Zusammenfassung
Recent years have witnessed an ever-growing interest among business practitioners in customer success. Despite the growing managerial emphasis on customer success in the business press, academic research in this field is still at its infancy and a sound conceptualization of this emerging construct is still lacking. Based on more than 300 job profiles and job descriptions of customer success managers, we rely on content and word-co-occurrence analysis to explore how firms implement customer success management in their organizations. Next, we contrast job descriptions of customer success managers with those of customer experience and key account managers. Combining insights gained from our explorative analysis with a review of managerial literature, we suggest working definitions of customer success, customer success management, and the position of customer success manager. Finally, we identify promising avenues for future research on customer success in business markets.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
Literatur
Argyris, C./Schon, D. (1974): Theory in Practice: Increasing Professional Effectiveness. Jossey Bass: Oxford.
Client Success (2019): Customer Success vs. Customer Support. https://www.clientsuccess.com/blog/customer-success-vs-customer-support/ (Retrieved: 30.08.2019).
Customer Success Association (2019): The Definition of Customer Success. https://www.customersuccessassociation.com/library/the-definition-of-customer-success/ (Retrieved: 30.08.2019)
Eggert, A./Ulaga, W./Payne, A./Frowne, P. (2018): Conceptualizing and Communicating Value in Business Markets: From Value in Exchange to Value in Use, in: Industrial Marketing Management, 69(February), 80-90.
Eggert, Andreas/Jens Hogreve/Wolfgang Ulaga/and Eva Muenkhoff (2014), Revenue and Profit Implications of Industrial Service Strategies, in: Journal of Service Research, 17(1), 23-39.
Ellram, L. M. (1995): Total cost of ownership: an analysis approach for purchasing, in: International Journal of Physical Distribution & Logistics Management, 25(8), 4-23.
Gainsight (2019): The Essential Guide to Customer Success. https://www.gainsight.com/guides/the-essential-guide-to-customer-success/ (Retrieved: 30.08.2019).
Galliker, M./Herman, J. (2003): Inhaltsanalyse elektronisch gespeicherter Massendaten der internationalen Presse, in: Zeitschrift für Medienpsychologie, 15(3), 98-105.
Grönroos, C./Voima, P. (2013): Critical service logic: making sense of value creation and cocreation, in: Journal of the Academy of Marketing Science, 41(2), 133-150.
Jaccard, P. (1901): Étude comparative de la distribution florale dans une portion des Alpes et des Jura, in: Bulletin de la Société Vaudoise des Sciences Naturelles, 37, 547-579.
Johansson, M./Keränen, J./Hinterhuber, A./Liozu, S./Andersson, L. (2015): Value assessment and pricing capabilities – how to profit from value, in: Journal of Revenue and Pricing Management, 14(3), 178-197.
Kowalkowski, C./Ulaga, W. (2017): Service Strategy in Action: A Practical Guide for Growing your B2B Service and Solution Business. S2iA Press: Scottsdale.
Kumar, V./Reinartz, W. (2016): Creating Enduring Customer Value, in: Journal of Marketing, 80(6), 36-68.
Liozu, S./Ulaga, W. (2018): Monetizing Data: A Practical Roadmap for Framing, Pricing & Selling Your B2B Digital Offers. VIA Publishing: Sewickley.
McCarthy, D./Fader, P. S./Hardie B. G. S. (2017): Valuing Subscription-Based Businesses Using Publicly Disclosed Customer Data, in: Journal of Marketing, 81(January), 17-35.
Mehta, N./Steinman, D./Murphy, L. (2016): Customer Success: How Innovative Companies Are Reducing Churn and Growing Recurring Revenue. Hoboken: John Wiley and Sons.
NCR Silver Plus (2019): NCR Silver Plus. https://www.ncr.com/silver (Retrieved: 24.08.2019).
Paesbrugghe, B./Rangarajan, D./Sharma, A./Syam, N./Jha, S. (2017): Purchasing-driven sales: Matching sales strategies to the evolution of the purchasing function, in: Industrial Marketing Management, 62, 171-184.
Paesbrugghe, B./Sharma, A./Rangarajan, D./Syam, N. (2018): Personal selling and the purchasing function: where do we go from here?, in: Journal of Personal Selling & Sales Management, 38(1), 123-143.
Radhakrishnan, S./Erbis, S./Isaacs, J. A./Kamarthi, S. (2017): Novel keyword co-occurrence network-based methods to foster systematic reviews of scientific literature, in: PLoS One, 12(3).
Schoenherr, T./Modi, S. B./Benton, W. C./Carter, C. R./Choi, T. Y./Larson, P. D./Leenders, M. R./Mabert, V. A./Narasimhan, R./Wagner, S.M. (2012): Research opportunities in purchasing and supply management, in: International Journal of Production Research, 50(16), 4556-4579.
Sheth, J. N. (1996): Organizational buying behavior: past performance and future expectations, in: Journal of Business & Industrial Marketing, 11(3/4), 7-24.
SKF (2019): About SKF. https://www.skf.com/us/our-company/index.html (Retrieved: 12.08.2019).
Snelgrove, T. C./Anderson, J. C. (2017): Muddling through on customer value in business markets?, in: Hinterhuber, A./Snelgrove T. C. (Eds.): Value First Then Price: Quantifying Value in Business to Business Markets from the Perspective of Both Buyers and Sellers. Taylor & Francis: London, 28-38.
Statista (2018): Tech drives Australia’s top emerging jobs – Statista. https://www.statista.com/chart/15432/emerging-jobs-australia/ (Retrieved: 02.08.2019)
Töytäri, P./Rajala, R. (2015): Value-based selling: An organizational capability perspective, in: Industrial Marketing Management, 45, 101-112.
Ulaga, W./ Eggert, A. (2006): Value-based differentiation in business relationships: Gaining and sustaining key supplier status, in: Journal of Marketing, 70(1), 119-136.
Ulaga, W./Reinartz, W. (2011): Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully, in: Journal of Marketing, 75(6), 5-23.
Ulaga, W. (2018): The Journey Towards Customer Centricity and Service Growth in B2B: A Commentary and Research Directions, in: AMS Review, 8(1), 80-83.
Vandermerwe, S./Rada, J. (1988): Servitization of business: Adding value by adding services, in: European Management Journal, 6(4), 314-324.
Worm, S./Bharadwaj, S./Ulaga, W./Reinartz, W. (2017): When and Why Do Customer Solutions Pay Off In Business Markets?, in: Journal of the Academy of Marketing Science, 45(4), 490-512.
Zaltman, G./LeMasters, K./Heffring, M. (1982): Theory Construction in Marketing: Some Thoughts on Thinking, Wiley: New York.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Der/die Autor(en), exklusiv lizenziert durch Springer Fachmedien Wiesbaden GmbH , ein Teil von Springer Nature
About this chapter
Cite this chapter
Ulaga, W., Eggert, A., Gehring, A. (2020). Customer Success. In: Bruhn, M., Burmann, C., Kirchgeorg, M. (eds) Marketing Weiterdenken. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-31563-4_18
Download citation
DOI: https://doi.org/10.1007/978-3-658-31563-4_18
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-31562-7
Online ISBN: 978-3-658-31563-4
eBook Packages: Business and Economics (German Language)