This workshop will engage the participants in exploring how research-backed insights can help firms build more effective customer success strategies. At its core, Customer Success Management (CSM) is about helping customers achieve their desired outcomes when using a product or service. It involves proactive support to customers so that they can derive optimum value from their products and services.
While most research has focused on CSM at the organizational level, a closer look at the frontline – where customer interactions actually happen – reveals powerful levers for impact. Using a micro-foundations lens, we’ll examine how frontline customer success managers (CSMs) contribute to customer value creation and relationship building. These employees proactively guide customers toward success, strengthening loyalty and driving performance for both the customer and the firm. However, their effectiveness depends on multiple factors—including how the firm supports them and how customers engage with them. This research tells us about enabling success at CSM and reveals how firms can apply these insights to drive better outcomes for their organizations as well as employees.