【管理辞典】客户成功 / Customer Success

「释义」

客户成功是指确保客户在使用产品或服务时获得成功、达到预期效果的商业方法。客户成功是以关系为中心的客户管理，使客户和供应商的目标一致，以达到互惠互利的结果。有效的客户成功策略通常会减少客户的流失率，增加向上销售的机会。客户成功的目标是让客户尽可能的成功，从而提高公司的客户终身价值（CLTV）。

「应用场景」

重新思考客户群体划分，关注的是公司目标客户的问题。确定了目标客户，销售组织就要开始思考如何销售。传统销售流程通常是收集线索、展望前景、展示产品、完成销售。许多销售人员用了数十年时间学习和实践这一流程。而基于使用量的模式需要的流程与此不同。“完成销售”成了过渡阶段，因为只有客户继续大量使用服务，才能给公司带来大量收入。行业内用一个委婉的词称呼这一现象：客户成功（customer success）。客户成功逐渐成为企业销售思路的主流。微软首席财务官埃米·胡德（Amy Hood）说，“在基于使用量的商业模式里，客户成功就是一切，因为客户成功会随着时间自行增长。”

Rethinking customer segmentation focuses on the question: Who are the company’s target customers? Once they are identified, the sales organization must focus on how to sell to them. The traditional sales process typically involves generating leads, qualifying prospects, demonstrating products, and closing sales. Many salespeople have spent decades learning and implementing that routine. A consumption-based model requires a different process. “Closing the deal” becomes an interim step because the contract will generate substantial revenue only if the client subsequently uses the service at high volume. The industry’s euphemistic term for this is “customer success,” and it has begun to dominate the way companies think about selling. As Microsoft’s chief financial officer, Amy Hood, puts it, “Ultimately, in a consumption-based business, customer success is all that matters, because it builds on itself over time.”   

以上文字选自《哈佛商业评论》中文版2021年3月刊《从出售产品转为出售服务》

道格·钟（Doug J. Chung） | 文

马冰仑 丨编辑