高触摸与低触摸客户服务和成功模型

在客户服务中，有不同级别的支持。客户可以与前线支持代表聊天，或者他们可能有专门的客户成功经理（CSM）他们可以与之聊天。

The difference between these types of customer service is that one is low touch while the other is high touch customer support.

高价值客户可能需要更多的一对一的一对一支持，而购买不太复杂的包装的客户则不需要。

在这篇文章中，我们将回顾一下高触摸和低触摸客户服务以及不同客户参与模型在行动中如何工作的区别。

The reason that there are these two different models for customer service is that different customers will have different needs. Not every customer needs personalized support. For example, if a customer has a generic issue, and brings in a low recurring revenue, they can call your support line and reach a front-line support rep. Additionally, low touch customer service is when digital engagement, such as online chat, emails, or self-service knowledge base articles provide enough support for your customers.

However, customers with high recurring revenue and complicated integrations will need dedicated support on a personalized level. This is high touch customer service. With these customers, ya CSM will give personalized support as needed to make sure your high-value customers succeed and are happy with your product or service.

因此 - 高触摸服务需要个人关注和为客户服务的战略方法。维护的成本很高，但这就是为什么您为高价值客户使用这一水平的客户支持。另一方面，低触摸参与模型对群众，低价值客户更具成本效益和帮助。

现在，让我们看一下被认为是低触摸和高触摸的客户服务类型。

Low Touch Service Examples

• Front line support rep (phone, email, or chat)
• Automated product emails and updates
• 知识库文章
• bob电竞官方下载有关新功能的软件通知和教程

High Touch Service Examples

• Dedicated customer success manager
• 个性化客户入职
• 个人策略会议和1：1会议
• 新功能演练

那么，当涉及客户成功经理的角色时，这是什么样子？让我们潜入下面。

客户成功经理High Touch与Low Touch

首先，让我们快速概述客户成功经理的所作所为。CSM负责帮助客户取得成功，这意味着他们整天与客户互动 - 无论是帮助新客户加入船上还是帮助他们提出实现目标的计划，还是培训客户的新功能。

A CSM will respond to questions over email, attend scheduled meetings, and raise tickets to customer support if it's needed to help their customer solve an issue.

As you can tell from the role, some actions require more high touch service, while others only require low touch support.

A CSM might give low touch service just by quickly responding to emails and answering questions in a way that doesn't take up too much time. On the other hand, high touch service from a CSM looks like creating personalized onboarding documents, attending meetings to help customers achieve their goals, and making strategic plans for success.

When it comes to onboarding, high touch service is necessary when a product or service is customizable to the customer's needs. This will mean a CSM (or customer relationship manager, or implementation specialist) will need to understand each customer's company and the requirements to get them fully onboarded. A high touch onboarding experience will include customized onboarding material -- documents, videos, help guides -- and a walk-through to familiarize the customer with the product, and expert consultation for support.

低触摸板看起来会有所不同。CSM可能只需要通过自动电子邮件和工作流与这些客户互动，而不是提供个性化文档。

Now, let's review what this customer engagement model looks like.

Customer Engagement Model

To visualize the concept, this is what high touch and low touch customer engagement models look like in action:

现在，您如何决定使用哪种型号？还是应该两者都使用？答案是取决于您的产品或服务。如果您提供SaaS (Software as a Service)产品，那么两者的组合很可能是最适合您的东西。

但是，如果您的产品或服务不是数字化的，则可能只需要一个。例如，草坪护理公司可能会选择为每个客户提供高触摸客bob全站app户服务，因为他们想与每个客户见面，向他们提供有关推荐的草坪产品的咨询等。另一方面，零售店可能只需要提供低触摸客户服务，因为处理回报和退款是客户所需的服务范围。

虽然这取决于产品/服务，但大多数公司将根据客户的价值和所提供的产品/服务的复杂性来使用这些客户参与模型的组合。

To decide which customer success model to use, you'll want to segment your customers by:

• Revenue
• 流失的可能性
• 购买的产品/服务的复杂性
• Customer lifetime value

细分客户后，让我们回顾一下如何实现两种类型的客户成功模型。

Customer Success Model Implementation

低触摸实现

• 根据客户角色（剧本，策略，计划，视频，教程，产品演练）为各种客户创建数字内容）
• Create your automated workflows for customers who sign up for certain products/services and spend under a certain amount of money
• 测试您的沟通渠道和自助服务支持选项

High touch implementation

• Assign every customer who purchases certain products/services or spends a certain amount of money to a CSM
• 为每个客户创建自定义的入职文档 - 通过实施专家设置每个客户（如果与CSM不同）
• 帮助客户快速通过电子邮件或电话解决问题
• Help customers plan strategy documents and push them to evolve their processes (conduct milestone meetings, show where they are and where they're going)
• 提供个性化产品并与新版本的演练会议
• 进行季度业务评论以突出客户所取得的成就

最终,你的公司可能会使用一个联合bob全站appnation of high touch and low touch customer service. CSMs will need to know how to provide both for different value customers. However, it's important to understand that low touch customer service is enough for generic, automated communication. High touch service is useful when dealing with valuable or at-risk customers.