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留住客戶的最有效方法是，讓他們在使用你的產(chǎn)品時(shí)盡可能地成功。

從整個(gè)高科技產(chǎn)業(yè)領(lǐng)域，再到之外的其他領(lǐng)域，一種全新的、重要的工作職能正在誕生，并不斷發(fā)展。

這項(xiàng)工作有許多名字：客戶成功經(jīng)理，客戶倡導(dǎo)者……

不管標(biāo)簽是什么，這份工作的所有一切，都是關(guān)于客戶關(guān)系的維護(hù)和優(yōu)化。

其背后的認(rèn)知基礎(chǔ)是：留住客戶的最有效方法是，讓他們在使用你的產(chǎn)品時(shí)盡可能地成功。

一、客戶成功管理的定義是什么？

對于任何依賴從客戶那里持續(xù)獲取收入流水的業(yè)務(wù)來說，你的選擇都已經(jīng)變得越來越清晰：你可以把客戶關(guān)系作為戰(zhàn)略資源進(jìn)行積極地管理，或者有效地將對客戶關(guān)系和公司未來的控制權(quán)讓給機(jī)會和/或競爭。

對于客戶和公司的合作來說，獲得客戶只是漫長旅程中的第一步。

什么是客戶成功？

客戶成功是一種長期的、科學(xué)的、專業(yè)化的戰(zhàn)略，旨在將客戶和公司的可持續(xù)收益最大化。

客戶成功這種新職業(yè)就是來解決客戶資源建設(shè)中的拉新、留存、新拓展等核心問題的。具體實(shí)踐中，客戶成功是將營銷、銷售、專業(yè)服務(wù)、培訓(xùn)和支持等功能和活動整合到一個(gè)新的職業(yè)中。

對這一新興職業(yè)而言，有三個(gè)必要的組成部分：對客戶的深入了解、對所售產(chǎn)品的專業(yè)知識、廣泛的行業(yè)知識。

傳統(tǒng)上那種把產(chǎn)品當(dāng)做獨(dú)立的、擁有歷史悠久的包裝和分發(fā)策略的手工制品的日子已經(jīng)過去了。

客戶成功角色的最終戰(zhàn)略目標(biāo)是可持續(xù)的企業(yè)盈利能力和增長，其方法就是讓你的客戶盡可能的盈利和生產(chǎn)。

二、客戶成功團(tuán)隊(duì)的使命

簡而言之，客戶成功經(jīng)理（CSM）團(tuán)隊(duì)承諾要實(shí)現(xiàn)的目標(biāo)就是：“增加客戶和公司的可持續(xù)收益”。能夠在客戶和公司兩個(gè)方面都能證明自己的價(jià)值，是最關(guān)鍵的。

實(shí)際上，所有的客戶成功管理團(tuán)隊(duì)都是從“churnfighters”（churn的原意是奶桶、攪乳器，被用來描述客戶流失相關(guān)的含義，例如，churn-rate表示客戶流失率，這里churnfighters可以描述為“與客戶流失進(jìn)行戰(zhàn)斗的人”）開始的，它是一個(gè)被動的策略團(tuán)隊(duì)，負(fù)責(zé)挽救一個(gè)處于風(fēng)險(xiǎn)中的客戶關(guān)系。

但是，你不能單純停在那里。你所面臨的挑戰(zhàn)是收集各個(gè)方面的數(shù)據(jù)并加以應(yīng)用，以使你的團(tuán)隊(duì)走出這種被動的模式，進(jìn)入更有效的主動狀態(tài)。

三、客戶成功經(jīng)理做什么？

客戶成功團(tuán)隊(duì)中的成員之間的日常工作可能會因?yàn)楣ぷ髀氊?zé)的不同而有非常大的差異。

例如，一個(gè)專門解決“churn threats”（客戶流失風(fēng)險(xiǎn)）的CSM團(tuán)隊(duì)可能會花費(fèi)所有的時(shí)間去勸說“Code Red”（紅色代碼，代指風(fēng)險(xiǎn)流失客戶）的客戶不要離開。

他們不應(yīng)該在那些“Code Red”上消耗太多，然而，即使成功，能夠越早認(rèn)識到解決維持可持續(xù)客戶關(guān)系的方法，他們就將越高效，花費(fèi)越少。

當(dāng)他們的使命從簡單的、反應(yīng)性的“churnfighting”（與客戶流失作戰(zhàn)）轉(zhuǎn)變?yōu)榘瑑r(jià)值管理的更大目標(biāo)時(shí)，團(tuán)隊(duì)的參與點(diǎn)需要被提升，工作內(nèi)容也將會全面拓展。

