“We measure our success by our customers’ success – the three biggest aspects driving customer adoption are dramatic ROI, reduced risk in security and compliance, and better end user experiences for our customers’ customers.”
– Keith Krach, Chairman & CEO of DocuSign
The first part of that sentence, “We measure our success by our customers’ success” is a phrase that Keith Krach says so often you’d think it was DocuSign’s tagline! And for good reason: he firmly believes it, to the point where our company is targeted on delivering 140 million successful transactions by the end of FY17. It has been imperative to the success of DocuSign as a whole.
It is not uncommon in the world of SaaS for customer success to gain prominence over key metrics such as company profits or revenue. But why should it be a concern only of start-ups trying to gain market share and achieve rapid growth?
Customer success should be a priority for every business.
A great example of this is Metro Bank, which has seen huge success in the retail banking sector due to its customer-first approach. The combination of seven-day a week branches and on-the-spot account openings has seen customer numbers rise 63% to 447,000 in 2014.
Rather than incentivising staff with sales bonuses, they are targeted on customer experience and, according to the CEO, Craig Donaldson, are chosen for “their friendly nature and talent with customers. They focus on being attentive to what the customer wants.”
Makes sense, so what’s in it for me?
Unsurprisingly, best-in-class customer success will differentiate you from your competitors. If your customers are successful using your product or service, they are more likely to be loyal. Not only does this encourage repeat purchases but it also reduces churn and increases their value to your business over time.
And when it’s cheaper to retain customers than acquire new ones, why not work harder to keep them? They’re also more likely to evangelise your brand this way.
That’s all good, but how I do ensure my customers are successful?
At DocuSign, we want to help our customers make their digital transformation by putting an end to the paper chase. By working with our customers we can increase speed to results, reduce costs, enhance security and compliance, and in turn, delight all stakeholders involved.
Our Professional Services team works with you to clearly identify your highest priority use cases—the ones that quickly deliver the greatest ROI and that align with your business goals. And we make sure you’re able to measure your results, so you can prove the value to your business.
But while they’re there to get the job done, we like to ensure that you have what you need to do it yourself the next time. We want show you how we do it, so we provide you with the tools and training you need so you can take the lead. We also provide ongoing access to best practices, along with entrance into a community of peers, so you can benefit from the experiences of other customers.