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Managing Customer Success in Business Markets: Conceptual Foundation and Practical Application

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  • Eggert, Andreas
  • Ulaga, Wolfgang
  • Gehring, Anna

Abstract

Customer success management is gaining momentum in business markets. From an initial focus on selected industries, such as software-as-a-service, interest in customer success is spreading among business-to-business marketing practitioners. To date, academia has largely neglected this concept and its organizational implementation. Based on extant managerial literature and research on value in use in business markets, we distinguish between customer success as a customer-perceived construct, customer success management as a joint customer-supplier management process, and the emerging job position of customer success managers in supplier organizations. Based on the case of a provider of IoT devices, software and services in decision agriculture, we illustrate how customer success management is practiced in a business marketing context and refine our understanding of customer success management and its constituents. Finally, we suggest promising avenues for future research in this managerially important, under-researched and rapidly growing domain.

Suggested Citation

  • Eggert, Andreas & Ulaga, Wolfgang & Gehring, Anna, 2020. "Managing Customer Success in Business Markets: Conceptual Foundation and Practical Application," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(2-3), pages 121-132.
    • Handle: RePEc:nms:nomsmr:10.15358/2511-8676-2020-2-3-121
    DOI: 10.15358/2511-8676-2020-2-3-121
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    References listed on IDEAS

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    1. Wolfgang Ulaga, 2018. "The journey towards customer centricity and service growth in B2B: a commentary and research directions," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 80-83, June.
    2. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    3. Anita Pansari & V. Kumar, 2017. "Customer engagement: the construct, antecedents, and consequences," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 294-311, May.
    4. Wolfgang Ulaga & Werner Reinartz, 2011. "Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully," Post-Print hal-00642039, HAL.
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    Cited by:

    1. Raithel, Sascha & Jacob, Frank & Benkenstein, Martin, 2020. "Tuning the Sounds of Service: Essays in Honour of Michael Kleinaltenkamp," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(2-3), pages 70-74.
    2. Hochstein, Bryan & Voorhees, Clay M. & Pratt, Alexander B. & Rangarajan, Deva & Nagel, Duane M. & Mehrotra, Vijay, 2023. "Customer success management, customer health, and retention in B2B industries," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 912-932.

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