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

Andreas Eggert; Wolfgang Ulaga; Anna Gehring

doi:10.15358/2511-8676-2020-2-3-121

Contents
- Chapter Expand | CollapseAuthorsPage
- 69–69 Titelei/Inhaltsverzeichnis 69–69
- 70–74 Editorial: Tuning the Sounds of Service: Essays in Honour of Michael Kleinaltenkamp Sascha Raithel, Frank Jacob, Martin Benkenstein Sascha Raithel, Frank Jacob, Martin Benkenstein 70–74
- 75–184 Research Articles 75–184
  - 75–83 From Muso to Academic and Back: A Time and Person-Based Acknowledgement of Michael Kleinaltenkamp Ingo Karpen, Carolin Plewa Ingo Karpen, Carolin Plewa 75–83
  - 84–99 We're So Bad It's Funny - Effects of Using Humour in the Marketing Communication of Low-Quality Service Providers Ilias Danatzis, Jana Möller, Christine Mathies Ilias Danatzis, Jana Möller, Christine Mathies 84–99
  - 100–120 What Does it Take to Successfully Implement a Hybrid Offering Strategy? A Contingency Perspective Judith Dannenbaum, Laura Marie Edinger-Schons, Mario Rese, Olaf Plötner, Jan Wieseke Judith Dannenbaum, Laura Marie Edinger-Schons, Mario Rese, Olaf Plötner, Jan Wieseke 100–120
  - 121–132 Managing Customer Success in Business Markets: Conceptual Foundation and Practical Application Andreas Eggert, Wolfgang Ulaga, Anna Gehring Andreas Eggert, Wolfgang Ulaga, Anna Gehring 121–132
  - 133–144 Considering Value-related Concepts in Service-oriented Approaches to Marketing Studies in Light of Philosophical and Economic Value Theories Michaela Haase Michaela Haase 133–144
  - 145–156 From Centralized Energy Generation and Distribution to Clean Energy Communities: Exploring New Modes of Governance for the Energy Sector Albrecht Söllner, Tessa Haverland Albrecht Söllner, Tessa Haverland 145–156
  - 157–169 Conceptualizing Resource Integration: The Peculiar Role of Pure Public Resources Herbert Woratschek, Chris Horbel, Bastian Popp Herbert Woratschek, Chris Horbel, Bastian Popp 157–169
  - 170–184 On the Marketness of Markets and Actor Clout: Market-shaping Roles Suvi Nenonen, Kaj Storbacka Suvi Nenonen, Kaj Storbacka 170–184
Durchsuchen Sie das Werk
Geben Sie ein Keyword in die Suchleiste ein
No access

SMR - Journal of Service Management Research , page 121 - 132

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

Autoren

Andreas Eggert Wolfgang Ulaga Anna Gehring

DOI
- doi.org/10.15358/2511-8676-2020-2-3-121
- ISSN: 2511-8676
- ISSN online: 2942-3392
Zusammenfassung

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.

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.
Share