Customer Success: What happens after signing the contract? - Michael Jäger, Cremanski

About this episode

Customer Success is still neglected in many startups – yet this is where it's decided whether one-time buyers become long-term satisfied and loyal customers. In the sixth episode of Sales Bakery, I discuss the practical aspects of Customer Success with Michael Jäger from Cremanski and why this topic is indispensable for sustainable business development.

What is Customer Success and what operational effort do founders face?

Customer Success begins where the sales process ends. It's about supporting customers to extract maximum value from the purchased product or service. For founders, this initially means a conscious shift in perspective: instead of focusing solely on closing deals, the entire customer journey must be kept in view.

The operational effort varies depending on the business model, but even with limited resources, effective Customer Success measures can be implemented. The key is to think systematically from the start and establish processes that are scalable.

Why Customer Success is indispensable for startups

Many startups underestimate the importance of Customer Success, yet it's a decisive factor for sustainable growth. Retaining existing customers is significantly more cost-effective than acquiring new ones. Moreover, satisfied customers often develop into valuable references and drive organic growth through recommendations.

A well-thought-out Customer Success approach also helps identify problems early and prevent churn. In today's world, where customers can choose between many alternatives, the quality of support often decides long-term customer retention.

First steps: Customer Success with limited staff and budget

Even startups with small teams can operate effective Customer Success. The key lies in identifying the most important touchpoints and targeting them specifically. Instead of expecting perfect processes from the beginning, founders should start with available resources and continuously improve.

Step 1: Onboarding – The critical first impression

Onboarding is the first critical moment after contract signing. This is where it's decided whether customers can quickly derive value from the product or give up in frustration. Good onboarding should be clearly structured and show customers step-by-step how to use the product optimally.

This isn't just about technical introduction, but also about setting expectations and giving customers the feeling they're in good hands. The more complex the product, the more important a well-designed onboarding strategy becomes.

The transition to activation

The duration of onboarding depends heavily on the product, but there should be a clear transition to the activation phase. Activation is about customers regularly and independently deriving value from the product. This transition shouldn't be left to chance but should be actively managed.

Tracking customer behavior and keeping long-term promises

To measure and improve Customer Success, it's important to track customer behavior. Which features are being used? Where do customers drop off? How frequently do they log in? This data helps take proactive action before problems arise.

The core promise to customers must be maintained throughout their entire lifecycle. Customers have certain expectations when they buy a product – fulfilling or even exceeding these expectations is the core of successful Customer Success.

The most important Customer Success metrics

Measurable success is crucial for developing Customer Success strategy. Key metrics include:

• –Customer Satisfaction Score (CSAT)
• –Net Promoter Score (NPS)
• –Customer Lifetime Value (CLV)
• –Churn Rate
• –Time to Value

These metrics provide insight into how successful Customer Success measures are and where improvement is needed.

Arguments against postponing

Many companies want to postpone Customer Success until later – an expensive mistake. The earlier systematic Customer Success is established, the greater the long-term benefits. Those who wait until problems occur are only reacting and miss the chance to proactively build customer loyalty.

Practical entry point for founders

Founders with limited resources should start small but proceed systematically. A simple CRM system, regular check-ins with customers, and documenting frequently asked questions can already lay the foundation for professional Customer Success. The key is to continuously learn and adapt processes to growing requirements.