One of the most important parts of running a successful business is how your customers interact with you. You want your customers to be successful, and approaching that is different from approaching similar aspects, like customer support. Customer success is the effort a business takes that’s meant to help their customers be successful, both generally and with their product or service. These success teams must take a proactive, data-led approach in helping customers that will help businesses reach their top goals: increased renewal sales and revenue, customer loyalty and retention, churn reduction, and more.
It’s important to keep in mind that customer success is not customer support. Though they may be similar in some aspects, there are enough differences between them that makes differentiating the two vital. The biggest distinctions boil down to this: while customer support is reactive, customer success is proactive.
Customer support and customer service teams are meant to react to any incoming customer communication and address them as they come. Customer success, meanwhile, is a proactive element of business that’s meant to eliminate customer problems before they arise in the first place and require customer support.
One of the biggest driving factors in the growth of SaaS and subscription-based business models is the rise of customer success. These companies are selling products and services on a monthly basis rather than selling something once, so they need to give customers a reason to renew their subscription each month. This means helping customers see the value and success of their products and services in their daily life, so ensuring customer success is a surefire way to help maintain customers for a long time rather than just during the trial period.
Customer success is important to more than just SaaS businesses, though; data has shown that for every customer that contacts customer support, there are 26 customers with an issue who do not contact support. These are customers that a business can potentially lose if the issue isn’t fixed; 91% of customers who do not complain will churn instead.
Being proactive in maintaining customer success will prevent potential customer problems before they even happen, giving your business a better chance of retaining those who do not complain about their issues. That makes customer success one of the most critical parts of running a successful business.