January 20, 2022

What Wikipedia Can't Tell You About Customer Success Vs Customer Support

If you believe the customer is the real king, then this article on customer success vs customer support, is for you.


Honestly, customer success vs customer support is something that every company needs to understand at the early stage.

Customers have a lot of questions and concerns, and companies must provide answers to them. But what's the difference between customer success vs customer support? And, who wins in customer success vs customer support, comparison?

What should you do when your customer has problems?

In this article, we take a look at these two concepts in detail, outlining some of the differences between customer success vs customer support, and how they can be used in a business setting.

What is Customer Support?

Customer support is a term used to describe the services provided by an organization in order to help customers with their problems or questions about their product or service. It’s often confused with customer success, which is what we will be discussing today.

Customer support is a form of customer service that focuses on providing customers and users with information, tips, opinions, advice,etc.Read full to know about the detailed comparison of customer success vs customer support.

Customer success can offer the same value (even though we're not sure exactly what that would be), but there's more involved in offering this kind of service.


Because successful companies understand their business from three main perspectives:

Perception-They know who their targets are and what they want.

Market position-They understand where their brand stands in the marketplace.

Experience-And because of this understanding , our team understands and loves experiences (heck we're pretty good at creating recipes!).


If you've followed companies like Zappos or WayfairSales then you'll know exactly how great these types of businesses are offering.

Customer support is the core of any company. As software or any other product, we should always look for ways to improve these areas.

Customer support is crucial in helping internal teams cope with specific needs and issues coming from external customers. 

Support teams are there to address these concerns whenever they arise and avoid schedule interruptions caused by unexpected issues that come up after fixing another minor bug.

The main task of customer service is to help users who encounter errors when using the product or experience technical difficulties with the solution's features. They are on call 24/7, which often involves spending time away.

Quality customer support is timely, empathetic assistance that puts the customer's needs at the center of every interaction. As the expectations of today's customers increase, the definition of customer support continues to expand.

Skilled customer support professionals are well-versed in the product and deeply concerned for the customers with whom they interact. They enable customers to get answers (for example, via self-service), and they report on customers' issues with the product team. Chase Clemons, a member of Basecamp's Customer Support team, views customer support as a crucial feature of the product.

What is Customer Success?

The prime goal of customer success is to identify what success represents to your customer and to collaborate with them on every aspect of their customer journey with your company.

Customer Success is a role—and it's also more than just about sales.

Customer Success is the whole process encompassing all components that are part of our business. They go beyond sales and development, delivering great customer relations through software, hardware or services. 

The goal is not just profitability but also, long term growth by adding new lines of customers outside your company itself: companies you work for as well as other startups or SMEs.

Customer success aims to help customers succeed with your product, as well as themselves. 

Google Docs and Gmail are examples of products that achieved customer success by empowering their users to create great work. 

Steve Jobs famously stated: "Your job is not just to meet the needs of customers anymore. Your role is really more in making sure they never stop coming back."


Customer success is a proactive relationship between two parties in which a company helps someone achieve business goals through its product offerings or services (when applicable). 

Customer service departments will continue to exist, sometimes called "customer support".

During the first 90 days since trial sign-up, indicators such as whether the customer has interacted with the customer support team help ascertain the current stage of the customer's journey. 

The Success team can dive in to learn more about the customer's experiences and push them toward features that will benefit their teams and encourage them to fully utilize the product based on those indicators.

The Difference:- Customer Success vs Customer Support

The difference between them is that customer support is focused on solving issues for customers while customer success focuses on helping customers get more value from your product and/or improve their user experience.

You can already spot a few discriminating qualities between customer support and customer success using these definitions. Let's break it down further in a definitive list.

Customer support receives and responds, while customer success proactively discusses and strategizes. Objective: Customer support is focused on issue resolution and avoidance, whereas customer success is directed at delivering desired business outcomes as the customer journey continues. 

Metrics: Customer support metrics are utilized to measure the quality of the service provided, resolution times, and overall customer satisfaction; however, customer success is focused on metrics related to business impacts such as customer retention, expansion, and long-term value.

Skills and disciplines: Customer support professionals have skills that correspond with engineering, marketing, and operational teams; they are more consultative and can extend to a wide range of disciplines and industry expertise. Practitioners must be empathetic, resourceful problem solvers with a comprehensive understanding of the customer's identity in both roles.

