Customer Success: Conociendo al Cliente from edX

¿Qué es Customer Success? Es una estrategia colaborativa que se centra en descubrir anticipadamente las necesidades de nuestros clientes y ayudarlos a sacar el mayor provecho sobre los productos o servicios que les ofrecemos con el fin de transformar la experiencia del cliente y generar fidelización.

Esta relación que se trabaja a largo plazo, no se centra únicamente en el servicio al cliente sino en la experiencia del mismo, ayuda a genera lealtad, retención del mercado, éxito del cliente y una rentabilidad sostenible tanto de nuestra empresa como del propio cliente.

Para lograr estos resultados es necesario hablar de un proceso colaborativo que se da, tanto al interior de la compañía (aliados y equipo de customer success/ área de customer success), como al exterior con nuestra base de clientes. Es decir, es una estrategia que involucra a departamentos como el de mercadotecnia, ventas, servicios, capacitación, soporte, diseño, entre otros y que deben ser liderados por un gerente de éxito del cliente (el customer success manager).

Esta estrategia ayuda a entender a nuestros clientes -así como a nuevos clientes-y anticipar sus necesidades, comprender el ciclo de vida del cliente, ser proactivo para otorgar una mejor experiencia (customer experience), aumentar el nivel de satisfacción del cliente, entender las preguntas de los clientes, así como ayudarlos a transformar sus negocios; esto se traduce en una relación más profunda, en donde no solo se logra la retención de clientes sino en fidelización y evita que se genere una tasa de cancelación (churn rate) eficientando el proceso de compra y posventa.

Este curso permitirá conocer la importancia de desarrollar habilidades de negociación, liderazgo, servicio al cliente y gestión con los clientes, para poder así ofrecer experiencias exitosas a los clientes.

What's inside

Learning objectives

Entender la estrategia de customer success o éxito del cliente
Definir el proceso de la estrategia
Gestionar una eficiente relación con el cliente
Anticipar las necesidades de nuestros clientes

Ser capaz de realizar negociaciones exitosas
A colaborar entre departamentos internos de la empresa
Construir el equipo de soporte de customer success
Identificar métricas para analizar y usar datos

Entender la estrategia de customer success o éxito del cliente
Definir el proceso de la estrategia
Gestionar una eficiente relación con el cliente
Anticipar las necesidades de nuestros clientes
Ser capaz de realizar negociaciones exitosas
A colaborar entre departamentos internos de la empresa
Construir el equipo de soporte de customer success
Identificar métricas para analizar y usar datos

Syllabus

Módulo 1. Introducción

¿Qué es Customer Success (CS)?

¿Por qué es importante trabajar en el éxito del cliente?

Buyer Persona: ¿Qué es y por qué es importante?

La importancia del CS en la empresa

¿Por qué invertir en tener un departamento de CS?

¿Qué rol desempeña el departamento de CS en el crecimiento de la empresa?

El Software como un Servicio (SaaS)

Módulo 2. Estrategia

Aprende a escuchar a tus clientes

Identificar necesidades

Pérdida y retención de clientes (customer churn)

Generar valor

Cómo cambiar la relación con tu cliente

Plataformas de trabajo

Conclusiones

Módulo 3. Proceso

Planeación y departamentos involucrados

Capacitación interna y evangelización del cliente

Proceso de compra del consumidor

Paradigma de Proceso de Comunicación vs Proceso de Customer Success

Inbound Sales vs Outbound Sales

Automatización del marketing

Social Commerce y Live Commerce

Proceso de Ventas

Módulo 4. Personas

Cómo implementar un área de CS

Perfiles y tareas esenciales de un área de CS

El Customer Success Mananger (CSM) y su importancia

Responsabilidades de un CSM

Cómo contratar un CSM

Claves detrás de una estructura eficaz

Errores comunes al armar un equipo de CS

Módulo 5. Métricas

Los cuatro pilares del CS

Key Performance Indicators (KPIs) del CS

Métricas del Éxito del Cliente

Recopilación, análisis y uso inteligente de datos

Big data

Customer Relationship Management (CRM) al siguiente nivel

Herramientas digitales

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Desarrolla la capacidad de gestión con clientes para ofrecer experiencias de éxito

Enseña a identificar necesidades para satisfacer los requisitos de los clientes

Prepara a los estudiantes para implementar estrategias de retención de clientes

Explora las estrategias de ventas entrantes y salientes para mejorar la relación con los clientes

Proporciona información sobre métricas y herramientas digitales esenciales para analizar y utilizar datos

Requiere que los estudiantes tengan acceso a una computadora e Internet, y pueden necesitar artículos adicionales no proporcionados

Career center

Learners who complete Customer Success: Conociendo al Cliente will develop knowledge and skills that may be useful to these careers:

Customer Success Manager

Customer Success Managers work closely with clients to ensure that they are successful in using a company's products or services. They may also help to develop and implement customer success strategies, track customer progress, and provide training and support. This course provides a comprehensive overview of the customer success process, from developing a strategy to measuring results. It also covers the key skills and qualities that are essential for success in this role, such as customer relationship management, negotiation, and data analysis.

