The world has changed. The way that your customers are working, their worldview has changed dramatically. Obviously, you need to know who your customers are and understand what that change is going to be. When you think of customer success as your customers achieving their desired outcome, what I’ve had to change is really the definition of ‘desired outcome’ from ‘outcome’ to ‘results’.
The ‘desired outcome’ was one of these things where you could say it’s something they need to achieve. But now, we’ve gotten to the point where customers just want to know, “How can I get this result?” So the more that you can speak to exactly what they need, the better off you’re going to be.
I’ve seen a lot of churn coming from customers who signed up for a particular result but things have changed since then. Let’s say they signed up for growth. Well, now the result they need has shifted to just sustaining their business. If they only associate you with ‘growth’, the fact that the result they’re looking for has changed to just ‘sustaining’ means that you may not be relevant in their world anymore.
But, a lot of times your service is totally relevant. You just didn’t recognize that shift in the result and didn’t reposition your offering. So be aware of what’s going on in their world. If what you provide can help them achieve that new result, then speak directly to that.