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Account Management vs. Customer Success: A Deep Dive into Modern Customer Relationship Strategies
Author: Sarah Chen, MBA, CSM – Sarah Chen holds an MBA from Stanford University and is a Certified Success Manager (CSM) with over 10 years of experience in SaaS sales and customer success leadership roles at high-growth tech companies. Her expertise lies in developing and implementing customer-centric strategies that drive retention and expansion.
Publisher: The Customer Success Collective – The Customer Success Collective is a leading online publication dedicated to providing insightful analysis and best practices related to customer success management, account management, and related customer relationship strategies. Their team comprises experienced professionals in the field, ensuring high-quality, relevant content for industry professionals.
Editor: David Lee, PhD – David Lee holds a PhD in Business Administration with a focus on customer relationship management. His extensive research and experience in the field add significant credibility to the content published by The Customer Success Collective.
Keywords: account management vs customer success, customer success management, account management, customer retention, customer lifetime value, SaaS, customer journey, customer engagement, customer onboarding, customer advocacy
Introduction: The Evolution of Customer Relationships
The relationship between businesses and their customers has undergone a significant transformation in recent years. The traditional focus on sales and account management is increasingly being complemented, and in some cases superseded, by a customer-centric approach that prioritizes customer success. Understanding the nuances of account management vs. customer success is crucial for businesses looking to maximize customer lifetime value and achieve sustainable growth.
Historically, the focus was largely on account management. This role primarily involved maintaining existing customer relationships, managing contracts, and ensuring timely payment. The primary metric was often revenue retention. However, the changing business landscape, driven by increased competition and the rise of subscription-based models (SaaS), has led to the emergence and prominence of customer success.
Account Management: The Traditional Approach
Account management, in its traditional form, is reactive. Account managers primarily respond to customer inquiries, address issues, and ensure contract renewals. While relationship building is important, the ultimate goal is typically revenue retention and upselling within the existing framework of the customer relationship. The focus is on the immediate transactional aspects.
Key Responsibilities of an Account Manager:
Managing customer contracts and renewals
Handling customer billing and payment inquiries
Addressing customer complaints and issues
Identifying potential upselling and cross-selling opportunities
Maintaining regular communication with key stakeholders
Customer Success: A Proactive and Strategic Approach
Customer success, on the other hand, is proactive and strategic. It shifts the focus from simply retaining customers to ensuring they achieve their desired outcomes through the use of a product or service. It's about understanding the customer's business goals, providing guidance and support, and building long-term partnerships. The emphasis is on maximizing the customer's return on investment (ROI) and fostering customer advocacy.
Key Responsibilities of a Customer Success Manager (CSM):
Onboarding new customers and ensuring successful product adoption
Proactively identifying and addressing potential challenges or risks
Providing ongoing support and guidance to customers
Measuring customer health and identifying at-risk accounts
Driving customer engagement and advocacy
Account Management vs. Customer Success: Key Differences
The core difference lies in the approach and ultimate objective. Account management is predominantly reactive and focuses on maintaining the status quo, while customer success is proactive and aims to improve the customer's experience and outcomes.
| Feature | Account Management | Customer Success |
|-----------------|---------------------------------------------|----------------------------------------------|
| Approach | Reactive | Proactive |
| Focus | Retention, contract renewals, revenue | Customer outcomes, value realization, advocacy |
| Metrics | Revenue retention, churn rate | Customer health score, Net Promoter Score (NPS), ROI |
| Relationship | Transactional | Strategic, partnership-oriented |
| Proactive engagement | Minimal | High |
The Synergistic Relationship: Combining Account Management and Customer Success
While often presented as mutually exclusive, account management vs. customer success is better viewed as a complementary relationship. In many organizations, successful implementation requires a strong collaboration between account managers and customer success managers. Account managers can leverage the insights from CSMs to better understand customer needs and tailor their approach. Conversely, CSMs can benefit from the account managers’ knowledge of the customer’s history and contracts. A well-defined handover process and clear communication are essential to ensure a seamless transition and maximize the effectiveness of both roles.
Current Relevance and Future Trends
In today's competitive landscape, customer success is no longer a "nice-to-have" but a "must-have" for businesses seeking sustainable growth. The shift towards subscription models, the increasing importance of customer lifetime value, and the power of word-of-mouth marketing all underscore the crucial role of customer success in driving business outcomes. The future will likely see an even greater emphasis on data-driven insights, personalized customer experiences, and the integration of AI and machine learning to improve customer success initiatives. The lines between account management vs. customer success may continue to blur, with a greater emphasis on a blended approach that leverages the strengths of both.
Conclusion
Understanding the differences and the synergistic relationship between account management vs. customer success is critical for businesses looking to thrive in today's customer-centric world. By adopting a holistic approach that integrates both functions, organizations can improve customer retention, enhance customer lifetime value, and build a strong foundation for sustainable growth. The focus should always be on delivering exceptional value to customers and fostering long-term, mutually beneficial relationships.
FAQs
1. What is the difference between an Account Manager and a Customer Success Manager? An Account Manager focuses on maintaining existing accounts and ensuring contract renewals, while a Customer Success Manager proactively works to ensure customers achieve their desired outcomes and realize value from the product or service.
2. Which role is more important, Account Management or Customer Success? Both roles are crucial for business success. The optimal balance depends on the specific industry, business model, and customer base.
3. Can one person perform both Account Management and Customer Success roles? In smaller organizations, this may be feasible. However, in larger organizations, it's generally more effective to have separate teams specializing in each area.
4. How do I measure the success of my Customer Success team? Key metrics include customer health score, Net Promoter Score (NPS), customer churn rate, and customer lifetime value.
5. What are some key skills needed for a Customer Success Manager? Strong communication, empathy, problem-solving, analytical, and technical skills are essential.
6. How can I integrate Account Management and Customer Success effectively? Clear communication, shared goals, and a well-defined handover process are crucial for integration.
7. What technologies can support Customer Success initiatives? CRM systems, customer success platforms, and analytics tools can greatly enhance Customer Success efforts.
8. How do I identify at-risk customers? Monitoring customer health scores, engagement levels, and feedback provides valuable insights into at-risk accounts.
9. What is the role of Customer Advocacy in Customer Success? Customer advocacy is essential for building brand reputation and driving new business through referrals and positive reviews.
Related Articles
1. The Customer Success Playbook: A Step-by-Step Guide: This article provides a comprehensive framework for implementing a successful Customer Success program.
2. Customer Success Metrics That Truly Matter: This article focuses on identifying and tracking the most important KPIs for measuring Customer Success effectiveness.
3. Building a High-Performing Customer Success Team: This article offers insights into recruiting, training, and managing a successful Customer Success team.
4. The Power of Customer Advocacy in Driving Business Growth: This article explores the importance of cultivating customer advocates and leveraging their influence.
