Trends Report

Every Business Should Master Customer Success Management To Boost Customer Loyalty

Customer Success Management Ensures Customers Get Value

October 17th, 2019
TJ Keitt, null
TJ Keitt
Melissa Parrish, null
Melissa Parrish
With contributors:
David Truog , Amanda Chen , Shayna Neuburg


Because customer success management (CSM) was first developed at B2B software-as-a-service (SaaS) companies, many customer experience (CX) pros believe it only applies to a subset of businesses. This is not true. CSM’s mission — ensure the customer gets value — is important to all businesses. This report helps CX pros understand the basic tenets of customer success management and how to apply them to any business to ensure that what the customer values guides every interaction.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.