case, you need to continue to serve customers well so you can retain them at one of your other locations or businesses.

In other cases, your retail business might be simply moving online. There’s a common trend I’ve noticed in the past few years. Remember Brookstone? They closed their 100 mall stores in 2018, but you can still buy your massage chairs and shiny-but-unnecessary gadgets online. How about Pier 1, Papyrus, Dressbarn, Payless, or Gymboree? It’s the same story.

Payless Shoes online store

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Even if your business closes, your brand, intellectual property, and customer list may have value you can monetize — as long as you don’t kill your brand value in the closure process. Take Overstock.com, for example, which purchased the Bed, Bath, and Beyond brand after it closed. If you’re selling your practice or moving entirely online, you want to hold on to your reputation.

2. Maintain loyalty for your next venture.

Many famous entrepreneurs — including Bill Gates, Sir Richard Branson, Colonel Harland Sanders, and Milton Hershey — all had failed businesses before finding success. If you want to start another business down the road, don’t burn all your bridges now.

3. It’s the right thing to do.

Most business owners have a reason for being in business outside of simply the money. Chances are you’re proud of what you’ve built, and you’ve enjoyed serving your customers (at least, some of the time). If you own a local business, think of the impact that closing poorly would have on your community and neighbors.

Customer Service Dos and Don’ts: Tips for Going Out of Business the Right Way

To navigate this tricky transition, follow these dos and don’ts of going out of business well.

business closure tips

Do: Communicate with customers.

Whenever possible, send customers an email or letter notifying them of your decision. Share as much of the reasoning and story that you feel comfortable telling, but make sure that the message is succinct and clear. For instance, don’t send a vague email subject line like “Thank you for supporting us.” Send more than one message with urgent keywords like “Final reminder” or “Last day in business.”

Don’t: Tell customers too early.

If customers still owe you money, you want to make sure you can collect as many of your outstanding invoices as possible before announcing you’re shutting down. And, of course, don’t let your employees find out at the same time as everyone else. Tell your team first.

Green Bean Delivery business closure

In the example above, local grocery delivery company Green Bean Delivery shared their announcement with customers a week before closing. This gave customers just enough time to receive their final deliveries, contact customer service if needed, and shop the closeout sale. Notice how they reinforced their mission and thanked customers for their longtime loyalty.

Do: Anticipate customers’ FAQs.

Before sending an announcement, try to anticipate as many customer questions as possible. This way, you can avoid answering a flood of queries, answering the same questions over and over again. Share as many practical details as you can, including:

  • Your final date in business.
  • Any changes to your hours or operations in the meantime.
  • Whether pending orders will be fulfilled or refunded.
  • Whether you’ll honor returns, gift cards, and vouchers.
  • How customers can export their files or records, if applicable.
  • If you have another location, how to transfer over.
  • Inventory sales for discounted shopping.
  • Any continuity details, such as a new owner or referrals to competitors.
  • How to contact customer service or check order status.

Don’t: Overpromise or overexplain.

While you want to give sufficient detail and value, don’t overpromise. If you don’t have the cash flow to honor returns or gift cards, don’t say that you will. You don’t need to overexplain. Simply state your policy.

It’s also ok to admit any details you don’t yet know. Take, for instance, this business closure email from online whiteboarding platform InVision. The CEO’s letter hits all the right notes, including a clear timeline and how to export your documents.

The email explains that one of its tools, Freehand, has been acquired and will be continued in some form by the new owner. However, they’re careful not to give too much detail since the data migration plans are still in development.

InVision Business Closure Email to Customers

Do: Offer promotions to convert and retain customers.

If you have remaining locations or are moving your business online, incentivize customers to keep shopping with you.

Gabrielle Marie Yap, Culinary Entrepreneur and Senior Editor at CarnivoreStyle, shared how she handled closing a restaurant location a few years ago.

“We reached out via email, social media, and even put up notices at the closing site, thanking them for their patronage and explaining the reasons behind the closure,” she recalls.

Yap said her company wanted to incentivize customers to visit their other locations.

“We offered special deals and discounts exclusive to those affected by the closure. Whether it was a free appetizer or a percentage off their bill, these little perks made customers feel appreciated and encouraged them to give our other spots a try,” Yap says.

Ultimately, the feedback and insights they learned through the experience helped them strengthen their existing locations.

Don’t: Let morale slide.

It’s understandably difficult to keep your staff positive when they’re losing their jobs. But, business closures are often made worse by employees badmouthing the owner or posting insider stories on social media.

You can avoid many issues by paying your employees all wages that are due and severance if possible. Then, lead by example to serve customers with professionalism until you switch the lights off.

“I’ve found that keeping staff motivated with a customer service focus helps retain employees needed to wind down smoothly,” shares Will Yang, head of growth and marketing at Instrumentl. “It’s about finishing strong.”

Yang notes that when he closed his retail store, his team celebrated customer and community until the last day. “Though bittersweet, we all left proud. The care we showed customers remained our legacy,” Yang says.

Do: Hold your head up high.

Closing a business holds a lot of emotion — you might be disappointed, crushed, or even relieved. No matter your emotional state, walk away knowing that you did what few people are willing to do: take a risk to build something. No business closure is truly a failure when you delivered value to customers and learned something from it.

Saying Goodbye to Your Customers

Closing your business is one final chance to thank customers for going along for the ride of a lifetime with you.

I know that I carry a fondness in my heart for many restaurants, stores, and bookstores that are no longer in business. Depending on your industry, customers may have marked important milestones with your business, like a first date with their spouse or buying a wedding dress.

Throwing a final inventory sale or open house can give customers a chance to say goodbye, take photos, and share their good memories.

When you communicate clearly and transparently, anticipate customer FAQs, and treat customers and employees with respect in these final days, you’ll earn respect and loyalty for whatever chapter comes next.

crisis communication

“Teamwork makes the dream work.” Although John C. Maxwell first said these words in 2002, the quote remains relevant in workplaces today.

Team collaboration is an essential building block for successful businesses. When employees collaborate, organizations can expect to see increased levels of trust, a more engaged workforce, and improved performance.

