Customer Success Teams

The customer success team has a single-minded purpose: making customers happy. Team members facilitate communication between users and the company. Supported by customer-focused marketing techniques, the customer success team gets involved at any point in the customer lifecycle, including initial contact, complaints, sales and post-sales support.

Why Are Customer Success Teams Important?

In a B2B scenario, customer success teams have typically taken on the task of keeping customers from defecting. In a survey by Gaininsight of 100+ subscription businesses, companies with a dedicated customer success team have a 24% lower churn rate than companies without. However, progressive firms are moving their customer success teams from putting out fires to reinforcing success. Customer success teams can study the patterns of their flourishing customers — perhaps they are using a specific feature or enrolled in training — and use that to replicate the success with other customers.

Related Terms: Customer Retention Program, Customer Experience, Advocate Marketing

Related Resources: Customer Success: You’re Sitting On A Gold Mine of Customer Advocates