Neither tech touch Customer Success nor customer communities are a new concept. We have seen segmented and tiered approaches to customer success since the start of Software as a Service (SaaS). Also, customer communities are something that has been around long before software, but in today’s world where remote work is the standard and customer meetings happen over Zoom rather than in a boardroom, a need for a digital customer community has never been more important.
As VP of Customer Success at inSided I have been exposed to how a digital customer community can serve as an excellent way to service your low-touch or tech-touch customers. As you scale and grow as a business it is difficult to ensure the same level of service for all your customers. This is where customer communities come into play. When building a digital customer community you are able to not only easily bring your customers together online but it can also serve as a way for your customers to help each other out, share best practices, and be inspired by other use cases of your product. All of these uses of a customer community can help drive customer advocacy but it is a great way to drive a level of service for your tech-touch customers.
I had the pleasure of chatting with Bill Cushard on Helping Sells Radio all about how your customer community can serve as a way to service your long-tail customers. Helping Sells Radio is an enterprise software podcast for people who want to help customers achieve outcomes with software. We talk to technology professionals who work all over the customer journey, from marketing and sales to customer success and professional services, to unpack innovative ways people are taking a helpful approach with customers. Brought to you by ServiceRocket Media. Check out our full episode below and let me know what you think in the comments below.