One study has shown that collaborative teams are 5x higher performing because they feel motivated towards a common goal.

Download Now: Complete Guide to Collaborating at Work [Free Guide + Templates]

However, running a collaborative team environment can be challenging. It takes a concerted effort to integrate cooperative values throughout your whole company’s ethos.

Here, we’ll explore some strategies to give you a head-start toward managing your support team for collaboration. Plus, hear from ClickUp’s CEO, Zeb Evans, on what teams get wrong regarding collaboration.

Jump ahead:

1. Share the company’s mission over and over again.

Everyone needs a reason to show up daily — a cause to be part of and a broader objective to work towards.

Defining your company’s mission is the first step toward bringing people together under one common goal and working together to make it happen.

Your mission should be simple but meaningful. The more compelling, the better.

It’s your job to give your employees a reason — beyond the paycheck — to show up each day and become passionate about their work. The more passionate they are, the more likely they are to work together with their teammates to achieve the company’s mission.

Ensure you bring it up often to ensure everyone is clear on the mission — to the point where everyone on your team can repeat it independently. That way, when confronted with conflict or challenges, they can keep the mission in mind to stay focused.

2. Communicate your expectations for collaboration.

Similarly, if your team doesn’t know that you want them to work together, you can’t expect them to do so.

From the start, set your expectations for collaboration as a minimum standard. Even better, it should be part of your onboarding process so potential recruits know you prioritize teamwork.

Employees’ job descriptions should include details about individuals’ roles independently and as part of a team.

By differentiating these, you’re setting clear boundaries between what they should take personal responsibility for and what they need to work on collectively.

3. Highlight individuals’ strengths.

A Nectar survey reveals that 83.6% of employees admit that receiving recognition impacts their motivation to succeed at work. And 3 in 4 employees say they’d be more productive if they received frequent recognition for their work.

It goes without saying that it’s crucial to recognize each employee’s value to their team and the company.

Not everyone is a leader. Not everyone is a confident public speaker. But a successful team thrives when each member can bring their own set of skills to the table.

As part of your recruiting process, you’ll have already identified your employees’ specific strengths. Make sure you build on these strengths and emphasize them in collaborative environments.

When I was growing my content team, I needed to focus on the specific strengths of each person I was hiring and how those fit not only the duties of their distinct role but the collaborative efforts of the content team as a whole.

You can build on this by getting everyone to take a personality or skills test and share the results in a group setting.

4. Promote a community working environment.

A sense of community is crucial for collaborative working environments.

People will likely apply themselves more when they feel that their opinions matter. Conversely, when people know their opinion doesn’t count, they feel redundant, and team-playing disintegrates.

But getting the conditions right can be tricky. You want to avoid inundating your team with endless meetings and insist on collaboration for collaboration’s sake. After all, not all tasks need to be worked on as a team.

A daily morning huddle is a good starting point. At the same time each day, invite your team to get together and discuss their goals, tasks for the day, and opportunities where teamwork would be beneficial. These environments can help teams to align themselves and avoid duplication or oversight.

Another way to promote a collaborative work environment is by fostering honest and open communication. The more people feel they can contribute, the more ideas can be shared, and the more productive the team will become.

However, this part of the process might take some work for the more introverted team members.

If you create a psychologically safe working environment where team members feel safe from judgment, they are more likely to speak openly and contribute their ideas freely. The safer the environment for communication, the more collaborative that space will become.

5. Encourage creativity.

A collaborative team is an innovative one. Likewise, creating the space for creativity will help foster collaboration. It’s a virtuous circle.

Brainstorming sessions can be a great way to open up your team to creative thinking. An environment where they can propose and challenge ideas will help employees feel like they have a stake in the company’s mission.

I often find brainstorming sessions daunting for some team members, especially if they’re sprung on them without warning. To work around this, I give my team a heads-up the day before to allow everyone to prepare their thoughts in advance.

6. Share knowledge, insights, and resources.

Knowledge, as they say, is power. And if knowledge is shared amongst your team, they will feel more empowered to contribute on an even playing field.

File-sharing and internal collaboration software can help your team access the resources they need to do their jobs.

But go further. Create physical and virtual spaces where your team can share their insights, discuss their failures, and give each other constructive feedback.

7. Lead by example.

You can strategize for collaboration as much as you like, but if you don’t exhibit collaborative behaviors yourself, this will filter down to your employees.

As a collaborative team leader, you must demonstrate cooperation at every turn.

One-on-ones are a great place to start. Focusing some one-on-one time at regular intervals with each of your team members demonstrates that you are ready for dialogue.

The way you deal with requests and the way you make promises also indicates how you really feel about collaboration. When your employee comes to you asking for support, then honor their request. And only make promises that you know you can keep.

The more your team can trust you to have their back, the more that trust will filter down through your team. And, in turn, the more productive they will become.

8. Get out of the office.

I’m not just talking about corporate event after corporate event, but offsite team-building works.

Getting out of the office regularly helps teams build relationships based on mutual interests rather than what they share in common within working hours. It helps employees see each other as humans rather than just colleagues.

But this doesn’t need to wait for offsite events. An impromptu morning coffee or an afternoon beer can help solidify relationships and get your team gelling. Some smaller companies adopt a more regular arrangement where team members “buddy up” and go for lunch one-on-one, rotating amongst the team.

9. Celebrate and reward successful teamwork.

How you measure your team’s success will signal what kind of company you are. If you reward effective teamwork and successful collaboration, you communicate the values underpinning your business.

When you design your employee appraisal metrics, focus on team collaboration and individual successes. Make it clear that your employees’ team efforts will be noted and collaborative achievements rewarded.

10. Invest in collaboration tools.

Creating a digital workplace is the most practical thing you can do to ensure long-term collaboration in your team. And uptake is increasingly high, with many businesses using social collaboration tools to advance business processes.

Given the rise in remote and hybrid work, it’s worth investing in the right tools to enable teams to work together without being in the same physical space.

Your digital workspace can look however you need it to. You don’t have to go all-out immediately, and your spending can be modest initially. The trick is to try different tools and see what works best for your team.

