Customer Success

Chapter 3

Customer Success for Traditional Nonrecurring Revenue Businesses

Today, customer success is largely centered in the world of B2B SaaS companies. As we've discussed, it's the urgency created by the subscription model that has driven the need for customer success and placed it into the business consciousness. But, does it apply to other businesses as well?

The answer is a resounding, yes. The need for customer success concepts, by any name, is being discovered and, in some cases, rediscovered by many B2C and non-technology companies for a variety of reasons including:

1. Most companies are thinking about how to become a subscription-based business or at least create some subscription-based products.
2. Creating great customer experiences and ensuring that customers derive true business value from your products pays off. Even in a nonsubscription business, repeat business is key. If you live in a world where that's true, then consider how customer success can help you.

Remember that the phrase customer success is simply another way of saying loyalty creation and especially attitudinal loyalty creation. In businesses in which physical customer success teams exist, they exist to drive loyalty, which results in retention and revenue growth. Loyal customers stay with you and buy more from you. Every company wants their customers to do both of those things. Subscriptions have become step one in the process for doing just that, which is why, with the help of technology, they are ...