In today's B2B technology world, it seems common that the phrases “customer success” and “customer support or service” are often intertwined. 

After all, they're both about serving the customer and ensuring they're finding success with your product or service, right? 

Yes. But by using these phrases interchangeably, it can cause confusion both to your customer, as well as to your internal team as to what the job responsibilities include. 

Both of these functions are crucial for the success of your organization, but they're also crucial to describe their differences and to explain what the lines between the two functions have. 

To begin, let's describe what exactly "customer success" means in comparison to “customer support or service.”

As we said before, both functions are crucial for your organization and oftentimes these two functions do (and should) work hand-in-hand. 

When a customer service professional encounters the same problem time and time again, they'll work with the product team to fix the bug and then let the CSM team know about the changes. 

Similarly, a CSM becomes the customer's champion for change when they support a customer in a more proactive approach and on a daily basis. They are empowered to help upgrade the process if they have a recurring issue or notice issues with the UI or customer experience (no matter where that problem may be in the organization).

How many times have you read that great companies like GEICO, Google, Southwest Airlines, Nordstrom, and Zappos use customer support as a way to grow revenue?

They don’t just provide top-notch customer support; they actively engage with their customers.

These companies listen, analyze feedback, and take action to improve their products and services. 

Common FAQs

1.Which one do you prefer: customer success or customer support?

The answer to this question is both. Customer success is the whole process of ensuring that your customers are happy and satisfied with your product or service, while customer support is just a subset of customer success.

Customer support can help you with any issues related to your company, such as: 

- Getting back to you about an issue that has been raised. 

- Giving information on how to get in touch with the appropriate person at your company. 

- Helping out with the steps involved in using your app or website.

2.How can a company use each to improve their business processes and operations?

Let's understand the different ways that each can be used to improve business processes and operations.

1. Social Media Marketing: This is a platform where companies post content, messages, or advertisements on behalf of their brand in order to reach out to potential customers. This type of marketing allows you to advertise your company, products, and services to people who are interested in what you have to offer. 

2. Search Engine Optimization: SEO helps businesses rank higher in search engines by getting more traffic from potential customers through organic means such as natural search engine optimization and social media marketing. 

3. Customer Relationship Management: CRM software tracks customer interactions with your company through emails, phone calls, website visits, etc., so that you can better understand your target audience's needs and wants which will ultimately help your business grow faster than ever before!

3.Should customer support be part of customer success?  

Customer support is an important part of customer success. If you are going to be providing excellent customer service, then you should be prepared for any type of support that your customers might need.

This includes providing training and assistance with problems that may arise.

4.What is the difference between customer service and customer support?

Customer service is the process of providing services to customers and taking care of their needs.

On the other hand, customer support is a term used to describe the activities that take place after the sale has been made and involves helping clients in any way possible, whether it be with billing or product issues.


In conclusion, customer service is the process of providing services to customers and taking care of their needs. 

Customer support is a term used to describe the activities that take place after the sale has been made and involves helping clients in any way possible, whether it be with billing or product issues.

Good customer support and success are essential

Customer success focuses on helping customers and making money. 

The customer success team is focused on getting people to buy your product and then keeping them happy afterwards.

There’s a big difference between a successful customer who needs help using your product, and someone who gets burnt out after the first week or two. 

To be useful, teams can set up metrics to measure how many of their customers need support in each stage of use – such as needing help starting-up, doing business operations, dealing with problems (for example technical issues), or even those that are no longer engaged with you.

Customer support metrics measure how well the organization fulfills its customers' needs and responds to their problems. 

Customer success metrics on the other hand focus more on customer impact like business expansion, retention, lifetime value etc. 

The terms “customer success” and “customer support” are thrown around so often that it's become a cliché today as opposed to being something which can be measured in numbers or statistics from an objective perspective.

Customer support is reactive. It's reactive in the sense that problems and issues will be brought to you by customers or users. 

Customer service, on the other hand, seeks out new opportunities for growth through proactive means such as surveys and suggestions from your target audience (customers).

Customer experience is often described as the customer journey; literally, it's how we experience your product or service and make a decision about what to do next.

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