5. Integrating Account Management and Customer Success for Maximum Impact: This article delves into the strategies for effectively integrating both functions for enhanced customer relationships.
6. Customer Onboarding Best Practices for SaaS Companies: This article focuses specifically on best practices for onboarding new customers in the SaaS industry.
7. Using Data to Drive Customer Success Initiatives: This article demonstrates how data analytics can inform and improve Customer Success strategies.
8. Overcoming Common Challenges in Customer Success Management: This article tackles common hurdles faced by Customer Success teams and offers solutions.
9. The Future of Customer Success: Trends and Predictions: This article looks ahead at the evolving landscape of Customer Success and identifies key trends.
| account management vs customer success: Customer Success Nick Mehta, Dan Steinman, Lincoln Murphy, 2016-02-29 Your business success is now forever linked to the success of your customers Customer Success is the groundbreaking guide to the exciting new model of customer management. Business relationships are fundamentally changing. In the world B.C. (Before Cloud), companies could focus totally on sales and marketing because customers were often 'stuck' after purchasing. Therefore, all of the 'post-sale' experience was a cost center in most companies. In the world A.B. (After Benioff), with granular per-year, per-month or per-use pricing models, cloud deployments and many competitive options, customers now have the power. As such, B2B vendors must deliver success for their clients to achieve success for their own businesses. Customer success teams are being created in companies to quarterback the customer lifecycle and drive adoption, renewals, up-sell and advocacy. The Customer Success philosophy is invading the boardroom and impacting the way CEOs think about their business. Today, Customer Success is the hottest B2B movement since the advent of the subscription business model, and this book is the one-of-a-kind guide that shows you how to make it work in your company. From the initial planning stages through execution, you'll have expert guidance to help you: Understand the context that led to the start of the Customer Success movement Build a Customer Success strategy proven by the most competitive companies in the world Implement an action plan for structuring the Customer Success organization, tiering your customers, and developing the right cross-functional playbooks Customers want products that help them achieve their own business outcomes. By enabling your customers to realize value in your products, you're protecting recurring revenue and creating a customer for life. Customer Success shows you how to kick start your customer-centric revolution, and make it stick for the long term. |
| account management vs customer success: The SaaS Sales Method for Customer Success and Account Managers Dominique Levin, Jacco van der Kooij, Winning by Winning by Design, 2018-03-13 Customer Success Managers and Account Managers are the newest addition to the sales team, whether they and their organizations know it or not. Building on the ideas in The SaaS Sales Method, which discusses how fundamental sales skills must be applied by every customer-facing employee, The SaaS Sales Method for Customer Success & Account Managers: How to Grow Customers goes deep on the fundamental skills of CSMs and Account Managers. It also goes beyond, to discussing in detail how CSMs and AMs must interact with other sales teams in order to truly maintain an consistent customer experience and maximize revenues from existing customers. |
| account management vs customer success: The Customer Success Professional's Handbook Ashvin Vaidyanathan, Ruben Rabago, 2020-01-15 The definitive “Customer Success Manager How-To-Guide” for the CSM profession from Gainsight, who brought you the market-leading Customer Success The Customer Success Manager has become a critical asset to organizations across the business landscape. As the subscription model has spread from the cloud and SaaS to more sectors of the economy, that pivotal role will only grow in importance. That’s because if you want to compete and thrive in this new environment, you need to put the customer at the center of your strategy. You need to recognize you’re no longer selling just a product. You’re selling an outcome. Customer Success Managers (CSM) are committed to capturing and delivering those outcomes by listening to their customers, understanding their needs, and adapting products and services to drive success. Although several existing resources address the customer success imperative, there is no authoritative instruction manual for the CSM profession—until now. The Customer Success Professional’s Handbook is the definitive reference book for CSMs and similar roles in the field. This practical, first-of-its-kind manual fills a significant gap in professional customer success literature, providing the knowledge every CSM needs to succeed—from the practitioner level all the way to senior leadership. The authors—acknowledged experts in building, training, and managing Customer Success teams—offer real-world guidance and practical advice for aspiring and experienced CSMs alike. The handbook is written by practioners for practioners. An indispensable resource for front-line Customer Success Managers, this much-needed book: Demonstrates how to build, implement, and manage a Customer Success team Helps new CSMs develop their skills and proficiency to be more employable and grow in their careers Provides clear guidance for managers on how to hire a stellar CSM Presents practical tactics needed to drive revenue growth during renewal, expansion, and customer advocacy opportunities Explains proven methods and strategies for mentoring CSMs throughout their careers Offers valuable insights from Gainsight, the Customer Success Company, and the broader customer success community with more than a dozen of the industry’s most respected leaders contributing their perspectives Currently, with over 70,000 open positions, Customer Success Manager in one of the fastest-growing jobs in the world. The Customer Success Professional’s Handbook: How to Thrive in One of the World's Fastest Growing Careers—While Driving Growth For Your Company will prove to be your go-to manual throughout every stage of your CSM career. |
| account management vs customer success: Organizational Physics - The Science of Growing a Business Lex Sisney, 2013-03-01 There are hidden laws at work in every aspect of your business. Understand them, and you can create extraordinary growth. Ignore them, and you run the risk of becoming another statistic. It's become almost cliche: 8 out of every 10 new ventures fail. Of the ones that succeed, how many truly thrive-for the long run? And of those that thrive, how many continually overcome their growth hurdles ... and ultimately scale, with meaning, purpose, and profitability? The answer, sadly, is not many. Author Lex Sisney is on a mission to change that picture. After more than a decade spent leading and coaching high-growth technology companies, Lex discovered that the companies that thrive do so in accordance with 6 Laws - universal principles that govern the success or failure of every individual, team, and organization. |
| account management vs customer success: Practical Customer Success Management Rick Adams, 2019-06-14 This book contains so much common sense that my neck was getting tired from nodding my head in agreement so often. Peter Armaly, Senior Director Customer Success, Oracle ...a comprehensive review of the Customer Success role and responsibilities... Anne Marie Ponder, Senior Manager, IT Infrastructure, Astellas Pharma US ...a must read playbook for all business leaders and customer success-focused professionals. Jason Noble, Global Customer Success and SaaS Leader I wish a book like this existed when I started in Customer Success! Cyn Taylor, Enterprise Customer Success Manager, LogicMonitor ...provides all the ingredients to create the right customer success strategy. Baptiste Debever, Head of Growth & Co Founder, Alkalab ...an invaluable resource for anyone with an interest in Customer Success. Adam Joseph, CEO, CSM insight A structured and logical approach that will help new and experienced CSMs to bridge the gap between Customer Success theory and practical application. James Scott, General Partner, Success Hacker Customer success management is the practice of helping customers to generate value from using our products and it is a relatively new and fast-growing profession with many new CSMs coming into it from other customer-facing professions. Due to the speed with which the profession is undergoing change as it matures and expands, both new and existing CSMs need to keep abreast of customer success best practice. However there are relatively few books that provide much in the way of practical guidance for customer success practitioners and even less options for resources such as tools, templates and checklists that enable a consistently high quality approach whilst increasing the CSM’s productivity. Practical Customer Success Management is a practical guide book and comprehensive training manual for CSMs that provides a simple to follow, best practice framework that lays out the core steps at every stage of the customer journey to business outcome success. It describes and explains which situations each step applies to and provides recommendations for activities or tasks that the CSM can perform to complete each step, together with detailed guidance for successfully completing those activities. The book also includes a suite of tools and templates that enable rapid completion of tasks whilst ensuring consistency of approach both across multiple customer engagements and by multiple CSMs within a team. |
