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Customer Success 2.0 – The New Growth Engine

By Charles Atkins, Shobhit Gupta, and Paul Roche

Can software vendors and other companies identify more opportunities to grow and deliver value by taking a fresh look at customer success?

In the mid-2000s, software-as-a-service (SaaS) vendors faced a major problem. They had significantly invested in customer acquisition and landed many new accounts, but their products had become increasingly complex and difficult to understand. Many customers became understandably frustrated, resulting in low adoption and usage rates, which eventually led to greater churn. In response, many companies began actively targeting at-risk accounts with “dive and catch” teams designed to increase retention by helping customers derive more value from their products.

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