Implantação de um setor de customer success em uma empresa de tecnologia no Rio Grande do Norte

Abstract

With the current globalized scenario, the level of customer demand has increased and demanded from companies increasingly more quality and meeting their expectations in relation to the products/services offered. A distance between the customer and the company can cause harm that is difficult to overcome. With this in mind, philosophies such as Customer Success are beginning to become part of organizations. Therefore, the present study aims to implement a Customer Success sector in an e-commerce agency in Natal-RN that operates with a home office work model. Taking into account the achievement of this objective, action research was applied with an exploratory objective and a qualitative approach. Initially, the investigation was carried out with the company's diagnosis in relation to the topic. Then, when the research was thematized, a routine of activities for the sector was developed, along with the construction of a database of active customers, which made it possible to carry out a general analysis of these and define criteria for classification. At the time of the action, there was a segmentation by TIER (1, 2 and 3) and application of service policies for each customer group, in addition to the definition of strategic indicators (LTV, CHURN and CSAT) for the developed sector. Taking all this into account, it was found that the customer profile in general showed a predominance of the home center sector, mainly located in the Northeast region of Brazil with LTV values that reached 115 thousand, 66 thousand and 60 thousand reais on a scale of TIER 1 to 3, respectively. The company in question goes from a scenario of 4 active clients in the professional services sector to a total of 36 recurring clients, going from an initial CHURN of 80% to a CHURN of 0%. It is worth mentioning that today the satisfaction level of this analyzed base is 88%, and before it was 48%. In addition to all these points, a change in attitude was noticed on the part of the entire team so that customer success would always be at the center of the organization's decisions.