What Your Team Gets Wrong, According to ClickUp’s CEO

Collaboration can seem relatively straightforward, but effective and scalable collaboration is a different story.

Let’s dive into some of the biggest roadblocks to successful collaboration, according to Zeb Evans, ClickUp’s founder and CEO.

Already a HubSpot Customer? Click here to integrate ClickUp and use both tools to deliver customer value faster, streamline operations, and be more productive.

1. Your team hosts too many meetings without a clear goal.

Hosting meetings with your team can be a strong opportunity for collaboration — but too many meetings might get in the way of productivity.

As Evans told me, “One of the biggest problems I see is there are too many meetings today, and they can be a very inefficient use of time. Oftentimes, there are too many people who don’t need to be in certain meetings, and there aren’t enough clear goals around the meeting.”

To combat this, consider where you can cut down on unnecessary meetings or limit meeting attendees.

For instance, say your team hosts a weekly standup where they each discuss what they’re working on in a given week. To create more purpose behind the meeting, you might suggest each colleague instead bring one challenge they’re currently facing in their roles so your team can help support and provide fresh solutions.

Alternatively, examine the weekly and monthly recurring meetings on your agenda and ask yourself:

  • Which ones could become asynchronous?
  • Which ones might only need to take place once per quarter?
  • Which ones could we consolidate or get rid of?

2. Your team doesn’t leverage software to create stronger alignment.

Evans continues, “There’s too much work about work in general. Too much planning of work, managing of work, communicating about work … Rather than just focusing on the work itself. And that’s when it becomes inefficient.”

To combat this roadblock, Evans suggests teams move to a single-platform approach.

As he puts it, “In five to ten years, we’ll have more of a connected work ecosystem where all work is either in a single platform, or a single connected platform … not necessarily replacing everything, but at least connecting with everything so you remove inefficiencies, you have transparency, and you have a level of alignment that currently doesn’t exist.”

He adds, “In the next couple of years, we’ll also see the execution of work align much more closely to the communication around the work.”

Leveraging an all-on-one platform is critical for reducing the inefficiency that comes with too many disparate solutions. Without getting your entire organization on one platform, you risk losing the context you need to scale projects effectively.

As Evans told me, “With multiple channels, multiple DMs, and multiple platforms, context can get lost … but if all of the context is in the same place, then you don’t have to repeat yourself, you don’t have to continuously ask where things are, and you don’t have to ask for status updates or have meetings for alignment; all context is already in the same place.”

3. Your organization lacks transparency.

Collaboration is difficult when you’re not aware of what other teams are working on, and you work in silos across the department.

Having clear transparency into leadership’s goals and how each team’s strategy contributes to that overarching goal will help you successfully identify strong areas for collaboration that will help both teams reach that unifying goal.

Evans says, “To have effective collaboration, there needs to be ultimate transparency. Communication needs to happen in the same place, and you need general alignment so people know what other people are working on.”

“Of course,” he adds, “There are many ways to solve this through software.”

Powerful software is the easiest way to introduce transparency across the company. If all your teams operate on one platform, each employee can easily see other projects happening across the org.

For instance, perhaps you’re a blogger and see the social media team working on a leadership series next month. To get involved, you message the team and ask if you can create a leadership post for the blog that will be featured on the Instagram channel as part of the campaign.

Ultimately, removing these roadblocks will help clear the way for true, valuable, and effective collaboration within your team and across the organization.

Speaking of tools, let’s dive into a few team collaboration tools in the section below.

1. Loom

Team Collaboration Tool: Video Communication

Loom is a video communication software that records actions performed on your computer. You can explain its steps out loud, and Loom will use your computer’s microphone and camera to capture the entire technical process.

So, if you’re describing a complicated task to your customer service team, you don’t have to meet in person to demonstrate the process. You can easily edit and upload the videos so your team can quickly share them after recording.

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This is also particularly useful when onboarding new employees. You can record training, and then save it to your knowledge base for later use. That way, you don’t have to set up a formal meeting for company-wide training.

Price: Free

2. Google Drive

Team Collaboration Tool: Shared Documents

If you haven’t tried Google Drive, it’s one of the best options for creating, collaborating, and sharing documents.

You can create Word docs, PowerPoint presentations, spreadsheets, forms, and many other types of team-based resources. The best part? Google Drive has ample storage, so you can create as many documents as you’d like — or pay for extra storage.

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Google Drive is great for teams who want to work together on projects. Every document can be shared via email, or you can create a link that takes coworkers directly to your project.

If you don’t want certain users to make changes without approval, you can also control permissions over who can edit the document. Additionally, coworkers can leave comments and suggestions rendered automatically on the piece once they’re accepted.

Price: Free

3. ClickUp

ClickUp is an all-in-one collaborative hub that enables you to work across teams and streamline your operations. Built-in apps, like Whiteboards, Docs, Dashboards, task management, and more, allow you to leverage one centralized location to communicate cross-functionally.

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Regarding Customer Service, ClickUp enables teams to add multiple assignees to support tickets, set specific custom fields based on clients or ticket type, and flag and link everyday tasks so you can streamline and scale your service processes.

Best of all, ensuring your support team works from one centralized location helps your team provide a stronger, more compelling customer experience.

Price: Free for personal use, or $19/month for Business Plus.

4. Asana

Team Collaboration Tool: Project Management

Asana is a project management platform that can help your team effectively manage projects.

Its features can assist engineering teams when planning sprints, advise marketing when composing their editorial calendar, and track deals that are nearing close for your sales agents. Needless to say, it has something for everyone at your business.

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One cool feature that makes Asana stand out is its “Workload” monitor. This tool analyzes how much work each employee is handling and lets you know who’s working on what and whether their workload will take longer than their scheduled work hours. These alerts prevent employees from burning out and keep them happier over time.

Price: Free

5. Dropbox

Team Collaboration Tool: File-Sharing

Dropbox is a file storage and sharing software for distributing and tracking documents.

You can compose a document on your computer, upload it to Dropbox, and your entire team will have access to that file — saving you a lot of time from emailing PDFs and PowerPoints to everyone individually.

