B2B SaaS Runs on Customer Success—Here’s Why! 🔥
In this blog, we talk about the key factors behind building the team, the framework that powers their success, and how Customer Success proactively ensures customer satisfaction and growth.
Your enterprise product is meticulously crafted, and your sales team has worked tirelessly to secure paying customers. What happens next will decide if you’re celebrating a glowing customer success story or investigating a churn analysis. 😊
This is where your strategic ally—Customer Success—steps into the spotlight. Trust us: a strong Customer Success function is not just beneficial—it’s essential for sustainable business growth.
Key Drivers for Building Rocketium’s Customer Success Team
a) Growing the business: Rocketium offers license-based access to customers upon onboarding as a creative operations management platform. In this model, recurring revenue hinges on year-over-year (YOY) renewals and upsells. As our sales team grew, we ramped up trials and pilots on a weekly and monthly basis. The shift to introduce a CS team allowed sales to focus on converting prospects into customers. At the same time, Customer Success took ownership of seamless onboarding and delivering a top-notch product experience.
b) Preventing Churn: While growth is appealing, preventing revenue leakage is equally crucial if you want a healthy business. The customer Success team could actively identify at-risk accounts and take corrective actions. Regular check-ins, QBRs (Quarterly Business Reviews), and health checks helped CS identify and address pain points before they escalated.
c) Customer advocacy: Our first enterprise customers included global leaders like Amazon, Infosys, and Walmart. Establishing trust was pivotal to securing their long-term advocacy. A dedicated Customer Success team delivered tailored guidance for setup, usage, and achieving impactful outcomes. Satisfied customers became brand advocates, driving referrals and reducing CAC.
d) Driving innovation: The CS team leverages their account knowledge to identify customers who would benefit from or value a new feature. By engaging in regular customer interactions and gathering feedback, they can pinpoint the ideal candidates to test new functionality, fostering early adoption of the features.
The Framework of Rocketium’s Customer Success Team
We are a lean, high-performing team dedicated to exceeding expectations. Over time, we’ve experimented with different structures, always aligning with our evolving business needs and product goals.
As of today, our team operates within 7 specialized pods:
Enterprise Pods (2): Focused on expanding and retaining enterprise customers, comprising Senior Customer Success Managers (Sr. CSMs), Customer Success Managers (CSMs), and Customer Success Associates (CSAs).
Small Accounts Pod: Dedicated to managing smaller customer accounts.
Support Pod: Handles customer tickets and ensures timely issue resolution.
Onboarding Pod: Oversees seamless onboarding for new customers.
Go-to-Market (GTM) Pod: Focused on executing go-to-market strategies and initiatives.
Solutioning Pod: Customizes platform setups to meet unique customer requirements and provides technical consultations, at the pre-sales stage.
How Customer Success Outpaces Support
One of the key distinctions between customer success and customer support is their approach to driving business impact. Customer success is proactive, while customer support primarily addresses reactive challenges. In building a B2B SaaS business, growth is significantly influenced by customer relationships and product experience. The proactive nature of the customer success team ensures they engage with customers before issues arise, rather than waiting for problems to surface. Their goal is to anticipate potential challenges, prevent disruptions, and help customers extract maximum value from their investments.
Real-world wins with Customer Success
Case Study 1: Workflow Transformation for a Latin American Marketplace (on-demand delivery)
Challenge: An early enterprise customer in the Latin American market sought to scale their video creative production significantly. However, inefficiencies in their workflow caused delays, leading to customer dissatisfaction.
Solution: Our customer success team stepped in to investigate the root cause. By analyzing the customer’s end-to-end workflow on Rocketium, they discovered that .MOV files were being used as base templates. These large files were difficult to adapt within Rocketium’s platform, resulting in slower conversions.
Outcome: Collaborating closely with the customer, our team recommended switching to .MP4 files. This seemingly minor change dramatically improved efficiency, enabling faster adaptation and seamless product adoption.Case Study 2: Streamlining Processes for Asia's Leading Fashion Marketplace
Challenge: The customer aimed to produce creatives at scale but faced significant challenges. Setting up banner templates on Rocketium was proving difficult, and despite their extensive efforts, the desired reach remained elusive.
Solution: Our customer success team intervened to boost product adoption by identifying blockers through in-depth discussions. They discovered that the customer's banner designs were overly complex, making them unsuitable for scaling. Partnering with design consultants from our managed services team, the customer success managers guided the users on adopting a minimalist design approach.Outcome: By simplifying their templates and reducing visual components, the customer not only eased the setup process but also improved the likelihood of audience engagement and visibility.