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Customer Success Should Begin Long Before the Contract Is Signed

June 5, 2020

Via: CMSWire

SaaS giveth and SaaS taketh away. The subscription economy changed the game for software companies, smoothing out otherwise lumpy business models and powering bountiful booking backlogs. But shorter contract terms mean that customers can easily defect, which is why SaaS companies have built customer success functions as a backstop for churn.

I’d argue customer success, as it has been defined by most SaaS companies, is a half measure. It misses the fundamental point that customer success should be the company goal, not just a role — and it misses the point that customer success begins before a deal is closed.

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