How To Build Familiarity with Customer Success

The Relationship Between Familiarity and Customer Success

Familiarity is all about the depth of understanding that consumers have of your brand. Customer Success can drive Familiarity by immersing your customers in your product or service from the outset, keeping you front of mind and ultimately driving the repeat purchase of your product.   

To boost your brand’s Familiarity using Customer Success, consider:

1. Are you and your customers getting off on the right foot? The first experiences customers have of your product or service are crucial. These early interactions will shape their understanding of your brand for the long term. So, consider the key messages and behaviors you want to embed in your customer relationships from the outset. 

2. How do you keep yourself front of mind? Carefully consider the ideal lifecycle of your customers and how you’d like to deepen their knowledge of your brand over time. Use this information to consider the format, tone, and cadence of your customer communications strategy. Your strategy should hero new product and service releases so that your customers’ understanding of your brand evolves as you do.

3. How do you drive repeat purchase? The more your customers experience your brand, the more they’re going to get to know you. Harnessing customer analytics to uncover the triggers of repeat purchase will help you lengthen the relationship that your customers have with you and, at the same time, how much they get to know you.

What should you do next?

• Design your customer immersion strategy: That is, the first experiences that customers have of your product or service. Who do they meet? What do they learn? What should they think/feel/do? Answering these questions will help you drive deeper Familiarity from the outset.  

• Create your Customer Communications Strategy: Be sure to do a round robin of your internal functions to understand what different teams are going to want your customer to see and hear about. Your product teams will have new releases planned, your Content will have resources and materials to share, your Sales could be looking to introduce new products or features and so on. Coordinating these efforts will keep your customer communications fresh and will also help them to get to know every facet of your brand. 

• Build your customer profiling program to unearth the key characteristics of repeat purchase. You could uncover specific characteristics of highly engaged customers or purchase drivers which motivate your customers to come back.

How to determine if it’s working.

• As people generate a deeper understanding of who you are and what your brand is about, you’ll see Familiarity grow in ProQuo.  

• You should also see your product referrals rise. As people get to know you, you’ll find the tribe of brand devotees who will shout about how great you are.

  
  Guidance from:
  Annie Henderson | Head of Customer Success, ProQuo AI
  
  Annie is customer-obsessed. She's always worked with how people think about companies, and now she turns that expertise to making sure customers get the best from brands.