Measuring customer value or customer success can be made as easy or as difficult as you want. “The best way, is the easiest way,” says Jan Lagast, Senior Advisor at Forte. “The easiest way, is asking them ‘yes’ or ‘no’, were you able to capture the value we have been promising you? When clients understand the value you are offering, they will respond with a clear ‘yes’ to that survey. Whatever doubts they might still have, will be expressed to the person conducting the survey. Every time a client says ‘yes’, you add 1 to the counter and you indicate ‘S’ from ‘strategic’ to the client’s name in the accounts listing.” That’s all you have to do.
Confrontation to stimulate reaction
The most important success factor of the success or value survey is the confrontation. That is why a customer success survey is much more effective than a classic customer satisfaction survey. When asked whether they are happy with your offering, only the very dissatisfied clients will provide you with answers that are useful – although their hard words might not be pleasant to hear or read. When asked whether they were able to capture the promised value, however, most clients will be stimulated to respond. That’s because they will be confronted with a promise kept – or not. And such a statement does not leave people indifferent.