Holding hands

Happy customers are the key to any business, including startups

Anyone who has ever tried to launch a company will tell you that those first few customers are always the hardest to find, but the key to making your company a success is keeping those early customers happy.

“The customer is always right” is an over-repeated maxim, and really focuses on the wrong part of the business-customer relationship. Customers should always be happy, but that does not mean you should let them walk over you – a truly happy customer will respect you and understand that you can be more successful by working together to shared goals.

Happy customers are more likely to take you up on upsells, as they trust that these additional services you offer could benefit them and solve additional problems. They know that your goal is as much customer success as it is earning revenues, and so will carefully consider any additional opportunities you offer them.

Not only will these customers be more receptive to upsells, but a strong relationship with them means that they will tell you other problems they are having that they need solved. These insights could give your company ideas for new products, services, and revenue streams, and you already know that you will have one customer ready to sign up immediately.

A truly happy customer is someone who will sing your praises and advocate for your company to their friends and family. Not only do they happily pay you a fee every month or year, but they can be a much more effective form of advertising than any television or web advertising campaign – that is some impressive ROI.

Not all customers are created equal in this regard. Some will just want to use your product to solve a very specific problem, and there is nothing wrong with that – for these companies you have a good relationship as long as that problem remains solved.

It is important to work out which customers want a deeper relationship, where both your companies can flourish, and that is where a customer success platform comes in. These platforms can help companies identify customers that want to work towards shared goals, but also monitor their success, uncover additional needs, and accelerate these customers’ journeys from adoption to advocacy.

These relationships are the ones that will or break a business, and so it is worth using every tool at your disposal to nurture them and grow them to their full potential.

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