Customer success automation helps businesses lower costs, reduce customer waiting times, eliminate human error, and shift agents’ focus to more complex tasks. Though they come with challenges, customer success automation tools are an efficient way to cut down on manual work, reach more relevant leads, and cater to customers’ needs more quickly.
This glossary covers some of the most common definitions and terms for customer success automation and customer success automation challenges. It’s designed to help you determine if an investment in customer service automation is the right decision for your organization.
Customer Success Automation
When a company’s customer volume increases but annual recurring revenue (ARR) shrinks, a tech-touch approach to customer service becomes more appealing. But staying engaged with customers on a personal level is critical to mitigating churn. Intelligent personalized automation delivers a blend of high touch and tech touch methods, techniques, and procedures to streamline the customer success process, with goals that include faster response times, higher quality answers, and less agent time involvement. In B2B SaaS, customer success automation ensures that customers can quickly and easily find the solution to a given problem without contacting a live support agent.
Customer Success Automation Challenges
Businesses that use automation say malfunctioning chatbots, employee resistance to the technology, and poor segmentation are just a few of the challenges they’ve experienced.
Customer Experience Automation
Any technology that replaces human intervention in helping customers with common tasks. Customer experience automation enhances every software category, including email marketing, CRM, and account management.
Key Churn Indicators
SaaS companies are particularly vulnerable to customer churn. Also known as customer attrition, customer churn is the loss of customers using your service either voluntarily or involuntarily. While involuntary churn is mostly unavoidable, automation tools can help you identify customers who are voluntarily abandoning your service. Critical churn indicators include frequency of software usage, Net Promoter Score (NPS) responses, support tickets, unpaid bills, and use of key product features.
Customer Health Check
Customer “health” measures the status of a customer’s relationship with your organization. Customer success teams with access to the right data can easily create “health scores” that place customers into different categories according to predetermined metrics. You can then use the information to take actions that reduce possible churn. Signals B2B SaaS companies can use to calculate customer health include usage frequency, last login, NPS, last touchpoint, and due invoice.
Modern customers demand personalized experiences, but businesses don’t have the time or resources to serve each person individually. Automation helps you create distinct customer experiences by using data from the customer lifecycle to choose the best content, send time, and delivery channel for each customer. You can design customized campaigns with minimal effort and deliver a tailored experience for each customer, no matter how big your business gets.
The sheer volume of data generated from monitoring customers is impossible for humans to keep track of. But you need the information to create and send personalized communications. Customer success automation tracks buyer preferences, behaviors, and other individual attributes across the entire customer lifecycle, so your messages are always targeted to the right audience.