How to build a Customer Success Program

Hi, I’m Markus, and welcome to a 🔒 subscriber-only edition 🔒 of my newsletter. I help you to deliver, grow, and monetize customer value to improve your performance, accelerate your career, and build a profitable SaaS business.

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Let’s kick off today’s post with a crystal-clear definition of the subject.

A Customer Success program

• contains all the content and services

• to educate, train, and consult your customers

• to help them build the skills and knowledge

• to complete the specific tasks that solve the problems

• that keep them from achieving their desired outcomes

It is not about telling your customers where to click on the product.

Because the technology is not your customers’ bottleneck.

Your customers’ success is - more or less - limited by the quality of their inputs.

“Sh*it in, sh*t out” as the old saying goes.

Does that mean customers need no product education?

Of course not because the product is the tool to make the magic happen.

Harry Potter needs the right spell and wand too.

But product education needs to be outcome-driven.

Customers don’t want to watch 60-minute tutorials explaining every single customization option of a feature.

What they want to see is how they can use a specific feature to get something done in a 3-minute tutorial.

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