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Customer Success: The Definitive Guide in 2020

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customer-success

One of the most widely known concept, yet comparatively unknown and inexperienced to most marketers and organizations. According to a Digital Adoption Report, it is estimated that “More than 60% of organizations realized customer success as a formalized field in the last two years, until then relying on third-party consultants and experts to define their business strategies”.

Customer Success or often referred to as “Customer Buy Success” is a proactive art of creating a seamless experience for customers to achieve their potential desired outcome or reactive support through business interactions by making the entire customer journey objective and resolution-led.

Bain & Company defines – “Customer Success initiatives when collaborated with key management principles can lead to an increase in profits of a company by 95%”.

Difference Between Customer Success And Customer Service

To understand the difference between these two terminologies, we’ve to understand what customer success used to mean earlier and how it got transformed into the next version 2.0.

Version 1.0

Earlier customer success focused on mitigating the management related risks and improving the customer’s overall journey.

Version 2.0

However, the updated version of customer success recognizes customer experience and success as and beyond a growth engine where customer needs and value may vary according to businesses. Thus, adopting a more comprehensive, cross-functional approach that is customer-focused and aligned to improve the customer’s overall journey and retaining the customer simultaneously.

Mission & Objective – The vital difference between the two terms based on mission and objective are:

Customer success is concentrated on investing within the long-term, building the lifetime value of consumers through consistent support and investing in their business as if it were their own.

On the opposite hand, customer service focuses on winning the one-time transaction. Helping a customer in need who has issues with their account, the software, or any function that involves your business.

“Your customer makes their own success. By accepting that, you put the customer first.”

— Brian Gladstein

Approach – Customer success is concentrated more on empowering customers to succeed together with your product or service within the future, instead of solving issues within the short term.

Meanwhile, Customer service is your second acquisition test behind actually acquiring that customer within the first place, making it an important role within the success of any given customer or company.

Focus Areas & Metrics – In essence, customer success teams are focused on helping customers achieve greater value and are genuinely seeking to enhance their business. Success teams specialise in preventing conflict from happening, giving customers the facility to enhance their business, and developing systems that help customers to seek out continual success.

Whereas, Customer Service or Support roles generally fall into conflict resolution, responding to tickets, answering phone calls from struggling customers, and responding to all or any customer concerns.

Customer Service can be regarded as the baby steps to help in the overall customer success journey. Without customer service, customer success is null and void. If you’re a new customer buying a product from a company, you’ll likely need or expect the after-sales support or services in one way or another.

Why Customer Success Is Important?

The first interaction with customer support or service is going to be critical in determining their propensity to continue doing business with you.

In a study published in 2010, it was calculated that – “82% of consumers would bail on a corporation after one negative experience with customer service.”

While “51% of consumers will never return to a corporation after having a bad experience in customer service.”

Not only will one bad experience cause people to leap ship and test other brands, products, and services, but it often also seals your fate: losing the customer permanently.

“Until you know what it takes to achieve success from your customers’ perspective you will just waste valuable time.”

— Jason Whitehead

Customer Success is crucial to any business as bad customer service will have a reach twice as huge as a good experience, but it will take 6 times your good and positive experiences to make up for that bad one.

Customer Success is not only about the communication strategies but also the business processes you induce to keep proving your business value to your customers.

As it is often said, it can either “make your business or break your business.”

How Do You Succeed in Customer Success?

There are various ways or elements that businesses opt to succeed in Customer Success ranging from developing a solution-based platforms to team building models to improve the customer’s overall journey and experience.

Here are some of the points that you can implement to succeed in Customer Success:

1. Solution Focused Approach – In order to manage all your communications and interactions with your customers and business clients, you’ll need to build and implement a solution-focused customer success approach for your team to communicate all business interactions with existing or potential clients. These solutions can be anything ranging from software or tools required to connect to your customers in real-time and ensuring fast response, resolution, and success is derived to keep your customers happy.

2. Team-Building Approach – To manage all your business interactions, you’ll also require a team or group of people having knowledge with the customer success field to assist the existing customer base and potential new customers. The number of employees you hire will largely depend upon the size of the organization you have and how many customers you serve daily. Team building approach will not only drive your business to profits but also ensure customer experience, success, and service all at one time.

