Service

Service in a B2B CRM context encompasses all post-sale activities delivered to customers to support their use of a product — including customer support, professional services, field service, training, and customer success management. The quality and consistency of service delivery is a primary determinant of customer retention: in subscription-based business models, customers renew (or don't) based substantially on how well the vendor has delivered on the promises made during the sales process. CRM platforms that unify service data with sales and success data give every customer-facing team a complete view of the service experience each account is receiving — enabling more informed relationship management and earlier identification of accounts at risk due to service-related friction.