Header bg
  • section background

    Forget customer service — aim for customer success

    Hero bg 2
    forget-customer-service-top

    It’s time to rethink the traditional customer service mentality. Consumer culture has evolved since the birth of the internet, and in 2019, consumers are more savvy than ever. Many are regularly researching products, services, and companies before settling on a purchase, and just as many are applying an experiences-based value system to the brands they support.

    In this fast-paced digital age in which every business is competing for consumer attention, brands will have to slow down enough to take the time to empathize with their customers if they want to stand out.

    Why is customer service not enough?

    Businesses need customers in order to stay in business, but much like a one-sided relationship, the customers aren’t likely to stay with a business if the business neglects to make an effort to keep them. Applying this reality to customer service, it’s easy to spot why businesses that only implement customer service functions may experience higher rates of customer churn.

    Every organization needs a team to answer questions, quell complaints, and guide customers through the use of their service or product. Customer service is important for those specific issues, but it’s not the best way to build brand-consumer relationships. Why? It’s a more reactive than proactive form of engagement, and as we all know, successful relationships require active effort from parties on both sides.

    Customer success is based on building relationships

    For customer-facing businesses, especially B2B and SaaS companies, implementing a customer success strategy is necessary for retaining currently existing customers and attracting new ones. The key elements of customer success are as follows:

    1. Learning about the customer and understanding their needs before the sale

    2. Helping the customer achieve their desired outcomes (thereby getting maximum value out of your product/service)

    3. Following up with the customer and staying engaged with them after the sale

    The whole goal of the customer success strategy is to add value to the sales journey and build a relationship with the customer. Unlike the reactive nature of customer service, customer success is involved, empathetic, and revolves entirely around the customer’s experience.

    Mutual engagement for mutual success

    Paying attention to the post-sale experience is crucial if you want to ensure the customer is achieving success with your product or service. This can look like providing additional resources on your company website or following up with them via phone call or email. A business phone system can bring all of your communication channels under one dashboard, giving you a more holistic view of any potential customer issues. If the customer has no problems, their positive experience increases the possibility of a subscription or sale renewal and increases your business’s customer retention rates. This is the beauty of building a genuine relationship with your customer base: the more people sense that you care about their needs and can help them achieve their goals, the more likely they are to stay with you long-term.

    The customer success method will look different for each company, as the implementation depends on your industry and what you’re selling. For example, a SaaS company might have a designated customer success manager or agent because their service requires more in-depth attention. On the other hand, a retail company might train their store employees to incorporate the customer success mindset into their service.

    However customer success looks in each individual business, there’s no doubt that there’s a serious advantage to applying it to customer relationships and embedding it into your sales and marketing strategy. Consumer culture may change but one thing that will never change is the universal dislike of feeling like you’re losing out on something — and both companies and consumers can relate to this.

    Originally published January 27, 2020, updated August 25, 2023

    Back to APOLLO Magazine
    Share this article

    Get Tenant Insurance in less than a minute

    Get no-nonsense coverage that's the best value for your money. Purchase policies from your computer or phone, receive your documents instantly, and save when you buy online.

    Get a free quote

    4.7 rating

    Google Logo

    Get Tenant Insurance in less than a minute

    Get no-nonsense coverage that's the best value for your money. Purchase policies from your computer or phone, receive your documents instantly, and save when you buy online.

    Relevant articles

    section background
    section background

    Getting insured is as easy as 1 - 2 - 3

    Tell us (very little) about yourself
    1

    Tell us (very little) about yourself

    Just tell us your address, your name, email and phone number. And that's it. We'll give you a price in less than a minute.

    Pay online easily and securely
    2

    Pay online easily and securely

    You can choose to pay monthly or save money by paying for the entire year in one easy payment.

    Get your documents in your inbox - instantly
    3

    Get your documents in your inbox - instantly

    As soon as you complete your purchase, you'll find your proof of insurance and policy documents waiting for you in your inbox.

    Get covered today - it couldn’t be easier

    We’ve provided more than 1,000,000 quotes to Canadians just like you. Give it a try!

    Google Logo

    Reviews

    4.7 rating

    1,781 reviews

    view all

    Across Canada

    Contact Us
    Apollo logo

    © 2024 APOLLO Insurance Solutions Ltd.

    111 Water Street, Unit 210, Vancouver, British Columbia, V6B 1A7

    APOLLO Insurance Agency Ltd. (o/a APOLLO Brokerage in the province of Ontario only) is a licensed retail brokerage, offering our clients with a comprehensive set of insurance solutions to meet their individual needs. APOLLO Insurance Agency Ltd. maintains necessary corporate licensing in provinces across Canada. Availability of products and service depends on licensing and product availability. The information that appears on this page is provided for information purposes only. Advertised products and prices are not guaranteed and vary based on insurance provider and/or insurance company's discretion and product availability.

    Transparency and Disclosure: APOLLO Insurance Agency's role is to provide you with exceptional service and the best insurance products that suit your needs. As a licensed retail brokerage, our compensation is based on a commission basis already built into your insurance premium and varies based on the product purchased through our platform. For a description of how APOLLO Insurance Agency is compensated and how this is calculated, please refer to our Compensation Disclosure document. For consumers in Ontario, please review the RIBO Conduct Fact Sheet and the RIBO Conduct Guidance document.