Wondering if your current tech stack is enough to foster ongoing customer excellence? Read on to learn why CRMs alone may not be enough to ensure strategic long-term Customer Success.
CRM vs. Dedicated CS Platform
See the differences between CRMs & Dedicated CS Platforms
Focus
CRM platforms are focused on opportunity management. These activities are typically manual and exist within accounts.
Customer Success tools are focused on engagement and lifecycle management.
Purpose
CRM platforms are designed to manage workstreams based upon inputs (data entered by Sales, ‘gut instinct.’)
Customer Success tools are designed to manage workstreams that combine data from external /internal platforms and rely on triggers (based upon fact; health scores, NPS, usage data, etc.)
Function
CRM platforms support a relatively uniform sales process. Despite changes, most buyer journeys follow a similar path.
Customer Success tools support complex customer lifecycles. These can change in an instant.
Task Setting
CRM platforms allow for task setting and assignment, but automated task creation is usually limited to date ranges.
Customer Success tools allow for automatic task setting on key data points like product usage over a period of time in your customer’s journey.
Data Resources for Customer Success
Check out these relevant resources from Fighting Churn, the Customer Success blog with ideas and inspiration on retaining customers, and around the web.
Fighting Churn blog
From around the web