What drives the implementation of customer success management? Antecedents of customer success management from suppliers' and customers' perspectives

业务 营销 客户宣传 客户情报 价值主张 客户保留 客户对客户 客户关系管理 客户的声音 客户资产 顾客惊喜 价值(数学) 透视图(图形) 企业关系管理 服务质量 服务(商务) 计算机科学 人工智能 机器学习
作者
Michael Kleinaltenkamp,Katharina Prohl-Schwenke,Joona Keränen
出处
期刊:Industrial Marketing Management [Elsevier]
卷期号:102: 338-350 被引量:15
标识
DOI:10.1016/j.indmarman.2022.02.003
摘要

Applications of customer success management are gaining increasing importance globally across industries. Especially when selling and delivering complex offerings, suppliers need to prove that value that has been promised in a value proposition is delivered to the customers or even exceeded in the post-purchase usage processes. This paper investigates the antecedents that drive the implementation of customer success management from a customer and supplier perspective and analyses in how far these perceptions differ or overlap. Based on interviews of 95 representatives of supplier and customers firms, the study reveals eleven drivers for the implementation of customer success management that relate to customer perceived expected, experienced and relationship value. It further highlights key similarities and differences in the perceived relevance of these driving factors between suppliers and customers. Based on these findings, this study also provides insights for managers both on the supplier and the customer side on when to invest into customer success management endeavors.
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