Customer satisfaction is the ultimate goal of any organization in all kinds of fields. Providing a
product or service does not end the relationship between the customer and the company. If you want
to retain your customers for a long time, you need to pay key attention towards their needs and
requirements. Now there are two sides to this aspect. They are customer support or service and
customer success. They are very different from each other but are often used interchangeably.
Both are equally important for the company but they need different kinds of support teams. The
approach towards achieving the goals in the two aspects is also different. If you want to succeed in
both the fields, then you need to know the key differences between them. That will help you to
observe the different prospects that you can work on.
Here are 5 major differences between the two concepts of customer success and customer support. Make
sure that you are aware of these so that you can make an impact.
1.Customer Success is proactive while Customer Support is reactive:
This is the first point that sets apart the two concepts of customer satisfaction. If you take
customer support, then you will find a team of experts ready to resolve issues as faced by the
customer. Their work starts after some problem arises in the product or the service. They try to put
out the fires when they occur with the stipulated procedure as provided by the company.They
communicate with the customers to understand the problem and try to provide solutions. In case the
matter is more serious, the issues are addressed by top level management.
In case of customer success, the unique needs of customers and their expectations from the product
are kept in mind. When the deal is made with the customers, the plan for the best possible outcome
is chalked out. That means the company officials try to analyze the data at hand and predict the
issues. The issues are addressed even before they might crop up. It helps both the customers and the
company to grow in their respective fields.On one hand, the customers get their desired outcome from
the product. As for the company, a long lasting loyal client base helps them to succeed further.
2.Beyond Customer Satisfaction:
Customer satisfaction is definitely one of the most crucial and mandatory goals of the company when
they cater their service. But as mentioned earlier, providing the product solely will not cut the
crease in current times. You need to think beyond that to get the most out of your business. With
excellent customer support team, the customers get instantly satisfied with the solutions they
provide. But is it enough in these competitive times? There are several companies working in the
same field with similar products and excellent customer support. How will you guarantee your
success?
This is where customer success comes in. As a company, you need to understand that the same product
you offer might be of different uses to two separate users. For example, scheduling software could
be used in different setups- both in a hospital and a medium sized corporate office. The outcomes
for the two setups are completely different. The strengths of the two setups are completely
different. You need to identify these unique identities and address their success story according to
the needs.
3.Customer success is a long-term idea while Customer Support is a quick fix:
Customer success helps the companies to build a long term rapport with the customers they cater to.
The client’s needs also do not stay constant. They keep on changing with time as their business
keeps on evolving. You should have a proper data repository in your system so that you can assist
them in every step of the way.It is through this system a long lasting trustworthy relationship is
built between the two companies. It also creates a win-win situation for both, benefiting every
stakeholder.
Customer support is definitely a quick fix for the clients. The team can cater to the needs of the
client only when a certain problem is reported. In some cases the solution might not be a quick fix.
The issue might be complicated or a repetitive one. The management needs to look into these issues
to help the customer.In case the problem is not addressed properly, the relationship between the
clients and the company will be hampered.
4.Customer Success generates revenue while Customer Support helps prevent churn:
Customer support teams help to tackle the regular issues that the customer faces to retain them for
the future.They work in close association with the customers, but only when a problem has occurred.
This definitely helps the company to maintain its good reputation. But it cannot do much beyond
that.
Customer success drives the growth of the company as well as the clients.Since this aspect focuses
on overall uplifting of the two parties involved, it can go much beyond than just ensuring
satisfaction. Companies can expand with the help of increased up-selling, cross-selling and
referrals. All these factors steer the growth of the company in the right direction. If you invest
in the customer success teams, the returns will be huge both in form of financial gains and fresh
business avenues.
5.Customer success requires inputs from various departments while customer support can be a separate team:
Since customer success focuses on the overall growth of the company and the client’s business,
inputs from various departments are of great value to succeed. Sales, marketing, finances, and
operations- all need to work together to get the work done properly.
On the other hand, the customer support can take care of the problems separately. They need not
discuss the prospects of the issues regularly with the other departments. Product knowledge is
definitely one of the most important qualities the executives should have apart from other great
communication skills.However, they can deal with the problems in a completely separate setup.
You can also
outsource your customer success plans
from leading companies if you do not have the required workforce or experience. Make sure your staff
is well trained to handle this new age business strategy.
Hope this blog helped you understand the differences between customer success and customer support.
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