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Once those documents are shared, you can track who opens and views them on your team. You’ll know who’s engaging with your content and who may need to catch up on updates. This keeps employees accountable and ensures everyone is up-to-date on current information.

Price: $15/month

6. Slack

Team Collaboration Tool: Internal Communication

Slack is a popular team collaboration tool, and for good reason. Informally dubbed “The instant messenger for businesses,” it lets you chat with anyone at your company.

Employees can set up team channels where they can continuously chat with each other and ask questions in a casual, collaborative environment. Instead of calling meetings or scrambling across the office, teams from every department can work together right from their desks.

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One great feature of Slack is that it’s very customizable. You can integrate new tools and adjust the interface to behave precisely how you want it. For example, you can create a personalized onboarding message that launches whenever a new user is added. This message can contain information and tips on using the app so your new employees ramp up as quickly as possible.

Price: $7/month

7. Flock

Team Collaboration Tool: Internal Communication

Like Slack, Flock is another powerful communication tool many businesses use to chat internally. However, where Flock differentiates itself is through its additional features. It has various specialized tools that take its platform to the next level.

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One example is its video conferencing feature. If you’re chatting with someone, you can seamlessly transfer the conversation to a video call. That way, remote employees can interact with people at your office face-to-face.

Price: Free

8. Samepage

Team Collaboration Tool: Intranet

An intranet is a private communication network businesses use to communicate internally. It hosts every tool that employees need to collaborate during their workflow. This keeps the company’s information organized since all its communication passes through a centralized interface.

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Samepage is an example of an intranet provider that businesses use for communication. It combines chat, video conferencing, screen-sharing, task management, and file-sharing into one platform. It’s an excellent option for larger teams that want to save time jumping between software.

Price: Free

9. Google Calendar

Team Collaboration Tool: Calendar-Sharing

Productivity slows down if you’re not sure when people are available to meet — especially if you’re trying to organize teams across departments where schedules don’t always align.

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Google Calendar solves this issue by providing a shared-calendar experience for your employees. They can log when they’re busy and free, then make their schedules accessible to their coworkers. You’ll know exactly when to hold a meeting because you’ll see whether team members are available or not.

Price: Free

10. Outlook

Team Collaboration Tool: Calendar-Sharing

A rival to Google Calendar is Outlook, which competes with Google when it comes to its shared calendar features. Outlook’s calendar syncs to your email, so any events you accept in your inbox will automatically appear on your schedule.

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You can also view your schedule side-by-side with a coworker, which can help you decide whether or not to accept a pending invitation.

Price: $7/month

11. Zoom

Team Collaboration Tool: Video Conferencing

If you want to speak with remote employees in real time, Zoom can help with your video conferencing needs.

With Zoom, employees from all over the world can speak with each other in a face-to-face setting. You can launch meetings instantly or schedule them ahead of time via your digital calendar.

Zoom also has screen-sharing features. If you’re in a meeting and a remote employee wants to present, they can share their screen so that everyone sees their presentation.

This benefits management as they can record these sessions for employees who may be sick or couldn’t make the meeting. Between the recording and visual aid, these employees won’t miss a beat.

Price: Free

Collaborating Better

Collaborative teams are more productive, and companies that know this invest time and resources in creating environments conducive to teamwork.

These environments are creative, open, and trusting. They are inclusive and praise individual contributions towards common goals. They value knowledge-sharing and information transparency. And they invest in the tools and technology that make collaboration happen.

Whether you’re a large corporation or a small startup, whatever your industry, product, or service, you can move towards a collaborative setting today and start seeing results from a happier, more valued — and valuable — workforce.

To learn more, read our tips for improving team communication next.

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Having worked with many different types of businesses throughout my career, I know how tricky customer acquisition can be.

You must always be marketing, listening to customers, and iterating your approach to understand what attracts new customers to your product, what motivates them to make a purchase, and how you can convert them into a returning customer.

A few ways I’ve seen companies boost customer acquisition are through the following strategies:

  • Referral program.
  • Loyalty program.
  • Brand partnerships.
  • Social media.
  • Email marketing.
  • Paid advertising.

To really understand how these strategies work in action, let’s break down a few customer acquisition examples from companies you likely know and love.

To understand the power of good customer acquisition strategies, I dug into the strategies behind six companies that are doing it well.

Here are a few customer acquisition examples that you can learn from and apply to your own strategy.

1. Sephora

Sephora’s Beauty Insider program is a prime example of how to improve customer acquisition. Beauty Insider is a loyalty program that incentivizes customers to shop and be part of the community by rewarding them with discounts, gifts, experiences, and early access to products.

If you’re wondering how well the loyalty program contributes to actual sales, McKinsey previously reported that Sephora’s loyalty program members drive 80% of the company’s sales.

Here’s how it works: You get one point for every dollar spent which means everything you buy goes towards rewards. Rewards include a free birthday gift, access to the Rewards Bazaar, exclusive app experiences, and point-multiplier events.

There are three tiers of the loyalty program:

  • Insider. Free to join.
  • VIB, or Very Important Beauty. You reach this level when you spend at least $350 per year.
  • Rouge. You reach this level when you spend at least $1,000 per year.

Screenshot of Sephora’s customer acquisition loyalty program

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As of 2023, the loyalty program has 34 million members, as reported by Glossy. This is a 30% increase from 2020.

So, how exactly does Sephora increase customer acquisition through its loyalty program?

The company has made consistent updates to its program since 2018, focusing on several customer acquisition strategies. Some of these strategies include creating an omnichannel experience by incorporating its app to in-store shopping, creating a community for Beauty Insiders to engage with one another, prioritizing its mobile app, gamifying the loyalty program, and listening to its customers.

In 2020, the beauty company incentivized the program even more by allowing customers to exchange loyalty points for money. Insiders can now redeem $10 off a purchase for 500 points, or they can donate the $10 to select charities.

As the company continues to listen to its customers and reward them for shopping, Sephora’s customer acquisition will continue to soar.

2. HelloFresh

HelloFresh is one of the most popular meal kit services, with 6.64 million active customers worldwide.

