SaaS 고객 성공이란?

In the SaaS industry, customer success refers to proactively helping your clients 활용하여 your software to accomplish their set objectives. This means understanding what they need, offering advice, making sure the product is adopted, and delivering value over prolonged periods of time.

The goal of customer success is to reduce churn; if 50 out of 1,000 customers leave in one month, the churn rate would be 5%. Customer success does not only exist in SaaS; a study conducted in 2023 proves otherwise.

Customer support is reactive: it resolves technical issues and provides answers once customers raise them.

On the other hand, customer success proactively ensures your software users achieve their objectives. This means offering additional instruction to ensure customers make appropriate use of the app.

While both are essential, customer success is more focused on the bigger picture in ensuring that your product remains relevant to the client.

고객 성공 팀, whose 고객 성공 관리자 (CSM) is there to maintain the client relationship, play multiple roles, including:

• 온보딩: 신규 고객이 제품이나 서비스를 순조롭게 이용할 수 있도록 지원합니다..
• 도입: They ensure the product is integrated into customers’ day-to-day tech stack.
• 유지: 사용자 경험에 집중하여 이에 영향을 줄 수 있는 다양한 영역을 다룹니다.
• 확장: 기존 고객에게 추가 기능 또는 서비스를 상향 판매할 수 있는 기회를 파악합니다.
• 옹호: Through ongoing assistance, they turn satisfied clients into advocates who recommend the product and build a solid reputation.

To ensure customer success, support and success teams must collaborate well together. Here are ways 최적의 세분화 접근 방식을 do it:

• 지식 기반 공유를 통해: 두 팀 모두 고객 정보와 인사이트가 담긴 큰 데이터베이스를 공유해야 합니다. 이를 통해 두 팀 모두 과거 구매 내역, 선호도 및 문제점을 포함하여 각 고객에 대한 모든 것을 파악할 수 있습니다.
• 명확한 커뮤니케이션 채널: Both teams should establish effective communication channels, including a 전담 커뮤니티. 이는 팀워크를 보장하고 고객 요구 사항을 충족하는 데 도움이 됩니다.
• 일치된 목표: Both teams should align their goals to focus on the overarching objective of enhancing the customer experience. To determine whether the teams are doing well, they can use numbers like how many customers like the product, how many stay, or how much they spend over their lifetime.

Customer success is measured with metrics such as these:

• 이탈률: This method is about figuring out how many customers stop using a service within a certain time period. Here’s an example: If a software company had 1000 subscribers at the start of February, and 50 of them stopped subscribing by the end of February, the churn rate for February would be 5%.
• 순추천고객지수 (NPS): This is a method for measuring how likely customers are to recommend your product or service. You ask them if they would recommend it to a friend or colleague, and they rate it from 0 to 10. Based on their score, they’re put into groups: promoters, passives, or detractors. NPS is figured out by subtracting the percentage of Detractors from the percentage of Promoters.
• 고객 생애 가치 (CLV): 이 방법은 고객이 귀사와 거래하는 동안 지출하는 금액을 계산합니다. 예를 들어, 고객이 3년 동안 매달 100달러를 지출하는 경우 CLV는 3,600달러입니다.
• 제품 채택률: This method involves calculating how many customers actually use your product’s main features. For instance, if your software has 1000 people signed up but only 500 use the essential features often, your product adoption rate is 50%.
• 가치 창출 시간: In this method, you measure how fast customers reach their first goals or start benefiting from your product after they start using it. For example, if a team starts using a project management tool within a week, they can organize their tasks and work well together; then the tool shows its worth in just one week.
• Customer health: A score that is measured by the analysis of data such as relationship performance, product usage, and value generated, to help in managing B2B relationships (Hochstein et al., 2023).