Customer Success Unleashed: The Three Pillars of Achievement

06 Feb 2023

A woman at a desk with a laptop and a star rating. Customer Success mindset: understand, learn, and communicate effectively.

You've probably heard loads about customer success in recent years. You may have even started implementing a few of its tenets in your business. But what exactly is customer success? And more importantly, what are the three pillars that support it?

Customer success is the process of meeting and exceeding customer expectations. Successfully completing this process allows businesses to maintain and grow their customer base while increasing profitability. Emphasizing the importance of maintaining long-term relationships with customers and others and focusing on using data and analytics to improve customer service is making enormous benefits for the companies.

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What are the three pillars of customer success?

There are three pillars of customer success:

1. Customer retention

A successful business relies on maintaining its customers. It's cheaper and easier to keep current customers than to find new ones. Therefore, a business should focus on creating a solid relationship with its customers and providing excellent customer service.

2. Customer expansion

Ensuring your consumers are content and praising your goods or services to their friends and coworkers is essential to growth. Referral rates, customer satisfaction scores, or social media mentions could be used to quantify this and track metrics. There is an issue if your customers aren't referring your good or service to their friends and coworkers.

3. Customer advocacy

The last pillar of customer success is customer advocacy. A business should aim to create customers who are so satisfied that they are willing to recommend the business to their friends and family. Advocates are the best customers who are the most likely to return and expand their business.

Examples of successful implementation and application of the three pillars of customer success

Countless examples of businesses have successfully implemented and applied the three pillars of customer success. Here are a few notable ones:

  • Amazon is known for its customer obsession. It's one of the company's core values, evident in everything they do, from how they design their products to how they handle customer service. This commitment to customer success has helped Amazon become one of the world's largest and most successful businesses.
  • Zendesk is another company that lives and breathes customer success. They put much effort into understanding their customers and designing their products and services to meet their needs. This focus has resulted in tremendous growth for Zendesk, with more than 100,000 customers in over 180 countries.
  • Salesforce is another example of a company that understands the importance of customer success. As a result, they focus on building long-term relationships with their customers and helping them achieve their business goals. This approach has helped Salesforce become the world's leading CRM provider.


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