The management of relationships with customers is a very delicate process that engages companies in the choice of the best approach. In this management a whole array of teams comes into play, teams that have the arduous task of maintaining the relationship between customer and company over time. In particular, the teams that deal with guaranteeing a good relationship with customers are: Customer Support and Customer Success.
The construction of the Customer journey cannot disregard the work of these two company departments, which have to collaborate in order to reach the defined objectives.
Customer Support and Customer Success: two complementary and necessary aspects
Customer Support is the service that deals with taking charge of customers’ requests and reports, while Customer Success has a different approach, that is, it plans strategies proactively in order to achieve the desired business results, accompanying the customer on their Customer experience.
In practice customer support is focused on solving problems inherent to the product or the service, providing direct assistance or useful information to the customer. Customer Support can make the difference by offering an efficient assistance experience.
Customer success is instead focused on making the customer reach their goals, through proactive interventions that anticipate potential issues and offer strategic consultancy to maximise the efficiency of the product or service provided. In this case analysis and dialogue have a very important role in offering a tailor-made solution.
Despite the differences, customer support and customer success both interact with the customer during their experience. Uniting these two approaches means offering an all-encompassing, high-value experience, which covers every aspect and phase of the relationship with the customer.
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