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.”
Must Reads This Week From the Field
Delta Airlines tries voice recognition for better service: When a customer has a problem, there are few things more frustrating for her than dealing with automated phone systems or uninformed employees. Delta is now using voice recognition software to preload customer information and share call histories with all service representatives. The goal is a more personalized customer experience. (via Fortune)
Handling the future data deluge: The trend toward connected devices will have impacts beyond how technicians interact with machines. Business leaders will also need to work with IT departments to ensure there’s enough space to store the data that those devices and sensors will generate. (via VentureBeat)
The stages of grief when an appliance breaks: Shock. Horror. Panic. Those are just a few of the emotions people feel when an appliance breaks. Chances are, your customers can relate to all of the emotions on this list. (via Buzzfeed)