Investing in customer success is similar to purchasing an insurance policy for your customers—a strategic move that de-risks your business against customer churn, enhances loyalty, and ensures steady growth. Here’s why treating customer success as "customer insurance" is essential for any forward-thinking business.

If you ask most people they will say the purpose of business is making a profit, product or service but these are all the outcomes. One of the modern thinkers in business, Peter Drucker, once said that the purpose of business is "to create and keep a customer."