​Tapping Customer Success Software Platforms For Strategic Advantage

Using customer success software and customer relationship management to breed success


Customer success software is becoming a central part of the way businesses leverage their vast arrays of data. It is more easy than ever for a company to collect data about each customer and all of their interactions with the brand, but it takes some work and effort to make use of that data. Customer success software platforms are the primary way for companies to make their data actionable.

The Possibilities of Data

For a business, having a website is more than just a good way to allow customers to find the product. It is also a means for collecting data, because every single interaction that a visitor has on a website can be tracked. That means that it is easy to learn which customers return again and again for more purchases and which ones leave immediately without returning.

This knowledge is power, if you have the capacity to visualize the data and understand the story it is telling you. Customer success software and customer relationship management software are powerful means to tap into data and have it predict how customers behave, as well as help business managers understand what makes customers return to the product and what might push them away.

Data Analysis Tools

There are many options for customer success software platforms, and cross integration with external visualization tools is becoming an important requirement. There is a lot that customer success software can do. The biggest name is probably Salesforce. Salesforce has been around for a while, and they have a well-earned reputation in the CRM field. However, there are plenty of other options. Newcomers like Zendesk are setting the field on fire. Marketing Dashboards combine excellent feature sets with integration with Datahero and other data visualizers. Salesforce also has the Desk interface, which has special workflow and messaging features. Similarly, Highrise combines contact management with messaging tools to combine different uses of data.

Understanding the Customer

These software suites offer the manager a bird eye's view of each customer's journey through the life cycle of engagement. Every product has a certain audience. It is crucial for strategy to know if the product is actually succeeding in drawing in its intended audience. On top of that, identifying market segments at a deeper level is even more rewarding. It is important to know what kinds of customers are the most likely to have a long involvement with the brand. Those are the loyal customers, the ones who will stick around and keep providing an income stream.
On the other hand, customers who spend time on the site initially but then fade away could be ripe for special targeting. They are demonstrating interest in the brand already, so it should only take a little more convincing to turn them into loyal customers. Design a package or some kind of special deal to appeal to them, and they will be on board. That kind of insight is only possible with a robust customer success solution. These software suites are essentially ways to see the company from the customer's point of view, which is extremely valuable.

How to Use Customer Success Software

The ability to see how customers act when they see the site design and the product offerings is only possible with customer success software. Of course, having the ability to see the information and knowing exactly how to act on it are not the same thing. Customer success software is a strategic tool, but it doesn't actually explain strategy. It provides the ability to use the wealth of information at hand in online business.

There is no doubt that using tools like customer success software and customer relationship management is an enormous advantage to those who use it. This information in itself is valuable- there are companies like Google that make huge amounts of money simply by collecting customer data and selling it to advertisers. Using this to decide on the features of new products, the design of the company website, the advertising and marketing campaigns the company undertakes, and the pricing of the products is much better than going without. These software suites provide excellent value through their strategic information. If the company has a website with significant business and traffic passing through it, then it can and should use data analytic tools to mine all of the information it has.


Read next:

Analytics as a Strategic Business Partner