Self-service is still good customer service. Offering an option for customers to help themselves can give your customer support reps more time to focus on improving the big-picture aspects of your service strategy. And the right customer support software makes it easy to give customers what they want when they need it.

A customer can be very satisfied with the products and services of a company, but that doesn't mean they’ll remain loyal. Competitors can attract them by offering better customer benefits, including proactive customer support. Customer experience is decisive for both satisfaction and loyalty. However, most companies do not offer great customer experiences.

“While virtually all customer success management initiatives start out as “churnfighters,” you can’t stop there. The challenge is to gather and use the data from every interaction to move your team out of reactive mode and into far more effective proactive stances.”1

In Part 1 of this blog series we introduced the new imperative for customer support and customer success—achieving success for your customers…and for your bottom line. The first way to do so is to ensure product adoption and use. The second way is to use B2B customer support tools to proactively strengthen your customer relationships and reduce churn. That’s what we explore in Part 2. Reduce Churn and Prove Value Overall support demand grew by 10.6% in 2020.