In the field of infopreneurship, there is a curse that everyone dreads. A very small statistic that sends shivers down your spine and which sincerely questions the value we want to bring to our customers when the latter is below 70%.
This statistic is the training completion rate. In French, how many people have completed the training they bought from you.
When this number is low, it means that few people have completed the course. It certainly also implies that many of them did not get the result you originally promised.
So we spend time remodeling his training haphazardly, we add one or two reminder emails in our sequences to remind our good student of the commitment he had made.
But nothing to do. This damn rate is not going up…
This is an opportunity for us to draw a parallel with our Agency model. Because in our team, we have several project managers who …. manage our clients’ projects #CaptainObvious
Their mission is very specific: To ensure the success of our clients’ projects.
And it was during an interview that I conducted with a friend and client, Sébastien Tedesco, that this reflection took on its full meaning.
In the infopreneurship world, what are the advantages of investing in a Customer Success Manager for the growth of your brand?
Advantage #1: Help your client go all the way.
As your customer should be your priority, it goes without saying that this advantage should be mentioned first.
One of the most important pieces of information to know is that your client will stop his training as soon as a problem arises in his life. This problem may be due to your training (a part too difficult, or not quite digestible), or it can be completely specific to your client (financial difficulties, unforeseen events, loss of a loved one).
In either case, remember that no one is perfect and that a solution is always possible.
Rather than letting your customer get lost in the wild, your Customer Success Manager will have the mission of contacting your customer and checking in on them.
It will be easy for you to find solutions in the event that your training shows some signs of weakness. But depending on your policy, you could also help your client resolve his private situation so that he can continue your training with peace of mind. Everything is possible depending on the commitment you want to put into it.
This automatically results in a higher completion rate, but that’s not the only benefit. You will have shown your client that his situation is important to you. It’s a feeling that is priceless and that keeps him loyal for a very long time.
Advantage #2: Humanize reports
Transform your customers from someone to someone.
As I write these lines, we have just gone through a substantial quarantine following the arrival in our countries of the Coronavirus COVID-19. Everyone was confined to their homes and when we could go out, we had to keep our distance, wear a mask, wash our hands constantly and avoid contact with people.
Suffice to say that this feeling of isolation weighs heavily on people’s morale. This feeling of insecurity and mistrust towards all the other people we could meet was really painful.
But it also reflects our basic need to connect with others and create genuine, sincere, and deep connections with people.
And in the world of infopreneurship, it seems that most of us have taken the wrong direction: ode to chatbots that bring us an ersatz exchange. This magnificent deception that tries to make us believe that artificial intelligence will one day replace human relationships.
Is this really what we can expect from people who promise us great success, freedom at all costs and a life worthy of our greatest fantasies.
Not really…
A Customer Success Manager is all this authentic, real, human relationship that is made available to your students so that they no longer have the feeling of being alone in their situation.
This is someone who will really listen and understand your customers’ challenges. Who will do everything possible to offer in return a relevant and personalized response to each interaction.
He is a person who can offer much more than just after-sales service to your customers. Accompanied by a good CRM (a tool that specifically manages customer relations), a Customer Success Manager can check in on a customer by asking how the children are doing, if their tennis match went well, etc.
In one sentence: Give your customers a sense of existence.
You will generate such a human connection that your client will love you beyond all the Bonuses you have offered him. He will have the impression of being linked to you by something other than a simple act of purchase.
In addition, you will automatically send back an image filled with seriousness and professionalism.
Advantage #3 – Information retrieval
Since your Customer Success Manager is in direct contact with your customers, he will be able to provide you with a significant amount of valuable information for your business.
You will receive two types of information:
- Some of your customers are having difficulty getting through a certain stage in your training. It’s time to rethink the structure and content to offer a smoother experience.
- A client experienced success thanks to your training. This is the perfect opportunity to ask for a testimonial or interview him with the idea of making a case study of it. Here, the goal is to prove the effectiveness of your training.
In normal times, this is information that your customers will generally keep to themselves until they come across you at an event and throw this ultra-precious information at you over a drink while you were there to network.
With a good process in place, your Customer Success Manager can easily make the most of all this feedback and make your brand a place where success is omnipresent.
Benefit #4 – Increased LifeTime Value of your customers.
Oh my god how that perk makes money.
Having a Customer Success Manager in your company is the guarantee of not missing any Upsell.
It is well known, retaining a customer costs less money and effort than converting a prospect into a customer.
This is why the Customer Success Manager must know your catalog of products and training in such a way as to propose new purchases as a viable solution for your customer.
If you have a fairly extensive product catalog, it becomes extremely interesting to have a Customer Success Manager who can detect the additional needs of your customers and propose solutions adapted to their needs.
By adding this responsibility to your Customer Success Manager, you ensure that you create a position that pays for itself first, and then generates a substantial profit for your business.
What are the expected traits of a good Customer Success Manager?
A Customer Success Manager is a special person who likes to work with a certain independence.
He is above all a person who loves human contact as well as a “solution” oriented person.
It is important that your Customer Success Manager can be empathetic while having the ability to take an interest in the bottom line of your business.
We have created a typical job description so that you can find the perfect Manager for your team.
You can download your job description to be completed directly on our website. All you have to do is complete the areas left free to make your search as unique as your brand.
And you ? Do you already have a Customer Success Manager in your company? What results have you achieved with this promising position?
