Customer success is NOT about customer happiness. […] Your most successful customers – those least likely to churn and more likely to buy more over time – are generally your most demanding and they never seem to be happy. That’s going to seem like a problem if you don’t understand how things actually work. But if you understand that happiness isn’t your goal – success leading to loyalty is – then you won’t fall victim to wrongheaded thinking when analyzing where the customer is on their journey (or struggle) toward success. Yes, ideally they’re both happy and successful, but the latter means they stick around. Successful customers, those achieving their Desired Outcome, tend to not churn… but “happy” customers leave all the time.
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