Customer success beyond acquisition

Customer success is a discipline that represents the strategic efforts and actions undertaken by organizations to ensure that customers achieve their desired outcomes through product adoption or successful service utilization and throughout the customer success lifecycle.

These initiatives are designed to proactively engage with customers, understand their needs, address any challenges they may encounter, and foster long-term satisfaction and loyalty.

Customer success is crucial because it aligns your organization with your customers, propelling business growth by taking a thoughtful, proactive, and strategic approach with customers to grow your portfolio over time (i.e., drive maximum customer lifetime value). In challenging economic conditions, customer success becomes even more important since it’s cheaper to retain and grow your existing base as acquisition costs rise.

Brands must deliver as much value as they can for their customers by ensuring:

• Customer experience journeys are personalized and relevant.
• Customer communications are proactive and not reactive.
• Customer support is consistent, convenient, and frictionless.
• There is a total experience strategy in place that addresses customer, employee, and operational experiences holistically.

OpenText Experience Cloud empowers brands to orchestrate insight-driven journeys that maximize customer lifetime value, link the impact of positive employee and customer experiences, and connect people, processes, and technology across all functions that touch the customer success lifecycle.

As organizations lean more on postsale customer engagement to drive revenue, a total experience approach is essential to deliver end-to-end connected experiences for both employees and customers. Total experience is a discipline and business strategy that focuses on creating exceptional experiences across various dimensions. It aligns with the evolving expectations of customers and employees by creating an engaging ecosystem of experiences both inside and outside of the organization. When employees are engaged and motivated, they want to do their best work for customers.

Total experience directly influences customer satisfaction by addressing all aspects of a customer's journey, from product quality to post-purchase support, creating a positive overall impression. Organizations need to adopt a total experience approach as part of their customer success strategy by embedding content in business processes, delivering information where and when it’s needed, and personalizing experiences for memorable interactions across channels.