Customer Retention Strategies Part 2 #accountmanagement #customersuccess

20 Mar 2024 · 1 min

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In this segment, the speaker emphasizes the necessity for account managers and customer success professionals to stay close to all relevant stakeholders within a client organization, not just senior executives. He outlines a proactive, scalable approach that begins with identifying every stakeholder type tied to a product or service—owners, buyers, influencers, direct users, and multi‑end users who further propagate usage. By mapping this chain of influence, teams can maintain ongoing engagement, anticipate needs, and drive deeper adoption, forming a foundation for stronger customer retention.

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Number 2, stay close to your stakeholders. And I don't just mean the ones at the top. I mean stakeholders that influence all kinds of decision-making within your customer's organization. And so how do we begin to do this proactively and at scale to stay close to those stakeholders? Well, one, you have to identify who those stakeholders are for your specific business product and service. Every product and service you have will have an owner, a buyer, an influencer, users and even multi-end users, people who use it, then use it for other people, then those people use it for other people, and so forth and so forth. So you need to decide what that chain of stakeholder analysis looks like.