One Approach to Repeat Business: 'Customer Success Managers'

15 Pages Posted: 28 Jul 2020

See all articles by Betsy Gelb

Betsy Gelb

University of Houston

Deva Rangarajan

Ball State University

Bryan Hochstein

affiliation not provided to SSRN

Mikael Blaisdell

The Customer Success Association

Date Written: April 1, 2020

Abstract

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.

Keywords: marketing, relationship management

Suggested Citation

Gelb, Betsy and Rangarajan, Deva and Hochstein, Bryan and Blaisdell, Mikael, One Approach to Repeat Business: 'Customer Success Managers' (April 1, 2020). Rutgers Business Review, Vol. 5, No. 1, 2020, pp.13-27. , Available at SSRN: https://ssrn.com/abstract=3660140

Betsy Gelb (Contact Author)

University of Houston ( email )

4800 Calhoun Road
Houston, TX 77204
United States

Deva Rangarajan

Ball State University

Muncie, IN 47306-0340
United States

Bryan Hochstein

affiliation not provided to SSRN

Mikael Blaisdell

The Customer Success Association ( email )

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
212
Abstract Views
549
rank
198,068
PlumX Metrics