3. Formulating Strategies – One of the crucial most factors in deriving customer success is how as a business you formulate or bring about the strategies to build a larger customer base and simultaneously ensuring ROI and profits. The strategies will solely depend upon the services/products you sell and provide and what is it customers desire from your business or offering.

One such strategy plan as an example is shown below:

  • Identification of customer’s end goals and objectives
  • Establishing a team-building approach
  • Implement a solution-focused approach to interact and communicate with customers
  • Identify your short-term and long-term goals with a set of expectations
  • Estimate your strategy and share with your larger team to get everyone on the same page
  • Analyze the output responses/results you get from implementing the above strategies
  • Edit/Modify based on above results to further grow your business

4. Customer-focused approach – A customer-focused approach or strategy will not only help your business and team to effectively manage but will also help you in assisting your customers, ensuring the already-set expectations are met and aligned as per your customer. It also focuses on dynamically building your business as per customer needs that are ever-changing in nature to let you evolve your business and not dissolve.

“Smart companies have realized that customer loyalty is the most powerful sales and marketing tool that they have.”

— Bill Price

5. Educating and Spreading Awareness with your Customers – By recognizing and anticipating your customer needs prior to what they expect and ask will help in ensuring the sustainability of your business. With the help of a solution-focused approach, you’ll not only provide better resolution but will also retain your customers. By creating a knowledge platform for your customer, success will be assured.

6. Improving Customer Journey – As a business, you can onboard your customers with various guiding steps or knowledge to ensure a seamless journey throughout. It is a great way to delight and make your customers happy by providing various pieces of trainings, tools, resources, and knowledge platform they require to start with.

7. Better Communication within departments and team – You can ensure smooth and noise-free communication within your departments and team to help and route your customers to the appropriate position. Proactive and Reactive support based solutions like enabling chat-bots or secure messaging to customers to help with their queries.

8. Promoting Customer Loyalty – A business can ensure loyalty by providing customers with delightful and positive experiences so that customers feel satisfied and come back to buy your product or service. An effective royalty or loyalty program giving customers discounts/benefits can help your customers to sustain and retain your business.

How to Measure Customer Success?

A well-run customer success program involves many parts of a corporation’s overall success journey. As such, there’s a spread of knowledge that will help organizations measure the worth of their customer success initiatives.

The initial lines are needed to be focused on the measurement value gained by the customer. A customer that knows what proportion they’re taking advantage of their usage from your product or service is extremely unlikely to keep customers moving up the worth path.

Here are some of the tools or techniques you can use to measure customer success:

1. Customer Success through KPIs (Key Performing Indicators) – There are a variety of the ways through which you can measure and assess the success or failure of a customer success program, i.e. – through Key Performing Indicators (KPIs). Whichever KPI your business uses, it’s important to stay in mind the importance of measuring value delivered to both customers and the organization.

2. Customer Success through Churns – Churn in simple terms means, if you’re willing to spend ‘X’ amount of value in deriving your product cost, then you’ll definitely require ‘Y’ value to spend on retaining your customer.

Customers come, customers go—it’s an unfortunate state for any business but a reality and necessary part of any business. As a performance metric, though, customer churn is often highly useful in understanding the explanations why customers churn, it will help your business to measure on why customers retain from the service you provide to them.

“Customer success is about more than delivering service or support.”

— Bill Price

3. Customer Success through Net Promoter Score (NPS) – For any organization, the extent to which its customers would recommend their product or services is a crucial metric, which gets measured with the help of Net Promoter Score.

NPS measures this sentiment or part of customer’s feedback and provides an aggregate score for companies to keep an eye on which further analyses which part of your customer will provide a negative, positive, or neutral feedback. This often helps you in projecting potential new customers and customers who are no longer part of your services or products.

4. Customer Success through Customer Effort Score (CES) – CES or Customer Effort Score is a method used by organizations to measure a customer’s perceived level of ease at various points throughout the customer journey to understand the level of loyalty your customer offers to your brand or offering.

Gartner, a research organisation states – “CES is 25% more predictive of customer loyalty than other subsequent metrics.”

