Business
Customer Success: The Definitive Guide in 2020

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.

Finance
Why Additional Insured Endorsements Matter Long After Construction Ends

A framing sub wraps up a mixed-use building in year one, cashes the final check, and moves on to the next job. Eight years later, a tenant trips on a slab that cracked where the sub’s crew tied two pours together, breaks a hip, and sues the owner and the general.
The general tenders the claim back to the sub as an additional insured. The sub’s broker digs out the old certificate, sees the only endorsement on file was a CG 20 10, and figures out the policy that was supposed to protect them stopped responding the day the work ended.
Most completed-operations fights start right there, in the space between what a contractor thinks they bought and what the policy actually does when the phone rings. By then the project is closed, the paperwork is cold, and the people who negotiated the contract have moved on.
Stage One: The Contract Promises More Than the Endorsement Delivers
Most construction contracts require the contractor to name the owner, developer, and upstream contractor as additional insureds. The language usually reads something like “for ongoing and completed operations.” Fine on paper, but here’s the catch. The standard ongoing-operations endorsement, CG 20 10, was narrowed after 1985 so it stops responding once the work is finished. If that’s the only endorsement attached to the policy, the completed-operations half of the contract promise has nothing behind it.
Covering both halves generally takes two separate endorsements, as the Amwins client advisory on additional insured forms lays out: a CG 20 10 for the construction phase and a CG 20 37 for the years after the ribbon is cut. Plenty of contracts assume both are in place. Plenty of policies carry only one. A thoughtful business insurance program builds this handoff in, pairing the right additional insured forms with completed-operations limits that will still be meaningful a decade out.
Stage Two: The Latent Defect Shows Up
Water intrusion. Foundation movement. Failed waterproofing, EIFS problems, slab cracks.
Construction defects can also stem from decisions made long before a project is finished. As Emoovio explains in its article on construction preparation mistakes, rushed preparation can lead to premature failures that only become apparent months or years later.
These rarely surface in year one. Claims typically aren’t reported for a number of years, often up to ten, after a home is completed. Commercial projects follow a similar curve. By the time the damage is visible, the original crew is on different jobs and the insurance file is buried in deep storage.
State statutes of repose cap how far back a plaintiff can reach, but the ceilings are generous and they vary widely by jurisdiction. The practical window a contractor should plan to defend against runs well past a decade in many places.
Stage Three: The Tender Lands on the Wrong Policy Year
When the suit arrives, the general or the owner tenders it to every sub whose scope touched the alleged defect. Whether that tender gets accepted depends on four things, and none of them are what the current broker is quoting:
- The endorsement in force then. The policy that responds is the one on the risk when the property damage happened, not the policy in force today. A CG 20 10 on that old policy will usually fail to pick up a completed-operations claim.
- The schedule of insureds. Older endorsements often required the additional insured to be named specifically. If the upstream party isn’t on the schedule, or isn’t captured by a blanket clause tied to a written contract, the tender gets denied.
- The completed-operations limit. Products-completed operations usually has its own aggregate. If prior claims already chewed through it, there may be little or nothing left for this one.
- The surviving paperwork. No contract on file, no certificate, no endorsement copy, no coverage argument. Document retention for a contractor is a coverage issue, not a records issue.
Stage Four: Close the Loop Before the Next Project Starts
The fix is boring, and it works. Read the insurance exhibit in every contract before signing and match the endorsements on the policy to what the contract actually requires. If the contract calls for completed-operations additional insured status, confirm a CG 20 37 (or equivalent) is attached, not a CG 20 10 by itself.
Ask the carrier for a specimen copy of the endorsement, not a certificate. A certificate is a summary, not coverage. A few habits save real money later:
- Keep a project-by-project file. Store the signed contract, the certificate, and the actual endorsement forms together, by project, for at least the length of the longest statute of repose you work under.
- Watch the completed-operations limit. Buy it high enough that one bad project doesn’t exhaust it for everything else, and track erosion as claims come in.
- Keep tail coverage alive. If you change carriers, retire, or sell the business, confirm how completed-operations claims from prior years will be defended. Leave that question open and personal assets start getting discussed.
- Push back on blanket language that doesn’t match. If a contract demands coverage your policy doesn’t grant, flag it before signing, not after a tender.
Contractors who get surprised by a tender ten years out usually did the work well. What tripped them was an endorsement that expired the moment the job did.
Law
How Punch Lists and Substantial Completion Affect Construction Payment Disputes

