Customer Success: How Innovative Companies Are Reducing Churn and Growing Recurring Revenue by Nick Mehta & Dan Steinman & Lincoln Murphy

Author:Nick Mehta & Dan Steinman & Lincoln Murphy
Language: eng
Format: mobi, azw3
ISBN: 9781119168300
Publisher: Wiley
Published: 2016-02-15T14:00:00+00:00

Tech Touch

Because tech touch is essentially free, it can be easy to overdo it. All of us are inundated with too much e-mail. It's an amazing tool at our disposal, but it can obviously be overused. And because it's the primary vehicle for interaction with this tier of customers, it's particularly vulnerable to overuse. However, there's a reality we can count on that mitigates this danger. If every automated e-mail you send to a customer looks like it comes from his customer success team or from his personal assistant to success and includes highly personalized, timely, and relevant information, it will never be perceived as spam, and there will never be too much of it.

If you are relentlessly monitoring and managing customer health, then all your tech-touch interactions with customers will have this flavor and will be typically received with open arms. However, it's vitally important to track deliverability, open rates, click-through rates, and so on to determine whether this is really true and to watch trends moving in the wrong direction.

Customer health is your key predictor of future customer behavior. Be relentless in pursuing it and using it effectively across all customers.

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