CES also helps in building a new customer base, retaining existing clients, and overall sustaining your business.

Conclusion

While “Customer Success” as a term and a movement might be relatively new, however, most of what’s covered in this definitive guide of 2020 certainly isn’t new. What’s new in this point around is that it has each of those things we as a customer do, the tactics businesses create to build a new customer base, and roll up under the umbrella of Customer Success.

Not just the organization of the Customer Success initiative, but the overarching Customer Success concept within a corporation is all about having the whole organization aligned around this idea of customer experience, success and service.

I believe through this guide, you’ll create initiatives or invest in technology to form each of these items thereon, and if you are doing so you’ll be happier than if you didn’t, but without a top-down list from the organizational alignment or rallying around Customer Success will fail to require hold during a real and meaningful way.

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The Cost of Deferred Maintenance: How Small Building Problems Become Big Business Expenses

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Cost of Deferred Maintenance How Small Building Problems Become Big Business Expenses

A warehouse door that doesn’t quite seal. An HVAC unit that runs a little longer than it used to. A plumbing leak small enough to stay hidden behind a wall.

None looks particularly expensive on its own. That’s precisely why these problems are easy to ignore.

For most businesses, building maintenance isn’t a major concern until something actually breaks. But the cost often starts accumulating much earlier. An inefficient system raises utility bills. A worn component puts additional strain on the equipment around it. A minor repair gets postponed until it becomes an emergency call — potentially while employees, customers, or shipments are waiting on the other side.

Owners tend to know their obvious cost centers: payroll, rent, inventory, insurance. The harder expenses to spot are buried in the systems that keep the building operating every day.

Here’s how a minor maintenance problem can move from an easy fix to a much larger operating expense — and where businesses can interrupt that progression.

Stage One: The Warning Signs Get Ignored

Every expensive failure starts as a cheap one. A rooftop unit short-cycles for a week. The dock leveler starts landing harder than it used to, and by Thursday a commercial door hesitates on the way up before catching itself.

On a busy Monday, none of that rises to the level of a work order. It gets a shrug and a note to check on it later. That delay is where the money starts leaking. A worn spring or a slipping belt draws more current, wears adjacent parts faster, and turns a modest fix into a full assembly replacement. Building systems rarely fail in isolation. One tired component pulls two or three others down with it, and by the time someone calls, the invoice reflects all of them.

The fix at this stage is boring and effective: write the small thing down the day you notice it, and give someone the authority to schedule the visit without a committee meeting.

Stage Two: Energy Bills Start Doing the Talking

Before a system fails outright, it usually gets loud on the utility bill. Compressors run longer. Fans stay on when the building is empty, and heat leaks through a warehouse door that no longer seals against its jamb. None of this shows up as a line item called “waste.” It shows up as a slow, unremarkable climb in monthly operating cost.

The scale is worth pausing on. ENERGY STAR estimates that an average commercial building can cut energy bills by up to 30 percent through no-cost operational changes, smarter maintenance, and targeted investment. That’s not a rebate program or a tax credit. It’s money already being spent on equipment running harder than it needs to.

A few practical places to look first:

  • Schedules and setpoints. HVAC and lighting programmed years ago rarely match how the building is used now. Review them against real occupancy.
  • Door and dock seals. A conditioned space bleeding air through a torn seal or a bent panel will chase the thermostat all day.
  • Water use. A silent leak behind a wall or under a slab can double a bill before anyone notices the meter.

Stage Three: Something Breaks During Business Hours

This is the stage owners remember, because it’s the one that stops work. A rollup door jams half-open with trucks waiting. A chiller trips on the hottest afternoon of the summer. The freight elevator quits between floors with a pallet inside. Every hour after that is billed to the business one way or another.

Loading dock outages are a good example of how quickly the math turns. Industry estimates put the cost of an offline dock in the low thousands of dollars per hour once you account for idled labor, delayed shipments, and driver detention. Extend that across a shift and a single failed leveler or door outruns a year of preventive service.

Overhead doors deserve their own mention here because they touch almost every commercial property: warehouses, service bays, retail backrooms, fire stations. When one goes down, it takes revenue and access with it. Keeping a responsive commercial garage door repair partner on file, with your door specs and opener models already logged, shortens the outage from a day of phone calls to a same-day service call.

