To be a top-performing company in today’s marketplace, it takes more than rock-star sellers with a laser-sharp focus on revenue. It takes a diversified team of representatives from each and every department that touches a client’s account — from sales and operations, to accounting and client services. And, even more importantly, it takes a passion for customer success that drives every action.
Before we go over what works for building a “customer success” team, it’s important to identify what doesn’t work. Consider these three examples:
- At a shipping department at a manufacturing plant, product that was supposed to ship by the end of the month is left sitting on the shop floor. Customers don’t receive their items on time and the company misses its monthly numbers because the product remains undelivered and can’t be invoiced. Because the sales team is paid on invoice date, team members also miss their commissions and, in some cases, accelerator bonuses.
- A materials warehouse neglects to choose a second-in-command to cover the orders of new stock when needed. Therefore, each time the primary employee goes on vacation or calls in sick, raw materials aren’t ordered. This means the manufacturing line is slowed or shut down, and orders are delayed.
- A new marketing campaign is launched at a software company during a week when the sales team is out of the office. As a result, no one is available to answer emails or calls from prospects during this peak-interest time.
You’ve no doubt seen companies like the ones above. They’re siloed and competitive, built to drive internal requirements with goals and metrics that don’t align between departments. The customer’s overall needs, as a result, become less of a priority.
When you assemble a customer success team that’s cross-sectional, it’s crucial to incorporate the following five elements to avoid the trap above. These steps will ensure you’re built for customer success, which will lead your company to greater revenue success.