🍵7 Psychology Principles To Master Customer Success
Read time: 2 min 30 sec
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Customer Success has a lot to do with basic human psychology.
And as a CS professional, you have the superpower to influence and persuade your customers.
Here are the top 7 principles you need to know to turn theory into practice:
1/ Social Proof
We are more likely to buy a product if we see others buying it too.
That's why successful brands show tons of product reviews on their pages.
Lesson: showcase testimonials or case studies from satisfied clients. It will influence potential customers to trust and choose your products or services.
When someone does us a favor, we usually feel like we should do something in return.
The same principle applies to your customers.
Provide exceptional service and your customers will want to repay you with referrals.
Lesson: go the extra mile to create a positive feedback loop. You’ll gain more loyal customers who will advocate for you.
How do you feel when you hear about an amazing deal but it's only available for a limited time?
That's FOMO - the fear of missing out.
It's also why people are more likely to buy something today if they think it won't be available tomorrow.
Lesson: create a sense of urgency. Offer exclusive deals or set a limited-time offer.
But keep in mind: it only works if customers perceive your product as super valuable.
4/ Social Belonging
We all want to feel like we belong to a group of people who share similar values and interests.
And sometimes we use products to find that connection.
Take Tesla drivers, for example.
They're a community of raving fans who share a love for their cars.
Lesson: create ways for your customers to connect with each other. Organize events, set up online communities, and do more social activities.
When we're not sure what to do, we rely on experts to tell us the best way forward.
That's why you see companies partnering with research leaders like Gartner or Forrester.
Lesson: get your name along with industry experts. It will help persuade potential customers to choose you over your competitors.
6/ Risk Aversion
We don't want to buy something we could regret later.
And companies know it well.
This is why they offer free trials to help you feel more comfortable before committing to buy.
Lesson: offering a free trial can reduce customer worries and boost the chances of making a sale.
When you see a high price first, you tend to think a lower price is more reasonable or even a bargain.
That's how Apple used this powerful technique to sell the first iPad:
Lesson: use the power of big numbers to make your discounts more attractive.
And that’s it.
Here are the 2 books I’d recommend on this topic:
Influence, by Robert Cialdini
My top preferred one.
One of the most influential books about persuasion and influence.
Thinking, Fast and Slow, by Daniel Kahneman
Perfect to learn how our minds work and how we make decisions.
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