Customer success teams are key ambassadors of the brand, and therefore they are a channel for cultivating brand trust. In order for them to build the trust and credibility customers need to continue buying a product, customer success teams must be able to prove the value of their product backed up by cold hard data, especially during times of economic uncertainty. When done the right way, building trust goes far beyond just the renewal period—it needs to be woven into every part of the customer journey.

Incorporating Data-Driven Content

Since the entire customer journey presents opportunities to build trust with customers, it’s important to use the right data at each stage of the game. But data by itself is not enough—you must help your customers understand the actual insights revealed by the data. These insights help customers understand the value of your product, while the data gives them confidence in what they are seeing. 

Data-driven content, which transforms raw data into easy-to-understand insights, is a critical tool for cultivating trust. Creating successful data-driven content requires a deep understanding of your customers. In order to craft narratives that will resonate with them, you need to understand their mission, objectives, and goals. Based on these objectives, you can collect data that matters to them and use it to tell a story.

What Data Should You Use & When?

Data-driven content is vital for building trust with customers. To create an effective strategy, consider adopting the "Matik’s Hierarchy of Data" framework, akin to Maslow’s Hierarchy of Needs. This pyramid begins with foundational account data, progresses through usage data, and peaks with ROI data. Each level supports the next, providing a structured approach to leveraging data throughout the customer journey.

Here are some metrics to consider during the customer journey:

Onboarding - provide data on primary objectives and goals, an overview of purchases, and account and timeline data to help provide a pathway to success.  

Adoption - provide usage data and feature adoption metrics, both at the user level and the account level, to outline the customer’s progress and demonstrate their implementation of the product so far.

Renewal - review the customer’s initial objectives and transition to ROI data to demonstrate how your product has contributed to achieving their goals.

Expansion - present benchmarking data that underscores the benefits of investing in additional services or features.

Key Components of Data-Driven Content

Data-driven content having a customer-centric approach makes customers feel valued, showing their value beyond revenue targets, and positioning you as an advisor instead of just a seller. This approach fosters trust and loyalty. Some key components of data-driven content to consider are:

Keep your customer in mind - This may feel obvious but this is a fundamental point. As you gather insights about your customer, like their goals and product usage, leverage data to tailor a personalized narrative demonstrating your product's alignment with their needs and your value proposition.

Narratives should build upon one another - When sharing data across the customer journey, always focus on the bigger picture: demonstrating overall ROI and the value of your product. Ensure that the data you share supports this overarching narrative from onboarding through to renewal and expansion.

Get internal and external feedback - While feedback from your accounts is essential, insights from colleagues are also invaluable. Leverage your team members who are effectively communicating information that resonates with their customers. Integrating their perspectives into your content enhances its impact. Consider working cross-functionally by including marketing and sales teams to discover what they are uncovering during interactions with prospects and how can you apply these learnings to benefit your customers.

Conclusion

Customer success teams play a critical role as brand ambassadors, fostering trust throughout the customer journey. By consistently demonstrating your product's value, especially during economic uncertainty, you will build credibility and encourage ongoing customer engagement. Utilizing data-driven content effectively—from personalized narratives to overarching ROI insights—ensures that customers see the tangible benefits of your offerings. Integrating feedback from internal teams and customers enhances the relevance and impact of your messaging, solidifying your position as a trusted advisor committed to success and loyalty.

‍