[vc_row][vc_column][vc_column_text]Para comenzar a hablar de procesos con clientes ya activos, tenemos que adentrarnos en la definición de Customer Success (Éxito del cliente). Por éxito se entiende cuando los clientes alcanzan o exceden los resultados que buscaban al adquirir nuestros productos o servicios.

Customer success is always framed in a relationship with the customer, which can be medium or long term. This article is addressed to those who, by selling their product/service, establish a relationship.

It should be noted that there are several processes for customer success, depending on the stage the customer is in:

Life cycle stages:

• Onboarding (Best practices for your processes)
• After-sales or Active Customer (Current item)
• Offboarding (We will soon be publishing best practices for the offboarding process. No one likes client abandonment, but the more organized the process is, the less tedious it will be).

What is the active customer stage?

It corresponds to the stage with the longest duration in time, which is when the customer actively uses the product or service.

We seek to satisfy the needs and solve the customer's problems with our product or service (that it is useful). And also, that the customer grows.

In other words, this is the stage where we seek to add value to the customer: by applying cross-selling or upselling techniques, seeking their recommendations or ensuring that they continue to choose us for as long as possible.

Key processes of the Active Customer Stage

Four main processes are identified for customer success:

• Continuous training: after the initial training (where we seek to surprise you), the objective becomes that the customer can make exhaustive use of the product or service, to take advantage of it 100%. The more business challenges the tool solves, the more added value they will see in the contract. Some examples could be: masterclasses, certification programs, among others. It is of utmost importance to have a formally modeled process, to ensure that all training stages are fulfilled and that they do not get stuck due to lack of knowledge. For this, in the Flokzu BPM solution, it is possible to create a flow that triggers alerts when the process does not progress.

• Support: providing support is always a differential. Through it, queries and/or problems are received and are answered efficiently through tickets. By formalizing this process and automating different contact channels, it will be possible to have full traceability of customer queries, responses, the time it took to solve the problem, among others. Also, by doing so, you will have metrics. In this way, it is much easier to continuously improve the support process. The Flokzu Process Library includes a template for the customer support process, which includes the following workflow, and can be adapted to each organization:

Another solution that allows you to have a ticketing process is Zoho Desk (Ticketing System).

• Customer commitment: the customer must grow and must be helped to do so. For example, in software solutions, it will be important to increase the number of users. In a service, it will be important to acquire complementary services. This should not be subject to people's good memory, but a process should be outlined for the growth of each customer. Each stage should involve predefined retention actions that will drive growth and trigger alerts for the team in charge.
• Recommendations: forgetting them can be a mistake. They should be solicited from customers and their reach should be amplified. In some service areas, recommendations are the most important element to obtain new customers, who previously do not know us, or do not trust us, or both. The recommendation of an acquaintance who successfully uses our products and services becomes a critical piece of the business puzzle.

3 Best practices for active customer processes

Train your team

At the top of the list of good customer service practices is training agents. That is, provide training to everyone who will be in contact with the customer. Why? So that they develop the same skills, acquire good practices in their processes and achieve good communication with customers / users. The team must be aligned.

You want them to be able to sell a product, answer questions and build relationships with customers easily. Building long-lasting relationships with your customers enhances your chances of providing quality service.

Search for omnichannel

What is an omnichannel approach? unifying all digital customer service channels in one place. According to Google data, it is estimated that 6 out of 10 online shoppers closed a purchase process in a different channel than the one in which they started their search.

The omnichannel approach in your company will help streamline communication with your customers. You will be able to offer a satisfactory experience from start to finish, regardless of the platform the user has used to initiate the conversation.

Providing convenience when contacting you should be a priority.

Use customer satisfaction metrics

Using customer satisfaction metrics, also called KPIs (key performance indicators), will help you identify how satisfied customers are with the service your company provides them.

Some of the customer satisfaction metrics are:

• Net Promoter Score or NPS: measures the level of loyalty and the likelihood that the customer will show your brand to others.
• First Contact Resolution or FCR: used to know how many requests were resolved during a single contact.
• Customer Satisfaction Score or CSAT: this KPI is used to calculate customer satisfaction in relation to a product, service or process.

To conclude, the goal is to make your products or services as accessible as possible so that they can be used to their full potential. Modeling processes in Flokzu will help significantly, allowing you to see all the tasks to be performed, and their precedences, in a graphical and intuitive model. In addition, the tool allows to automate the processes to avoid human errors. We have specialists in the solution who can customize it and advise you.

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