How do we help our customers achieve successful results?

Do you know how best to retain your customer and meet their demands? Are you, as a company, doing enough to keep your customer loyal to your brand?

In free translation, the Customer Success area means Customer Success, and in short, we can say that CS is a set of strategies developed for a market increasingly crowded and full of options, in order to build customer loyalty during the use of a product or service, generating good results, good experiences, and thus adding more value for the customer. According to Jason Lemkin described in the book (Hyper Growth The New Silicon Valley Sales Bible), one of the most famous investors in Silicon Valley, 90% of the revenue coming from the customer comes from Customer Success and only 10% comes from commercial. Over 60% of customers choose your services not for value, but for personalized service.

Where and when did this area come about?

Many people imagine that Customer Success is a more elaborate name for a customer service team, and if you think this, you are completely mistaken.

It all started in the late 1990s. A Silicon Valley company, specializing in CRM software, had their sales and marketing process all aligned, but they began to notice that they had no idea what happened to their customer after he had purchased the product. They invested a huge amount of energy in acquiring new customers, but there was no follow-up and no understanding of the real needs of the customers that were already in their base.

Furthermore, for those who think or have SalesForce as a reference of the first company to set up a Customer Success team, they are wrong again.

Sure that they had no idea how and what their customer was doing, after buying their software, Vantive, was the first company to create a Customer Success team, so the CEO decided to appoint a person to create the area and they started to put the Customer Success Manager in the sales speech as a benefit to the customer, that is, Customer Success since its inception was guided as something beneficial and focused on the customer.

Now entering the 2000's, the company SIEBEL, which is also a CRM software company, found itself in the same scenario as Vantive, and also added to its team a Customer Success area, which gave a big boost to the term Customer Success, but we cannot fail to mention the great achievement that SalesForce brought to the market, and became a reference in implementation and engagement with customers, because the person who implemented the Customer Success area in the company was the former VP (Vice President) of Siebel.

What he did was to raise the standard of the service provided, which to this day serves and is a reference for many companies. "Conquering a new client costs between 5 and 7 times more than keeping a current one". This sentence belongs to a great marketing reference in the world, Philip Kotler.

Make an Empathy Map

Before making or assembling an empathy map it is necessary to understand what an empathy map is, and what its importance is.

The empathy map is a document used to get to know your customer better. From it, it is possible to detail the client's personality and understand him better. Six questions are asked to identify your target audience and thus get to know their feelings, pains, and needs, being able to identify, with a macro vision, what the client needs.

The main purpose of an empathy map is to deeply understand your persona and thus offer a tailored solution for them.

Below we have listed the main questions for you to be successful in designing your empathy map:

  • What does our customer think and feel? What really counts? What are their main concerns and aspirations?
  • What does our client listen to? What friends say? What the boss says? What influencers say?
  • What does he talk and do? How is his attitude in public, appearance, and behavior with others?
  • What does he see? What are his pains? and what are his gains?

Decreased Churn:

This is a little word that will always haunt every team within the company. Churn represents the user cancellation rate and nobody wants their company to have a high Churn rate. At Easy B2B we pride ourselves in not having any Churn cases in our history. Below we will share with you some tips to avoid this kind of situation with your clients.

  • Understand the reason for cancellations: the only way to prevent this from happening is to understand what was the root reason for your customer abandoning your service.
  • Alignment of expectations: if this is well aligned at the beginning of the journey, the customer will know exactly what will happen in the next steps.
  • Take action from complaints: many may think that receiving complaints is something negative, but it is through them that you can draw much input for improvement.
  • Surprise your customer: small actions can bring a big impact and show that you really care about them.


Upsell means to sell more or improve the initial purchase, and is one of several techniques used in Customer Success to improve the customer experience with your company, product or service and increase the number of sales. You can offer a more complete option or some functionality that is not contemplated in the version contracted by your customer. But for this to happen, the relationship with the customer needs to be great, otherwise it can become something stressful in the long run.

Cross Sell:

This is a technique widely used in the sales business, a strategy that consists in offering the client complementary products to those he has already bought. A classic example is McDonald's fast-food chain, with its famous slogan "Big fries for R$1 Real?" or, whatever the promotion of the moment is.


Now that you know how Customer Success began, the origin of this term, and the importance of this area, its main objectives, and all the impact it has on a company, come with us and see how Easy B2B is preparing to offer this benefit to its clients.

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