Comparing and contrasting customer success management and relationship marketing

Abstract

Customer Success Management (CSM) is an emerging B2B strategy designed to prioritize and maximize customers’ value-in-use. Scholars have questioned whether CSM represents a rebranding of extant customer management practices or an evolution of customer management practices. This research investigates key differences between CSM and Relationship Marketing (RM) through a literature review of definitions and statements, and by comparing and contrasting specific tasks of CSM and RM amongst eight categories of analysis. The study found significant differences between CSM and RM, particularly around sales orientation, goals and outcomes, integration/partnership, company performance, and value. Overall, our findings offer a solid view of how CSM fits with and builds upon existing RM practice.

Keywords

• Customer success management
• relationship marketing
• sales
• value
• Ediz Akcay, Bournemouth University Talbot Campus: Bournemouth University, United Kingdom
• Marketing Management