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background square decoratve white dots User Success is your users being happy with your business
User frustrated with popup tutorial

Today, humans expect more from their software.

We expect uniquely personalized experiences, 24/7 1:1 support, and elegant yet immediate solutions to our problems. Yet SaaS businesses today are not equipped to provide these types of deeply customizable experiences. The tools we purchase to address these concerns provide a single experience to all of our users without taking into account who they are, what their history is, or what their relationship to our product is. They act as a band-aid on a broken bone; a short-term solution to a very real problem.

Personally delivered experiences based on user interactions and needs

Enter User Success.

By deeply understanding key humans within your customer accounts, you can understand how groups of similar humans interact with your product in ways that actually matter to your team, allowing you to personalize every aspect of the customer journey.

What is User Success?

User Success is a business strategy that focuses on driving deeper user engagement by personalizing the entire customer experience. By viewing users as individual humans instead of accounts, User Success allows your team to deeply understand key users in ways that matter most to your team.

A diagrom showing grouped accounts for customer success versus a cross section of users across accounts for user success

Goal of User Success

Lifetime Value (LTV) is a common Customer Success metric that represents the total amount of money a customer is expected to spend on your product during their lifetime. But, as with most of Customer Success, this metric is too often looked at with an account view instead of a user view. By instead focusing on User Lifetime Value (uLTV), you can better understand the human motivation behind the metrics you care about and develop stronger individual relationships.

This User Lifetime Value goes beyond calculating the current worth of the user, and instead focuses on the idea that if your team can ensure that this user is getting the most value out of your product, that they’ll remain loyal to your product even after they leave the company they’re at, opening up an entirely new stream of growth.

The goal of User Success is maximizing this User Lifetime Value.

Using product successfully

Key question to establish User Lifetime Value:

Has the user engaged with your product enough to understand the full value?

Using product successfully

Key question to establish User Lifetime Value:

Is your product so ingrained in the user’s life that they can’t imagine doing their job without your product?

Using product successfully

Key question to establish User Lifetime Value:

Has the user become so loyal that they would request your product at any future company?

Pillars of User Success

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Community

Creating a thriving community, both internally with your teams and with your users, is a key factor of developing a supporting environment. User Success focuses on opening up the chains of communication to ensure that everyone is rallied around a common goal.

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Engagement

Users don’t get value out of your product if they aren’t using it. Optimizing user engagement by personalizing every user’s experience based on key behavior trends in your product ensures maximum stickiness and loyalty.

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Support

Users nowadays expect individualized, 1:1 support, but most companies only have the capacity to provide generic support to all. User Success finds the balance, allowing your team to provide personalized, scalable support to key users, all at once.

image of pillars with user sculptures
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Education

With User Success, education goes both ways; educating your teammates about relevant projects, priorities, and personas you’re monitoring, and educating your users about what’s being worked on and what’s coming down the road.

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Evangelism

Turn your users into not just collaborators, but promoters of your product. With User Success, you can better understand a user’s motivation and behavior to ensure that they become lifelong users, no matter where their career takes them.

User-Centric Company

User Success allows every team, across the organization, to align themselves around the users of the product. What does that mean? Less time arguing over the priority of certain needs, less time wasted on tracking down anecdotal feedback buried deep in an Excel sheet to help you build a flimsy business case, and more time creating high impact features and functionality, ensuring that you provide the best, most personalized experience possible.

What does a user-centric company look like in the future?

  • Democratized access to user data across the organization

  • Utilizing that data to deeply understand key users within accounts

  • Users organized by distinct, engageable personas rather than company

  • Deeply personalized end-to-end customer journey for each key persona