The State of Customer Success Management in 2015

This report is about the The State of Customer Success Management in 2015. Constellation’s research team delivers its inaugural series on the state of the state. The state of the state research explores the impact of digital transformation, next generation customer experience and matrix commerce from a systems perspective considering the political, economical, societal, technological, environmental, and legislative point of view. This research report explores a key area – Customer Success Management (CSM).

It goes into detail about how next generation customer experience is guiding the success of Customer Success Management.  A shift to Customer Success Management is emanate because we live in the world of a continuous, opt-in economy, where the value of a customer is determined by how long they stay a customer and if they continue to increase their purchase amounts over time. As a result, companies must prepare themselves to deliver great, continuous and consistent customer experiences. Before the opt-in economy, businesses were focused on the initial sale. A great deal of money was spent advertising and marketing to potential prospects, enticing them to convert from a lead to a sale.

However, little attention was paid to the after sale experience, even though the ubiquitous poor customer experiences still exist today after decades of research showing that after sales service directly affects the financial stability of a company. It makes absolutely no sense to spend millions or in some cases billions of dollars in advertising, marketing and sales to then drive the customer to the competitor because the after sales service experience is horrible. Yet this occurs every single day in many, many companies. Customer Success Management is based on the ability to deliver consistent customer experience process, before, during and— in particular, after the sale which continuous loops into increase customer lifetime value, enhanced revenue, increased margins and profits.

The main themes in the paper are:

  • Delivering a brand promise instead of a product or service requires new approaches.
  • Clients who believe in customer experience build CSM organizations.
  • CSM delivers more customers, less churn, and higher margins, really!
  • Predictive analytics identify known and reveal unknown attributes that drive customer success and
  • Expect larger customer experience vendors to incorporate these principles or acquire in this space.
 The reason some companies like Zappos, Nordstorm, Lexus, which are all considered “luxury” brands can offer excellent service is that their business model is built with enough margin to provide the people, process and technology that can deliver great experiences. Businesses must move away from the thinking that this type of service is limited to only luxury brands and they themselves must stop cutting corners on CSM. All businesses that expect to make it through the next several years must begin to change their business models immediately so that they have the margin to provide great, loyalty creating experiences.

Is your company ready to transform how it treats its customers? For information on this report you can find a snapshot here.

@drnatalie

VP and Principal Analyst, Covering Customer Success Management and Customer Service

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