Personally, I’m an on-again, off-again customer. I have used the meal kit service during busy weeks when I don’t have time to grocery shop or meal plan, or even when I need some cooking inspiration. But I’ll usually pause my subscription after a few weeks of meals.

I won’t even think about the service for months — until I receive an enticing discount promising free meals if I come back, like this email offer I received below.

Screenshot of HelloFresh’s customer acquisition coupon

This is one of HelloFresh’s customer acquisition strategies. These offers for free or heavily discounted meals aren’t only sent to former customers like me. HelloFresh also uses them to entice new customers to sign up for a subscription.

Screenshot of HelloFresh’s customer acquisition coupon

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Similar to a free trial, this type of customer acquisition strategy incentivizes new customers to try the service at a much lower cost than fully committing. However, the real secret to this customer acquisition method is in getting customers immersed in the experience.

I know that the first time I tried HelloFresh, I was initially drawn in by the steep discount. But once I started browsing the variety of options they offered, choosing my meals, and seeing how easy it was to cook, I was hooked. I continued the service at full price until eventually my budget needed to be tightened.

A discounted offer is a smart way to get customers in the door, and a good experience will have them settling in for good. I’m a perfect example of this.

When it comes to marketing, emails and direct mail are just some of the channels HelloFresh uses to reach customers. HelloFresh distributes offers like these across nearly every channel, from TV commercials to online ads to influencer posts. They’re one of the brand ads you’ve most likely heard mentioned on your favorite podcast over the years.

Once they acquire customers, HelloFresh prioritizes lowering customer acquisition cost (CAC), according to their own engineering blog. A strategy that has proven to work for the company is using machine learning models to predict customer lifetime value. This has enabled HelloFresh to optimize marketing efficiency and ultimately lower CAC.

3. Warby Parker

Founded in 2010, Warby Parker is a leading eyewear retailer with both an online and in-person retail presence that has amassed millions of customers.

By the end of 2023, Warby Parker increased its customer base by 2.5%, reaching 2.33 million active customers.

But the company didn’t scale to success overnight. To grow its customer base, Warby Parker used a mix of customer growth initiatives like try-before-you-buy, personalized shopping experiences through its style quiz, exemplary customer service via chat, social media, email, and even a charitable program that donates a pair of eyeglasses for every purchase.

Screenshot of Warby Parker’s customer acquisition offer

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Warby Parker’s Home Try-On program is especially popular. Customers get to choose five frames they want to try on and the retailer will send them to you for free. If you’re unsure what style of frames you want, you can take a style quiz to help you decide which options you want in your box. After trying on your frames, you simply send them back; Warby Parker even includes a preprinted return label.

Customers praise the program for being easy, convenient, and giving them confidence to purchase. And I totally agree!

Warby Parker’s Try-On program is an excellent customer acquisition example. By letting their customers experience the product before buying it, it’s easier for them to make the purchase, and makes it less likely that they’ll return it.

4. Lululemon

Between 2022 and 2023, Lululemon’s net revenue increased 19% to $9.6 billion. And they plan to increase that number even more over the next five years.

According to the company’s five-year growth plan, Lululemon aims to increase its revenue to $12.5 billion by 2026. And one of the ways it plans on getting there is by investing in its customers, specifically when it comes to guest experience and community.

The Lululemon community is powerful. With multiple membership programs in place, including an Ambassador program, the Sweat Collective, and the Lululemon Collective, the retailer has formed a trove of loyal customers ready to promote the brand and help them acquire new customers.

Screenshot of Lululemon’s customer acquisition community program

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In addition to ambassador and loyalty programs, Lululemon invests in community events that bring awareness not only to the brand’s products, but also shine a light on different physical activities or athletes.

For example, the brand recently hosted Lululemon Further, a six-day running event where ten women ran over 2,880 collective miles and broke both personal and world records.

To support the runners, Lululemon created bespoke running gear for each woman. On its website, Lululemon mentions that it plans to create a version of some of the items to sell.

While the campaign was created to support female athletes and promote the brand’s mission, it was also a smart way to generate interest in its clothing and acquire new customers along the way, as demonstrated by the outlined comment below.

Screenshot of Lululemon’s Instagram post

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5. Rakuten

Referral programs are another common customer acquisition method. A referral program is a type of marketing method that encourages customers to promote a brand or product in exchange for a reward. Referral programs typically require customers to share unique referral links or codes that can be tracked so the brand knows when a customer was acquired or a purchase was made through that referral.

One of my favorite examples of this is from Rakuten.

Rakuten offers $30 if you send a referral link to someone and that person joins and spends at least $30 within 90 days of joining. The person who signs up will receive a reward, too.

Screenshot of Rakuten’s customer acquisition reward program

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Not only is this incentive for current customers to promote the company, but the offer incentivizes new customers to sign up for a bonus, too. Plus, you can send unlimited referrals which means unlimited bonuses.

And clearly, this method works: Rakuten has nearly 141 million active users as of 2023, and saw a 4% increase from the previous year.

I know that for me personally, getting free cash back is a major incentive for shopping. And doing something as simple as sending my referral link to my friends is just as easy.

That’s the beauty of a referral program — it doesn’t require much effort on the referrer’s part. As long as the reward is worthwhile, your loyal customers will help you acquire new customers in no time.

6. Poppi

Founded in 2015, I’ve noticed that the beverage brand Poppi has seen incredible growth in the last couple of years.

I’m already a fan and loyal customer myself, but I’m still impressed when I see the brightly colored cans in the hands of influencers and celebs all over social media.

Screenshot of Poppi’s Instagram page with social media influencers promoting product

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Given the increased exposure I’ve seen on social media, along with seeing the beverages more frequently when grocery shopping, I can only imagine its customer acquisition has soared recently.

Confirmation: Forbes reported that in 2023, Poppi saw triple-digit month-over-month growth thanks to its loyal customer base.

And I’m not imagining seeing them all over social media recently, either. Forbes also shared that the brand generated 204 million impressions and 2.3 million engagements thanks to organic posts and influencer marketing.

