What would be possible for your customer success team if they knew exactly how to proceed in every situation? What if they always knew just what to do, or where to focus their energy?
Would this change your day-to-day operations? Or the way your team worked together and managed their problems?
If this sounds like a pipe dream, you’re not alone. Setting up a functional customer success team is difficult, and most companies go about it in a way that’s destined to fail.
Instead of focusing on a single thing, customer success leaders bounce around looking for problems to solve without a clear idea of what they are trying to achieve. This lack of purpose then trickles down into every other operation — from hiring to building effective daily processes.
And overall, the failure to define the purpose of your customer success team is one of the biggest mistakes companies make. This is why, whether you’re looking to build your team or just take it to the next-level, the answer to your team’s ultimate success will lie in finding its real purpose.
The first step is learning more about crafting your team’s purpose statement,
Secondly, I’d like to discuss what defining the purpose of your customer success teams can look like, and talk about the steps you can take to begin laying the foundation for your team.
Every team in your organization needs a purpose, and none so much as your customer success team.
To truly understand just how valuable purpose can be, think about some of the issues your team currently may be facing.
While each of these cases can seem difficult to manage, having a clear and referenceable team purpose can act as a guiding light so that everyone knows exactly where to invest their time and how to prioritize their effort.
The easiest way define your team purpose, and ensure that your team is staying in line with it, is to craft a ‘purpose statement’
While incredibly valuable, creating one with your team can easily get pushed aside for more ‘immediate’ tasks, because purpose statements take more than passive attention.
In order to succeed, your team must come together to define clearly what customer success means to them, and then work together towards a common understanding of purpose for the team as a whole.
Without doing this level of detailed work, teams are left with generic words and phrases that mean nothing; words like integrity, innovation, and teamwork.
When it comes to time to craft your own purpose statement, here are few suggestions to get you started:
After you’ve defined your purpose, you can use it as a litmus test for your entire customer success organization. For example,
If you’re interested in learning more about crafting your team’s purpose statement,
Once you’ve established your core values and purpose statement, it’s good to be aware that other team members and leaders within your organization may find cause to challenge them. This is especially true if they don’t understand or believe in the customer success team’s purpose.
Unless each team understands and believes in your newfound customer success purpose, your organization will present a haphazard and confusing experience.
These differing goals will lead to greater misunderstandings about your team’s overall success.
Therefore, it’s important to help your C-Suite understand the specific values of your customer success team and its goal, so that the leadership can feel positively about your team’s overall direction.
To combat this, help your team create a purpose speech to articulate to others what their purpose means to them.
And above all, stay transparent about what you’re hoping to accomplish and the underlying motivations each of you may have for those goals. Making concerted efforts to communicate your team’s goals will help keep everyone on the same page and happily moving towards a united point.
Remember, the long term effects of customer success can trickle down into every other team within your organization, in a myriad of different ways, so communicating in a way that ensures your long term success is key.
After all the work you’ve put into defining a team purpose and getting your organization to come onboard, don’t let it go to waste by having it lose momentum.
Keep your purpose statement front in center in all your daily operations by having it present around your team as a regular topic of conversation.
Ask your team members how your team purpose has influenced their decisions. When hiring, keep it front and center to help structure your questions and guide the end decision.
Regardless of what you choose to do, always keep it in the forefront of your team’s mind and a regular practice day-to-day.