Like many sports fans, I became wrapped up in the recent Olympics. I can’t explain why, but when the Olympics roll around, I find myself on the edge of my seat watching sports more than usual. Typically, I pass over any ordinary game, opting to watch an old episode of Seinfeld. During the Olympics, I was particularly interested in the bike road races. I couldn’t believe how, in a matter of a few miles, a team of riders working together could track down a lone racer that was 30 – 40 seconds ahead. I’ve heard of the benefits of drafting in a paceline, but this seemed incredible.

I had to do some research.

It turns out that in a paceline of two or more riders the efficiency gained can be upwards of 27 percent! Working as a team, even if it is an individual sport, has huge advantages! I couldn’t help but draw parallels to how this applies in the workplace.

Customer success is key to client-vendor relationships. At the end of the day, it’s all about ensuring that the customer achieves value in your product so they continue to be a happy, loyal customer. Sure, to keep them coming, sometimes, additional steps also need to be taken. Such as providing them lucrative offers or handing out promotional merchandise (like custom coffee mugs, t-shirts, or other products) every now and then. However, when these efforts pay, it truly feels like a win-win. The customer benefits from your solution and you benefit from having them as a customer. This is amplified in importance in the current SaaS (software as a service) subscription world. It’s increasingly easier for customers to find alternative solutions; therefore, you need to ensure the customer sees a significant return on their investment.

True customer success teams are often carved out as a specific group or department within an organization. However, EVERYONE in a company is responsible for the success of its customers. Companies that realize this understand that everyone has a role in creating happy customers. As an example, it appears that the marketing team is responsible for organizing effective marketing events where the company’s products or services can be advertised with the help of display boards, custom made flags, and the use of social media to inform potential customers of the events. Similarly, the finance and accounts department could evaluate product pricing in order to offer maximum discounts to customers. Simply put, every department in the organization is responsible for attracting and retaining more customers.

It’s encouraged. It’s expected. It’s part of the culture.

So, for you those of you out there that cringe when a Customer Success Manager sends you a meeting invite to discuss a customer concern, you better start peddling and don’t look back. The companies that realize customer success is a team sport are about to track you down and pass you.