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Customer success (CS) is a vital business capability that can develop out of several existing functions, including support, sales, or marketing. As a company grows, CS sprawl can increase, making it difficult to consolidate resources under dedicated leadership with the technology and processes designed to achieve agreed-upon outcomes. Maturing CS requires moving away from its dependence on human labor toward digital-led ways to engage and guide customers toward the outcomes they want and the value they deserve.
In this webinar, Forrester vice president and principal analyst Laura Ramos shows customer engagement leaders how to use Forrester’s Total Economic Impact™ (TEI) methodology to build a business case for combining distributed, nondedicated resources into a formally chartered CS function with the processes, responsibility, and technology to support any enterprise-scale business. We explore the TEI of three key digital-led investments — a customer-centered digital experience, integration of learning content or technology, and a community-based advocacy program — and what returns you can expect from each.
Key takeaways:
Target audience level: beginner and intermediate
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Consolidating resources and activities aimed at guiding customers toward successful outcomes requires new investment that delivers a full return of 109% in three years.
Leverage Forrester’s Total Economic Impact™ (TEI) model to build a business case for combining resources into a formally chartered customer success function.
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In this report, we describe four key motivators for customer advocacy participation.
Tighter alignment between customer marketing and customer success improves customer retention and postsale expansion while ensuring customers realize value.
Learn the five practices top-performing customer success teams follow to deliver more value for customers.
Marketing, customer success, and product leaders in B2B companies can use this report to understand the value they can expect from community management software.
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