Revolutionizing CS with Digital Customer Success Managers — The Real Power of Digital CS.
Dickey Singh

In the rapidly evolving digital landscape, businesses constantly seek ways to optimize operations and enhance customer experiences. One such innovation that has gained significant traction is Digital Customer Success (Digital CS). This data-driven methodology transforms the traditional customer success model by leveraging purpose-built tools to create value for customers at scale. A key player in this transformation is the Digital Customer Success Manager (Digital CSM), redefining how businesses interact with their customers.

What is Digital CS in 2023?

Digital CS is an optimization strategy that combines human and digital touchpoints to support the customer journey.

For the high-touch segment, it's not a replacement for human efforts but rather an enhancement, allowing Customer Success Managers (CSMs) to work more effectively and efficiently.

For the hybrid and low and no touch segments, Digital CS and Digital CSMs can save significant costs while improving the overall service provided to customers.

Digital CS programs are designed to scale, enabling businesses to reach out to a more extensive customer base without compromising on the quality of service.

The Integral Role of Playbooks in Digital CS

Playbooks are the backbone of any successful Digital CS strategy. These standard guides outline processes, procedures, strategies, and best practices for various customer scenarios. They serve as a roadmap for CSMs, ensuring a positive and consistent customer experience across all segments.

Studies show that 66% to 75% of these playbooks can be executed without human intervention. This highlights the potential of automation in Digital CS. Automated playbooks can handle routine tasks, freeing up CSMs to focus on more complex, high-value activities. They also ensure that the customer experience remains consistent, regardless of the volume of interactions.

Moreover, automated playbooks can provide valuable data insights. By tracking the execution and outcomes of automated processes, businesses can better understand their customer interactions and identify several areas for improvement. This data-driven approach is at the heart of Digital CS, enabling companies to refine their strategies and deliver superior customer experiences continually.

Building a Successful Digital CS Program

The key to building a successful Digital CS program lies in understanding your customer segmentation and customer journeys. It's essential to comprehensively analyze the Tech Touch segment and have a plan for getting at-risk customers back on track.
A well-structured welcome communication can do serious work in setting the tone for the customer journey. It's also important to be available during the adoption phase through one-to-many tactics, letting user behavior guide expansion strategies.
Automation of CSM tasks is another critical aspect of a Digital CS program. It allows CSMs to focus on more complex tasks while ensuring that routine tasks are carried out efficiently.

The Future of Digital CS

As digital CS evolves from a segmentation strategy into a broader CS strategy, businesses can expect to see more integration of digital and human-led customer success efforts. The future of Digital CS lies in its ability to deliver customer success at scale to all clients, irrespective of size.
Digital CS is a powerful tool that businesses can leverage to enhance their customer success efforts. By combining the best of human and digital capabilities, businesses can ensure a positive and consistent customer experience, driving customer loyalty, and business growth. The rise of Digital CSMs is a testament to the potential of this approach, paving the way for a new era of customer success.