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Create Value for Your Customers

Helping Customers Recover and Plan for a Successful Future

Shep Hyken interviews Teresa Anania, Vice President of Customer Success at Zendesk. They discuss strategies for helping customers find value throughout the entire customer journey.

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Top Takeaways:

  • Customer service is what ties all other aspects of a business together. It is the marriage of sales, marketing, product management and more.
  • Customer success and customer service are not the same, but they are closely related. Success is about proactive outreach, whereas service is reactive. But they are both part of creating a great customer experience.
  • Never leave the customer entirely alone or cease communication with them, even after the initial onboarding process. Maintain communication to ensure they get the most value out of your products and services.
  • Don’t wait until it’s time for the customer to renew their subscription or contract with you to reach out to them.
  • Renewal isn’t the goal; the goal is helping the customer get the most value. If you do that, the renewal follows naturally.
  • Collect and use data to personalize and contextualize your interactions with your customers.
  • COVID-19 has changed customer service. It’s still about helping customers through their entire journey, but individual needs may have changed. Meet customers wherever they’re at and help them recover and plan for the future.
  • Care for your employees just as well as you care for your customers. The employee experience directly affects the customer experience.
  • Give customers a voice in your company. This is possible for companies of every size and greatly improves the customer experience.


“Our goal shouldn’t be about the customer is buying from us. Our goal should be about them getting value.”

“Treat your employees just as well as you treat your customers. This builds empathy for your customers.”

“Listen to what your customers have just gone through and be part of helping them find a solution. Help them plan for the recovery and come back in a stronger place.”


Teresa Anania is VP of Global Customer Success and Renewals at Zendesk. She helps customers realize maximum value across the customer lifecycle, resulting in renewal and customer satisfaction.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio.

This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:

  1. How does the employee experience affect the customer experience?
  2. What is customer success?
  3. How can I create value for my customers?
  4. In what ways did COVID-19 affect customer service?
  5. How can I get my customers to renew?

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