| account management vs customer success: The Seven Pillars of Customer Success Wayne McCulloch, 2021-04-27 As a customer success leader, whose insight do you rely on for success? Your field is still maturing, yet your profession is one of the fastest growing in the world. There are tons of books and blogs written by success professionals sharing their experiences and strategies, but how do you know what will work for your specific situation? Whose advice is the expertise you can trust? Wayne McCulloch has more than 25 years of experience in the software industry-years spent in training, adoption, and customer experience, the building blocks for customer success. Now he's sharing what he knows as a chief customer officer leading global success functions. In The Seven Pillars of Customer Success, Wayne provides an adaptable framework for building a strong customer success organization. From customer journey actions to the development of transformation advisors, you'll read detailed examples of how companies have put these seven pillars to the test. To create a culture of customer success and stand out in the marketplace, you need a proven framework and knowledgeable perspective-this book provides both, and more. |
| account management vs customer success: Blueprints for a SaaS Sales Organization Jacco Van Der Kooij, Fernando Pizarro, Winning by Winning by Design, 2018-03-14 An updated version of the must-have book for SaaS sales teams, which The SaaS Sales Method defines to include Marketing, Sales, and Customer Success. Because of their very nature, SaaS companies live and die on revenue growth. And once the service is ready there is a very small window in which to scale. Missing that window is the difference between massive success and mediocrity. With such high stakes, it is crucial to get a sales team and process in place that will scale. Yet most early stage companies build their sales teams by the seat of their pants. This book distills the authors' years of building high performance SaaS teams into a set of highly detailed instructions that will allow sales leaders to design, implement and execute all around sales plans.Blueprints for a SaaS Sales Organization provides detailed guidance for SaaS sales leaders on how to build an sales organization that works together across the entire customer relationship. It builds on the concepts in The SaaS Sales Method and provides detailed information on how to structure teams so that they apply fundamental sales skills during Moments That Matter. |
| account management vs customer success: Introduction to Account Management , Welcome to the forefront of knowledge with Cybellium, your trusted partner in mastering the cutting-edge fields of IT, Artificial Intelligence, Cyber Security, Business, Economics and Science. Designed for professionals, students, and enthusiasts alike, our comprehensive books empower you to stay ahead in a rapidly evolving digital world. * Expert Insights: Our books provide deep, actionable insights that bridge the gap between theory and practical application. * Up-to-Date Content: Stay current with the latest advancements, trends, and best practices in IT, Al, Cybersecurity, Business, Economics and Science. Each guide is regularly updated to reflect the newest developments and challenges. * Comprehensive Coverage: Whether you're a beginner or an advanced learner, Cybellium books cover a wide range of topics, from foundational principles to specialized knowledge, tailored to your level of expertise. Become part of a global network of learners and professionals who trust Cybellium to guide their educational journey. www.cybellium.com |
| account management vs customer success: The Customer Success Economy Nick Mehta, Allison Pickens, 2020-05-19 If leaders aren't integrating their digital offerings into a philosophy of Customer Success, they will be defeated in the next decade, because technical excellence and other traditional competitive advantages are becoming too easy to imitate. The Customer Success Economy offers examples and specifics of how companies can transform. It addresses the pains of transforming organizational charts, leadership roles, responsibilities, and strategies so the whole company works together in total service to the customer. Shows leaders how their digital implementations will make them more Amazon-like Helps you deliver recurring revenue Shows you how to embrace customer retention Demonstrates the importance of churning less Get that competitive advantage in the most relevant and important arena today—making and cultivating happy customers. |
| account management vs customer success: The SaaS Sales Method Fernando Pizarro, Winning by Winning by Design, Dominique Levin, Dan Smith, Jacco Van Der Kooij, 2021-07-29 In a modern recurring revenue business it is impossible to scale without treating sales as a science. In this first book of the Sales Blueprints series, Jacco Van Der Kooij and Fernando Pizarro break down the science of sales into its basic elements. Unlike any book before it, The SaaS Sales Method exposes the math the underpins each stage in revenue production, from marketing, to sales, to customer success, and infers how revenue leaders should structure their processes, organizations, and training in each.By linking all three functions, The SaaS Sales Method provides a framework for the modern revenue leader to understand and improve their entire system, shifting from what the authors call a superstar culture to a science culture in the process.While subsequent books in the series go into depth on the specifics of each revenue function and the skills needed to succeed in each, The SaaS Sales Method is the glue that holds the entire approach together. |
| account management vs customer success: The Effortless Experience Matthew Dixon, Nicholas Toman, Rick DeLisi, 2013-09-12 A new breakthrough idea about how to win customer loyalty from Matthew Dixon, the bestselling author of The Challenger Sale Everyone knows that the best way to create customer loyalty is with service so good, so over the top, that it surprises and delights. But what if everyone is wrong? In their acclaimed bestseller The Challenger Sale, Matthew Dixon and his colleagues at CEB busted longstanding myths about sales. Now they've turned to a new vital business subject - customer loyalty - with a book that turns conventional wisdom on its head. Companies devote untold time and resources trying to dazzle customers. Yet CEB's careful research proves that is wildly overrated: loyalty has a lot more to do with how well companies deliver on their basic promises than on how dazzling the service experience might be. Forget bells and whistles and just solve your customer's problems. The Effortless Experience lays out the four pillars of a low-effort customer experience, with robust data, insights and profiles. Here are tools and templates you can start applying right away to improve service, reduce costs, and ultimately generate the elusive loyalty that the 'dazzle factor' fails to deliver. The rewards are there for the taking, and the pathway to achieving them is now clearly marked. 'A business detective story, in which cherished truths are systematically investigated-and frequently debunked' -Dan Heath, coauthor of Decisive, Switch, and Made to Stick Matt Dixon is Executive Director of the Sales & Service Practice at CEB. He is a frequent contributor to the Harvard Business Review, and his previous book, The Challenger Sale, was a Wall Street Journal bestseller. Nick Toman is Senior Director of Research for CEB's Sales & Services Practice and is a frequent contributor to the Harvard Business Review. Rick DeLisi is Senior Director of Advisory Services for CEB's Sales & Service Practice and a noted public speaker and facilitator. |
