Knowledge Hub: CRMs vs. Dedicated Customer Success Platforms

The saying has been around for years: you’re only as good as the tools you use. When it comes to a Customer Success team, the tools used to support this important function should not be taken lightly given the amount of revenue that is on the line.

Wondering if your current tech stack is enough to foster ongoing customer excellence? Read on to learn why CRMs alone may not be enough to ensure strategic long-term Customer Success.

A CRM ≠ Customer Success Platform

Focus:

Customer Relationship Management (CRM) Tools are focused on opportunity management. These activities are typically manual and exist within accounts.

Customer Success Management (CS) Tools are focused on engagement and lifecycle management.

Purpose:

Customer Relationship Management (CRM) Tools are designed to manage workstreams based upon inputs (data entered by sales, ‘gut instinct.’)

Customer Success Management (CS) Tools are designed to manage workstreams that combine data from external /internal platforms and rely on triggers (based upon fact; health scores, NPS, usage data, etc.)

Function:

Customer Relationship Management (CRM) Tools support a relatively uniform sales process. Despite changes, most buyer journeys follow a similar path.

Customer Success Management (CS) Tools support complex customer lifecycles. These can change in an instant… few customer journeys look identical.

Task Setting:

Customer Relationship Management (CRM) Tools allow for task setting and assignment, but automated task creation is usually limited to date ranges.

Customer Success Management (CS) Tools allow for automatic task setting on key data points like product usage over a period of time in your customer’s journey.

Related Content

See More Customer Success Resources