The document describes low-touch and high-touch customer success management models. In a low-touch model, digital assets like automated notifications and self-service resources provide customer support. A high-touch model adds responsibilities like proactively contacting customers, conducting quarterly business reviews, assisting with adoption challenges, and identifying up-sell opportunities. The models are applied at different stages of the customer journey from onboarding to renewal.

1. Low touch vs. high touch CSM engagement
models
Customer Journey
Stage
Customer Outcomes
Low Touch SMB CSM Enablement
Model (leveraging digital assets)
Additional High Touch CSM
Responsibilities
Onboard,
Implement
• Customer gets introduced to
products, solutions and features
• Customer deploys the
product/solution
• CSM updates the customer
account contact information in
the CS or CRM systems.
• In app or email notifications are
automatically sent to new
customers with links to various
learning and support resources.
• CSM proactively reaches out
to the customers with the
goal of introducing the
account and CS team,
developing customer success
plan, defining key success
criteria and a schedule for
QBRs.
• CSM educates customers on
the various self-serve learning
and support resources
available.
• CSM coordinates any training,
on-boarding and
implementation
workshops/support that the
high value customer is
entitled to.

2. Customer Journey
Stage
Customer Outcomes
Low Touch SMB CSM Enablement
Model (leveraging digital assets)
Additional High Touch CSM
Responsibilities
Use, Adopt,
Optimize
• Customer starts using the
product to achieve business
outcomes
• Customer realizes value
from the purchase
• Customer increasingly
adopts and utilizes various
features of the product
• Customer optimizes the
performance of the product
through updates, upgrades,
etc
• Account health scores are
automatically generated based on
product telemetry and
notifications are sent to the
customers on a monthly/quarterly
basis.
• Links to ROI calculators are sent to
customers.
• Automatic alerts are sent to
customers for any upcoming
product milestones, field notices,
updates/upgrades, bugs, etc.
• CSM identifies customers with low
health scores and sends them links
to additional self serve learning
and support resources available to
overcome adoption barriers
• CSM leads QBRs with
customers to discuss account
health scores, usage/adoption
patterns, etc.
• CSM works with customers to
evaluate ROI.
• CSM provides assistance to
overcome adoption challenges
wherever possible or
recommends additional
learning and support resources.
• CSM identifies and
recommends optimization
opportunities based on existing
infrastructure/technology
Low touch vs. high touch CSM engagement
models

3. Customer Journey
Stage
Customer Outcomes
Low Touch SMB CSM Enablement Model
(leveraging digital assets)
Additional High Touch CSM
Responsibilities
Renew, Expand • Customer renews existing
contracts
• Customer buys additional
products/solutions or
increases usage
• Customer feedback surveys are
automatically sent to customers.
• Customer churn risk is calculated
and updated in the CRM/ CS
systems.
• By default, all accounts are enrolled
in auto-renewal program
• Renewal notifications are sent
automatically to customers based
on their current contract expiration
dates.
• CSM identifies "at-risk" accounts,
does account deep dive and sends
the customer appropriate resources
to help them succeed and reduce
the risk of churn.
• CSM proactively reaches out
to the customer to review
account health, share ROI
results and gather
additional customer
feedback.
• CSM develops a strategy to
address "at-risk" accounts
and pulls in other support
teams as needed.
• CSM identifies and
discusses up-sell and cross-
sell opportunities with the
customer and send qualified
leads to the renewal or
account teams
Low touch vs. high touch CSM engagement
models