Poppi has employed a grassroots strategy of influencer marketing and organic user-generated content to increase its customer acquisition. And I can see why: UGC campaigns result in 29% higher conversion rates than campaigns without it. Plus, 79% of consumers say UGC highly impacts their purchasing decisions.

Leveraging organic social media and putting your product into the hands of influencers is a smart way to increase customer acquisition because it communicates authenticity.

Customers trust other customers. I know that when I see something being positively recommended by a friend or an influencer I follow, I’m more likely to want to purchase it than if I just saw a post from the brand itself.

Choose the Customer Acquisition Strategy That Works Best for You

In my experience, and as we’ve seen through these six examples, there are many ways to go about customer acquisition.

You can lean on your current customers to help you acquire new customers through referral programs or by posting on social media.

Or, you can incentivize first-time purchases or subscriptions by offering rewards and discounts to new customers.

You can also turn to the many distribution channels out there to reach new customers. Some worthwhile channels include email, social media, and paid ads.

But the best customer acquisition strategy is the one that works for you. Don’t hesitate to experiment with a few methods. One way to figure out how best to acquire your target customer is by asking your current customers what converted them.

Anytime I get a message from a business post-purchase that asks, “How did you hear about us?” I’m eager to give my feedback. Your customers probably feel the same way, so leverage their insights to help you reach more customers.

customer service metrics

New customers are important to every business, but there’s an important audience for every business that shouldn’t be overlooked: existing customers.

“Is the person who purchased yesterday happy? Were they successful with our product?” are concerns of businesses everywhere.

Many companies struggle to help customers truly find success with their products. Customers sign up for a monthly package but ultimately cancel, or products get returned. When retention rates are low, something lethal is happening along the path of your customer journey.

Given that we’ve all been disappointed customers at one point or another, this process is easy to understand. I was in this boat recently when I was searching for transcription software. A free program caught my eye, and after I went through the signup and video upload process, it told me that only the first 60 seconds of the transcription was actually free. I immediately canceled my account.

In the words of Chandler Bing, could I have BEEN any more annoyed? Maybe this was a bait-and-switch trick on the company‘s end. Maybe I overlooked obvious warnings and had misaligned expectations. Whatever the reason, my customer journey ended as quickly as it began, and that’s a concern for all companies.

Pinpointing exactly how to help customers achieve their desired outcomes is a big task, but you don‘t need to immediately hire a customer success manager to tackle this. There are many steps you can take to further your business goals and customer success, even with a small team and limited budget. Here’s how to start.

Table of Contents

What is scaled customer success?

Customer support is the reactive process of helping customers with a problem. Scaled customer success is the proactive process of providing customers with the resources and support they need to achieve their desired outcome with your product. This is done by creating repeatable systems that help you keep up with a growing customer base.

A customer success strategy can take the form of knowledge bases, program demos, etc., or can result in the development of entire dedicated customer success teams.

Benefits of Scaling Customer Success

Your customer base will benefit from your scaled customer success initiatives, but how will YOU benefit? If you effectively scale customer success, you can expect to see these payoffs.

Increase in Customer Lifetime Value

Customer lifetime value (or CLV) refers to the sum total of revenue that a customer generates for a company, and your odds of increasing it rise when you scale customer success.

One CEO frames it this way: it’s less about extending company reach and more about increasing the value you provide to existing customers.

“We focus on deepening our impact and ensuring each individual is getting a more enriched experience through our offerings,” says James Wilkinson, CEO of Balance One Supplements. It’s paying off in spades.

“We’ve experienced a 40% increase in our CLV over the past year due solely to our large investment in scaling and optimizing our customer success, which has reflected a huge increase in revenue from our customers over the recent years,” Wilkinson says.

Wilkinson attributes this significant increase in customer growth to customers’ high levels of satisfaction.

“We’re putting great efforts into providing a more personalized experience by collecting data and then using data analytics to improve our recommendations and support framework for our customers so that they consistently return to our brand and make more purchases,” Wilkinson says.

Gather Insightful Customer Data

If you successfully scale your customer success, you’ll gather data, insights, and ideas that will help further your business growth. The most important data to collect revolves around:

  • Customer lifetime value.
  • Decision makers.
  • Segmentation data.
  • Customer happiness.
  • Sales won and sales lost.
  • Support ticket success.

Learn more in our customer data guide.

Proactivity

When do you reach out to customer support? After you have a problem with a product. It‘s a necessary reactive form of customer support, but smart brands also support customers before there’s a problem.

Can you remember the last time a brand proactively tried to assist you with their product? I’ll wait while you think. Proactivity is at the heart of scaled customer success, and it’s a powerful way to support and empower customers to reach their potential.

Better Understanding of the Entire Customer Journey

You’ll learn an incredible amount about your customers by proactively looking at what hurdles they might experience on their journey with your product.

There are huge payoffs to examining your customers‘ experience. You’ll:

  • Understand customer expectations.
  • Anticipate success hurdles.
  • Proactively resolve problems.
  • Improve customer experience.
  • Reduce the burden on the customer support team.

This is particularly important for businesses in the startup phase. Rapid growth can unintentionally result in missing puzzle pieces, skipped opportunities, and overlooked customer health concerns.

With fresh insights into the customer journey, you can tweak your offer to perfectly meet customers’ expectations.

How to Scale Customer Success

With the benefits of scaled customer success understood, it‘s time to look at the nitty-gritty of how you improve your customer’s journey.

Create a clear onboarding process.

A key part of effectively scaling customer success is an onboarding process that sets expectations, answers questions, and anticipates customer issues. Failing to do this is costly.

One founder even says that most customer churn is the result of failed onboarding and that businesses need to be spending more time, money, and resources on building the best customer onboarding.

“This must be the most diligent part of your customer success process,” shares Ed Porter, owner and chief revenue officer of Blue Chip CRO.

Porter says that onboarding requires diligence and time investment to ensure that all buyer personas understand how they will each receive the benefit.

“Often CSMs only talk to execs, who are farthest removed from the usage of the product or service. During onboarding, the full personas need to be mapped, engaged, and have a role to play that interfaces with your company,” says Porter.

Check out this onboarding process example from Duolingo:

Example of company onboarding process from Duolingo

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Offer customer self-service.

