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There’s no one-size-fits-all playbook for customer engagement in SaaS. Businesses have to constantly analyze and iterate their approach as their customer base evolves.
We hosted Shivangi Sahu, Director of Customer Success at Clari, to share actionable advice on building high-touch and low-touch customer engagement models. In this conversation, she explained how the two models differ, best tactics to adopt these models, and her hands-on insights.
High touch involves more personalized, custom support with dedicated resources like a Customer Success Manager (CSM), often seen in enterprise segments.
Low touch, however, focuses on efficiency and scalability, typically through digital channels, aiming to serve a broader customer base without the need for direct, constant contact.
Shivangi explains, "High touch is more custom, more personalized, low touch on the other hand is the more efficient way of scaling your support.”
The transition from consumer to B2B segments requires adaptability. Shivangi's journey from Meesho to a small startup and then to Clari exemplifies the need to understand customer segments deeply and to tailor engagement models accordingly.
You have to focus on the service offered while also understanding the customer's business model and potential for growth.
"Understanding the underlying business models of our clients is crucial. It's about more than just providing a product; it's about solving specific challenges and unlocking opportunities for them”, Shivangi explains.
For instance, a startup might benefit from a low touch model that emphasizes digital resources and automation, allowing for scalability. In contrast, an enterprise might require a high touch approach, with dedicated support and personalized service to navigate complex requirements.
Recognizing the growth potential within each segment is crucial. Shivangi's approach involves identifying which customers have the potential to expand their usage and investment over time and tailoring the engagement strategy to nurture this growth.
She explains, "Recognizing which customers have the potential to grow with us guides how we tailor our engagement. It's not one-size-fits-all; it's about fostering growth together."
An essential part of adapting to customer segments is establishing a robust feedback loop. This enables the customer success team to continuously refine their understanding of different segments and adjust their strategies accordingly.
Shivangi advocates for a data-driven approach in understanding and segmenting customers. By analyzing customer behavior, engagement levels, and product usage patterns, teams can make informed decisions about how to best support each segment.
For scalable low touch models, digital first strategies are essential, but they must include a human element for critical interactions like renewals or when customers face challenges.
Tools like Calendly for scheduling, Groove for internal use, and platforms for product analytics and engagement monitoring are crucial.
Content plays a key role, with a focus on creating accessible, easy-to-understand resources that empower customers to self-serve effectively.
As businesses scale, maintaining consistency and quality across customer interactions becomes challenging.
Shivangi emphasizes the importance of data in understanding customer needs and adjusting strategies accordingly. Regular feedback from CS teams and staying true to defined goals and KPIs are pivotal in ensuring that both high touch and low touch models deliver the desired outcomes.
The balance between high touch and low touch engagement models is dynamic and requires continuous evaluation.
By leveraging the right tools, focusing on customer-driven data, and ensuring a seamless experience across all touchpoints, companies can drive adoption and success in their customer success efforts.
There’s no one-size-fits-all playbook for customer engagement in SaaS. Businesses have to constantly analyze and iterate their approach as their customer base evolves.
We hosted Shivangi Sahu, Director of Customer Success at Clari, to share actionable advice on building high-touch and low-touch customer engagement models. In this conversation, she explained how the two models differ, best tactics to adopt these models, and her hands-on insights.
High touch involves more personalized, custom support with dedicated resources like a Customer Success Manager (CSM), often seen in enterprise segments.
Low touch, however, focuses on efficiency and scalability, typically through digital channels, aiming to serve a broader customer base without the need for direct, constant contact.
Shivangi explains, "High touch is more custom, more personalized, low touch on the other hand is the more efficient way of scaling your support.”
The transition from consumer to B2B segments requires adaptability. Shivangi's journey from Meesho to a small startup and then to Clari exemplifies the need to understand customer segments deeply and to tailor engagement models accordingly.
You have to focus on the service offered while also understanding the customer's business model and potential for growth.
"Understanding the underlying business models of our clients is crucial. It's about more than just providing a product; it's about solving specific challenges and unlocking opportunities for them”, Shivangi explains.
For instance, a startup might benefit from a low touch model that emphasizes digital resources and automation, allowing for scalability. In contrast, an enterprise might require a high touch approach, with dedicated support and personalized service to navigate complex requirements.
Recognizing the growth potential within each segment is crucial. Shivangi's approach involves identifying which customers have the potential to expand their usage and investment over time and tailoring the engagement strategy to nurture this growth.
She explains, "Recognizing which customers have the potential to grow with us guides how we tailor our engagement. It's not one-size-fits-all; it's about fostering growth together."
An essential part of adapting to customer segments is establishing a robust feedback loop. This enables the customer success team to continuously refine their understanding of different segments and adjust their strategies accordingly.
Shivangi advocates for a data-driven approach in understanding and segmenting customers. By analyzing customer behavior, engagement levels, and product usage patterns, teams can make informed decisions about how to best support each segment.
For scalable low touch models, digital first strategies are essential, but they must include a human element for critical interactions like renewals or when customers face challenges.
Tools like Calendly for scheduling, Groove for internal use, and platforms for product analytics and engagement monitoring are crucial.
Content plays a key role, with a focus on creating accessible, easy-to-understand resources that empower customers to self-serve effectively.
As businesses scale, maintaining consistency and quality across customer interactions becomes challenging.
Shivangi emphasizes the importance of data in understanding customer needs and adjusting strategies accordingly. Regular feedback from CS teams and staying true to defined goals and KPIs are pivotal in ensuring that both high touch and low touch models deliver the desired outcomes.
The balance between high touch and low touch engagement models is dynamic and requires continuous evaluation.
By leveraging the right tools, focusing on customer-driven data, and ensuring a seamless experience across all touchpoints, companies can drive adoption and success in their customer success efforts.
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