Customer Experience vs. Customer Success – Similarities and Differences

Customer Experience Customer Success

Customer Success + Support: A Powerful Partnership

March 24 & 25, 2020

The Belo Mansion & Pavilion, Dallas, Texas

Join Jennifer at ASPs 2020 conference: Customer Success + Support: A Powerful Partnership where she will Customer Success and Digital Transformation.

Learn more about the event here and see the full agenda and speakers.

AGENDA

The terms Customer Experience (CX) and Customer Success (CS) are commonly used within the service industry. Sometimes CX and CS are used to describe the same or similar things and other times to describe complexly different actions, activities and outcomes. This definitions for each term and similarities and differences between CX and CS are described below.

By By Jennifer MacIntosh & Tom Sweeny

Customer Experience (CX)

Customer Experience or CX is a strategy.

A CX strategy defines the approach a company will use to influence customers behaviors and perceptions by creating specific customer experiences. Customer experiences may be influenced through product usage (User Experience | UX), person to person interactions, automated and self-help transactions and even perceptions about company policies.

Customer Experience is intended to endear customers to a company by nurturing positive customer perceptions about its products and services.  The expected outcome from CX is to create and retain long term customer relationships; increase the likelihood of expanding relationship value; generating brand affinity; influencing positive customer references and reviews.

CX is holistic and is not limited to product-only, sales-only or service-only factors.

Customer Success (CS)

Customer Success is an operational model.

A Customer Success operating model promotes practices across the entire customer-lifecycle including landing new accounts; onboarding, success planning; product adoption; health monitoring; retention and expansion.

Customer Success is intended to maximize customer retention and create opportunities for revenue expansion within the customer base by assuring that customers can attain tangible positive outcomes with the products and services they have purchased.

Customer Success transcends organizational silos such as Support, Professional Services, Training, Sales and Product Management and is not limited to specific organizations, teams, or roles.

Implementing CX and CS

A Customer Experience strategy and Customer Success focused operating model are complementary.

A CX strategy should inform the organization about what it intends to do, the outcomes it expects and the methods by which these outcomes will be achieved.

The Custer Success Operating model will describe the specific roles, responsibilities and practices a company will use to execute the CS strategy

Customer Success + Support: A Powerful Partnership

March 24 & 25, 2020

The Belo Mansion & Pavilion, Dallas, Texas

Join Jennifer at ASPs 2020 conference: Customer Success + Support: A Powerful Partnership where she will Customer Success and Digital Transformation.

Learn more about the event here and see the full agenda and speakers.

AGENDA

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