6 Reasons Why 2024 is the Year That Revenue Generation Will Be Hyper-Focused on Customer Success

By Emilia D’Anzica, Founder and Managing Partner, Growth Molecules.

It’s an exciting time in Customer Success (CS) and in 2024, the landscape of CS will shift significantly, with a heightened emphasis on commercialization. B2B and B2C companies across industries will increasingly recognize the pivotal role that CS plays in retaining existing clients, driving revenue, and fostering sustainable growth. Fortunately, this trend is already well underway in many organizations. 

Statistics show that existing customers over first-time buyers are more willing to buy new products and more of them because they already have a trusted relationship with your brand. What’s even more compelling? It costs 6-7x more to acquire a new customer compared to retaining an existing one. Proof that retention efforts are well worth it!

1. Customer Success Teams Know the Customer

Customer success teams will evolve into strategic revenue generators. Beyond focusing on customer satisfaction and retention, they will actively identify opportunities to upsell and cross-sell products or services. By leveraging a deep understanding of customer needs and behaviors, these teams will play a crucial role in maximizing the lifetime value (LTV) of each customer. 

Company revenue can increase by 25-90% by focusing on only 5% of your customers (renew, upsell, expand). This is the impact that retention can have.

HubSpot research shows that 88% of those surveyed focus on upselling their customers. 49% of that group said that understanding customers’ needs and goals is a key strategy.

At Growth Molecules, we are teaching strategic account management courses because companies recognize that selling to customers is natural when the CS manager can relay how a new product can help the client. The deep relationships that are built by CS teams naturally lead to growth. Building trust and rapport are two key elements that we teach in our courses. Bill Cushard says that “helping sells”  and this is why showing value in ways that are meaningful to the customer as well as solid relationship-management skills are essential. When CS can respond to customer needs, present solutions, and be seen as a true partner; expansion becomes a natural part of the relationship. 

2. Data-Driven Customer Success

Integrating advanced analytics and artificial intelligence (AI) into customer success processes will become more prevalent. According to Forrester research, 42% of AI decision-makers are prioritizing improving or personalizing CX. Companies will harness data to gain actionable insights into customer behavior, preferences, and usage patterns. This data-driven approach will empower customer success teams to proactively address issues, anticipate customer needs, and personalize offerings to drive commercial success.

Summarizing data, creating customer content, crafting customer messages, and providing meeting summaries are just a few ways that AI can be leveraged in CS.

Action is the key word when it comes to data. If we aren’t taking action based on new insights, evolution doesn’t happen. The ability to pivot quickly to move beyond systems and processes that no longer fit will differentiate the organziations that succeed in 2024 and those that lag behind.

3. Customer Success as a Differentiator

As markets become increasingly competitive, customer success will emerge as a business’s key differentiator. Companies that deliver exceptional customer experiences and tangible business outcomes through their products or services will gain a distinct competitive advantage. CS will lead to increased brand loyalty and positive word-of-mouth marketing.

What your customers are saying about your product when you are not in the room carries a heavy weight. According to a Nielsen survey, 88% of those surveyed shared that they trust recommendations from people they know more than any other marketing channel.

As part of your strategy, encourage customer reviews online in places like G2, Trust Radius, and other online review sites where your users can learn more about you.

4. Collaboration Across Departments

The book The Best Team Wins, discusses a survey of about 850,000 employees: Up to 80% of employees’ days are now spent working in teams. And yet, the teams most people find themselves in, are nowhere near as effective as they could be.

The silos between customer success, sales, marketing, and product development will break down. Greater collaboration between these departments will be essential to align strategies and ensure a cohesive customer journey. Commercial-focused customer success will require a seamless flow of information and feedback across the organization to optimize processes and enhance customer value.

When teams are aligned, it leads to:

  • More expansion opportunities
  • Higher customer satisfaction
  • Improved time management
  • Reduction of stress
  • Role Clarity

According to Aberdeen research, companies that align Service and Marketing achieve a 55% greater increase in customer satisfaction rates as well as a 7.6 times greater increase in customer retention rates. There’s a clear benefit when teams are well aligned.

5. Outcome-Based Customer Success Metrics

Traditional metrics like customer satisfaction scores (CSAT) will still be necessary, but there will be a growing emphasis on outcome-based metrics tied directly to business objectives. Key performance indicators (KPIs) will include metrics related to revenue growth, customer lifetime value, (LTV) and the overall impact of customer success initiatives on the company’s bottom line.

Often, these metrics aren’t shared within customer success teams, those managing the customer relationships each day. Transparency with key metrics is essential and empowers teams to realize how their day-to-day efforts affect the bottom line and customer satisfaction.

6. Continuous Learning and Adaptation

Given the dynamic nature of markets and customer expectations, a continuous learning and adaptation culture will be crucial. Customer success teams will invest in staying ahead of industry trends, emerging technologies, and evolving customer preferences to remain effective and commercially focused.

To do this, collaboration within CS teams is imperative. One of our client Education program favorites is the forum that we create for teams to collaborate and share challenges and ideas around customer management. Teams need to come together in an environment that fosters education and learning, practicing new skills, and guided conversations around day–to–day challenges. This creates new opportunities to grow professionally and operationally, ultimately contributing to revenue growth.

Based on the client conversations we have hosted in Q3 and Q4 of 2023 at Growth Molecules, 2024 will witness a customer success transformation into a more commercial-focused discipline. Companies will recognize the strategic importance of customer success in driving revenue, and as a result, these teams will become even more integral to the overall business strategy and growth. 

Interested in Learning more about about how Growth Molecules can help your customer success team can better protect and grow your business? We are hands on proven customer success professionals and offer the following services:

  • Fractional Leadership
  • Customer Journey Mapping
  • Customer Success Platform Implementations
  • Organization Assessments and Recommendations.
  • Interactive and Accredited Customer Success, Support, Leadership and Account Management Training and workshops.

About the Author:

Emilia D’Anzica, MBA, PMP, is the Managing Partner of Growth Molecules™, a management consulting firm focused on protecting and growing revenue through customer success. The company helps organizations increase profit while maximizing value through its leadership and customer success academy, customer journey mapping workshops, proprietary organizational and technology assessments, and the creation of playbooks. Emilia is also an author, has received numerous accolades for her work, and serves on several advisory boards.

Contact Emilia: emilia@growthmolecules.com

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