Today I had the pleasure of being a guest on Marija Skobe-Pilley‘s podcast, Women in Customer Success. Marija invite me on her podcast to chat all about the hottest topic in Customer Success in 2021 – digital customer success.
Digital-first customer success is an approach to customer success that prioritizes automated digital interactions rather than the traditional 1-1 account management customer success that we have been used to up until recently. Digital customer success leverages technology to engage customers and these digital processes help customers achieve their desired outcomes.
Digital customer success isn’t a new concept, but it is something that is now being leveraged by all companies, not just product-led growth companies. Digital customer success brings the power of technology into customer success. In digital customer success, a customer success manager (CSM) will use data to track how well a customer is doing with your product and if they are achieving their business goals. The CSM will gauge how satisfied your customer is through data and digital interaction with your company. Digital customer success differs from traditional customer success as there is so much more data that is needed to really understand your customer’s outcomes with your brand. Usually, most companies will use digital customer success for the long tail segment of their customer base.
In my opinion, digital customers’ success is not just for your tech touch or long tail, it can be applied to your enterprise customers as well and I think it is critical to ensure that you are embedding digital customer success into your entire customer journey.
In summary, we chat about:
– What is Digital CS
– What are the skills required
– The differences between a Digital CSM and a ‘regular CSM’
– When is Digital CS the best approach for your organization
Have a listen to the episode below and let me know what you think.
