Why don't the platforms themselves solve CSM problems?

Customer Success in 2024: How data ecosystems are changing the approach to managing customer success

There is no room for guesswork in Customer Success. The questions that today's companies are asking require precise answers:

• What are the customer's needs? This requires analyzing data collected from multiple sources (#CRM for interaction history, #CDP for behavioral insights, DMP for forecasting).
• What will be in demand? Predictive analytics (CDP + DWH) allows you to estimate what products or services are likely to be in demand by customers.
• How to make more money? Integrating data from DWH and CRM helps CSMs build retention and upsell strategies.

The answers lie in the data, but on its own, siloed information from CDP, CRM, DMP and DWH is not valuable. What matters is the ecosystem where these tools work together. Let's consider how this is changing in 2024.

Key challenge: data is isolated in different systems, which makes CSM work complex and inefficient.

In modern business, effective management of data and customer interaction is a key success factor. Let's take a look at current trends and compare popular CDP, CRM, DMP and DWH platforms available on the #Russian, #USA and European markets.

CDP (Customer Data Platform):

CDP combines customer data from various sources to create a single profile for personalization and analytics.

• Russian solutions:

1. Mindbox : A marketing automation platform offering omnichannel communications and personalization.
2. Loadstone : Customer retention management platform with personalization and recommendation functions.
3. Carrot quest : Marketing automation tool with segmentation and communication capabilities.

• International solutions:

1. Customer.io : A marketing message automation platform with a focus on personalization.
2. Segment : A popular CDP that allows you to collect and manage customer data.
3. Tealium : Provides data management and integration with various marketing tools.

Trends in 2024:

In 2024, CDP integration with artificial intelligence is expected to increase for more accurate personalization and predictive analytics. Companies will seek deeper integration of CDP with other business systems to provide a single view of the customer.

CRM (Customer Relationship Management):

CRM systems help manage customer interactions, improving sales and service.

• Russian solutions:

1. Bitrix24 : A comprehensive platform with CRM, tasks, projects and communications.
2. amoCRM Dev : Easy to use CRM with a focus on sales and communication management.

• International solutions:

1. HubSpot t: Popular CRM with free and paid versions, integrated with marketing and service.
2. Attio : A modern CRM with a focus on contact and interaction management.
3. monday.com A project management platform with CRM features.

Trends in 2024:

CRM systems will actively implement artificial intelligence features to automate routine tasks and improve customer interaction. Mobile CRM solutions that provide anytime, anywhere access to data are also expected to grow.

DMP (Data Management Platform):

DMP collects and processes anonymous user data for targeting and advertising.

• Russian solutions:

1. NT.technology: Offers a DMP platform for analyzing and segmenting
2. Yandex Audience: Platform for creating audience segments based on data.

International solutions:

1. Oracle BlueKai: One of the largest DMPs providing extensive data management capabilities.
2. Adobe Audience Manager: A DMP from Adobe with integration into their marketing ecosystem.

Trends for 2024:

With increased regulation on data privacy, DMPs will adapt to handle Tier 1 and Tier 2 data, reducing reliance on third-party data. DMPs are also expected to integrate with CDPs for more accurate targeting.

DWH (Data Warehouse):

DWH is a centralized data warehouse for analytics and reporting.

• Russian solutions:

1. @Yandex.Cloud Data Warehouse: A cloud-based data warehouse from Yandex.
2. Russia BI: Offers DWH and BI implementation solutions.

• International solutions:

1. Amazon Redshift: Cloud data warehouse from Amazon.
2. Google BigQuery: Cloud data warehouse from Google with scalable analytics capabilities.
3. Snowflake: Modern cloud DWH with multi-cluster architecture support.

Trends for 2024:

Cloud DWH will continue to gain popularity due to its scalability and flexibility. The use of real-time DWH for operational analytics and decision making is also expected to grow.

Solution through integration and ecosystem

Connectivity between platforms is the foundation for customer success. Tools like make.com or native integrations such as APIs between Bitrix24 and Customer.io, allow you to automate processes and get a single view of the customer.

Example:

• Bitrix24 is used to manage contacts and transactions, capturing the history of interactions.
• Customer.io (CDP) allows you to segment customers by behavior, identify needs and launch personalized trigger campaigns.
• Integration through make.com automatically transfers data from Customer.io to Bitrix24, where managers can customize engagement strategies.

And here's a practical application for CSM

1. Individualization of interaction strategies: With CRM and CDP integration, a manager sees that a customer is interested in a specific product. This allows you to prepare a relevant offer in advance and choose the right tone of communication.
2. Risk management and retention: Behavior analysis from CDP (e.g., decreased activity) in conjunction with CRM allows you to predict customer churn and take action in time.
3. Automation and scalability: Using connectors or native integrations reduces routine tasks, freeing up time for proactive customer outreach.

In 2024, the key trends in Customer Success are:

1. Increased focus on revenue impact and results: In a volatile economy, CS teams will look to align more closely with revenue goals and clearly define their contribution to customer retention and expansion.Customer Success Collective
2. Scaling with AI and automation while maintaining personalization: Leveraging AI and automation will enable CS teams to effectively manage more customers while maintaining a personalized approach.ChurnZero
3. Improved cross-functional collaboration and integration: To achieve better results, CS teams will look to work more closely with other departments such as sales, marketing, and product teams.Customer Success Collective
4. Increased focus on human authenticity amid the rise of AI: Despite the adoption of technology, preserving authentic human interactions will remain a priority to ensure high levels of customer satisfaction.Customer Success Collective
5. Active use of customer advocacy as a key tactic: Companies will encourage customers to become their advocates, which will help in attracting new customers and building brand reputation.

4U approach for CSM when using platforms:

• An integrated approach that unlocks data for the customer.
• Competing for customer attention requires process automation.
• Make.com integrations that transform CSM.
• Ultra-specific: An example of Bitrix24 and Customer.io bundling for the SMB segment.

As the tools and rhythm of life change, the CSM is no longer just a "Client Advocate" or "Consultant", he or she becomes a "Conductor":

CSM as an ecosystem conductor

The Customer Success Manager in 2024 is more than just customer support. It is a strategic role that integrates data into a single ecosystem through tools like make.com, Zapier or native integrations.

Case Study Example:

• Automatically transfer segmentation data from CDP to CRM.
• Customize trigger campaigns for different segments.
• Show the manager the specific product that the customer is interested in to prepare a personalized offer.

Is your CSM aware of new growth points?

?? Conclusion:

In 2024, successful Customer Success depends on managers' ability to leverage an ecosystem of tools and data. Your CRM, CDP, DMP and DWH are not just platforms, but a connecting bridge between customer needs and your product.