Success Through Customer Success

When one thinks of business and its essential departments, their minds automatically go to the flashy, glamorous departments: sales, marketing, research team, etc. They imagine that those are the core of the business, that they are the essential departments, without which the company would not be successful. This notion, of course, is true. Every part of the company contributes to its success. But there is one department for which this truth is twofold. That department is Customer Success.

In the eyes of your average Joe, there is no difference between customer success and customer support. To them, they fulfill the same need, do the same job, but under a different name, thinking of Customer Support as a glorified version of the later. That assumption would be correct except for one essential element: a contrast in mindset.

There are two different avenues to approaching life: proactive and reactive. In the business world, customer success and customer support are the two manifestations of this phenomenon. The role of customer support is to put out fires, to react to the customer’s needs, and to solve their issues. Contrast this to the function of customer success, whose objective is to approach the same obstacles from a proactive standpoint.

What does this look like, you might ask? It manifests in many different forms and creates quite a different environment. In a Customer Success Role (CSR) one is expected to perform a separate set of tasks, and to possess an entirely different spread of skill set, all because of the contrast in mindset. The goal of Customer Success Roles are to pave the ground for future success: to be a visionary, to foresee and resolve the problems of their customers before they arise. This leads to a higher level of customer satisfaction and, therefore, retention. Plus, in doing so, the company is gaining its most valuable marketing assets, the customers themselves.

It is for this reason that CSRs are so vital to a companies success. Without them, the company will gradually lose its clients, its revenue, and its reputation.

Once boiled down, there are only three essential qualities that a CSR needs possess. They must be a go-getter, have a high EQ, and be a problem solver.

1. Go-getter

Remember: proactive, not reactive. Being proactive in life leads to a cascade of benefits. For one, you’re always growing. By nature, someone who is proactive is continuously seeking out opportunities to engage in, difficulties to surpass, and problems to solve. They are pushing themselves to do more and to be more. This challenge facilitates growth, which takes the form of better communication and a more diverse set of skills. These skills and this attitude are vital to the customer success role.

2. High EQ

Some might disagree and say that just because one is more aware of others’ emotions does not mean that they care. In this case, they would be correct. However, to even have the potential to care, one must first be aware. Ergo: high EQ. Ideally, this candidate will be very compassionate and caring with their customers. They will be hospitable and relatable, ensuring that their customers are always taken care of, and their needs met.

3. Problem Solver

Problem-solving is essential. In a CSR, you are consistently resolving the issues of your clients, either by proactively diffusing them before they materialize or by fixing the occasional mishap. Regardless, you are using your critical thinking abilities to solve their problems and appease their needs.

I never found customer support roles to be very appealing, probably because I let my misconceptions taint my view. But, after researching and reading up on customer success as well as familiarizing myself with some of their tools, I am willing to reevaluate my position, and I would urge you to do the same.