What drives the implementation of customer success management? Antecedents of customer success management from suppliers' and customers' perspectives

Applications of customer success management are gaining increasing importance globally across industries. Especially when selling and delivering complex offerings, suppliers need to prove that value that has been promised in a value proposition is delivered to the customers or even exceeded in the post-purchase usage processes. This paper investigates the antecedents that drive the implementation of customer success management from a customer and supplier perspective and analyses in how far these perceptions differ or overlap. Based on interviews of 95 representatives of supplier and customers firms, the study reveals eleven drivers for the implementation of customer success management that relate to customer perceived expected, experienced and relationship value. It further highlights key similarities and differences in the perceived relevance of these driving factors between suppliers and customers. Based on these findings, this study also provides insights for managers both on the supplier and the customer side on when to invest into customer success management endeavors.