Salesforce surveyed more than 14,000 consumers and found that 61% of customers say that, when it comes to simple issues, they prefer self-service. Once you examine the customer experience, you’ll observe where customer issues arise using your product, and you can create resources that aid them.

Customer self-service offerings can take a number of forms:

Look at this customer self-service hub example from SurferSEO:

Example of customer success efforts from SurferSEO

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A word of warning: Never eliminate human help from your process, or customer relationships will suffer. Salesforce found that 65% of surveyed customers still expected an immediate response when they contacted a company, which leads us to the next step.

Invest in customer support.

That’s right — companies can never stop investing in customer support.

In the age of never-ending AI shortcuts and frustrating customer support chatbots, providing personalized support to customers is invaluable — and profitable.

Research has found that 88% of customers report that good customer service increases their odds of becoming repeat customers. Aim to understand customer needs and provide personalized support.

Or, as this founder put it: Foster a culture of customer obsession. Dr. Thanu Jey, medical director and founder at MediBrace, encourages businesses to leverage technology but keep the human touch in their customer support.

“Remember, technology empowers, but human connection is irreplaceable. Invest in building strong relationships through personalized interactions and active listening,” says Jey.

Jey also recommends empowering your team to go the extra mile to resolve issues and exceed expectations. “By prioritizing customer success, you build a community of loyal advocates who drive sustainable growth,” Jey says.

Here’s an example of a customer support hub from Later:

Example of customer success self-service from Later

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Survey for customer satisfaction.

More than 80% of companies agree that it’s cheaper to retain customers than it is to woo new ones. The importance of customer satisfaction can‘t be overstated, but how is your company doing on this front? Without surveys, you’ll never know.

Surveys turn your customers‘ feelings into data, and you can’t effectively scale customer success without it. Once you have this data, you can:

  • Identify patterns.
  • Develop more strategic initiatives.
  • Create better service offerings.

Not sure what to write? Download our free customer survey templates.

Check out this example of a customer survey from HubSpot:

Customer satisfaction survey from HubSpot

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Share customer success.

Not all of your customer interactions need to be customer service-centric or sales-oriented. Some teams nurture their customer base by sharing success stories.

“An example of scaling customer success that we’ve applied in our company is sharing successful cases of using our product with all users,” says Aksinia Chumachenko, product analytics team lead at Simpals.

“When people see that someone has solved their problem with a product or service, it increases their trust, and they are more inclined to use this product themselves because they have seen a positive example. This is an example where scaling customer success can impact revenue, as it encourages more people to use the product,” Chumachenko notes.

6 Tips for Scaling Customer Success

One in 6 shoppers say they’ll walk away from a purchase over bad service. The cost of poor customer experience is steep. Use these tips to help you build a system that works for both you and your customers.

1. Build a customer success team.

A customer success team (CS team) is a part of your company dedicated specifically to helping customers achieve their desired outcomes with your product. While it may seem like your entire company fits under this umbrella, many workers will never come into contact with customers themselves.

Customer success managers, on the other hand, work directly with customers and help improve the customer experience, retention rates, and revenue growth. These teams can come in different shapes and sizes: some companies have an entire customer success department, while a smaller team might have one customer success leader.

When managed properly, these teams are incredibly effective: The HubSpot customer success team was able to improve revenue retention from 80% to 100% by refining how we work (here’s how).

2. Leverage automation tools.

AI can’t do everything, but it can have a huge impact on your customer success. Shubham Nigam is an advocate for AI. As a Senior Software Engineer at LinkedIn Search for four years, he worked on the search feedback in the LinkedIn app. He said that millions of daily users resulted in thousands of pieces of feedback from customers; AI made the feedback manageable.

“Using AI, we were able to categorize pieces of feedback and find the best ones to work on. The only way to scale customer success is to use AI,” says Shubham Nigam. “Convert the unstructured customer feedback data into structured data through LLMs and then give feedback to product teams to fix it.”

While not all companies can relate to receiving thousands of customer service messages per day, everyone can automate processes so they can focus on customer interactions.

See come of some of the free automation tools available in our Service Hub:

scaling customer success, Free customer success organization tools from HubSpot

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3. Use customer feedback.

Your golden ticket to increase customer satisfaction may be sitting in your inbox already. No one has insights into your product like current customers. Yes, sometimes these suggestions come from angry customers and make you feel like Ron Weasley opening a howler from his mother. Those emails still contain lightbulb moments for your customer success team.

Savvy customer success operations welcome customer suggestions. Here’s an example from the Tailwind App:

Tailwind App customer suggestion form

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I‘m a longtime customer of Tailwind, and I’ve suggested features that have eventually been worked into the platform. It feels incredible to see my customer feedback be valued and implemented.

4. Build scalable systems.

Scaled customer success relies on businesses building repeatable systems. This can leverage technology like:

Example of the chatbot builder within the HubSpot Service Hub®:

HubSpot Service Hub® chatbot builder screenshot

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Automated customer service is powerful when used correctly, but remember that managing customer relationships requires human attention and can never be completely automated.

5. Involve engineers.

Engineers don‘t know what inspires customers to buy from your company like your sales employees do. And your sales team doesn’t know the capabilities of the product backend.

“Being an engineer for 10+ years, I strongly believe that it should be an engineer directly talking to the customer and solving their issues with great speed, removing the need for the customer talking to the middlemen,” shares Nigam.

Nigam notes that this has been successful for Quest Labs AI. As the chief technology officer (CTO), Nigam leads customer success for select clients. “I haven’t heard a single complaint as of yet in the last couple of months after this strategy,” Nigam says.

6. Use Service Hub.

Not everyone has the budget for an in-house customer success organization; that’s where HubSpot comes in.

Service Hub has the tools you need to scale your customer success without the overwhelm of needing a different software for every task. Let us help you:

  • Manage contacts.
  • Track conversations.
  • Generate reports.
  • Automate follow-up communication.
  • Create customer portals.
  • Deploy customer surveys.
  • Build a knowledge base.
  • And much, much more.

Try it for yourself with our free plan or a free demo of our premium plans.

