Using Customer Success Management to Move Beyond Retention

Customer Enters the Chasm! Engagement Opportunities = Key to revenue growth.

From InsideView- Not long ago, account managers and customer service associates were hired to maintain accounts. But now, companies who still see retention as the main goal for those groups are starting to lose market share. Why? The account management program that drives revenue has changed. As Software as a Service (cloud) businesses continue to soar, sales teams have realized that they must keep pace with Agile product launches and feature releases, or risk losing clients to one of their many competitors.

Its no longer enough to retain your customers, merely reaching out when its time to renew their service. Your friendly customer service team is now your strategic customer success team, and their goal is growth.

After hearing Geoffrey Moore (author of Crossing the Chasm) speak at an event last month, we were compelled to ask him about two common themes in his talk: customer success management and the trusted advisor relationship. The truth is, Moore says, virtually everyone has some small number of trusted advisors, but the number of slots, and the people applying for those positions is like trying to get into Harvard.

So, using Crossing the Chasm phases as a backdrop, how can high-tech CSMs use their business savvy to grow their accounts rather than just maintain them?

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