| account management vs customer success: Key Account Management Diana Woodburn, Malcolm McDonald, 2012-11-13 This book is crammed with distilled, practical wisdom for key account managers and their directors. Organizations claiming to practise key account management should equip everyone involved with a copy, so they really understand what they are supposed to be doing. Anything less is just old-fashioned selling. Developing successful business-to-business relationships with more customers in highly competitive markets requires processes and skills that go beyond traditional selling activity. The very best state-of-the-art strategies are set out clearly in this book by intentionally known authors who have worked at the highest levels with more key and strategic account managers worldwide than probably any other leading advisors. Based on the hugely influential KEY CUSTOMERS it looks at: Why has account management become so critical to commercial success? What are the key challenges and how do successful companies respond? What part does key account management play in strategic planning? How do companies build profitable relationships with their customers? How does key account management actually work? What does a successful key account manager look like and what skills does he/she need? How should key account managers be evaluated and rewarded? How do companies achieve key account management? By addressing these key questions Woodburn and McDonald provide tools and processes for success honed by tough consultancy projects with the boards of some of the world's leading companies. The book stresses the elements that really matter - from developing a customer categorization system that really works and analyzing the needs of key accounts; to understanding the new skills required by key account managers and ensuring that key account plans are implemented. The 'real world' approach is backed by tested principles and the latest research from the renowned Cranfield School of Management. Key Account Management comes from authors who have taught leading companies how to approach their most powerful and demanding customers and still make money. It is essential reading for all senior management with strategic responsibility, for key or strategic account directors, and for marketing and sales executives. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student as well as business-to-business company directors and key account managers. |
| account management vs customer success: Farm Don't Hunt Guy Nirpaz, Fernando Pizarro, 2016-02-21 Across entire verticals of the economy the new normal is the recurring revenue business. Charging customers on a monthly basis, firms with this model have to play by an entirely new set of rules, rules which generally favor the customer over the seller. But this new model also opens up fantastic opportunities to provide and extract more value from the relationship as well. To create that value business needs to move away from a hunting mindset to a farming mindset. That change is the new paradigm of Customer Success. Many business leaders have heard of Customer Success but few understand what it really means to run their business from the Customer Success standpoint. Even fewer have the experience to build the Customer Success function and optimize its performance. As a pioneer in the field of Customer Success, Guy Nirpaz is acknowledged as one of the earliest proponents of this business realignment. In |
| account management vs customer success: The Startup's Guide to Customer Success Jennifer Chiang, 2019-02-22 Are you looking to start or grow a customer success team? Customer success is no longer just for companies with large teams and resources. It's a company mindset that can unlock the biggest opportunities in business. Customer success can help streamline experiences, grow product engagement and loyalty, and more importantly - retain business.In The Startup's Guide to Customer Success, Jennifer Chiang presents a guide on how to plan, execute, and grow your own customer success team and the actionable steps that you can take to champion the customer at your company.Learn insights such as: * The four attributes Shreesha Ramdas, CEO and Co-Founder of Strikedeck, says are must-haves when hiring your first customer success team* How Jamey Jeff, Managing Director of Customer Success Solutions at Coastal Cloud, reevaluated QBRs to derive more value for his customers with less work* How Maranda Dziekonski, VP of Customer Success at Pared, manages her time wisely to not only get everything done, but fight fires and plan aheadThis book is for everyone from new customer success leaders, CEOs and VPs who want their company to be more customer-centric, to start-ups who are starting their own customer success teams |
| account management vs customer success: Customer Success Management Michael Kleinaltenkamp, Katharina Prohl-Schwenke, Laura Elgeti, 2023-03-11 End of 2022, nearly 200,000 people indicated holding a position as a customer success manager on LinkedIn. Customer success management (CSM) is thus the fastest growing business function. It was first implemented in selected service businesses, but currently CSM applications are spreading globally across industries. This book provides a clear understanding of CSM for practitioners based on comprehensibly prepared knowledge from practical and scientific resources. The book can be used as a practical guide to learn about CSM process and the roles, necessary capabilities, and expectations toward customer success managers. Furthermore, it also shows how CSM differs from and, at the same time, relates to existing customer-related management concepts such as value-based selling, key account management and customer relationship management. The presented insights are not only relevant for customer success managers, but also for those aiming at such a position in the future. The book is also useful for supplier and customer representatives who are connected with customer success management activities in their daily business. |
| account management vs customer success: Account Management Exam Prep Cybellium, Welcome to the forefront of knowledge with Cybellium, your trusted partner in mastering the cuttign-edge fields of IT, Artificial Intelligence, Cyber Security, Business, Economics and Science. Designed for professionals, students, and enthusiasts alike, our comprehensive books empower you to stay ahead in a rapidly evolving digital world. * Expert Insights: Our books provide deep, actionable insights that bridge the gap between theory and practical application. * Up-to-Date Content: Stay current with the latest advancements, trends, and best practices in IT, Al, Cybersecurity, Business, Economics and Science. Each guide is regularly updated to reflect the newest developments and challenges. * Comprehensive Coverage: Whether you're a beginner or an advanced learner, Cybellium books cover a wide range of topics, from foundational principles to specialized knowledge, tailored to your level of expertise. Become part of a global network of learners and professionals who trust Cybellium to guide their educational journey. www.cybellium.com |
| account management vs customer success: Mastering Customer Success Jeff Mar, Peter Armaly, 2024-05-31 Explore strategies, methods, critical skills that top CSMs exhibit in delivering well-designed, proactive customer success services, fostering lasting customer relationships and sowing the seeds for advocacy Key Features Master the art of driving measurable customer value, a cornerstone of business success Explore techniques to ensure your work is relevant, stimulating, and aligns with the evolving needs of your customers and business Ratchet up your understanding of building and operating dynamic and resilient CS organizations Purchase of the print or Kindle book includes a free PDF eBook Book DescriptionThe rapidly evolving customer success landscape has left many Customer Success Managers (CSMs) struggling to keep pace with the complexities of this dynamic role. This Customer Success book bridges the gap by providing a comprehensive framework for mastering the essential skills required to excel. You’ll find out why the Customer Success function is indispensable today and gain expert insights into account segmentation, financial tiering, ideal customer profiles, and the complexity of customer engagement process design. You’ll then delve into playbook development, where you’ll find practical guidance for CSMs and Customer Success Operations Managers who want to improve their ability to drive desired business outcomes. Through insightful case studies, the authors illustrate their own experience of successful Customer Success implementation, showing you what it takes to exceed customer expectations with well-designed, proactive services. The journey doesn’t end there—it extends to highlighting the resilience required to build and operate successful Customer Success organizations. By the end of this guide, you’ll be equipped with the tactics and mindset necessary to stand out as a world-class Customer Success leader in your organization, driving growth at every turn.What you will learn Drive higher customer retention and expansion rates with a customer-centric strategy Understand the essential role of measurement in achieving service delivery excellence Recognize the importance of the human dimension in vendor-customer relationships in the age of AI Refine engagement models by incorporating observations of customer behavior Discover techniques for creating ideal customer profiles Leverage technology to boost business relevance of CSMs Identify how to drive successful customer outcomes through collaboration Who this book is for This book is for aspiring and established Customer Success professionals who want to learn how to develop and refine service delivery in customer engagements. Professionals embarking on a journey to excellence will be able to master the evolving business landscape of Customer Success and foster relationships with other internal organizations and external partners. A foundational understanding of business basics, typical B2B structures, and Customer Success concepts is necessary to get started. Intermediate to advanced customer engagement skills from customer-facing roles will prove useful. |
