Orchestration of value: the role of customer success managers within sales ecosystems

Abstract

Purpose This study aims to integrate research on customer success (CS) management with the service ecosystems perspective of selling to enhance the understanding of the CS management function and the outcomes selling firms should expect based on implementation of CS management. Design/methodology/approach The authors apply the service ecosystems perspective of selling to describe how CS management is manifested in practice by offering relevant insights and practical industry examples. Findings Study findings identify relevant ecosystem actors, acting on behalf of the customer, required for the delivery of desirable customer outcomes. Study findings also link the orchestration efforts of CS managers to theory-based tenets for explanation of how CS management facilitates the attainment of competitive advantages via the thickening and thinning of ecosystem crossing points. Research limitations/implications Given that the research is conceptual, additional research that empirically examines this framework and the insights presented would lend further credence to the recommendations the authors suggest. Practical implications From a practical perspective, the authors present a “Customer Relationship and Solution Innovation Matrix” which integrates necessary value-creating activities that CS managers perform and the coordination with internal actors that CS managers rely on to create value. Originality/value Although the practice of CS management is becoming increasingly common, theoretical approaches capable of explaining the function have been lacking. Similarly, while the service ecosystems perspective redefines selling to encompass a broader set of actors than traditionally examined, practical examinations of the theory are limited. The authors address these issues, integrating both research streams for an enhanced understanding of the CS management function through the service ecosystems perspective theoretical lens.