Customer Retention Advice for Media Agencies from Duda’s VP of Customer Success
You’ve probably heard the term ‘Customer Success’ — it’s a term that has been getting a lot of attention in SaaS (Software as a Service) circles lately, but what does it really mean?
And what does it mean to a smaller media agency who is trying to maximize its revenue from each acquired customer?
Companies and professionals sometimes confuse ‘Customer Success’ with ‘Customer Support’ or ‘Customer Service.’ Customer success is actually more about how you deliver a service or support; it’s about having real-time visibility into a customer’s challenges and goals so you can find smart ways to manage these challenges and provide the maximum value from your service/product.
So you have your customers. You build and launched their site, and they’re super happy. But now what? How do you keep them happy? It’s much harder to do this on an ongoing basis when your main focus is growing your business and bringing in new customers.
Be Proactive. Not Reactive.
Like many other industries that market to both existing and new customers, web professionals have to constantly communicate a product’s or service’s value. And the first step in doing this is to make sure you have the technical ability to do so.
I am a big fan of Customer Relationship Management (CRM) systems — they allow you to do all kinds of things like easily capture a customer’s data, customize fields and triggers to remind you of their renewal date, send out regular email communications, or complete a number of other actions. With a CRM system in place, you can be proactive with your customers to stop early indicators of negative trends from becoming entrenched problems.
In the images below, I set an automatic trigger to remind me to reach out to one of our customers three months before their renewal date. This gives me plenty of time to inspect their account and decide if I want to contact the customer via an automatic email or take a more high-touch approach.
Lead the Way
Your customers need to know that you are top-notch and understand the web design industry and latest technologies. To them, yours should be the last word in website expertise.
Make sure they hear about the latest big industry news and contact them to suggest improving their website’s design and functionality with the most recent industry trends. With the right tools in hand, you can make these updates in no time; the value you provide to your customers and yourself is huge.
For example, website encryption is increasingly important. Most small businesses owners will understand the need to have a secure website, but that doesn’t mean they know what that really means or have the skillset to do something about it. Make sure your customers know that their data is secured because of what you are doing, and that you are constantly thinking about what is best for their online presence. It’s even a good idea to do a little education and show them just what an SSL certificate is and what it means to be encrypted with HTTPS. They may not need to know these things, but it definitely makes your service look incredibly valuable.
Send your customers relevant case studies on all of your services and demonstrate to them how lead conversion increases with changes you suggest and implement on their sites. They need to see that the website you built for them is gold and helps their business thrive. Email is one way to do this, but I always prefer to have a 30-minute meeting to review these kinds of things together.
Always Communicate Your Value
Many of your customers probably had their website built either because they had to have an online presence or needed a business growth engine, and they expect to get something out of it. You need to constantly show them the business value the website you built for them generates. Send them monthly or quarterly updates, relevant data, describe what’s working well for them and what’s not, let them know what you learned from website statistics similar to theirs, and be laser focused on the results.
For example, you can easily show your customer their total conversion events per month or quarterly trends and anonymously compare this to other customers you have. This can very easily lead to a talk about ways to improve conversions and boost their profits. This is a critical part of maintaining your customers and your brand’s leadership position.
Ask for Feedback
One of the best ways to engage your customers is to ask for their feedback. It could have been six months, maybe a year since you launched their website. Are they still happy? Does their website help their business the way they wanted it to? Schedule a regular call with them to review everything and make sure they’re happy. If they aren’t, act immediately and see what you can do for them. Your response time and commitment to their success will make a huge difference in retaining your customers.