| account management vs customer success: Global Account Management H. David Hennessey, Jean-Pierre Jeannet, 2004-11-19 If you buy a new BMW you may be surprised as much by the owner's manual as by the car itself. Thin, personalized, and containing information only on the features you have selected in the language you speak, it is the result of a year's collaboration with Xerox that has radically improved the product and decimated costs. It is just one example of the new organizational structures and processes being developed at leading companies to serve the global marketplace. As firms realize that dealing with global customers is not simply an extension of key account management, their most common response is to launch a formal global account management initiative. Done well this is powerful and effective; however without proper planning it can spell disaster. Drawing on widely accepted 'key success factors' for global account management as well as new elements revealed by their research, David Hennessy and Jean-Pierre Jeannet redefine the process global account management around the premise that sustainable value springs only from an expert understanding of the customer's industry, its structure and its strategy. The book covers all critical aspects of the topic (the planning process, account selection, team building, executive support, global IT requirements, compensation structures and more) and draws on interviews with top global account managers at leading companies including IBM, Cable and Wireless, Siemens, HP, Guinness, Cisco, and Procter & Gamble. |
| account management vs customer success: Human Factors, Business Management and Society Vesa Salminen, 2023-07-19 Proceedings of the 14th International Conference on Applied Human Factors and Ergonomics (AHFE 2023), July 20–24, 2023, San Francisco, USA |
| account management vs customer success: The Book of all 20 Methodologies to Improve and Profit from Customer Experience and Service Heverton Anunciação, 2023-12-04 In the past, medicine worked like this: a patient looked for a doctor who evaluated him carefully. After the evaluation, the doctor said to the patient: Are you willing to abandon everything that has made you sick so far? Only then do I accept to be your doctor. Now, I ask you: Is your company willing to abandon all the bad processes and bad strategies that have given your customers a bad experience? The big problem is that, in many cases, we look for doctors, pharmacists and software resellers and, what they want most, is to recommend medicines and CRM systems for a temporary cure, or imaginary cure to serve the media or advertising. What's wrong with that? It is that in the customer service sector, the side effect is worse than acting directly on the cause of the corporate pains that cause the bad experience to customers. If professionals don't know how to hire and build a long-term strategy, your suppliers will always want you to come back for new software purchases and more software, and not for a permanent cure. The objective of this book is to bring the most widely used and effective standards on the market to serious professionals who really want to embrace and offer excellent customer service. There is no methodology that will solve everything overnight, but the right methodology will help the company to respond quickly and without repression. As the conclusion, I wrote in this book too a table that help you to identify Why, when and how to use each one of those worldwide methodologies or tools to improve and profit from your customer service. This book is part of the CRM and Customer Experience Trilogy called CX Trilogy which aims to unite the worldwide community of CX, Customer Service, Data Science and CRM professionals. I believe that this union would facilitate the contracting of our sector and profession, as well as identifying the best professionals in the market. The CX Trilogy consists of 3 books and one Dictionary: 1st) 30 Advice from 30 greatest professionals in CRM and customer service in the world 2nd) The Book of all Methodologies and Tools to Improve and Profit from Customer Experience and Service 3rd) Data Science and Business Intelligence - Advice from reputable Data Scientists around the world and plus, the book: The Official Dictionary for Internet, Computer, ERP, CRM, UX, Analytics, Big Data, Customer Experience, Call Center, Digital Marketing and Telecommunication: The Vocabulary of One New Digital World |
| account management vs customer success: Research Handbook on Services Management Davis, Mark M., 2022-08-05 This comprehensive Research Handbook reflects the latest research breakthroughs and practices in services management. Addressing services management from a broader strategic perspective, it delves into the key issues of analytics and service robots, and their potential impact. Edited by the late Mark M. Davis, it represents an early foray into the new frontier of services management and provides insights into the future of the field. |
| account management vs customer success: The Palgrave Handbook of Service Management Bo Edvardsson, Bård Tronvoll, 2022-05-24 This handbook provides an innovative, thorough overview of service management. It draws together an impressive, international group of leading scholars who offer a truly global perspective, exploring current literature and laying out guidance for future research. Beginning with defining service as a perspective on value creation, and service management as “a set of organizational competencies for enabling and realizing value creation through service,” it then moves on to follow the evolution of service research. From there, the book is structured into six main themes: perspectives on service management; service strategy; service leadership and transition; service design and innovation; service interaction; quality and operations; and service management and technology. This book is valuable reading for academics, lecturers, and students studying service management, operations management, and service research. |
| account management vs customer success: Customer Success Management: Proactively Nurturing Deeper Relationships with your Customers Resulting in Reduced Churn, Customer Growth & Recurring Revenue! Gerard Assey, 2024-06-15 ‘Customer Success Management: Proactively Nurturing Deeper Relationships with Your Customers Resulting in Reduced Churn, Customer Growth & Recurring Revenue!’ is a definitive guide to mastering the art of customer success, by exploring how businesses can prioritize customer success to drive long-term growth and revenue. From understanding the key principles of CSM to implementing effective strategies for reducing churn and increasing customer retention, this book provides valuable insights for both newcomers and seasoned professionals. Through real-world examples and practical tips, readers will learn how to build a customer-centric culture, leverage technology, and measure success metrics to foster loyal customer relationships. 'Customer Success Management' is not just a strategy; it is a philosophy that emphasizes the importance of delivering exceptional customer experiences at every touch-point. By embracing the principles outlined in this book, organizations can position themselves for sustained growth, customer satisfaction, and business success. This Book is ‘Your KEY Strategic Differentiator’! |
