BOLD & SAVVY Magazine May - June | Page 10

Yes, there is. To be successful, you need to incorporate both into your business strategy. Believe it or not, this is not a game of semantics or a trick question. Of course, each business owner wants to serve their customer to the best of their ability. If your business is a B2B (business to business), enterprise the difference is worth noting.

Would you agree that all businesses are interested in making money? Some might say customer service and customer success are the same things. A happy customer will receive a return on their investment. The difference is a happy customer or a happy customer who benefits financially from doing business with you.

Customer Service is about solving your customer’s problems.

Customer Success is when customers achieve desired outcomes through their interaction with your company.

Your business growth depends on your customers’ growth. “Customer Success is a growth driver. It is not glorified support.”

Customer Success is a decision to understand your clients’ business and help them achieve their goals. “What you talkin bout Willis?” Well… I don’t know about you, but I learn from examples. Let’s look at two.

Company No. 1 – Customer Service:

The entrepreneur (Vivian) contracted a vendor (Web Pages Galore) to create an essential element for her business. Through a series of interviews Web Pages Galore and the Vivian believed enough information was gathered to complete the job. Next steps were agreed upon. A to-do list was created assigning various tasks to each of us. The vendor was paid in full.

Seven days later the finished product was delivered. It was not what Vivian ordered. It was obvious to Vivian, Web Pages Galore had no idea what she did nor which segment of the population represented her target market. The product was a template-based website with Vivian’s company name “plastered” on it. It was a good web page. It would meet anyone’s basic standards for this type of product. As far as Web Pages Galore was concerned they fulfilled their obligations as outlined in the contract. But it was not special or unique. It was not Vivian.

Vivian hired someone else to complete the tasks left undone. But since she had a one year contract with Web Pages Galore, she had to work with them. Tweaks were made. Vivian was OK with the finished product.

Over the course of a year, numerous calls to customer service were made. Each of the Web Pages Galore’s representatives were very pleasant and knowledgeable. Every issue was resolved. A number of email messages and phone calls were made by the Web Pages Galore suggesting additional products or contract renewal.

Vivian’s answer was a resounding NO. The vendor provided excellent customer service. But did not use the information they had about her business to help the business. Vivian shared her goals and target market. It did not seem to make a difference. She felt like a number. The contract was not renewed. Vivian’s business would not be a part of their growth because they were not interested in hers.

Continued on next page

Which Will it Be Customer Service or

Customer Success?

Is There A Difference?

By Gwen Hill