Disagreements over substantial completion can quickly turn into construction payment disputes when owners and contractors have different expectations about what it means for a project to be finished. A contractor may consider the work substantially complete once the building can be used for its intended purpose, while an owner may argue that outstanding repairs, unfinished installations, or other punch list items justify withholding payment.
These disputes often center on the punch list, which documents the remaining work needed before a project is considered fully complete. What one party views as minor cosmetic fixes, the other may see as significant deficiencies that prevent final acceptance.
Understanding how substantial completion is defined, documented, and addressed in the construction contract can help both sides protect their interests and avoid costly delays.
The Contractor’s View Versus the Owner’s View of the Same List
For the contractor, substantial completion is a status. The building can be used for its intended purpose, the punch list is the short remainder, and payment should flow. For the owner, substantial completion is a concession, and signing it off means handing over the one piece of real pressure still available in the project: the money sitting in retainage.
When a dispute is heading toward counsel, an experienced construction attorney will read the contract’s completion clause first, because the drafting choice usually dictates the shape of the negotiation that follows.
Both sides are reading the same list of items. They are not reading it the same way. A missing closet shelf and a dead rooftop exhaust fan may sit on the same page of the same punch list, but one is a finish item and the other may be the reason the certificate of occupancy is being held. Lumping them together is how disputes start. Separating them is how they get resolved.
Occupancy Is Not the Same Thing as Acceptance
Owners move in before they sign. That’s the awkward middle ground where most of these fights live. The owner is operating in the space, storing inventory, running tenants, taking reservations, while refusing to issue the certificate that would start the warranty clock and release retainage.
Contractors argue, with some force, that beneficial use is the whole point of the doctrine. If the owner is using the building for its intended purpose, the remaining items belong on a punch list rather than in a payment freeze.
Owners counter that use under protest isn’t acceptance, especially when they moved in because a tenant was waiting or a season was closing. The contract language usually decides which argument wins, and most contracts are vaguer on this point than either party remembers.
Define the Triggering Event in the Contract, Not After the Fight Starts
The cleanest projects name the exact event that establishes substantial completion before a shovel hits the ground. The messiest ones leave it to be argued later. There are only a handful of candidates worth naming:
- Certificate of occupancy. Issuance by the governing building department is objective, dated, and hard to argue with. It can also lag the actual readiness of the building by weeks.
- Architect’s certification. The design professional signs that the work is sufficiently complete for its intended use. Independent, but only as fast as the architect’s site visit calendar.
- Owner’s beneficial occupancy. The date the owner begins using the space. Fits reality, but invites fights over whether partial use counts.
- A defined completion percentage. A fixed threshold tied to the schedule of values. Clean on paper, awkward when the final remaining work is HVAC commissioning.
A good construction contract picks one and sticks with it.
The Punch List as Scorecard Versus the Punch List as Hostage
Used well, the punch list is a scorecard. The architect walks the project, the contractor prepares a list of items to be completed or corrected, and the parties sign a certificate that records the date, the open items, and a deadline. The AIA G704 exists precisely to make that process orderly: the contractor drafts the list, the architect verifies and amends it, and owner, architect, and contractor all sign.
Used badly, the same list becomes a hostage. Items get added weeks after the walkthrough. Scope creep gets relabeled as punch work. A fresh list arrives the day retainage was supposed to be released.
Both patterns are common enough that neither side gets the benefit of the doubt without documentation.
What Each Side Should Actually Do Before It Becomes Litigation
The practical moves split cleanly by role. Neither side helps itself by waiting for the other to blink.
- For the contractor. Request the walkthrough in writing, with a date, and photograph completed work the day it’s finished. Prepare the punch list yourself before the owner does. If the owner occupies, send a dated notice that use has begun. Silence here is expensive later.
- For the owner. Walk the project with the architect, not alone, and separate code and functional items from cosmetic ones on the list itself. If you occupy before signing, say in writing why, and what remains open. Don’t add items a month later without flagging them as new.
- For both. Sign something. A certificate with an attached, dated punch list and a deadline protects everyone, even when the parties disagree about particular items. An unsigned project is a project where every clock stays frozen and every argument stays live.
Substantial completion disputes often come down to how clearly the contract defines completion and how thoroughly both parties document the remaining work. By establishing clear expectations, maintaining accurate punch lists, and addressing disagreements early, owners and contractors can reduce payment delays and avoid costly construction litigation.
Business
The 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.
- 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.
- 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.
- 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.
- 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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