Stage Four: Getting Ahead of the Next Failure

The way out isn’t complicated, and it doesn’t require a facilities department. Run the building the way a good operator runs a delivery van: known service intervals, a short list of trusted vendors, and a written record so the next problem starts with context instead of guesswork.

  1. Inventory the systems that stop work when they fail. HVAC, plumbing, overhead doors, dock equipment, refrigeration, fire and life safety. Anything on that list gets a maintenance cadence.
  2. Put the cadence on the calendar. Quarterly for high-cycle equipment, annually for the rest. Skip the ones that don’t matter; don’t skip the ones that do.
  3. Keep one number per system. A vendor who already knows your building will usually beat a stranger dispatched on short notice during a busy afternoon.
  4. Log every visit. Date, part, technician, what they found. Six months later, that log is the difference between a targeted repair and a diagnostic bill.

No routine catches every failure. It moves most of them out of the middle of the workday and off the top of the operating statement, which is usually where the real overhead was hiding.

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The Cleaning Decisions That Shape Focus, Mood, and Sick Days at Work

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Cleaning Decisions That Shape Focus, Mood, and Sick Days at Work

It’s mid-morning and the shared kitchen already smells like last week’s takeout. Someone opens the fridge, closes it fast, and heads back to answer emails with a low-grade headache. Down the hall, three people are out sick.

The office isn’t filthy. It’s been managed the way most offices are managed: reactively, and by whoever noticed something first.

Cleanliness at work isn’t a hospitality flourish. It’s a lever on how sharply people think, how they feel while thinking, and how often they call in sick. The decisions that set those outcomes get made months earlier, in a contract and a scope of work, not on the morning the trash overflows.

Choose the Frequency That Matches How the Space Is Used

Nightly cleaning has been the default for decades, and for a lot of buildings it’s still the right call. For others it’s a mismatch. A hybrid office that fills up Tuesday through Thursday doesn’t need the same Friday-night deep clean as a five-day operation, and a call center running two shifts needs more mid-day attention than any nighttime crew can provide.

The decision usually comes down to three patterns worth pricing separately:

  • Nightly full service. Predictable, thorough, invisible to occupants. Best for consistent daytime occupancy and spaces where evening access is easy.
  • Day porter coverage. A person on-site during business hours handling restrooms, spills, breakrooms, and touchpoints as they get used. This is what moves the needle on perceived cleanliness and on illness transmission during the day.
  • Reduced frequency plus deep resets. Fewer nightly visits paired with scheduled deep cleans. Works for low-occupancy buildings, and fails badly when occupancy creeps up and nobody re-scopes.

Most buildings need some blend of these.

Weigh Air Quality Against Surface Cleaning

Surface cleaning gets the budget because it’s what people see. Air quality gets the cognitive results. Both belong in the plan, and the trade-off is worth understanding before you sign anything.

Harvard’s healthy buildings researchers have spent years measuring what indoor environments do to thinking. In one arm of their work, cognitive test scores roughly doubled for people working in simulated green-building conditions with enhanced ventilation compared with conventional office air. That’s the difference between a team that solves the problem in the meeting and one that reschedules it.

Practically, the cleaning contract should cover things the HVAC contract can’t: vent grille dusting, return-air pathways kept clear, filters checked on a real schedule, and vacuums with sealed HEPA filtration instead of machines that kick dust back into the breathing zone. If your scope doesn’t mention any of that, air is being handled by default, which is to say, not at all.

Insource, Outsource, or Blend

In-house crews give you direct control, faster response, and a team that knows the building. They also come with hiring, turnover, supervision, equipment, chemicals, and the ongoing cost of managing another department.

Outsourcing pushes those headaches to a vendor whose whole business is cleaning, which usually means better training, real supervision, and predictable coverage when someone quits. The risk is a vendor treating your building like every other building on the route.

A capable partner like ClearPoint Facility Services should be able to write a site-specific scope for your building rather than dropping a template on it, and should be willing to show you how their supervisors verify the work.

A blended model, with a small in-house day team and an outsourced nightly crew, works well for larger portfolios. The important part is that one person owns the outcome. When cleaning is split without a clear owner, everyone assumes someone else caught the thing that didn’t get done.

