Best Practice Report

Customer Success At Scale: Personalized Engagement At Every Account

June 19th, 2020

Summary

The customer success function is quickly growing in B2B organizations of all sizes and revenue bands. Most customer success functions start by ensuring the largest customers receive support throughout the postsale customer lifecycle. By using efficiency and automation, B2B organizations can scale and expand support to smaller customers. These smaller customer accounts — often referred to as the “long tail” of the business — require a targeted approach to achieve customer success. In this report, we define an effective approach for achieving long-tail customer success at scale and demonstrate a crawl, walk, run cadence for implementation.

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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.