Software vendors have pioneered the deployment of professionals charged with enhancing the success of that vendor’s customers. However, now more industries are adopting the model common for software, of marketing a renewable subscription rather than requiring a capital investment. That model makes customer switching far easier, justifying for more vendors the role of Customer Success Manager (CSM). Based on 129 interviews with those individuals and those who supervise their work, the authors recommend that vendors make customer success a strategic priority, that they deploy CSM’s astutely to ensure their usefulness, and that they expect competitors to begin or continue such programs.
Bauer College of Business at the University of Houston
Betsy Gelb is the Marvin Hurley Professor of Marketing & Entrepreneurship in the Bauer College of Business at the University of Houston. Her Ph.D. is from the University of Houston, in Management. She teaches the course “Books an MBA Should Read,” and also...
Ball State University
Deva Rangarajan is an Associate Professor of Marketing and Director of the Center for Professional Selling at Ball State University. He has a Ph.D. in Marketing from the University of Houston. He has co-authored on articles in the domain of marketing, sales, and...
University of Alabama
Bryan W. Hochstein, a thought leader concerning Customer Success Management (CSM), earned his PhD in Marketing from Florida State University. Currently, Bryan serves as an Assistant Professor of Marketing at the University of Alabama in Tuscaloosa. Crossing academic and...
The Customer Success Association
Mikael Blaisdell is a recognized leading voice on the strategy, process, people and technology of maximizing sustainable proven value for both customers and companies. His ongoing research and leadership of the 35,000+ member Customer Success Forum on LinkedIn provides...
by Barry Berman
A consumer purchase map details the decision paths and key interactions customers encounter with a firm or brand as they move throughout the purchase process.
by Yuying Shi, Ekaterina (Kate) Karniouchina, Can Uslay
Producing reliable sales forecasts for new products is notoriously difficult. Traditional surveys have been popular for decades but they are relatively...