March 8, 2022
March 7, 2022

How to Automate Customer Success

Written by:
Sanjay Jain

Empower your Customer Success teams by automating processes that help them scale.

For any business, keeping customers happy can be a challenge—and one that takes an entire dedicated team. But instead of scrambling to scale your Customer Success team overnight to accommodate your growing customer base, why not take a smarter approach? Automation is a smart and simple way to streamline your processes and arm your team with the tools they need to get more done.

Delivering a low-effort customer experience drives loyalty, increases overall spend, and leads to more frequent purchases. As a result, you’ll see an increased lifetime value and a better brand reputation. But how exactly can you make this improved customer experience a reality? Instead of allowing individual reps to handle accounts all on their own, automating the entire Customer Success process delivers a consistent, reliable, and highly-regarded experience at every touchpoint.

Learn how to automate your Customer Success team’s processes to deliver an industry-leading experience.

automate customer success

Create a Customer Success Playbook

When it comes to automating your Customer Success processes, it’s important to prioritize a repeatable and scalable approach. Instead of every rep creating their own specific process for communicating with their customer base, developing ground rules across the organization empowers your team to deliver a consistent experience for every single customer. 

Create guidelines for when to engage customers, how to communicate with them, and what content is being distributed when. Doing so is a win-win for both your business and your customers—every client gets the same industry-leading experience with your team, and your team always knows exactly what to do next so there’s no ambiguity.

Simplify Customer Onboarding

Instead of a convoluted and complicated customer onboarding process, why not opt for a simpler solution? Once your Sales team closes a deal, it’s vital for Customer Success teams to step in right away for a smooth transition. Customers should never be wondering what happens next—instead, your Customer Success team should preempt any questions with proactive outreach.

Whether that means sending introductory emails, sharing documents or onboarding materials, or setting up a training session, creating a seamless handoff between internal teams is vital to delivering a positive customer experience. Consider developing a series of automated emails, or using an internal project management system to automate as much of the process as possible. You can even use a knowledge management platform to make all of the information your reps need readily available, so they can send anything to new customers at a moment’s notice.

Consider a Chatbot 

Unfortunately for Customer Success teams, customers don’t only ask for information during business hours. If you’re unable to staff for 24/7 support, consider implementing a chatbot that can automate some of the work for you. These powerful, AI-backed bots can address up to 90% of inquiries at first contact, which is why 90% of all customer service leaders believe that chatbots are integral to the future of automation. 

Once your chatbot is online, your Customer Success team can stop spending their day-to-day managing common and easy-to-resolve inquiries, and can instead spend their time on more important and value-add tasks like renewal and upsells. Be sure, however, that you make it easy for customers to get in touch when the chatbot isn’t cutting it to keep your customer effort scores low and keep customers happy. 

Offer Customers Targeted and Relevant Content 

Providing your customers with the information they need, when they need it, is vital to your Customer Success team’s ability to keep customers happy and engaged. Create automated emails or other outreach that delivers relevant documentation and resources to your customer at various phases of their customer journey. Whether they’ve just onboarded, are coming up on renewal, or even just need a training refresh, you can create and automate triggered emails that supply educational content at the exact right time.

This helps reps maintain healthy relationships with their clients and shows that you understand their wants and needs. It also empowers customers to build their own expertise over time and offers new ways to engage with your product, helping to lower churn rate and increase customer lifetime value. After all, it costs five times more to attract new customers than retain existing ones, making automated, targeted content an important way to keep clients happy and engaged. 

Make Information Easily Accessible

For your Customer Success teams, having the information they need available right when they need it is integral to keeping customers happy. Instead of having to dig through endless files or Slack colleagues to get answers when they’re on the line with an angry client, creating a robust knowledge management system can alleviate the need for reps to do a lot of leg work every time an inquiry comes in.

Tools like Seva create a single source of truth across an organization that can be accessed anywhere, any time. From Product and Marketing teams to Customer Success and Sales Enablement, every document is in one place to eliminate time-consuming search. You can even generate answers from your existing knowledge base, giving Customer Support reps the answers they need right away. This empowers teams to harness the collective knowledge from your entire organization to do their best work and keep their clients happy for a more streamlined and automated approach to Customer Success.

If you’re interested in leveraging Seva’s intelligent knowledge management platform to give your Customer Success team their time back, reach out today to learn more

About Seva

Based in New York City, Seva’s platform helps companies improve enterprise search and content management for Sales, Marketing, and Customer Success teams. Investors of Seva include Avalon Ventures, Bessemer Ventures, Studio.vc, and co-founder and CEO of Datadog Olivier Pomel.