Customer success: How to launch & manage your CS program

This is part three of a three-part series on customer success (CS). In this installment, we cover launching and managing your customer success program. Here are links to the first two posts in the series:

Part 1: What is customer success? Part 2: Customer success program prep: a six-point checklist Quick recap What is customer success?

In our first installment, we discussed customer success as a concept, why it’s an important functional area to focus on today, how CS teams operate, and the need to streamline your CS efforts with a unified CRM.

Preparing to launch your customer success program

In the second piece, we discussed customer success planning. We provided a six-point checklist to help you put all the pieces in place to launch and run your own program. We covered building the perfect customer success team, measurable KPIs, using a unified CRM to support your efforts and general customer success strategy.

Now let’s dive into launching your efforts and customer success program management. Below are three tips to get started.

Launching your program in three steps

With your team in place, your strategy defined, and a solid understanding of what customer success is, you’re ready to launch your inaugural CS program. Here are three vital steps to take when introducing your program to your customers and the market.

1. Create buzz & awareness

Treat the launch of your CS program like a new service or product launch. Develop a go-to-market campaign to spread the word. Use multiple channels to raise awareness. 

Leverage your CRM’s marketing automation capabilities to run a program awareness email campaign for existing customers. Run a separate campaign to introduce prospects to your new offering. Maximize exposure via social media marketing. Use every appropriate marketing channel to spread the word.

2. Generate internal excitement

To launch and drive an outstanding customer success program, it’s important that your entire business adopts a customer-centric mindset. Hold all-hands meetings to walk all teams through your new program and how they will be involved. 

Be sure to communicate to employees the importance of their involvement. Give them the opportunity to ask questions so everyone is aligned around your customer success objectives. Finally, let your Director of Customer Success or a Customer Success Manager (CSM) drive this effort.

PRO TIP: Once your program is up and running, give employees feedback channels to suggest improvements or provide general feedback. This will help them feel more involved in your program’s success. 

3. Start reaching out to existing customers

Start speaking to existing customers to get the ball rolling. Explain the program to them, how they will benefit from it, and discuss steps to start incorporating them into your program.

Managing your CS program in seven steps

Once you’ve launched, it’s time to roll up your sleeves and get to work managing your CS program. Here are seven customer success best practices to help you get started.

1. Activate your customer success playbooks

In part two of this series, we covered customer success playbooks—process documents that summarize the activities that should take place at each stage of the customer journey. Now is the time to put them into action. 

Customer success playbooks involve various customer touchpoints that should be automated by your CRM solution. A few examples of automated

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