Customer success is a stupid concept … a catchphrase that shifts the focus from people to profit.
Unlike customer experience — a phrase that suggests giving something of meaning and value to the people who matter most — customer success implies taking.
It shifts the focus from customers to companies. Or, as the Customer Success Association so bluntly states on its website, turns "customer relationships into strategic portfolio assets" with an emphasis on "sustainable corporate profitability and growth." It asks:
- How can we gather and use personal data and market intelligence to get the most from our customers?
- How can we lure potential new customers and entice the ones we already have to spend even more?
Customer success isn't about helping customers or resolving their complaints. It's not even about creating win-win scenarios for customers and companies. Rather, it embraces and celebrates the exploitation of customers for a company's own benefit.
At least that's how it seems. And in this so-called age of customer centricity, it's tiresome.