Relationships are the core driver of CS programs. But that in no way means you have to do it all by hand.
It's true that a fully automated approach will never work (no one likes talking to bots), but the right mix of AI and human touch can help you scale your program and activate your customer base while delivering personalized experiences for each one.
So, how can your Customer Success team use AI in a meaningful way?
We're so glad you asked...
Identifying user sentiment in UGC
Sentiment analysis is one of the best use cases for AI.
Word-of-mouth marketing — specifically, user-generated content — is one of the best ways to reach your audience. But people publish so much of it that it can be hard to cut through the noise. That's where AI comes in.
NLP (natural language processing) algorithms can identify words, phrases, and linguistic patterns in written and spoken content, then categorize them as positive, negative, or neutral. Advanced sentiment analysis tools can even detect the intensity of sentiments and specific aspects of products being discussed.
Most companies already use this to track mentions on external platforms like product review sites and social media. But you should also apply this to your internal customer knowledge (e.g., reviews, product feedback) and support tickets to fully understand what your customers are saying about you.
Getting feedback from your customers
Collecting customer knowledge isn't as simple as throwing out a survey, asking everyone to rate you, or waiting for someone to reach out. There are tons of different ways to use your customers' insights and firsthand experiences with your product.
- Sales needs customer references to close deals
- Marketing wants to publish glowing reviews and testimonials
- Product has to know what needs improvement and where to build upon
- Customer Success wants to know about customer health, support experiences, and adoption rates
Not every customer will want to sit for reference calls with new prospects. And not all of them will want to test new features.
You can use an AI-driven platform like Deeto to collect feedback from customers through individualized and personalized contribution asks. When they join your program, they select their preferred contributions. From then on, you are always able to engage them per your needs, and even reward them for their support.
Segmenting customers for targeted and personalized experiences
You're probably familiar with segmentation as it relates to marketing and sales. You divide your audience into smaller groups based on shared characteristics, behaviors, or interests.
But have you thought about applying it to your paying customers?
Using AI algorithms, you can segment customers who've joined your success program into groups based on their feedback and contributions.
And with Deeto's smart-matching capabilities, you can instantly distribute the best customer references to your sales team, target specific customers for product feedback, or dynamically display testimonials on specific parts of your website based on factors like their industry, product tier, or use case.
Bridging the gap between CS and Sales
If you use your customers throughout the sales cycle, you'll close a higher percentage of deals, faster.
- Reviews
- Testimonials
- Success stories
- Reference calls
- Referrals
It's on CS to collect these things, which is why you need a shared platform that makes it easy for customers to contribute, your success team to manage, and your sales team to access.
With an AI-powered customer activation platform, you can have customers give their feedback through a simple and quick process. And with generative AI, you can turn feedback, stats, and success metrics into full-fledged case studies reps can send to customers.
When sales can access content and references through the same platform as CS, they'll be able to see and use what's available for each specific deal.
Streamlining the approval journey for customer references
To build a successful reference program, you have to let CS be the gatekeeper and the last step before connecting prospects and customers.
AI-powered platforms have workflows and automation that let you create a pre-approved library of content for sales to use at any point in their process.
And for what isn't pre-approved, AI can automatically trigger an approval process for CS, so the process doesn't slow down the sales cycle.
Identifying active customers based on account health
Indicators like customer feedback, engagement with your product, and participation in your customer activation initiatives tell you which customers are your most active and loyal, and which ones need attention.
It would take hours of sorting through data and analyzing trends to identify these customers manually. But with AI, you can quickly pinpoint active customers based on their account health and flag potential churn risks for your Success team to address.
With Deeto's customer activation platform, you can collect, store, and manage customer knowledge from one centralized location. And its AI-powered features align your sales, marketing, product, and customer success teams around one common goal: providing the best customer experience possible. See how it works.
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