| account management vs customer success: Building Expert Business Solutions with Zoho CRM Dominic Harrington, 2021-08-20 Create world-class Zoho CRM solutions tailored to be a game changer for your business and transform the way you collect, manage, and use customer data Key FeaturesUnlock the full potential of advanced Zoho CRM features to supercharge your business solutionsCustomize your Zoho CRM solutions to achieve scalable and long-term customer engagementStreamline your entire business for digital transformation by integrating CRM with different Zoho products and applicationsBook Description Zoho CRM is one of the most user-friendly, configurable, and competitively priced CRM systems for managing all your customer relationships. When tailored effectively to your business, it empowers your team to work smarter and helps your business to achieve more profitable and scalable growth. This book will show you how to make the most of Zoho CRM to increase productivity. You'll start by learning about the foundation modules of Zoho CRM such as Leads, Deals, Contacts, and Accounts, and understand their functionalities that enable you to build effective solutions. Then, you'll explore innovative workflows that will help you to save time and make sure that your sales teams are proactively managing opportunities and clients. The book also focuses on Zoho Marketplace, as well as how to extend the functionality of Zoho CRM using custom functions. You'll cover real-world use cases that will inspire you to extend your Zoho adoption by integrating Zoho CRM with other Zoho apps such as Zoho Campaigns, Zoho Forms, Zoho Survey, and SalesIQ. Finally, you'll discover best practices for adapting and evolving your CRM solutions and maintaining your CRM to achieve continuous improvement. By the end of this CRM book, you'll have set up a CRM solution that will be fit for the next 10 years of business growth. What you will learnManage customer relationships and acquire new customers quicklyUnderstand the importance of Leads, Deals, Contacts, and Accounts modulesUse game-changing workflows and automation to manage opportunities and clientsExplore how custom functions can extend the functionality of your CRMIntegrate Zoho CRM with other Zoho apps such as Zoho Campaigns, Forms, Survey, and CreatorDiscover how to keep your CRM fit for the future and achieve continuous growthWho this book is for This book is for you if you're a business manager or a business owner interested in learning how the Zoho platform can help transform your business and are looking to gain a practical understanding of how to choose an app from the vast array of Zoho products. Whether you're new to Zoho or have basic experience and want to learn more about its features and apps, this book can help you. Expert Zoho users who want to develop custom solutions for their business will also find this book useful. Foundational knowledge of CRM concepts is expected to get the most out of this book. |
| account management vs customer success: The New Successful Large Account Management Robert B. Miller, Stephen E. Heiman, Tad Tuleja, 2006 With limited resources and increasing competition, managing strategic accounts requires a focused strategy, plan, and process. Developed collaboratively with world-class sales forces, the Large Account Management Process provides an enduring framework for protecting and growing your most important customer relationships.- Damon Jones, COO, Miller Heiman, Inc.The Large Account Management Process has implemented a discipline that allows people to work together and communicate, setting strategies and sales goals that benefit both our customers and our own company.- Joseph L Cash, senior vice president of sales, Equifax CorporationMiller Heiman's Large Account Management Process delivers a disciplined process for gathering the information required to really understand the trends impacting our largest clients. This critical information defines the strategies that provide long-term customer value and drive consistently superior business results.- Paul Wichman, vice president and senior division sales manager, Schwab Institution'The New Successful Large Account Management' now in its third edition, is thoroughly revised and updated and takes into consideration recent changes in the industry. This hard-hitting and no-nonsense book advises you how to best manage your most important business accounts. The authors of the best-selling books The New Strategic Selling and The New Conceptual Selling provide comprehensive and practical lessons that will help you to protect and improve your most crucial customer relationships. By following their clearly definied and dynamic approach to the account planning process, you will learn how to devise a strategic action plan to manage your key accounts; manage them effectively and profitably; build long term client relationships; climb ahead of competitors and move your relationship up the buy-sell hierarchy. Whatever business you're in, this excellent book shows you how to protect those crucial accounts that you can't afford to lose. |
| account management vs customer success: The Seven Keys to Managing Strategic Accounts Sallie Sherman, Joseph Sperry, Samuel Reese, 2003-04-29 Market-proven strategies to generate competitive advantage by identifying and always taking care of your best customers The Seven Keys to Managing Strategic Accounts provides decision makers with a proactive program for profitably managing their largest, most critical customers--their strategic accounts. Drawing on the expertise of S4 Consulting, Inc., a leading-edge provider of strategic account consulting, and Miller Heiman, a global sales training leader serving many Fortune 500companies, this how-to book shows how many of today's market leaders have learned to focus on their most profitable customers, avoiding or overcoming common errors before they become relationship-crippling disasters. Placing its total focus on the design and implementation of cost-effective strategic account management programs, this hands on book provides: A world-class competency model for strategic account managers Techniques for developing a program to manage and grow co-destiny relationships Examples and cases from Honeywell, 3M,and other leading corporations |
| account management vs customer success: ADKAR Jeff Hiatt, 2006 In his first complete text on the ADKAR model, Jeff Hiatt explains the origin of the model and explores what drives each building block of ADKAR. Learn how to build awareness, create desire, develop knowledge, foster ability and reinforce changes in your organization. The ADKAR Model is changing how we think about managing the people side of change, and provides a powerful foundation to help you succeed at change. |
| account management vs customer success: Managing Customer Experience and Relationships Don Peppers, Martha Rogers, 2022-04-26 Every business on the planet is trying to maximize the value created by its customers Learn how to do it, step by step, in this newly revised Fourth Edition of Managing Customer Experience and Relationships: A Strategic Framework. Written by Don Peppers and Martha Rogers, Ph.D., recognized for decades as two of the world's leading experts on customer experience issues, the book combines theory, case studies, and strategic analyses to guide a company on its own quest to position its customers at the very center of its business model, and to treat different customers differently. This latest edition adds new material including: How to manage the mass-customization principles that drive digital interactions How to understand and manage data-driven marketing analytics issues, without having to do the math How to implement and monitor customer success management, the new discipline that has arisen alongside software-as-a-service businesses How to deal with the increasing threat to privacy, autonomy, and competition posed by the big tech companies like Facebook, Amazon, and Google Teaching slide decks to accompany the book, author-written test banks for all chapters, a complete glossary for the field, and full indexing Ideal not just for students, but for managers, executives, and other business leaders, Managing Customer Experience and Relationships should prove an indispensable resource for marketing, sales, or customer service professionals in both the B2C and B2B world. |
| account management vs customer success: Account-Based Marketing For Dummies Sangram Vajre, 2016-04-25 Grow your account list with an effective account-based marketing strategy Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results. This practical guide takes the intimidation out of account-based marketing in today's highly digitized world. You'll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You'll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online. Align your sales and marketing teams for greater success in your ABM efforts Analyze data to identify key accounts Target your messages for real-time interaction Integrate your campaign with marketing automation software If you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, Account-Based Marketing For Dummies has you covered! Account-Based Marketing For Dummies clears away the confusion surrounding this much-hyped topic. It offers simple, direct explanations of what account-based marketing is, why it's important, and how to do it. Any business marketing professional will benefit from a look at this book. —David Raab, Founder at Raab Associates If you're reading this book and just getting started with ABM, welcome to the future of what b-to-b marketing can be: insight-led, technology-enabled and, above all, customer focused. Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too. —Megan Heuer, Vice President and Group Director, SiriusDecisions Like a Hollywood agent, marketing's job is to get sales the 'audition,' not the part. Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how. —Joe Chernov, VP of Marketing at InsightSquared Ever-advancing marketing technology is enabling a new generation of sales and marketing strategies to thrive, changing the playing field for companies of all sizes. This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how. —Scott Brinker, Author of Hacking Marketing Account-based marketing is shifting how businesses use customer insights to capture more upmarket revenue. This book teaches a new wave of data-driven marketers how to embrace an enlightened quality-vs-quantity approach and execute a scalable ABM strategy that delivers real results. —Sean Zinsmeister, Senior Director of Product Marketing, Infer The book may be titled '...for dummies', but ABM is proving to be a smart approach for B2B marketers charged with generating sales pipeline and acquiring and delighting customers. Use this book to help you get started and advance your account-based marketing strategies and tactics that will thrill your sales colleagues, executive team and customers alike. —Scott Vaughan, CMO, Integrate |
