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Two common mistakes to avoid when pursuing customer success

Article written by :  The Great American Small Business Challenge

Customer success is often confused with customer service. In fact, it is a separate process designed to increase the value of the customers we serve by making them more successful with our products. This aligns with the business goals of the customer while it enhances the revenue of the organization. Here are two common mistakes organizations make when pursuing customer success:

Customer success is not a function of customer service

Customer service should be a key objective of any professional organization. What many do not understand is that the skills required to create and maintain customer success are different from customer service. Often organizations assign customer success as a performance indicator for the customer service department. Customer success is a proactive task while customer service is a reactive one.

Customer satisfaction and customer success are not the same things

Another point of confusion because people mistakenly use the terms interchangeably. When in reality there are times when there is high customer satisfaction but low success. This is not what an organization should strive for. The opposite is more important. With low levels of customer satisfaction and high customer success, the customer is more successful and is unlikely to consider a change of vendor.

Customer success is not easy to achieve. However, when proactive engagement results in high levels of customer service, revenue growth is guaranteed. Both due to higher customer retention along with better referrals.