Author | Zhang Xingxing
Editor | Wang Yutong
36氪 was informed that the customer success platform “Huoke Duo Hokdo” (hereinafter referred to as Huoke Duo), which was established in 2021, has recently completed tens of millions of RMB Pre-A round of financing. This round of financing was funded by SIG Haina Asia Venture Capital Fund and Jingya Capital jointly led the investment, and the old shareholder Qiji Chuangyuan followed the investment.
In the fierce market competition, if companies want to retain customers, they need to continue to actively provide services for them, otherwise it will cause customer churn and loss of revenue. Therefore, how to continuously help customers achieve business goals through products and services, so as to maximize the life cycle value of customers, has become one of the most important issues for business owners. The concept of customer success came into being, and in this context, the customer success platform will become the commercial infrastructure of future enterprises.
In the past ten years, more and more Fortune 500 companies have begun to realize the importance of customer success and begin to practice customer success, while the concept of “customer success” is relatively unfamiliar in China. “Customer Success” is everything a business does to help its customers be more successful in product and commercialization.
In the past, customer success or a part of CRM, overseas Salesforce, domestic sales easy, Fenxiangpinke, etc. also have products for customer success. However, unlike most platforms in the CRM market, which are more focused on helping companies acquire new customers, the early acquisition of customers focused on customer success, that is, how to help companies improve revenue retention and reduce customer churn.
The reason for choosing this path is that Xu Ziqiang, founder and CEO of Huokeduo, has keen insight into some changes in the relationship between enterprises and customers. With the gradual onlineization of customer experience, transactions and services, customers have mastered More initiative and choice. Therefore, promoting the transformation of the CRM track with customer success is the entry direction for gaining more customers.
After all, in the traditional business model, the days of “one-shot deals” between companies and customers are gone. In the new long-term repurchase, additional purchase, and experience-based economy, the relationship between enterprises and customers will not end after a one-time sale of products, and multiple sales can only be achieved by retaining existing customers for a long time. So “Customer Success” is gradually becoming the center of new business models.
Most of the customers are charged by the standard SaaS subscription system, and its mission is to “help global enterprises achieve sustainable growth”. With the help of the health analysis, automated life cycle, project management, customer classification and other functions of many customers, enterprises can greatly reduce customer churn and increase purchases and repurchase.
However, the existing CRM products on the market do not pay enough attention to customer repurchase and additional purchases. If the overall analysis of customers is lacking for a long time, it is impossible to eliminate potential customer problems in time, and over time, many opportunities to expand sales will be missed virtually. .
“Customer success” can be said to run through the entire customer life cycle, starting from the first contact with the customer. However, there is still no sound in China. The traditional CRM and customer service software can only meet part of the needs, and more often the information is still some isolated islands. The customer acquisition can integrate all the customer journeys, so that all the work of the customer’s commercialization team in the whole process and all links can be completed on the customer acquisition platform, which can achieve faster business growth.
Looking at the world, more customers is not the only customer success software in the world. There are unicorn-level players such as Gainsight and Totango abroad, including Salesforce, which also positioned itself as a customer success platform from 2014 to 2019. The differentiated advantage of acquiring more customers is that it has an international talent team, professional industry solutions and a powerful software platform.
Xu Ziqiang, founder and CEO of Huokeduo, said: “Our product is a very ‘out of the box’ all-in-one platform”. “Out of the box” means having the tools all rolled out and including best practices for customer success. Whether it is enterprise WeChat, WeChat, WeChat official account, or other platform products, it can be integrated to acquire more customers, and then gain insight and interaction with customers through the platform’s analysis and automation capabilities.
Product operation page (image provided by the company)
And it is this “All in one” and technology-driven product model that makes it possible to attract a group of customers at an early stage. Its products are currently in the testing stage, but it has successfully signed a number of SaaS/software and smart manufacturing industry customers.
CEO Xu Ziqiang said that the fragmentation between the commercialization tools within the enterprise has created information islands, coupled with the scarcity of tools related to customer success, which directly affects the quality of the company’s revenue.
The reason for such industry awareness stems from the founding team’s understanding of the track. The idea of being a customer success platform stemmed from CEO Xu Ziqiang’s discovery that traditional business software could no longer meet the extensive needs of enterprises in achieving customer success. Xu Ziqiang has participated in the establishment of the corporate employee meal platform and the Authing identity platform. The current founding teams are all head technology companies and college graduates, and have a deep understanding of the SaaS track and customer needs.
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Related events
- Financing丨“Hokdo” completes tens of millions of RMB in Pre-A round financing to help enterprises grow sustainably2022-06-27
- Intelligent customer acquisition service provider Bailian Intelligent received 50 million yuan in Pre-A round financing2019-07-09
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