Service organizations are increasingly called upon to drive revenue for the entire company. Part of the appeal comes from service technicians’ proximity to customers, assuming the relationship is strong and customers are happy with the service.

But customer service isn’t necessarily the same as customer success. It’s a distinction that leaders in every industry should understand, Frederic Kerrest, COO of identity management provider Okta, writes in Mashable. Kerrest offers four tips for how leaders can emphasize customer success, not just customer service. The first step? Build the company culture around making customers successful — no matter how customers define success.

“Ensuring your customers are as successful as possible involves your entire team, and that means making customer success a corporate and cultural value,” Kerrest says. “It starts by communicating that value to every employee, from executives to interns — and to every customer, the way Zappos does by publishing its Family Core Values.”

(via Mashable)

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