Customer Success Model refers to the process in which your organization approaches the management of the customer during their journey post-sales.
Typically in SaaS, there are two models, Low touch and High touch. This is further divided into two level parts of the customer journey. The first part is onboarding a customer and the second part is driving adoption (value).
How High-Touch Works
High-Touch engagement requires human intervention. Here, the customer success manager is dedicated to helping high- touch customers achieve their goals. High-touch digital engagements will more often be personalized for the customer.
This is a model used by enterprise software companies that are selling a somewhat complex solution where multiple individuals are involved in the buying process.
A high-touch engagement example would be giving a walk-through of a new product feature .
How Low-Touch Works
While this approach is still applicable to B2B software, it usually applies to software or tools that are unified to use with little needed configuration that can be purchased directly through a website or even an app.
A customer, rather than working with a dedicated resource, learns how to use the application via a training or onboarding tool. Sometimes even using a resource as simple as a video tutorial.
A low-touch engagement example can be sending an email to the group of customers who are not using a particular feature in the product. This mail can describe the benefits as well as how to use that feature.
Difference between High and Low Touch
High Touch in SaaS
In SaaS, a high-touch engagement model requires more of your strategic methods employed towards serving customers along with more personal attention. It is more costly to maintain, hence it makes more sense to use this model for high-end customers giving you high revenue.
This is also helpful for those cases where the customer needs are more complex than the others.
Low Touch in SaaS
In SaaS, a low-touch engagement is mostly automated. It is also called the tech-touch model. You can use a customer success platform like CustomerSuccessBox to monitor as well as engage effectively with a large number of customers. Tips and recommendations can be sent through automated emails that help drive further engagement into the product.
Onboarding Automation can be done using onboarding playbooks. Also when the customer success manager needs to take the action by re-onboarding a customer into another new module, the automation alerts and all those signals will automatically hit your inbox anyway.
Both approaches make use of the judgment, vigilance, and creativity of customer success (CS) team members. Both models also rely on the data collection, analysis, and solutions provided by CS software in their preparation, and digital engagement is used in both cases as well.
As a SaaS company, the end goal for each model is to deliver value to customers by helping them use your product efficiently to achieve their business goals.
Scenario where both are required
Let’s take an example. You send an email to the customer for Onboarding detailing the steps to importing data, creating a new report or starting a new project, etc. Once the email has been sent, how many of your customers have actually acted upon the action mentioned and got the desired outcome? How have they adopted the product? How many have actually created the report or imported the data? And that piece needs to be monitored.
So actually you automated one and monitored the other so that you can trigger the right human intervention for the right accounts at the right moment. And that is how automation needs to be done. You automate the messaging and monitor the product adoption and create subsequent tasks to bring in Human intervention.
Help High-Touch and Low-Touch Customers Reach their Goals
Low-Touch Customers should also feel important all the time irrespective of their financial worth to your organization. Customer personas are a lot different from buyer personas. These are the daily users of your products. At different levels, customers need varied communication. Giving them an appropriate experience is what you should aim for.
Whereas high-touch engagement is more than just conducting meetings. Since you can implement this model mostly for high-value customers, the right strategy is needed to demonstrate the value you are adding to them.
For anything standard, a low touch customer success is enough. And for dealing with valuable or complex customers, the high touch model is useful. Your goal is to satisfy customer needs, reduce churn and increase retention.
How to Drive Digital Engagement for Low-Touch and High-Touch Customers
It isn’t realistic to add a new head to the cs team whenever you add a patron, despite the fact that each new consumer wants attention. The alternative is to make more efficient use of your existing sources.
Engaging a digital method offers you that efficiency. With an information-pushed version in location, the common CS manager can remain attentive to both high-touch and low-touch customers. The secret is keeping a system that is walking for you 24/7 to cause engagements. That has an effect at each stage of the patron adventure.
In case you are performing, you may hire whichever form of patron fulfillment engagement version better prepares your purchaser for achievement.
High touch and low touch customer success models are not in opposition to each other. At different times it is the combination of both that is useful. A CSM must be proficient in deciding when to reach the customer in person or through automated communication. And sometimes both.