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Customer Success is a strategic growth driver that deserves C-Suite attention and a seat at the table.
Customer Success (CS) roles and dedicated CS teams have risen in these last few years. In 2019, there were 40,000 CS job vacancies available in the UK alone, and the number is constantly growing with increasing competition in the SaaS market. So in 2021, it’s time that CS is provided with a seat at the C-suite table and made part of CXO conversations.
Despite all our talks of living in a customer-centric world, ownership of customer experience and value-addition to the user remains vague. A recent survey found that in nearly 1 in 5 companies, no department has clear responsibility for CX. Yet, the various non-product aspects of CX – like onboarding, ease of renewal, support responsiveness, flexible payments, etc. – are inextricably linked to lifetime value. By prioritizing CS, companies can increase profitability per customer while reducing the cost-to-acquire.
In other words, customer success is widely recognized as an essential pillar for long-term business health and not just part of market adoption or product delivery. Therefore, CXOs must pivot accordingly.
In conversation with the leading business magazine, Raconteur, a former CCSO, pointed out a fundamental problem with most companies approaching customer success at the C-level. “I’m not a sales guy,” said the CS specialist who prefers not to be named, “When you have customer success in your title, and your job is to reduce costs at any cost, it’s not customer-centric.”Organizations often saddle CS leaders with the same set of expectations as Chief Revenue Officers or Chief Product Officers, despite the very different intentions of CS.
To bridge this divide, CXOs can:
Customers come for the product but stay for the experience, and without CS, any modern SaaS organization will struggle to grow. That’s why CS requires urgent attention from C-level executives and a seat at the table.10
Continue the conversation with me at Arvind@am-pmassociates.com.
Arvind Mehrotra is a well-known thought leader, Strategic Advisor, and Board Advisor helping start-ups and mid-size organizations to develop strategic plans, mitigate risks, develop platform strategies, and scale their business. You can connect with him on LinkedIn here.
Published 21 Dec 2021, Updated 2 Aug 2022
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