Unlocking the power of customer success in the age of AI

On May 30, the Mass Technology Leadership Council (MTLC) hosted a symposium at Bullhorn, Inc. in Boston that explored the dynamic intersection of customer success and artificial intelligence (AI). This gathering of experts provided valuable insights for organizations looking to enhance customer engagement through technology and data-driven insights. 

The discussions emphasized the critical need for aligning customer success initiatives with revenue goals. Panelists underscored the importance of linking customer success efforts to tangible business outcomes like retention and expansion. They also highlighted the necessity of fostering cross-functional collaboration to achieve comprehensive customer outcomes while driving organizational growth.

The lessons were extremely helpful and in an effort to extend their reach, we’re sharing our top customer success learnings with you. 

Align, define, and select the revenue-revving solution

There's a consensus that customer success thrives as a team effort, so we were delighted that the panelists delved into strategies tailored for team dynamics and outcomes.

Panelists first noted that aligning customer success with revenue goals is crucial. This involves clearly attributing customer success efforts to customer retention and expansion to demonstrate value and secure necessary resources. Cross-functional collaboration plays a pivotal role in achieving desired outcomes. 

They proceeded to delve into defining critical elements. This involved establishing measurable goals that coordinate with strategic objectives, implementing comprehensive metrics frameworks, and carefully analyzing both customer journeys and employee satisfaction, all of which are essential components.

Subsequently, participants illuminated the process of solutionizing once the initial tasks were completed. Attendees garnered clarity on the importance of prioritizing AI, automation, predictive analytics, and augmented reality while ensuring a human-centric approach in selecting methodologies and technologies, a key factor for success.

Sumita Palanisamy, Director of Engineering at CarGurus, highlighted, "AI is not infallible; it furnishes probabilistic responses." Instead of blindly following AI, she advises using it as a guiding tool, combined with human intuition, to navigate towards the correct path.

Adapt to technology so you can be agile

Companies must embrace adaptability and agility to thrive in a rapidly evolving technological landscape. This requires investing in data-driven strategies and metrics to quantify business performance effectively. Paytronix’s Chief Customer Officer, Andrea Mulligan suggested that we consider this approach, “Transform reactive customer service to proactive by analyzing customer health. Implement digital CSMs and knowledge management systems.” 

As new technology tools emerge, teams must cultivate new skills to handle them adeptly. Continuous learning and adaptability are indispensable for navigating these changes. Leveraging AI, automation, and predictive analytics while maintaining a human touch ensures a balanced approach. Some tools the panelists mentioned they use currently included: 

• Jira
• Looker
• Smartsheet
• Salesforce
• Tableau
• Snowflake
• Customized AI features within existing software

Cross-functional collaboration and a clear focus on strategic objectives help align customer success initiatives with overarching business goals. Pegasystems’ Senior Product Strategy Manager, CRM, Rebecca Miller made the case that integrating AI systems has the potential to help employees adapt and grow more rapidly – “AI assists in internal and customer-facing knowledge management, helping bridge gaps between new employees and experts.”

Find harmony between customer success and revenue imperatives 

A central theme at the MTLC event was the alignment of customer success initiatives with revenue objectives. Panelists emphasized the necessity of attributing the impact of customer success on retention and expansion to demonstrate value and secure resources. Multi-team collaboration was highlighted as essential for achieving customer outcomes and advancing organizational goals. This cohesion not only enhances the customer journey but also ensures a cohesive approach to business growth. Establishing measurable goals tied to strategic objectives and leveraging metrics frameworks are crucial for tracking progress and ensuring alignment with revenue targets. 

Ignoring customer success is ignoring a growing need that customers are desperately craving. Recent statistics reinforce the urgency of effective customer success initiatives. According to Custify, 84% of customers consider their experience with a company as important as its products and services. Additionally, 75% of consumers are more likely to make a purchase from a company that knows their name and purchase history and provides personalized recommendations. 

In the dynamic landscape of modern business, the fusion of customer success and AI emerges as a potent force, poised to redefine customer engagement and organizational success framework. With Imarc's proven track record in developing tailored digital solutions that generate positive outcomes for our client partners, businesses know that they can trust in our ability to navigate the evolving landscape of customer engagement. If you'd like to discuss customer success themes of the benefits of MTLC topics for your organization, say hello.