Customer Success – Beyond SaaS
Customer Success is relatively a new term.
We can clearly see from the Google Trends chart above that the customer success management community has started to trend up around mid-2014.
Many analysts and investors have been skeptical about the applicability of the customer success engagement model beyond the technology market, software as a-service companies mainly.
I’m happy to report that we’re seeing Customer Success in new markets every day now. People may use different terminologies like “customer marketing” or “proactive account management” – we are seeing the shift to recurring revenue business models and the pro-active engagement to impact the customer lifetime value.
On March this year, I’ve set down with Mary Stanphone, the amazing VP of Marketing of the internet service provider (ISP) Global Capacity. Mary reached out to me few years ago, as she was looking to pro-actively impact the customer health.
Mary describes it best:
We’re now focused on getting customer success right. We are building at Totango the technology to enable Customer Success, and I have documented in my book Farm Don’t Hunt – practical guidelines that I’ve learned from people like Mary.