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How we define Customer Success at CleverTap

Mrinal Parekh Mrinal Parekh, Senior Manager at CleverTap, has expertise in product, consumer, and digital marketing, with previous roles at Razorpay and Amazon.
How we define Customer Success at CleverTap

What is Customer Success?

At the cornerstone of any Customer Success team is the purpose to help increase customer adoption, drive retention and mitigate churn. The Customer Success team is responsible for managing the technical and business relationships between a vendor and its clients.
The primary aim of Customer Success is to rapidly build greater value, for the customer and add more value to the company while helping customers efficiently.
A Customer Success team plays a significant role in developing a trusted long term relationship with clients and also doubles up as a channel of communication between a company and its partners.
A Customer Success team has varied roles in different type of businesses, and their role needs to adjust according to a customer’s position within the customer lifecycle spanning between –

  • Acquisition
  • Onboarding
  • Support
  • Adoption
  • Retention

How does Customer Success work in CleverTap?

Our Customer Success team is a mix of mobile marketing experts, engineers and folks with experience in the industries that our customers belong to. This helps them understand customer questions better, and offer answers that resolve issues.
The Customer Success team at CleverTap is actively involved upfront in the Sales Cycle to aid Customer Acquisition, and then own the Customer Onboarding, Customer Support, Customer Adoption and Customer Retention.

Customer Acquisition

Driving product demos, the Customer Success team leverage their product prowess to answer technical and marketing related queries and to demonstrate the use cases, value, and benefit CleverTap can get to the customer.

Customer Onboarding

From this point forward the Customer Success team steers the Customer Experience to ensure it is a pleasant one. The Customer Success team members at CleverTap are constantly in sync with the client’s product teams, development team and marketing team to help understand the businesses Key Performance Indicators (KPI). We help them determine what data should be tracked (Event Design) and how the SDK’s should be integrated keeping in mind the campaigns marketing users need to run.

Customer Support

During the testing/implementation phase, the Customer Success team is available to provide product training, assist clients with any queries or issues, at every step to ensure that the customer is comfortable using CleverTap. The Customer Success team is readily available both pre and post-production to help customers.
As the Customer Success team interacts with customers closely during this phase, they receive usability feedback, new feature requests, and solution ideas. These then get passed on to the Product team. This helps us continually improve our product taking direct customer feedback into account.

Customer Adoption

CleverTap releases new features quite frequently to enhance the user experience. When a new feature has launched, the Customer Support team reaches out to clients to introduce the updated product and help them grow to improve business metrics. Also, to derive better insights into user behavior, the Customer Success team is involved with clients on what the analytics funnel should look like, how monitoring key segments will help the business and which marketing campaigns to run, etc.

Customer Retention

The Customer Success team at CleverTap is involved in renewal and billing thus maintaining a complete supervision on the customer’s lifecycle.
During the above stages of customer life cycle the Customer Success Team at CleverTap strives for the following:

  • Turn Customers to Advocates
  • Increase Customer Retention
  • Manage Customer Support
  • Monitor Product Usage
  • Generate Referrals
  • Increase Customer Lifetime Value

The Customer Success team at CleverTap is not driven by commission. We are tirelessly working, focused towards a common goal to help the customer derive accurate metrics, gain greater insights about their product and user behavior. Our goal is to provide the best customer experience to every customer at each stage of the life cycle.
The dynamic and approachable relationship between the customer and the Customer Success team has made them partners towards the path of progress leading to a very satisfying experience.

Posted on December 7, 2016