| account management vs customer success: Chief Customer Officer 2.0 Jeanne Bliss, 2015-06-15 A Customer Experience Roadmap to Transform Your Business and Culture Chief Customer Officer 2.0 will give you a proven framework that has launched and advanced the customer experience transformation in businesses in every vertical around the world. And it will take years off your learning curve. Written by Jeanne Bliss, worldwide authority on customer experience, and preeminent thought leader on the role of the Customer Leadership Executive (such as Chief Customer Officer, Vice President of Customer Experience, etc.) this book follows the five-competency model she uses to coach the C-Suite and Chief Customer Officers. 1. Manage and Honor Customers as Assets 2. Align Around Experience 3. Build a Customer Listening Path 4. Proactive Experience Reliability and Innovation 5. One Company Accountability, Leadership & Decision Making Chief Customer Officer 2.0 will get you into action quickly with a united leadership team, and will shift your business intent to earning the right to growth by improving customers’ lives. Jeanne Bliss fearlessly shares her tools and leadership ‘recipe cards’ for leading and enabling your business transformation. And she provides practical guidance on how embed the five competencies into how your company develops products, goes to market, enables and rewards people, and conducts annual planning. Including over forty accounts of actions by Customer Leadership Executives around the world, this is the book you have been waiting for that tells it like it is and gives you the framework to build your customer-driven growth engine. Jeanne Bliss pioneered the Customer Leadership Executive position, holding the role for twenty years at Lands’ End, Allstate, Coldwell Banker, Mazda and Microsoft Corporations. Since 2002 she has led CustomerBliss, a preeminent customer experience transformation company where she helps companies achieve customer-driven growth. She is a worldwide keynote speaker, and sought frequently by major media for her point of view. Jeanne is the co-founder of the Customer Experience Professionals Association, established to advance the worldwide discipline of customer experience and customer experience practitioners. She is also the best-selling author of Chief Customer Officer: Getting Past Lip Service to Passionate Action (2006), and I Love You More than My Dog: Five Decisions to Drive Extreme Customer Loyalty in Good Times and Bad (2011). |
| account management vs customer success: Sales Terminology and Mastery: Essential Skills and Techniques for Success Sumitra Kumari, 2024-08-08 Unlock the secrets to sales success with Sales Terminology and Mastery: Essential Skills and Techniques for Success. This sales book is designed to equip sales professionals with the critical sales terminology, skills, and techniques needed to excel in today's competitive market. Sales manager, sales executive , and sales representative terminology Mastery is the ultimate resource for understanding the language of sales and mastering the techniques that lead to success. Equip yourself with the knowledge and skills to stand out in the competitive world of sales and achieve your professional goals. This sales terms book equips you with the knowledge to enhance your sales performance and advance your career. Ideal for both newcomers and seasoned professionals. |
| account management vs customer success: Key Account Management and Planning Noel Capon, 2002-06-15 The vastly increased level of competitive intensity faced by corporations and the increased costs of selling have radically changed the nature of the traditional selling process. Key or strategic accounts have now become a company's most important asset, in some cases supplying in excess of 80 percent of a firm's revenues. Here, in one powerful volume, key account management expert Noel Capon provides the most comprehensive treatment of key account management and planning yet published. For the first time, Capon introduces his breakthrough four-part congruence model of key account management -- a new, thoroughly researched approach to optimally managing your key account portfolio. First, the author shows how to select and conceptualize the key account portfolio; second, how to organize and manage key accounts; third, how to recruit, select, train, retain, and reward key account managers; and fourth, how to formulate and execute strategy and issues of coordination and control. This congruence model serves as a backdrop as Capon takes the reader step-by-step through the vital functions of key account management including identifying key account criteria, considering the threats and opportunities for the key account, and understanding the roles and responsibilities of critical players. Capon backs up his points with extensive research, real-life stories of successes and failures at a variety of companies, and clarifying figures. Special chapters are devoted to partnering with key accounts and in-depth information on global key account management, an increasingly important weapon for staying ahead of the competition. Timely, important, and essential, Key Account Management and Planning is the only reference handbook those with key account responsibilities will ever need. |
| account management vs customer success: Media Selling Charles Warner, William Lederer, Brian Moroz, 2020-08-04 The must-have resource for media selling in today’s technology-driven environment The revised and updated fifth edition of Media Selling is an essential guide to our technology-driven, programmatic, micro-targeted, mobile, multi-channel media ecosystem. Today, digital advertising has surpassed television as the number-one ad investment platform, and Google and Facebook dominate the digital advertising marketplace. The authors highlight the new sales processes and approaches that will give media salespeople a leg up on the competition in our post-Internet media era. The book explores the automated programmatic buying and selling of digital ad inventory that is disrupting both media buyers and media salespeople. In addition to information on disruptive technologies in media sales, the book explores sales ethics, communication theory and listening, emotional intelligence, creating value, the principles of persuasion, sales stage management guides, and sample in-person, phone, and email sales scripts. Media Selling offers media sellers a customer-first and problem-solving sales approach. The updated fifth edition: Contains insight from digital experts into how 82.5% of digital ad inventory is bought and sold programmatically Reveals how to conduct research on Google Analytics Identifies how media salespeople can offer cross-platform and multi-channel solutions to prospects’ advertising and marketing challenge Includes insights into selling and distribution of podcasts Includes links to downloadable case studies, presentations, and planners on the Media Selling website Includes an extensive Glossary of Digital Advertising terms Written for students in communications, radio-TV, and mass communication, Media Selling is the classic work in the field. The updated edition provides an indispensable tool for learning, training, and mastering sales techniques for digital media. |
| account management vs customer success: CUSTOMER EXPERIENCE MANAGEMENT - THE EXPERIENTIAL JOURNEY James Seligman, 2018-09-19 Organizations that want to deliver required outcomes can do so by shifting gears from traditional 'command and control tactics', to a more collaborative way of working with customer interactions, ensuring relevant skills and capabilities are made available. By investing in technology, organizations that support the customer experience can provide accurate forecasting, customer in sight, and the skills and capabilities regardless of their location and time zone. Processes that span the back office to the front office should provide real time insight into the interpersonal experience journeys and enable co-creation of goods and services. |
