Customer Success Managers: At The Frontline Of Lifecycle Marketing
In the days of the enterprise era, the burden of getting value from a purchase was totally on the customer. After purchasing a service, they would probably not be contacted again until it was time for a renewal. Data collected from their ongoing interactions with the provider via sales, marketing, support, usage, etc., was all over the place and made it difficult to paint a full picture to properly nurture the customer relationship.
Along came SaaS companies that changed the landscape of how customers interacted with online services. “We can’t take the money and run,” said speaker Mikael Blaisdell at our Boston Customer Success Meetup. Today’s customers are self-sufficient and can access services on demand, self-service without talking to a sales rep – but are we paying attention to their usage behaviors to really maximize their success?
One key takeaway regarding the future of customer success management is to unify all departments except sales to exchange knowledge and create a body of awareness of what’s going on in the customer base. From sales to customer support, there are scattered, missed signals that are crucial to customer health that could easily be addressed using the right customer management tools. More than tools, it’s important to recognize the importance and best practices for customer success because after gaining your user base, it’s up to the customer success managers to nurture and retain them. (Interesting fact: About 80-90% of revenue for subscription-based models comes from existing customers.)
A quick shout out to our friends at Metratech for hosting and catering this meetup and thanks to Mikael for his insightful presentation on where he thinks the Customer Success Management role is going.
Missed our last meetup? We’ve got another one coming soon in Seattle – stay tuned for details.