How to stop driving Customers away

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Hi, Markus here. Welcome to a free edition of the Customer-Value-Led-Growth Newsletter.

Every week, I share strategies, guides, and frameworks to help you create exceptional value for your customers and company.

If you are not a paid subscriber, here’s what you might have missed:

You had the purest of intentions. You wanted your customers to become hugely successful.

You wanted to celebrate wins together. You wanted to become their beloved and trusted advisor.

But somehow it did not work out. After an enthusiastic start, their engagement went down until it stopped entirely.

Now they are not responding to your E-mails. They are not returning your calls. They are dodging you on every channel. 

How on earth could that happen? You went above and beyond for them. 

  • you sent them dozens of E-mails with case studies or industry insights

  • you shared 30 articles from your knowledge base 

  • you invited them to all your webinars and training courses

  • you walked them through 50 slides of the metrics you collected at the QBRs you spent together

What else could you have done? 

The Naked Truth

In the German language, we have the saying: “Well meant does not mean well done.”

There’s a simple reason why your customers became non-responsive is because your actions drove them away.

  • You didn’t “show me that you know me” and sent customers irrelevant outreach.

  • Your customers want to find answers ASAP and not sift through 30 articles.

  • You invited your customers to events providing education and training they don’t need

  • You put yourself first and talk about the stuff you care about.

In simple words: You did not act in a customer-centric way. You are not alone, I see this behavior in 95% of CSM teams.

Month over month they spend lots of time trying to re-engage chunks of non-responsive customers. Without making progress in reducing the percentage of new cases. 

The broader reason why this is happening is because CSM training and education in the past decade did not focus on the customer.

It has been focused on internal processes, convenience, and efficiency. 

But you can’t tailor your customers to fit your terms, it works the exact opposite way, and becoming non-responsive is their way of letting you know. 

How to keep your customers engaged

Ok, so how can you reverse the process and turn the tide? Follow these guidelines:

1. Start all new Customer Engagements with a Discovery

The sales hand-off does not contain all the information you need. It’s the foundation for your running your discovery that goes much deeper.

You need to understand your customers’ goals, success metrics, problems and their root causes, and customer skills & knowledge because they are determining your customers’ needs.

2. Build actual Customer Success Plans.

A customer success plan is not an internal documentation of the customer use case. It’s a roadmap that outlines all the steps customers need to take to accomplish their goals.

Consequently, it contains the problems to solve, tasks to complete, skills & knowledge required and the education and training content and services customers will receive.

3. Create quality inputs

Make your content and services precise, efficient, and digestible. You are not writing blog posts for SEO or making videos to fill a podcast. It does not matter how many articles or hours of video content you have - more is less.

Your customers need to find the answers they are looking for asap. They don’t want to spend weeks studying before they can jump into action. Eliminate everything that does not help your customers moving forward.

4. Turn QBRs into CVRs (Customer Value Reviews)

Your customers did not purchase your product for its features and functions. They signed up because they were trying to accomplish a specific goal. Everything you do must be aligned to it and your QBRs are not an exception.

The purpose of your QBR is to

  • benchmark actual vs projected results based on your customers’ success metrics

  • get feedback to understand what worked, what did not, and why

  • leave with an action plan on how to (further) grow the customers’ value

If you are doing that, your customers will never want to miss them.

Growing your customers’ engagement and keeping it at a high level is not a secret.

Provide them with the right information, at the right time, in the right quantity and quality, and non-responsiveness will become a minor bump in the road.

Whenever you are ready, here’s how I can help:

  1. CSM Operating System Course: My flagship course will teach you how to create exceptional results for your customers and your company to unlock your full growth and career potential. Get a 33% discount until the end of July.

  2. Notion Guides: The strategies and frameworks to identify, operationalize, deliver, measure, demonstrate, and monetize customer value (included in the course).

  3. Content Library: 56 easily digestible and visually engaging resources to build the foundation of value-centric work.

  4. Promote your Product or Service to 5.2k+ CS professionals by sponsoring this newsletter

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