| account management vs customer success: Key Account Management in the Financial Services Industry Peter Cheverton, 2004-11-03 Peter Cheverton's Key Account Management (3rd edition 2004) has established itself as the leading book on the subject. The idea for this new book was prompted by the huge up-take for his KAM Masterclass seminars and workshops from sales and marketing people in FS companies all over the world. It follows a similar structure to the original book, but offers specific advice on marketing and selling financial products, with real-world examples and case studies from FS companies around the globe. Compiled from original in-depth research and interviews, the book is divided into seven parts and is designed to take the reader through the process of understanding, analysis, planning, implementation and performance monitoring, so it can be used as a 'before, during, and after' guide to practical implementation. With areas covered such as the changing environment in financial services; the buying process; competitor replacement strategies; identifying key accounts; meeting the customer's needs; E-commerce and the Internet; and management of non key accounts, this book is a must-have for anyone working or studying in this field. |
| account management vs customer success: The Harvard Business Review Sales Management Handbook Prabhakant Sinha, Arun Shastri, Sally E. Lorimer, 2024-10-22 Sales leadership essentials for an era of rapidly advancing digital technology. Managing an effective sales organization is key to revenue generation, customer satisfaction, and business results. But whether you're a sales manager or leading a large sales force, it's increasingly challenging to balance success today with driving the digital sales transformation that will position your team for the future. With actionable insights and examples from many industries worldwide, the HBR Sales Management Handbook provides the resources you need to build value for your company, your customers, and your sales teams. The book covers the fundamentals every sales manager needs to know and explores today's most challenging issues around digital: bringing value to informed and self-sufficient customers while managing the business; hiring, developing, and retaining the best talent; managing sales in the remote, multichannel world; using AI and analytics to support critical decisions; navigating change with continuous improvement; and building the next generation of sales information hubs. Your job as a sales leader is vast and dynamic. This handbook is a collection of proven and forward-looking ideas to help you, your salespeople, and your customers win. HBR Handbooks provide ambitious professionals with the frameworks, advice, and tools they need to excel in their careers. With step-by-step guidance, time-honed best practices, and real-life stories, each comprehensive volume helps you to stand out from the pack—whatever your role. |
| account management vs customer success: Key Account Management in Financial Services Peter Cheverton, 2004 Peter Cheverton's Key Account Management (3rd edition 2004) has established itself as the leading book on the subject. The idea for this new book was prompted by the huge up-take for his KAM Masterclass seminars and workshops from sales and marketing people in FS companies all over the world. It follows a similar structure to the original book, but offers specific advice on marketing and selling financial products, with real-world examples and case studies from FS companies around the globe. Compiled from original in-depth research and interviews, the book is divided into seven parts and is designed to take the reader through the process of understanding, analysis, planning, implementation and performance monitoring, so it can be used as a 'before, during, and after' guide to practical implementation. With areas covered such as the changing environment in financial services; the buying process; competitor replacement strategies; identifying key accounts; meeting the customer's needs; E-commerce and the Internet; and management of non key accounts, this book is a must-have for anyone working or studying in this field. |
| account management vs customer success: Inbound PR Iliyana Stareva, 2018-04-24 The digital era’s new consumer demands a new approach to PR Inbound PR is the handbook that can transform your agency’s business. Today’s customer is fundamentally different, and traditional PR strategies are falling by the wayside. Nobody wants to feel “marketed to;” we want to make our own choices based on our own research and experiences online. When problems arise, we demand answers on social media, directly engaging the company in front of a global audience. We are the most empowered, sophisticated customer base in the history of PR, and PR professionals must draw upon an enormous breadth of skills and techniques to serve their clients’ interests. Unfortunately, those efforts are becoming increasingly ephemeral and difficult to track using traditional metrics. This book merges content and measurement to give today’s PR agencies a new way to build brands, evaluate performance and track ROI. The ability to reach the new consumer, build the relationship, and quantify the ROI of PR services allows you to develop an inbound business and the internal capabilities to meet and exceed the needs of the most demanding client. In this digital age of constant contact and worldwide platforms, it’s the only way to sustainably grow your business and expand your reach while bolstering your effectiveness on any platform. This book shows you what you need to know, and gives you a clear framework for putting numbers to reputation. Build brand awareness without “marketing to” the audience Generate more, higher-quality customer or media leads Close the deal and nurture the customer or media relationship Track the ROI of each stage in the process Content is the name of the game now, and PR agencies must be able to prove their worth or risk being swept under with obsolete methods. Inbound PR provides critical guidance for PR growth in the digital era, complete with a practical framework for stimulating that growth. |
| account management vs customer success: Customer Relationship Management Strategies in the Digital Era Nas?r, Süphan, 2015-03-31 In today’s global economy, social media and technological advances have changed the way businesses interact with their clientele. With new forms of communication and IT practices, companies seek innovative practices for maintaining their consumer loyalty. Customer Relationship Management Strategies in the Digital Era blends the literature from the fields of marketing and information technology in an effort to examine the effect that technological advances have on the interaction between companies and their customers Through chapters and case studies, this publication discusses the importance of achieving competitive advantage through implementing relationship marketing practices and becoming consumer-centric. This publication is an essential reference source for researchers, professionals, managers, and upper level students interested in understanding customer loyalty in a technology-focused society. |
| account management vs customer success: Onboarding Matters Donna Weber, 2021-06 If you don't have a customer onboarding plan set up for your business, you're losing customers and burning future revenues. It's as simple as that. Onboarding is the most important part of the customer journey, yet many B2B companies fail to act proactively at the start of the relationship. Instead, Customer Success teams are stuck making heroic efforts to save accounts and fighting fires when customers inevitably run into problems or get stuck. The reactive approach is a problem for your Customer Success teams, your revenues, and your customers. Customer onboarding matters. More than you may think. A successful customer onboarding program results in more satisfied customer and employees, higher solution adoption, and increased customer lifetime value. In Onboarding Matters, Donna Weber shares the Orchestrated Onboarding(TM) framework that she implements with leading B2B companies to turn onboarding from a missed opportunity into a competitive advantage. Onboarding Matters provides an impactful framework as well as practical tips and valuable resources to perfect the art and science of a superior onboarding process. It's a must read for anyone who cares about Customer Success. Ashvin Vaidyanathan, Chief Customer Officer, Gainsight Onboarding Matters, by Donna Weber, is the leading guide for anyone seeking to create a high-impact onboarding program. The book is a step-by-step blueprint for orchestrating Customer Success from day one. I always say that customer onboarding is the beginning of churn or success, and Donna's book takes you through the why and the how. A must-read with clear examples and resources to apply to your organization. Emilia D'Anzica, Founder, Growth Molecules Buy this book today and use its practical guidance and detailed templates to start building your own customer onboarding practice. |
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