Last week I tweeted about separating customer success/support/service teams. Today I read this comment:
This highlights something that is really important and that is the separation of Customer Success and Customer Support. In most ways, they are not related, they are opposites. Reactive vs. proactive, case-oriented vs. success-oriented, cost-center vs. revenue-driver, etc. It’s one of the reasons that Customer Success won’t (can’t?) work if it’s part of Customer Support.
Opposites? Fuck that.
I try to give people the benefit of the doubt. At a certain point, though, enough instances of something becomes a trend. And the trend I’m seeing in conversations about the customer experience is deeply frustrating.
Too many people who lead “Success” teams seek to define all the valuable pieces of the customer relationship as Theirs. They draw a line in the sand and say, “This is my fiefdom. Back off.” In doing that they push all of the labor and time-intensive aspects of the customer experience onto someone else.
Replying to support tickets becomes not about the opportunity to have meaningful conversations with your customers. It pushes support into a box that’s solely a cost-center, case-oriented, and unconcerned with helping customers successfully use your product. As part of this success-advocates elevate their teams as somehow inherently above and better than those mere peons who handle tickets.
That’s crazy! Even the most reactive, labor-intensive ticket represents an opportunity to earn goodwill with your customers. When you nail that experience you can create a ripple effect across revenue, social media, and the broader marketplace. That is customer support. It’s only an opportunity, though, if you choose to seize it. If you chalk support up as just a cost-center, that’s your loss. Good riddance.
This whole trend of customer success is a tired repetition of customer support as an entry-level-dead-end job that people simply seek to move out of. Customer support, when done well, is a career. Every conversation, whether it’s reactive or proactive, is an opportunity to learn from your customers. That is immensely valuable no matter your departmental definition. Every time you try to isolate certain elements into a single department and declare that proactive support won’t, and cannot, work with customer support you do the broader community harm. Every one of us is in this to help people succeed.