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Account Manager

Account Managers are responsible for managing relationships with key clients. They work to understand their clients' needs and develop strategies to help them achieve their business goals. They may also provide training and support, and track customer progress. This course provides a foundation in customer success principles and practices, which can be valuable for Account Managers who want to improve their customer relationships and drive success.

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Sales Manager

Sales Managers are responsible for leading and managing sales teams. They develop and implement sales strategies, set quotas, and track team performance. They may also provide training and support to their teams, and work with customers to close deals. This course provides a foundation in customer success principles and practices, which can be valuable for Sales Managers who want to improve their team's performance and drive sales growth.

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Marketing Manager

Marketing Managers are responsible for developing and implementing marketing strategies. They work to identify and target customer segments, develop marketing campaigns, and track results. They may also work with other departments, such as sales and customer success, to ensure that the company's marketing efforts are aligned with its overall business goals. This course provides a foundation in customer success principles and practices, which can be valuable for Marketing Managers who want to improve their marketing campaigns and drive customer growth.

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Product Manager

Product Managers are responsible for managing the development and launch of new products or services. They work with engineers, designers, and marketing teams to ensure that products meet customer needs and market demands. They may also track product performance and make recommendations for improvements. This course provides a foundation in customer success principles and practices, which can be valuable for Product Managers who want to improve their product development process and drive product success.

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Customer Support Manager

Customer Support Managers oversee customer support operations. They develop and implement policies and procedures, train and supervise staff, and track customer satisfaction. They may also work with other departments, such as sales and marketing, to ensure that the company's customer support efforts are aligned with its overall business goals. This course provides a foundation in customer success principles and practices, which can be valuable for Customer Support Managers who want to improve their customer support operations and drive customer satisfaction.

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Business Analyst

Business Analysts work with businesses to identify and solve problems. They may analyze data, develop recommendations, and implement solutions. They may also work with customers to understand their needs and develop strategies to meet those needs. This course provides a foundation in customer success principles and practices, which can be valuable for Business Analysts who want to improve their problem-solving skills and drive business success.

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Project Manager

Project Managers plan, execute, and close projects. They work with stakeholders to define project scope, develop project plans, and track project progress. They may also manage project budgets and resources. This course provides a foundation in customer success principles and practices, which can be valuable for Project Managers who want to improve their project management skills and drive project success.

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Data Analyst

Data Analysts collect, analyze, and interpret data. They may use data to identify trends, develop insights, and make recommendations. They may also work with customers to understand their needs and develop strategies to meet those needs. This course provides a foundation in customer success principles and practices, which can be valuable for Data Analysts who want to improve their data analysis skills and drive customer success.

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Consultant

Consultants provide advice and guidance to businesses. They may work with businesses to identify and solve problems, develop strategies, and improve performance. They may also work with customers to understand their needs and develop strategies to meet those needs. This course provides a foundation in customer success principles and practices, which can be valuable for Consultants who want to improve their consulting skills and drive business success.

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Entrepreneur

Entrepreneurs start and run their own businesses. They may develop new products or services, create new markets, and manage all aspects of their business. This course provides a foundation in customer success principles and practices, which can be valuable for Entrepreneurs who want to improve their business skills and drive business success.

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Freelancer

Freelancers work independently on a variety of projects. They may offer their services to businesses or individuals, and they may work on a variety of projects, such as writing, design, or marketing. This course provides a foundation in customer success principles and practices, which can be valuable for Freelancers who want to improve their business skills and drive business success.

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Nonprofit Manager

Nonprofit Managers oversee the operations of nonprofit organizations. They may develop and implement programs, manage staff, and raise funds. They may also work with donors and other stakeholders to ensure that the organization's mission is being met. This course provides a foundation in customer success principles and practices, which can be valuable for Nonprofit Managers who want to improve their management skills and drive the success of their organization.

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Teacher

Teachers educate students at all levels, from elementary school to college. They develop and implement lesson plans, teach courses, and assess student learning. They may also work with parents and other stakeholders to ensure that students are successful. This course provides a foundation in customer success principles and practices, which can be valuable for Teachers who want to improve their teaching skills and drive student success.

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Social Worker

Social Workers help people overcome challenges and improve their lives. They may work with individuals, families, or groups, and they may provide a variety of services, such as counseling, case management, and advocacy. This course provides a foundation in customer success principles and practices, which can be valuable for Social Workers who want to improve their helping skills and drive positive change in the lives of others.

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