Measure Something Other Than Complaints

Most cleaning programs get graded on the absence of angry emails. That’s a lousy metric. It rewards visible surfaces and lets the restroom run out of soap for a week without anyone noticing. A better dashboard is short and boring:

  • Touchpoint audits. Spot-check a rotating list of high-touch surfaces weekly. Score them, log them, share the trend.
  • Restroom checks. Log the time of each service and the state of consumables. This is the fastest read on whether the day porter model is working.
  • Sick-day patterns. Look for seasonal spikes and whether they track with skipped disinfection rounds or filter changes.
  • Occupant sentiment. Two questions, twice a year, aimed at focus and comfort rather than aesthetics.

None of this makes a cleaning program glamorous. It makes it real. The point isn’t a spotless lobby for the executive tour. It’s a workforce that shows up, thinks clearly, and doesn’t spend Wednesday sharing whatever went around on Monday.

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When AI Answers the Sponsorship Question Before Fans Ever Click

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When AI Answers the Sponsorship Question Before Fans Ever Click

Race fans used to have to go looking for the brands behind a team or driver. They might visit the team website, scan a driver bio, follow a link from a race recap, or search for the sponsor they saw stretched across a rear wing.

Now they can simply ask.

A fan wants to know who sponsors the No. 22 car or which brands back a favorite IndyCar driver, so they put the question to an AI assistant. The answer may arrive without a single visit to the team, sponsor, or series website — and it may be assembled from sources none of them control.

That creates a new problem for motorsports sponsorships. Visibility on the car still matters, but so does what happens when that visibility turns into curiosity. If AI becomes the place where fans get the answer, teams and sponsors have to make sure the relationship is represented accurately there, too.

The Sponsorship Dollar Now Has to Survive a Zero-Click World

A sponsor pays for a decal, a hospitality suite, and a hashtag. What they’re actually buying is a chain of moments where a curious fan goes hunting for more. That chain used to land somewhere predictable: a team page, a driver bio, a brand’s landing page.

Not anymore. If two-thirds of the curiosity a race weekend generates dies inside a summary box, every line item on a sponsorship deck needs a new plan for what happens between the question and the click that never arrives.

AI Answers Are Rewriting Who Gets Credit for a Fan

When a fan asks an AI assistant about a race team, the model stitches together whatever it was trained on and whatever it can pull in the moment. Press releases. Forum threads. Driver interviews from three seasons ago. Years of stale copy nobody bothered to update. The sponsor’s own site might not even make the cut.

For a team, that changes the shape of a partnership pitch. Promising eyeballs on a car isn’t enough. Sponsors want proof that when a fan asks a machine who backs the program, the machine names them, spells it right, and links to the right place.

Race Teams and Sponsors Should Do the Housekeeping First

The fix isn’t a bigger ad buy. It’s closer to housekeeping: making sure the sources AI models trust say the right things about you. A few practical moves:

  • Audit what the machines already say. Ask the major assistants who sponsors your team, who drives what, and where to buy tickets or merch. Write down every wrong answer. That list is your brief.
  • Fix the primary sources. Team pages, driver bios, press kits, and sponsor pages should state the current relationship in plain, unambiguous language. Models copy what’s confident and consistent.
  • Feed the citation layer. Motorsport outlets, wire services, and reputable databases are the pages AI tools quote back. A steady drumbeat of accurate coverage is worth more than one splashy announcement.
  • Make structured data part of the inventory. Schema markup, driver stats, race results, and partnership details in machine-readable form give assistants something clean to pull from.

Discovery Is Becoming a Line Item on the Sponsorship Deck

The teams that will keep commanding premium sponsorship dollars are the ones who can walk into a boardroom and show, in screenshots, how the AI answer looks today and how it will look after the deal is signed. That kind of visibility work sits alongside traditional SEO and is often bundled under adaptive search strategies built for AI-first discovery.

It’s also becoming a renewal argument. When a sponsor asks what they got for last season’s spend, “we’re the first brand cited when fans ask about the team” lands harder than an impressions chart. The paint job still matters. So does what the machine says about it.

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