Customer Success Isn’t Just for B2B SaaS—It’s Time for Consumer Devices to Catch Up

Yesterday, I had a conversation with my co-founder, Roger, that made me stop and think. Roger, a brilliant strategist and business leader, confessed that he didn’t know how to use his ear pods to answer calls or adjust the volume. Instead, he had been reaching for his phone every time—completely unaware of the built-in features designed to make his life easier.

Now, I’m no technical wizard, but even I knew how to do that. And after I showed Roger how simple it was, his reaction was the same as so many others when they finally unlock the full potential of a device they already own: “Why didn’t I know this before?”

Roger is not alone. How many more Rogers are out there? How many people buy a product, use it just enough to get by, but never fully unlock its capabilities?

And, more importantly: What does this mean for brands?

The Rise of the Silent Sufferers

As consumer technology evolves, so do the features and functionalities built into our everyday devices. But as innovation accelerates, so does the complexity of adoption. It’s no longer just about buying a smart speaker or a wearable; it’s about connecting it to multiple devices in our home, syncing it with our apps, adjusting settings for personal preferences, and navigating an ever-expanding ecosystem of integrations.

For many customers, this can feel overwhelming. They may struggle in silence, assuming that they just aren’t tech-savvy enough or that it’s too much effort to figure out. These silent sufferers might never reach out for help, but they also won’t engage deeply with the product. And if they don’t engage, they don’t get attached. And if they don’t get attached, they don’t stay loyal.

In the world of B2B SaaS, companies have long recognized the importance of Customer Success—proactively helping users get the most value from their software to drive retention, engagement, and expansion. But in consumer tech, we still rely too heavily on traditional customer support models, waiting for customers to raise their hands when they have an issue, rather than anticipating their needs before frustration sets in.

That’s where proactive engagement needs to step in.

What If Brands Reached Out First?

Imagine if consumer tech companies took a Customer Success mindset and proactively engaged their users at key moments in their early product journey:

• Through onboarding emails that highlight underused features
• Via telemetry data that detects incomplete setup processes
• By identifying patterns that show when someone isn’t fully utilizing a device’s capabilities

Instead of leaving Roger to manually adjust his volume from his phone indefinitely, what if the manufacturer reached out and connected him with an experienced product ambassador—someone who already knows the ins and outs of the device and can show him, in a few simple steps, how to unlock its full potential?

Would Roger’s perception of the product improve? Would he engage more? Would he be more likely to recommend it to others?

We think the answer is yes.

From Silent Sufferers to Brand Advocates

If companies embraced Customer Success for consumer devices, the benefits could be profound:

? Higher Retention – Customers who feel confident using their devices are less likely to churn or switch brands. ? Increased Cross-Sell & Upsell – Users who maximize their current device are more likely to invest in compatible accessories or upgraded versions. ? Better NPS & Advocacy – Frustration-free experiences create brand evangelists who recommend products to friends and family.

GigCX is about connecting people who need help, with someone who can help. But in Customer Success, we go a step further: we connect customers with the right expert before they even realize they need help.

By leveraging GigCX Experts—real customers who already know and love a product—companies can provide personalized, on-demand support that turns silent sufferers into enthusiastic supporters.

The Future of Customer Success in Consumer Tech

The consumer technology industry has long focused on customer support, reacting to issues as they arise. But why wait until frustration sets in?

What if brands anticipated user challenges before they became problems? What if they ensured that every customer experience was seamless, empowering, and rewarding?

As products become more feature-rich and interconnected, Customer Success needs to be a core strategy in consumer tech—not just a nice-to-have. Those who embrace this mindset will reap the benefits of higher engagement, stronger brand loyalty, and deeper customer relationships.

To learn more about how GigCX is driving proactive Customer Success, visit www.limitlesstech.com.