HubSpot Service Hub screenshot

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Scaling Your Success

When I‘m having an issue, and I’m put directly in touch with the customer success team, I feel confident that my problem will actually be solved. Investing in your customer success platform will make your customers feel just as valued.

Whether you’re building your customer success team or working on scaling customer success with free tools, the HubSpot Service Hub will support you and your customers every step of the way.

Apply for a job, keep track of important information, and prepare for an  interview with the help of this free job seekers kit.

I’ve been writing about AI for over a year, and I can say that watching it evolve has been fascinating. From its adoption across industries, its ethical implications, or even funny instances of its misuse, I can only imagine what will become of it in customer service.

But then it dawned on me that I could do more than just guess or interview service pros on their opinion of the tool — I could go straight to the source for insight.

In this article, I‘m asking AI to see if it could predict how it will change the customer service industry. To validate its potential impact, I interviewed actual service professionals to see just how valid its response is. Let’s begin.

Asking AI How It Will Change Customer Service

Firstly, to prevent myself from experiencing any Terminator-esque outcomes post- AI singularity, I want to give a ChatGPT bot a proper (and friendly) introduction to today’s objective.

Alright, so out the gate, it‘s already letting me know that it’s not feeding me information out of its own subconscious. I find that reassuring, oddly enough. Let’s rephrase that.

Alright, now I can work with that. Let’s put it to the test.

While it may not be the most natural conversation, the AI numbered its predi-“estimations” in an easily digestible manner, with some rather broad topics. Let’s break down why it chose these 5 topics, and find some data to back up the claims.

How will AI change customer service?

Prediction 1: AI will drive personalization to new heights.

AI algorithms have demonstrated a remarkable ability to analyze vast customer data and deliver personalized experiences at scale. Our AI estimates that it will become even more adept at understanding customer preferences and tailoring interactions to suit individual needs in the coming years.

To support this prediction, a recent study by Accenture found that 91% of consumers are more likely to shop with brands that recognize, remember, and provide relevant offers and recommendations.

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With AI-powered tools, businesses can leverage customer data to offer hyper-personalized experiences, increasing customer loyalty and higher conversion rates.

Prediction 2: AI will enhance customer engagement across channels.

As customers increasingly interact with businesses through multiple channels, maintaining a cohesive and seamless experience is growing in importance.

AI technologies, such as sentiment analysis, are well-suited to unify these interactions and ensure a consistent customer experience across channels. These technologies will most likely continue to evolve, providing an even more effective flow across channels.

By leveraging AI to understand customer intent and sentiment, businesses can deliver more personalized and contextually relevant interactions, leading to deeper customer relationships.

Prediction 3: AI will empower human representatives, not replace them.

One common concern surrounding the rise of AI in customer service is the fear of human representatives being replaced by automated systems. However, our research suggests a more nuanced view: AI is poised to augment, rather than replace, human representatives.

A study by Gartner predicts that by 2030, 40% of customer service engagements will be handled by AI. However, this does not mean a diminished role for human representatives.

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Instead, AI will assist human agents by automating repetitive tasks, providing real-time insights, and facilitating more meaningful customer interactions. This symbiotic relationship between AI and humans will elevate the quality of customer service and enable representatives to focus on more complex and high-value tasks.

Prediction 4: AI will refine automation.

Building off of the previous prediction, the technology can help its users automate work in many different ways.

In fact, 2024 HubSpot research shows that 24% of professionals feel that tools, like AI, help customer service agents respond to tickets, and would help their business the most.

AI can automate repetitive tasks such as ticket routing, data entry, and scheduling, allowing human agents to focus on more complex customer requests and empathy-driven interactions for higher customer satisfaction rates in the future .

Prediction 5: AI will improve upon voice recognition.

The prediction that voice recognition software becoming more important isn’t coming out of nowhere. AI-powered voice recognition technology enables customers to interact with businesses through voice commands, enhancing convenience and accessibility.

According to Fortune Business Insights, the speech and voice recognition market size was valued at USD 10.42 billion in 2022 and is projected to grow from USD 12.62 billion in 2023 to USD 59.62 billion by 2030.

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Why might voice recognition software be on the rise so fast? Web conference applications skyrocketed in 2020 and continue to grow, calling for more need for language processing technologies for recording and sharing transcriptions that businesses need for tracking, and accessibility, whether it be for those with hearing disabilities, or language transcription.

Do Human Representatives Agree with AI’s Predictions?

We spoke with experienced, customer service pros from HubSpot to gather their perspectives on AI’s impact on customer service in their roles, and where they see it going.

Kahla Pruett, a Senior Customer Support Specialist of 2 years, shared, “These predictions are pretty spot on. AI has been a game-changer for us. It helps me to prioritize and route customer inquiries more quickly, allowing me to focus on resolving complex issues and building customer relationships.

We have deeper insights into customer behavior and preferences with AI. This, in turn, has enabled me to provide more personalized recommendations and solutions, ultimately leading to higher, more satisfied customer interactions.”

Josefina Ondo-Baca, another 2nd-year Senior Customer Support Specialist, says, “I have noticed that AI tools do a great job at analyzing human sentiment, which leads to better understanding of customer’s needs and complaints.

I’ve found AI tools to enrich my work because it provides me with insights and strategies I might not have thought of before. It definitely drives me to be more creative in my approach to solving problems and communicating solutions.” Ondo-Baca stated.

The consensus among them was that AI has indeed revolutionized customer interactions, enabling them to work more efficiently and effectively, and they both seem confident that it will continue to benefit them in more ways than one.

So, was the AI prediction right?

I’d say it gave a pretty agreeable estimate as to the future of customer service. AI is expected to improve the efficiency, effectiveness, and personalization of customer service, leading to better customer satisfaction and loyalty. And by the looks of it, real-life service professionals can agree.

By embracing AI technologies and empowering their human representatives, businesses can stay ahead of the curve and meet the ever-evolving demands of modern customers. As AI continues to evolve and expand its capabilities, the possibilities for enhancing customer service are endless, promising a future where customer interactions are not just efficient — but genuinely delightful.

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