一個(gè)發(fā)展完善的客戶成功團(tuán)隊(duì)，他們會參與到技術(shù)產(chǎn)品的設(shè)計(jì)中，創(chuàng)建客戶所需要的工具。

他們會與市場部合作尋找合適的銷售線索，銷售人員可以將這些線索帶入公司，成為第一級別的高價(jià)值資產(chǎn)。

通過讓客戶參與交流和培訓(xùn)，CSM團(tuán)隊(duì)可以確保所有客戶都能充分參與并獲得他們所期望的價(jià)值。

在流程中的每個(gè)節(jié)點(diǎn)上，CSM團(tuán)隊(duì)都會收集、分析并使用數(shù)據(jù)，讓客戶對公司產(chǎn)品的體驗(yàn)成為一個(gè)無縫、一致的整體。

四、從客戶成功定義到設(shè)計(jì)

上述定義對客戶成功這一新職業(yè)而言具有重要的影響和意義。

一個(gè)成效顯著的、能力全面的CSM團(tuán)隊(duì)并不是一天就能建立起來的。至少要花一年時(shí)間，可能還要兩年時(shí)間才能奠定好基礎(chǔ)。

那時(shí)候，真正的工作就開始了，CSM團(tuán)隊(duì)將會擴(kuò)展并充分發(fā)展成為一個(gè)公司的核心戰(zhàn)略單元。

附英文原文

The Definition of Customer Success

All across the high technology industry and now well beyond it, a new and vital role is being established and developed. The job goes by many names: Customer Success Manager, Client Advocate, etc., but regardless of the label, it’s all about customer relationship retention and optimization. The foundation is the acknowledgement that the most effective way to keep your customers is to make them as successful as possible in using your product.

What is the definition of Customer Success Management?

For any business that depends upon continuing income streams from its customers, the choice is becoming clear. ?You either actively manage your customer relationships as strategic portfolio assets, or you effectively cede control over them and your company’s future to chance and/or the competition. ?Customer acquisition is only the very first step in an extended journey for both customer and company.

What is Customer Success? ?Customer Success is a long-term, scientifically engineered, and professionally directed strategy for maximizing customer and company sustainable proven value.

The emerging role is about a solution to the core issues of ?customer portfolio development, retention and expansion. ?In practice, Customer Success is an integration of functions and activities of Marketing, Sales, Professional Services, Training and Support into a new profession. ?There are three necessary building blocks for this emerging profession: an in-depth knowledge of the customers, effective expertise in the product being sold, and extensive domain expertise.

The day of the traditional perception of a product as a stand-alone artifact, with its historically hodgepodge tactical methods of packaging and distribution, has passed. ?The ultimate strategic goal of the Customer Success role is sustainable corporate profitability and growth. ?The method is to make your customers as profitable and productive as possible.

The Mission of a Customer Success Team

“To increase sustainable proven value for both the Customers and your Company.” ?In a nutshell, this is what CSM teams promise to accomplish. ?Being able to prove your worth in both directions is the most crucial aspect. ?While virtually all Customer Success Management initiatives start out as “churnfighters,” reactive tactical teams charged with saving an at-risk customer relationship, you can’t stop there. ?The challenge is to gather and use the data from every interaction to move your team out of reactive mode and into far more effective proactive stances.

What do Customer Success Managers do?

The daily activities of the members of a customer success team can vary widely, depending on the breadth of their charter. ?For example, a CSM group that is dedicated only to reacting to churn threats may spend all of their time in trying to persuade “Code Red” customers not to leave. ?It shouldn’t take too many of those code red exercises, however, even if successful, to realize that the earlier the team can address the issue of maintaining sustainable customer relations, the more effective they can be and the less it will cost. ?As their mission changes from simple, reactive “churnfighting” to encompass the greater goal of value management, the Point of Engagement for the team needs to be moved up and their activities expanded.

The operational role of a fully realized Customer Success team includes participation in technology product design to create the tools that your customers need. ?It’s about working with Marketing to find the right kinds of leads, the ones that Sales can bring into the company to become first-tier high-value assets. ?Through on-boarding and training, the CSM group ensures that all customers are fully engaged and getting the value that they expect. ?At every point, the team collects, analyzes and then uses data to make the customers’ experience of the company a seamless, consistent whole.

From Customer Success Definition to Design

The above definition has substantial implications and effects for the new profession. ?Effective, fully capable CSM groups are not built in a day. It’s going to take at least a year, and probably two just to establish the foundation for the team. ?Then the real work begins, to extend and fully develop into a core strategic unit of the company.

原文鏈接：https://www.customersuccessassociation.com/library/the-definition-of-customer-success/

作者：贊德，騰訊產(chǎn)品經(jīng)理，ToB方向；公眾號：贊德說（xander_talk）；個(gè)人微信號xanderfriend

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