Making customers really excited about your product is not just about your ability to sell something. In the service sector and especially in IT, people are often allowed to free trial or download of a product. Only later they decide whether they want to a paid version. The next step is to convince paying customers to renew their subscription. This can be achieved only if customers are absolutely happy. So how do you achieve that?
1. Make sure that clients love the product. The product must fulfill all the expectations that you have promised in advance. Its value must be unquestionable. In addition, it should be enjoyable and easy to use. In case of problems, high quality customer support must be in place.
2. Customer success is your success. Assign an employee to closely monitor that customers can maximize the product advantages to their advantage. It is most important at the time when the test period ends, or when it is time to renew the license.
3. Create a scale of customers' health. Download software to measure customer satisfaction. Ask them on a scale from 0 to 10, how likely it is that they recommend you to their colleagues. In real time, you should monitor the extent to which customers actually use your software. All this helps to measure the health of all customers: Good health means that they use the product as much as they can to their advantage. Average health means that it does not help them achieve maximum benefits. Poor health means that such customer does not in fact use the product, or it has no effect for them.
4. Pamper your paying clients. Customer life cycle marketing deals with communications with existing customers with regard to the stage of their life cycle. The most important rules are that a sale does not stop when they pay you, it is a continuous process. And second - do not treat all customers equally, differentiate between them.
5. Learn from your mistakes. Try to create a database of clients who, for some reason, left. It should include reasons for leaving, how long they were your customers, and the extent to which they used your services. Use the results to improve your product in the future.
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