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Customer Visibility: A vital pillar for Customer Success

6 February, 2023 4 min read
Customer Visibility: A vital pillar for Customer Success

In today's highly competitive business landscape, customer success has become a critical factor in achieving long-term growth and profitability. The key to ensuring customer success lies in building strong, lasting relationships with your customers. One way to achieve this is by enhancing customer visibility, which involves gaining a deeper understanding of your customers' needs, preferences, and behaviors. In this article, we will explore the concept of customer visibility, its importance in driving customer success, and strategies that businesses can employ to improve their customer experience and build lasting relationships with their customers.

Why does a Customer Success Manager require customer visibility?

In order to efficiently manage customer accounts, spot areas for improvement, and offer tailored solutions that meet customers' demands, a CSM needs customer visibility. They can learn about customer behavior, preferences, and trends by accessing customer data from various touchpoints. This information can then be used to create targeted strategies to enable a proactive approach to customer success. Let’s take a closer look at some advantages of having complete customer visibility.

Customer visibility has a two-level impact:

Level 1: Effective Customer Success Operations

Level 2: Strategic Business Value

Level 1: Effective Customer Success Operations

A. Personalized communication: Increase the relevance and efficiency of consumer communications by personalizing them.

B. Proactive Customer Engagement: Anticipate customer needs and proactively engage with customers to ensure their satisfaction and success.

C. Prioritizing Customer Interactions: Determine customer interactions' priority based on their engagement level, usage, and potential value to the business.

D. Automating Customer Interactions: Streamline and improve customer interactions with automation and machine learning.

E. Continuous Improvement: Keep an eye on customer behavior and feedback, and adjust the product and customer experience as necessary.

Level 2: Strategic Business Value

A. Early Identification Of At-Risk Customers: Get a clear picture of customers who are likely to churn. Early identification of these customers enables CSMs to take proactive measures, resolve any difficulties, and retain them.

B. Increased Efficiency: Streamline workflows and improve the effectiveness of customer interactions by having access to customer data.

C. Increased Retention: Identify and address issues that may lead to customer churn, and increase the retention of profitable customers.

D. Improved Customer Satisfaction: Create a more personalized and positive customer experience, which will lead to improved customer satisfaction and loyalty.

E. Better Forecasting: Make more accurate predictions about customer behavior and usage patterns, which can help them forecast future revenue and plan for growth.

F. Identifying Upsell Opportunities: Identify opportunities to upsell additional products or services to existing customers.

G. Identifying Customer Advocates: Determine which customers are most satisfied and engaged with the product, and turn them into brand advocates.

H. Measuring Success: Track key metrics such as customer retention, usage, and revenue, to measure the success of your efforts and make data-driven decisions.

Banner to take the user to the visibility page

So, How can you boost Customer Visibility in your business?

Boosting customer visibility has a multi-level benefit for businesses. It enables you to better comprehend customers and learn critical information about their buying habits, motivations, and preferences. Furthermore, you can forge closer bonds with customers, fostering greater loyalty and better customer retention. Here are a few strategies for improving customer visibility in your company:

  1. If you have CRM software, you can integrate your customer touch point tools, track interactions with customers, and keep all of their information in one place. But this tool is mainly designed and used to manage sales activities only.
  2. You can implement an analytics tool to track customer behavior on your product. Conduct customer interviews or surveys to gather feedback and learn more about their needs and goals. This is beyond NPS & CSAT.
  3. If you want to try it out manually, you can collect all the data into an Excel sheet, gather it from all the different customer touchpoints, and construct a dashboard that lets you view usage data, billing data, and other pertinent details for your customers. Please be aware that since this is still a manual procedure, information collection will take longer.
  4. Build a strong customer support team. For this, you need to make sure that your team is well-trained and able to provide detailed information about each customer’s account and product usage.
  5. If you really want to create an impact, implement a Customer Success platform, which is solely designed to give you 360-degree customer visibility. It’s a completely modern data-driven approach to help you understand your customer journey and analyze customer behavior. This is a most ideal way to improve customer visibility.

At ZapScale, our aim is to empower Customer Success heroes to monitor and manage their customers effectively. With 150 data points from 6 data sources, ZapScale gives you a customer health score that is evidence-based, conjecture-free, and accurate. Automatic alerts and predictive churn analysis, allow you to identify and solve customer pain points proactively with ease and efficiency. Click here to know more.

You can choose what approach to take based on the stage your business is in. Through the implementation of these strategies, you will be able to better understand your customers' requirements and habits and boost customer visibility, both of which will enable you to develop better products and services to expand your business.

Importance of Data Privacy & Security While Collecting Customer Data

While it is crucial to gain visibility over your customers in order to take your customer success to the next level, you must also focus on data privacy and security when collecting customer data for customer visibility.

Customers share their personal information with you in good faith, trusting that it will be kept safe and used appropriately. As a result, it is your responsibility to safeguard this information and ensure its protection. Failing to do so can result in a breach of customer trust, negative publicity, and even legal ramifications.

Additionally, data breaches can cause financial losses and damage the reputation of your business. Therefore, implementing robust security measures and adhering to data privacy laws is essential to maintaining customer trust and protecting sensitive information. By doing so, businesses can improve customer visibility and foster long-term relationships based on trust and transparency.

Final Thoughts

Customer visibility creates a win-win situation for both the CSM and the customer.

An effective customer success plan must include a comprehensive awareness of the customer's journey. It's also crucial to remember that customer visibility extends beyond simply their interactions with the CSM. Customer feedback, preferences, and insights should also be included. With the use of these insights, CSMs can develop a more successful and individualized customer experience by better understanding the experience of the customer. With customer visibility, CSMs can take well-informed decisions, spot chances to improve customer satisfaction, and build long-lasting relationships with customers.


Author profile image
Wilson Lobo

Wilson is an experienced marketer with a demonstrated history of working in marketing and advertising space across 17 countries. He specializes in B2B brand building.

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