Customers are the lifeblood of any business and customer service is the first point of contact with the customer. Meeting goals and scaling the organisation is set on retaining customers and upselling them.
Customer success is the business methodology to ensure customers achieve their desired result while using your product/service. Customer success is relationship focused client management that aligns client and vendor goals for a mutually beneficial outcome.
Customer success has a four fold mission
1. Implementation: This is the kick-off stage wherein the customer comes on board with the organization. If you gauge the pulse of your customers, you can predict what they need and be proactive in providing services.
2. Adoption and Value: At this point the customer is beginning to get familiar with your product/service and time for the organization to get the customer to talk to you about how they feel about their decision. It is necessary to deliver recurring value to generate recurring revenue.
3. Growth: Prioritizing the relationship, upkeep of turn around time are all ways of ensuring that the organization is trustworthy for a further expansion in relationship. At some point, there will be customers who have issues. Your aim is to make sure they do not hold a grudge against your company. Empathizing not just on the surface but from within is a very important quality to make sure your customer remains loyal to you even after facing some issues
4. Closing/Renewing: If the above three steps are followed meticulously it sets the road to increasing value to the organization by way of additional sales since the customer is appreciative of the way he has been taken care of. Everyone recognizes the fact that it is far easier to retain a customer than getting a new one. This step involves the process of renewing the sales pitch
These principles drive all aspects of customer success and will form the basic surmise for meeting customer and organisation goals. Therefore all OKRs for customer success will be based on the above and customised further depending on the kind of customer service being offered depending on the service/product sold. It helps the organisation to be proactive rather than firefight all the time
Some sample OKRs for Customer Success
Customer Success Associate
The customer success associate is the first point of interaction and can be instrumental in making a strong impression of your company with your client. The associate needs to be polite, knowledgeable and be able to help or redirect a query depending on its nature. Since this is a job with constant, maximum exposure the OKRs will help the service personnel perform optimally at all times
Objective – Customer Success – Creating A Great First Impression
Key Result 1: Decrease the time taken to answer a call by 20%
Key Result 2: Increase efficiency in recording customer details by 40%
Key Result 3: Decrease call back time to 3 days
Objective – Helping Customers Resolve Complaints
Key Result 1: 10% increase in the troubleshooting chats and interviews over the next quarter
Key Result 2: 25% increase with respect to communicating the issue to the relevant team if the first interaction did not lead to complaint resolution
Key Result 3: 50% increase in contributing to developing a database/record of issues for product training in future
Improving Customer Experience
While the actual resolution of a problem is the ultimate aim, the path taken to achieve that is as important. The knowledge of the service personnel in handling the issue, the time taken for resolution, being able to keep the customer abreast are all factors which help to form an opinion. Helping the customer to form a favourable opinion becomes better achievable through OKRs.
Objective – Improving the efficiency of the interaction
Key Result 1: Reduce the number of customer interactions by 5% before the resolution of a problem
Key Result 2: 20% increase in the completion of fact taking when a customer calls to lodge a complaint
Key Result 3: 25% increase in the followup to ensure that the problem was resolved suitably
Objective – Improving customer satisfaction with support team’s work
Key Result 1: Ensure to obtain 100% feedback from all customers
Key Result 2: Decrease the number of negative feedback from 15 to 10 for the next quarter
Key Result 3: Increase positive feedback from 5 to 15 for the next quarter
Objective – Decreasing the turn around time for complaint resolution
Key Result 1: Resolve maximum number of complaints in ________(Hours/days)
Key Result 2: Increase efficiency in maintaining accurate records of complaints and resolutions by 20%
Key Result 3: Conduct interview with top 5 customers to assess customer satisfaction
Objective – Helping Customers Maximise Product Value
Key Result 1: Provide guidance to key customers
Key Result 2: Ease onboarding with tech and process solutions
Key Result 3: Communicate product issues to relevant teams
Objective – Retaining Customers
Key Result 1: Ensure 5% increase in customer retention over the last quarter
Key Result 2: Develop customised renewal pitch for atleast 10% of customers
Objective -Researching and Improving Customer Satisfaction
Key Result 1: Conduct an average of 50 phone interviews with customers every month
Key Result 2: Conduct ___(no of interviews) with recently churned customers every month
Key Result 3: Conduct atleast 40 satisfaction surveys every quarter as part of the annual survey
OKR For Team Leads
The team leads are the binding factor primarily responsible for helping his/her team members by guiding, supporting,mentoring and motivating them. This involves striking a balance between several emotions as well keeping a track that work is moving on as per schedule.
OKRs help in achieving this.
Objective – Improving the efficiency of the support team
Key Result 1: Ensure completion of online training programs of all reportees every month
Key Result 2: Draw up a report on the number of new complaints and resolutions every month
Key Result 3: Prepare a report on average time taken for complaint resolution
Key Result 4: Make a report on resolutions that have taken longer than the average redressal time followed by the company with reasons for delay.
OKR For Managers
Managers need to ensure the health of all the teams while simultaneously working towards contributing to the goals of the organisation. This dual role can be performed better with the help of OKRS.
Objective – Reducing the cost of customer service through automation
Key Result 1: Reduce cost per service token from _____(amount) to _______(amount)
Key Result 2: Increase resolution of service issues through automation by 30%
Key Result 3: Reduce time to resolution to _____(hours).
Objective – Increasing monthly revenue to _________ (amount)
Key Result 1: Talk to top 5% of customer base in order to continue/increase relationship value with the customers
Key Result 2: Receive 10 new references per month from existing customers
Key Result 3: Review delayed resolution statistics so as to bring down the number by atleast 50% every month
Key Result 4: Reduce the churn rate to less than 1% monthly.
Objective – Ensuring Customer Support is a High Performance Team
Key Result 1: Weekly review of the team allocation
Key Result 2: Organise atleast ____ (number) of training sessions to optimise performance
Key Result 3: Monitor team/individual resolution rate and turn around time and ensure they come down by 30%