For many business-to-business (B2B) companies, selling new products and services to current customers is the pathway to growth. To get customers to spend more, though, B2B firms must prove they’ve given customers a valuable experience. Enter customer success management (CSM). Emerging from the tech industry, this new discipline seeks to ensure that the value B2B customers were promised in the pre-sale period is delivered in the post-sale experience. In this episode, Forrester Senior Analyst TJ Keitt explains how to leverage CSM to build a loyal customer base.

For an episode on how to get started building a customer success program, listen to episode 145.

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