Problem – Customer Journey

Aim Agency provides advertising services to businesses. Their potential clients would visit their website to learn more about their marketing services. They can book a free consultation directly on the site or submit a contact form. Within 48 hours, customers are contacted, usually through phone but also email, to discuss their needs and expectations. At this stage, many customers were not onboarding due to a lack of knowledge on the representatives side. Aim Agency had used a third-party calling center instead of their own staff, hence, causing a loss in potential clients.

Creating a Customer Centric Mentality

The success of any organization lies in its ability to build strong customer relationships and cultivate customer intimacy. Aim Agency, a modern marketing and advertising agency, must understand that customer centricity should be at the core of all their strategies. One way we helped to create a customer centric mentality was to start from the top. Leaders of Aim Agency’s organization underwent leadership training and reconstructed the company’s core values such as delivering exceptional customer service, striving for customer satisfaction, and making customer-centric decisions. With a new set of core values, employees at Aim Agency were also able to bond over a shared passion for providing excellent customer service and satisfaction. In addition to the training program, they began using a combination of phone calls, sms marketing and emails to re-engage and build relationships. They personalized the customer experience with product education which seemed to be a big hit with customers. 

Onboarding Process

In order to ensure that new customers referred others to the business, a new seamless onboarding process was enacted from the consultation step. Customers are provided with a point of contact from the Customer Success team, who use an in-house workflow system to ensure smooth hand-off from Sales.

Team Effectiveness

To measure the success of the system, renewals were a primary KPI indicator, while customer engagement was the secondary KPI metric. The results were remarkable: the high-risk customers who had complained at least twice in the last 6 months initially renewed at a rate of 5%, which then rose to 40% after 6 months of proactive engagement. Across the entire customer base, the renewal rate increased by 10-20%.

Organizational Structure

A department called Customer Success was created to better manage customers. The department is comprised of four individuals. Although both the Customer Support and Customer Success teams have distinct duties, they are present for the same meetings and seminars, and work together in close collaboration. The Customer Success team is under the supervision of the executive in charge of Finance and Operations.

Hiring and Compensation

The ideal hire for a Customer Success Manager will be passionate about customer interactions and possess strong conflict resolution skills. They should be excited about the prospect of speaking with customers, teaching them, and travelling to them if necessary. The team offers variable compensation plans based around renewal rates and customer engagements, the split being 80% base and 20% variable. A key goal is to achieve a 90% connection rate and a 50% renewal rate among highvalue customers.

Customer Success

At Aim Agency, the company has taken a proactive approach to customer success. They have introduced their customer success development course for their customer success team that is dedicated to understanding customer needs and proactively reaching out to customers. The training has taught the team how to acquire feedback from customers to ensure that the customer‘s experience is of the highest quality. With this new training program from Filthy Rich University, they have seen an increase in customer satisfaction ratings and customer loyalty.

Whether your business is in need of Business Coaching or Employee Training Courses, Filthy Rich Idea has the resources your business needs to succeed.